How to invest in Tik Tok information flow? Tik Tok information flow advertising click-through rate!

As the most direct profit channel for short video apps, Tik Tok’s information flow advertising has gradually attracted more brand owners to participate. With the rise of short video apps, companies are no longer satisfied with text-based information activities, and have turned to the era of short videos that are more attractive to users. In the Douyin short video app, users are equivalent to KOLs. They can not only show their characteristics, but also watch more novel and interesting user content sharing. This also gave rise to the popularity of Tik Tok, and also allowed many brand owners, cities, and internet celebrities to combine to create a short video craze. How to invest in Tik Tok information flow? Tik Tok information flow advertising click-through rate! Let’s follow Feng Chao from Dongguan to find out more!

How to invest in Tik Tok information flow? Tik Tok information flow advertising click-through rate

In the Tik Tok information flow advertising, how should brand owners weigh the advertising effectiveness on the short video social platform?

Judging from the data indicators provided by the backend of Douyin's information flow, in addition to external link clicks, playback volume, etc., an "effective interaction rate" indicator was also introduced, which attracted the attention and discussion of many people in the industry. What is the effective interaction rate used for? What is the real value of its indicators?

The calculation formula of Douyin's "effective interaction rate" indicator is as follows:

[Tik Tok effective interaction rate] formula: effective interaction rate = UV with ad interaction / UV exposed to ad

There have been interactive behaviors on advertisements, including: liking, commenting, forwarding, following, entering the homepage, viewing related music, clicking on topics, etc. By carefully examining the effect data of native information flow advertising during the "Tmall 38 Queen's Day", we found that the calculation method of Douyin's "effective interaction rate index" has three distinct characteristics:

UV data is used in both interactive behavior and ad exposure, reflecting the proportion of people participating in the interaction;

In terms of interactive behavior statistics, there are interactive behaviors such as music and challenge topics that can directly stimulate user participation, which are unique to Douyin;

The three major evaluation indicators of Douyin advertising effectiveness, basic indicators, playback indicators, and interaction indicators are mutually exclusive and are not calculated repeatedly.

The characteristics of the calculation method of "effective interaction rate" actually fit the characteristics of high activity, high stickiness and deep interaction of Douyin platform users.

The same is true at the brand marketing level. On the Douyin platform, the relationship between users and brands is not just about watching and being watched, but a deeper form of interaction. In a full vertical screen environment, brands and users can get closer and closer, feel more intimate, and have a stronger interactive atmosphere. In addition, brands can directly place native information flow ads, initiate topic challenges, and interact with users. Compared with the past where users saw the ad, clicked on the landing page, and then interacted, Douyin's conversion path is more upfront, and the communication path between brand advertising and users' "reach-interest-interaction-action" is shorter.

Therefore, Douyin's "effective interaction rate" chooses to use the UV statistical method, and the three indicators are completely mutually exclusive and not calculated repeatedly. It is very likely that it is based on the social advantages of its own platform to truly reflect the impact of advertising on each individual and the depth of interaction.

What is the value of the “effective interaction rate indicator” to the industry?

If short video social platforms can have clear and effective monitoring, and use indexes to show reach, interaction and conversion, this will be helpful and guiding for brand customers' advertising behavior, budget allocation and delivery preferences, etc.

The calculation formula for the interaction rate indicator of Douyin’s information flow advertising is mainly derived based on the platform characteristics. To a certain extent, it can reflect the advertising value behind this platform. Analyzing the value behind the data and applying it to brand marketing is what is worthy of discussion and analysis by the industry. The outstanding features of Douyin advertising, namely higher immersion and stronger interaction rate, brand owners should plan more strategically and specifically, and even co-create with the Douyin platform to jointly stimulate the unique creativity and explosiveness of this platform.