Kuaishou advertising introduction, Kuaishou advertising display, Kuaishou advertising price

Kuaishou is a well-known short video application platform in China. It has over 700 million users and 110 million daily active users. Short videos are also a popular mobile product nowadays and have received a lot of attention from netizens. Kuaishou advertising can place your ads in the information flow of the Kuaishou APP and promote them to all Kuaishou users in the form of native ads.

1. Introduction to Kuaishou Platform

Kuaishou is a well-known UGC (user-generated content) short video community in China, with 700 million registered users, 160 million daily active users, and over 200 million monthly active users; the average daily video playback times reach 15 billion times, and the number of user likes exceeds 300 million per day; currently, users have uploaded 8 billion original video materials, with a cumulative duration of 5 million years. Kuaishou is very popular among young users, and users born in the 1990s and 2000s account for more than 80% of Kuaishou's total users. In terms of gender, there are slightly more female users than male users, with females accounting for 51% and males accounting for 49%. From a geographical perspective, Kuaishou has coverage in all major cities across the country, with high user activity in the three northeastern provinces, Henan, Hebei, Shandong, Guangdong, Anhui, Zhejiang and other provinces. Kuaishou also has a very high market penetration rate in the country's second- and third-tier cities, and has very strong commercial potential in the sinking market, with 10% in first-tier cities, 36% in second-tier cities, 20% in third-tier cities, and 34% in fourth-tier cities and below.

As Kuaishou’s popularity continues to rise, it has also launched an official marketing platform for advertisers to place Kuaishou information flow ads and provide Internet marketing services to businesses.

2. Introduction to Kuaishou Advertising

1. Kuaishou information flow advertising

Kuaishou launched information flow advertising in 2017. After continuous delivery, optimization and upgrading, it has accumulated a huge amount of user data, which has also made Kuaishou's advertising delivery more accurate and the advertising effect better.

Kuaishou’s information flow ads have significant differences and unique advantages in promotion methods compared to traditional search ads. Traditional search advertising is a "user looking for merchants" model, that is, users trigger the display of merchant ads by searching for relevant keywords, and users choose suitable merchants based on their interests. Kuaishou's information flow uses big data algorithms based on users' behavior on the Internet to infer users' potential needs and label them. Merchants can then place advertisements based on the labels of their potential customers, which can greatly increase product exposure and gain the attention of users who are interested in the products. Kuaishou marketing platform has the following four advantages:

① Traffic dividend: The traffic dividend period of the short video industry and the good advertising environment of the Kuaishou platform allow advertisements to reach people accurately.

② Laotie Economy: Kuaishou has formed a unique "community", and the "Laotie Economy" makes social stickiness stronger.

③ Technology-driven: With 7 years of experience in the short video industry, we adhere to the principle of "decentralization" and achieve personalized matching of content and users through technology-driven development.

④Diverse content: rich and authentic content, easy to operate.

2. Location of Kuaishou ads

Kuaishou’s information flow ads appear in the 5th or 6th video position each time the discovery page is refreshed. That is, every time a user opens the Kuaishou AP or pulls down to view new video content, the ads appear in the 5th or 6th video from top to bottom. Why is it 5th or 6th, not a fixed 5th? Since the covers of Kuaishou videos vary in size, the display position of advertisements will be adjusted according to the needs of the layout.

Notice:

① The 5th and 6th positions are video positions, but ads are not displayed every time you refresh the page; the specific display format is pushed by the backend based on the algorithm;

② In order to ensure the effectiveness of advertising, Kuaishou will not push ads to new users who have downloaded/registered within 7 days. Because the platform obtains limited effective information about newly registered users, it is difficult to accurately locate them. However, after users have used the APP for a period of time, the platform will be able to understand their potential needs and provide better advertising services for merchants.

3. Display style of Kuaishou video information flow ads

①User discovery page

This screen is the effect that appears when the user opens Kuaishou or refreshes downward, that is, the merchant advertising style displayed in the 5th or 6th video position. This will also be the display effect when you place an advertisement.

②Video playback page

This is the video playback page that users enter after clicking "Advertisement Video". The top of the page is the "Advertisement Video" uploaded by us, and the bottom is the advertisement information, including advertisement links, etc. The advertisement link below generally points to our landing page or directly downloads the APP.

③ Landing page

This is the page we enter after clicking the link below "Ad Video". This page can be provided by ourselves or quickly built using Kuaishou's tools. The landing page is the direct conversion page of the advertisement. There are four main types of landing pages:

a. Orders are placed through e-commerce platforms, which can be third-party e-commerce platforms (Taobao, Tmall, JD.com, Vipshop, Pinduoduo, etc.) or self-built e-commerce platforms;

b. Form collection: this type of user generally collects customer information and then sales staff conducts follow-up development, mainly in the fields of financial loans, education and training, and second-tier e-commerce;

c. Application download, targeting advertisers with application download needs, such as game download, application download, etc.

d. Brand activities, for advertisers promoting brand activities

Information flow advertising is widely applicable to various brands and performance advertisers, supporting a variety of application scenarios and promotion needs:

① Application installation: Information flow advertising promotes users’ download, installation, activation and other behaviors

② E-commerce ordering: Information flow advertising helps acquire users, and complete browsing, ordering, and purchasing through Taobao

③Brand activity promotion: Get users to visit the landing page through information flow advertising

④Sales lead collection: Complete sales lead collection through information flow advertising

⑤ Improve application activity: support recalling old users or improving user activity through deeplink

⑥ Topic Challenge Promotion:

Directly land on the advertising topic page, calling on users to participate in creating short videos related to the topic to increase brand awareness.

In addition to the above locations that are directly related to advertising, Kuaishou also provides several interactive locations to help merchants maximize the number of potential customers.

e. Personal homepage, where you can put contact information for potential customers to contact you

f. Private messages, for users to communicate directly with you

g. Comments. After users have watched your ad, they will express their thoughts in the comments. You can make full use of the comment function to interact with users, do word-of-mouth marketing, or directly develop customers.

3. Kuaishou advertising targeting dimensions

① Basic targeting: supports many basic targeting methods such as age, gender, and region to help advertisers screen users;

② Interests and hobbies: support targeting by interests, groups, tags and other attributes, and tap into groups of people with potential interests and needs;

③User environment: The system can determine the user's device, operating system, and network status, and advertisers can make choices based on their delivery needs;

④ Algorithm optimization: Through OCPC, advertising is more accurate, cost-effective and has better conversion effects;

oCPC stands for Optimized Cost Per Click, which provides advertisers with automatic optimization of effects based on optimization goals, continuously improves advertisers' advertising efficiency and input-output ratio, and effectively solves the problems of unstable conversion costs, too high conversion costs, and too few conversions. Currently, optimization of behaviors including click, download completion, activation, and form is supported. The gaming industry focuses on using ocpc activation. For advertising groups that exceed costs too much, the system will automatically compensate.

⑤ Budget scheduling: You can set a daily budget or specify a date for delivery to better control delivery costs.

4. Advertising price

① Bidding method: Kuaishou ads are bid in an auction manner, and the ads of advertisers with higher bids will have priority in being displayed.

② Billing by cpc (click): Billing is based on clicks. The lowest click price on Android is 0.1 yuan, while the lowest click price on IOS is 0.2 yuan.

③ Repeated clicks within 20 minutes will only be counted as one action and the fee will be deducted once

④Billing by CPM (exposure): If billed by CPM, the starting price is 15 yuan per CPM.

For more Kuaishou advertising cases, if you want to do Kuaishou advertising, please contact Qinggua Media official