Kuaishou e-commerce advertising short video creation guide

1. Features of Kuaishou Platform

If you want to enter and operate a platform, you need to start by understanding its tone. Simply put: the video materials that run well on other platforms may not necessarily be suitable for the Kuaishou platform, so today I will share with you a creation guide for short video ads on the Kuaishou platform~

We can see that in the early days of the Kuaishou platform, anyone with a mobile phone could shoot and upload videos, and there was not much pursuit on the cover or the structure and content of the entire video. At that time, there was a chaos of good and bad videos on the platform. With the development of time, there are more and more high-quality videos on the platform. If you want to improve the competitiveness and attractiveness of the videos, you need to further improve and optimize them. So gradually we summed up some experience in creating e-commerce short video advertisements.

1. Platform user tone - high-quality user cover on the discovery page

First of all, we need to understand user preferences, clarify the advertising environment, and compete with user works.

On the discovery page of our Kuaishou platform, different types of works are presented here, and the first thing users see is the video cover. In order to make people pay attention to your video first, we need to understand user preferences, figure out the advertising environment, and create high-quality covers that attract users, so that we can have an advantage in competing with other videos.

2. Platform user tone - user works & homepage

1) Marketing skills

Setting of profile of the home page;

The style, type and content of the video;

The video shows how users in different industries (such as clothing, tea, daily necessities, etc.) achieve their marketing goals; the tone of platform users - Kuaishou & competitors.

2) Different platforms, different presentations. We need to learn to build relationships with users through the presentation on the homepage.

Kuaishou creators & users: Friendship;

Competing creators & users: The relationship between actors and audiences: Learn to build friendships with your old friends.

2. Tips for Creating Kuaishou E-commerce Advertising Materials

1. Creative style of advertising materials

The overall material style is mainly divided into the following aspects:

2. Necessary elements for content creation

Content is the core value of a video. Who the video is for, what it wants to express, and what purpose it wants to achieve are all reflected in the content of the video. The specific summary is:

1) Understand your users

Any information flow promotion that is not based on the crowd is rogue. It is necessary to target user groups and produce content accurately.

For example, we need to make a video advertisement for cosmetics. We analyze the target audience, namely women, those who love beauty and fashion. Correspondingly, what our video should present should be in line with the preferences of this group of people. (The video reflects the activity, the effect of use, and the image of the protagonist of the video must be a beautiful young lady).

Key expression: Single expression of product selling point; Single appeal in scenario. Specifically, it is expressed from the aspects of product price, promotional activities, and usage effect.

Authenticity: Advertising must be authentic and tell the truth. You must do your best to prove that what you express is true. The most direct way is to have someone in the video use and experience the products we recommend.

Guide users who see the advertisement to take action: The ultimate goal of e-commerce advertising is to guide users to take action and consume. Advertising is not only to impress users but also to tell them how to act. The specific guidance methods will be demonstrated in the case below.

3. Tips to improve material effects

A good video advertisement = cover + originality (shooting and editing) + high-quality 3s (70%) and 5s (50%) playback rates. No matter how much you say, it is not as practical as what you actually see. Next, we will conduct a detailed analysis of high-quality cases such as covers and video types.

3. Analysis of excellent e-commerce materials

1. Interpretation of excellent cover of the platform

The cover is the first page where video ads appear on the Kuaishou platform. A good cover can inspire users to click on the ad and is the "face" of a video. What are the highlights of a high-quality cover? Let’s analyze it with excellent cases in the beauty industry.

Figure 1:

Figure 2:

Figure 3:

4. Video Types

We can see all kinds of advertisements on Kuaishou. In order to better distinguish and understand them, we have simply classified the videos here, namely: grass-planting videos, plot videos, and factory videos .

1. Planting grass

Simply and directly introduce the selling points of the product and display the product details.

Video analysis: Hua*zi is having a big sale, let's see how affordable it is [reflecting the product promotion and eye-catching discounts] , the box comes with two layers of drawers, which is a makeup mirror when opened, and there are makeup brushes, eyebrow chalk, powder box version of powder, jade air cushion, heart-lock lipstick, makeup palette, lip mask, so many things [specific product content introduction] , wouldn't it be nice to give her so many things as a gift [point out the purpose] .

Why do we recommend it? Because it is not only a makeup gift box, it is also a mirror box for ladies in ancient times to store their makeup products [Purpose + Girls’ love for ancient style once again emphasizes the reason for recommending it] . Use it to put on makeup and see - [Makeup display product video, there may be places that create contrast to reflect the effectiveness of the product]. Don’t you need this oriental makeup box with beautiful meaning? Click the link below to buy it [Guide consumers to buy] .

2. Drama

Introduce the product through real life stories, inadvertently highlight the product features, and use this to promote the product and introduce its selling points.

1) Video content analysis

Wow, you are so extravagant! Do you bathe in Dior perfume? [The second person’s question creates suspense] (Voiceover) No, I just used this scented shower gel [the leading actor explains to resolve the suspense and introduce the product] , (Takes out the product and smells it) It smells really good, and it only costs the price of a cup of milk tea~ [Finally, highlight the preferential price of the product to increase the probability of an order] .

2) Overall video structure

Beautiful female stars + scenes that match the product + popular music + life story copy = the advertising placement is not awkward and naturally fits into life.

3. Factory video

Fixed personnel come on camera to explain, provide various demonstrations of product usage and introduce selling points, mostly using factory footage.

1) Video content analysis

Friends~Friends! Look! [Use tools to open and catch people's attention] These are all our own tea gardens. We have decided not to look for agents to distribute them anymore. We will sell them directly in the tea gardens. The price is the lowest. You can get 10 cans for only 99 yuan! [Indicate the discount and source manufacturer to increase persuasiveness] 3 cans of Jin Jun Mei, 3 cans of Tieguanyin, 4 cans of Zhengshan Xiaozhong, and also give away a pot and four cups of premium tea, [ Product Introduction] Even if we lose money, we will send our best tea to our friends [Consider consumers and win their favor].

Don't worry, the tea is exactly the same as the tea bought in the physical store. Our family has insisted on pure handmade tea for generations. The appearance is uniform, bright green and shiny. The brewed tea color is also very bright, and the taste is also very fragrant. You will taste the same fragrance after drinking three or five brews. [Demonstration and experience] After the goods arrive, you can try them first after unpacking. If you are satisfied, you can pay. If you are not satisfied, you can return them directly. We will cover all the round-trip shipping costs. Click the link below the video to buy it now! 【High-quality after-sales service guides ordering】 .

2) Video structure

4. How to make a perfect ending at the end of the video

At the end of a complete video, there will be a page guiding users to click a button to convert and place an order - as shown in the picture.

5. Material production tools and platforms

1. Recommended material creation tools

2. Introduction to Kuaishou’s material service capabilities and tools

Kaiyan Kuai Chuang is an APP that provides a large amount of inspiration and methods, can stimulate users' creativity, and also has AI tools to enable creative video production.

1) Suzao Platform

Meet the needs of various industries, improve input-output, customize original materials, and reasonably match orders

2) Programmatic Creativity 2.0

3) Channels for obtaining creative inspiration

You can often check out platforms such as Kuaishou, Douyin, Youmi Cloud, Erlangcha, etc. The short videos on these platforms are constantly updated, and a large amount of video content is updated every day. There are many excellent video ideas and materials, which you can refer to and learn from to keep up with the pace of the times.

Author: Silk Road Praise

Source: Silk Road Academy