A major benefit for information flow advertising, “Super” Fans Pass is coming! Attached effect case

I believe that friends in the channel circle have heard rumors since the beginning of this year that Weibo is going to launch Super Fans Pass . After half a year of testing, Super Fans Pass was officially launched in June this year .

Everyone has many questions about Super Fans Pass, for example, what upgrades does Super Fans Pass have compared to Fans Pass? How effective is Super Fan Pass? Today, I will take you 2 minutes to understand the “super” functions, delivery cases and effects of Super Fans Pass!

Super Fans Pass and Fans Pass are two different operating platforms. The biggest difference lies in the background system and dimensions .

Ads released through Super Fans Channel will be displayed in the same location and format on Weibo as those of Fans Channel, i.e., they will be displayed in the main information flow on mobile and PC terminals, the popular information flow on mobile terminals, and the search information flow.

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The display formats are also exactly the same, including: nine-grid , video button, multi-image blog post, image and text button, and large application image. Friends who are familiar with Fanstong should be more familiar with these formats, so I will not go into details here.

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Let’s talk about the differences:

1. Increase advertising types - marketing goals

Before creating an advertising plan, Super Fans will make a distinction between advertisers' marketing goals. This distinction can help advertisers better achieve their promotional goals.

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Marketing goals are divided into two categories: the goal of reach is to increase advertising exposure and interaction, which is more suitable for brand advertisers.

With conversion as the goal, find your potential fans, increase downloads, activity, visits, collect sales leads, etc. This type of goal is more suitable for APP, Internet celebrities , e-commerce , O2O , etc.

2. Increase the directional dimension

A. Social Relationships—Not to My Own Fans

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This new feature can distinguish advertising posts from regular posts, so your fans will not see the advertisement in their information flow, which can effectively avoid disturbing your fans and reduce the loss of fans.

B. Add user behavior targeting

User behavior targeting targets the target audience of advertisements based on the user's precise behavior ( including life behavior, social behavior, and installation behavior ) , including life status, users who interact with topics, users who interact with designated blog posts, and native advertising . Let me share with you what each of them means.

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Life Status

Life status refers to the key life status of the user at present, such as studying, marriage, childbearing, parenting , etc. The figure below shows the current orientation of all life statuses.

Life status targeting is very suitable for marriage, parenting, and real estate products, and can help these advertisers find target users very accurately.

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Users who interact with the topic

Topics are one of the powerful features of Weibo. A highly popular vertical topic means a large enough group of active and targeted users.

For example, taking Lu Han as an example, if a product invites Lu Han to endorse a product and hopes to promote it among Lu Han’s fan base , then it can target topics related to Lu Han to attract the attention of fans and maximize the value of the spokesperson.

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Users who interacted with a specific blog post

This targeting is more precise . For example, if a user has commented or liked a Weibo post by an internet celebrity , indicating that the user has a precise interest in purchasing clothing, then the next time new products are released, this group of users can continue to be targeted to improve conversions!

Note: You can specify up to 10 blog posts at a time.

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Native Advertising

Refers to promotion to fans of users who interact with the current promoted blog post. These fans can be divided into age, gender, region and promotion platform.

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C. Targeted addition of user attributes

In terms of user attribute targeting, in addition to the same age, gender, interests, and regions as Fanstong, we have added network, login frequency, and mobile phone brand targeting.

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Network targeting includes wifi, 2G, 3G\4G. The newly added WiFi orientation plays an important role for apps or games with larger packages.

In a wifi environment, users are more willing to try to download these new games and apps and will not be deterred by the large size of the package. This is much more accurate than the previous practice of publishers estimating the network environment by time period.

3. Smarter bidding

In the budget setting, Super Fans Tong has added the OCPM billing model . Previously, there were only two billing models: CPM (bidding per thousand impressions) and CPE (bidding per single interaction).

OCPM will automatically bid at the lowest price you can offer, ensuring that your ad creatives can be delivered, but the delivery speed is not guaranteed and cannot be adjusted. Currently, this feature is usually attempted when account costs are too high.

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New advertising optimization methods have been added. Awareness optimization can be used to deliver ads to those who may be more interested in the brand , while exposure optimization can be used to deliver ads to as many people as possible. You can choose based on your needs.

In addition to the above functions, after the super fans place the advertisement, they can set the advertisement to private . When entering the official WeChat account, the advertisement will not be displayed. Moreover, the materials placed by the super fans can be used repeatedly for at least one year , which is not available in the Fans Pass.

The case is coming! Look down:

Now that we have talked about the new features of Super Fans Pass, how effective are these new features in actual implementation? I have found some actual cases and data on the use of super fans for your reference.

Case 1: A mobile game with a certain IP

Delivery effect

Activation cost : 20-35 yuan

Payment rate: 15%-20%

Highlights of the launch: Since the game package is relatively large and consumes data traffic , we use Super Fan Pass to effectively reduce activation costs through limited wifi testing .

Case 2: An education client

Delivery effect

CTR : 0.07%-0.12%

Registration cost: less than 80 yuan

Highlights of advertising: When CPE cannot be advertised and CPM advertising costs are difficult to control, use the automatic bidding function of Super Fans Pass OCPM to effectively control costs , strive for exposure, and achieve large-scale and fast advertising.

Case 3: A weight loss app

Delivery effect

Conversion rate : 4.5%-5%

Activation cost: 4-6 yuan

Highlights of the campaign: By using the user behavior targeting function in Super Fans, most of the users of this APP are students , so the student stage is selected in terms of life status, targeting college students and above , and at the same time targeting users who interact with topics related to "weight loss" , effectively locking in accurate users and reducing activation costs.

The amount of information in this article is quite large, so let’s review and summarize the five major upgraded functions of Super Fan Pass:

1. Added advertising types , you can choose marketing objectives;

2. You can choose not to broadcast to your fans to reduce the disturbance to them;

3. New user behavior targeting , including life status, users who interact with topics, users who interact with designated blog posts, and native ads;

4. Added user attribute targeting , including network, login frequency and mobile phone brand. The network can choose wifi targeting;

5. Added OCPM billing mode .