Short video ads are very popular, the key is how to get users to pay for them!

Since mid-2016, short video feeds and Native Ads have taken the entire mobile Internet advertising industry by storm. Mobile Internet advertising , which has sprung up like mushrooms after a rain, is quietly undergoing a huge evolution.

Obviously, Video Feeds short video information flow ads have become an increasingly popular type of Internet advertising. It mainly uses interesting and interactive short videos to quickly arouse user interest. Social and information apps have become the most effective platforms for placing these interesting brand video ads .

On these platforms, users’ attention spans are often short, so content must be sharp or users will just scroll past your video. Of course, if your content is indeed interesting enough to attract users to click on it, the subsequent conversions it brings will also be considerable.

Simply put, we have all seen OTV (Online TV, online video ads). Some ads force you to watch for 15 seconds, and in most cases you cannot skip them. For consumers, any external factors that interrupt their viewing are unfriendly. Therefore, most OTV ads, if they are just extensions of traditional TV ads, even if they have clicks , are mostly late, and the subsequent on-site conversion rate is also poor.

In this situation, the emergence of short video information flow ads has brought new changes. It just proves that users are always eager to absorb high-quality content. Native advertising video content is very easy to be accepted by consumers and easy to form subsequent conversions. It can be said that short video advertising is a new advertising experience created exclusively for the mobile Internet , and its value is worthy of study.

How should short video ads be presented so that audiences will buy them?

Short-form (longer than 30 seconds) native video content that promotes content that goes beyond the core product value by educating, entertaining and inspiring, as seconds allow. Use in content marketing efforts as part of awareness, brand affinity, purchase intent efforts.

The role of native video ads (which blend perfectly within the native environment of the video feed) is to deliver brand advertising messages in an uninterrupted manner. Native advertising does not interrupt the user experience like pre-rolls, interstitials or pop-ups, giving consumers a choice to connect with the message.

Patch advertising:

Usually appears at the beginning or end of a film, mainly revealing the brand itself

Floating window logo:

The brand logo appears in the corner during short video playback

Creative soft implantation:

Advertising will be integrated with content and become the content itself

Therefore, brand advertisers need to be more proactive in producing high-quality content to impress consumers. For example... I am willing to pay for 18 minutes of traffic for the following video, what about you?

Short video advertising has developed rapidly in the past 3 to 4 years . In 2013, Facebook first launched short video ads, and they quickly spread across many platforms. Unlike OTV Pre-Roll or image ads, they can quickly convey brands to users.

If we use Facebook as an example video posts have 135% higher organic reach than photo posts. Other social and news platforms have been steadily rolling out their platforms, offering huge benefits to advertisers. Below, you can see the development timeline of the main platforms adopting video feeds:

Facebook – 2013

Twitter - 2016

WeChat – 2016

Instagram -2016

TouTiao -2016

Weibo-2016

QQ-2016

LinkedIn -2016

Vine-2016

YouTube -2016

SnapChat -2016

Momo-2016

With the rapid growth of short video advertising, the region with the most significant upward trend is China. The core of its value lies in making consumers pay attention to advertising again and attracting consumers' attention again in the fragmented mobile Internet era.

Many advertisers, including many agency colleagues, may want to ask some pointed questions: Do you think short video ads are useful? What does it mean specifically? Which media platforms are most suitable for me? How to ensure the cost-effectiveness of short video advertising? How many seconds of short video footage is most appropriate for me to use?

I will simply reply here:

First of all, regarding the selection of platforms , our experience is to make good use of the platform's data. What platform and what kind of platform are important, but the fundamental point is what kind of people there are. The data can be used by the brand side;

Secondly, regarding the price/performance ratio , don’t worry too much, just use the industry standard average of OTV as a basis for measurement, and you will be pleasantly surprised;

Furthermore, regarding video materials , it is strongly recommended to conduct AB Testing on the selected platform in order to understand consumers' concerns about short video content and retain the essence and discard the dross.

Mobile application product promotion service: APP promotion service Qinggua Media advertising

The author of this article @newrank compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting! Site Map