The performance marketing track has welcomed more and more entrants, and home appliance brands are one of them. Different from other industries that are big into short videos, the home appliance industry has a higher proportion of image materials in its performance materials, and short video communication is relatively less, so the material output is also of higher quality in terms of sensory perception.
So this time, we sorted through thousands of pictures + short video advertising materials in the home appliance industry to find out some unique features and secrets in the production of home appliance effect materials. As usual, we draw a table to see what types of creative materials advertisers in the home appliance industry have tried: △Click on the picture to enlarge and view more clearly
01 Where is the wind blowing for materials in the home appliance industry?
Compared with other industries, the node direction of the effect materials in the home appliance industry is more obvious, and directing traffic to live streaming has also become a new direction for major brands to try. Selling point direct-to-sales materials, as well as materials for scene communication and communication with segmented groups are also in vogue.
1. The nodes are clearly pointed out, and the benefits are the highlight
Whether it is picture materials or short video materials, we found that the node orientation of creative materials in the home appliance industry is more obvious than that in other industries. Large e-commerce nodes, festivals, corporate self-made festivals and seasonal nodes are all the focus of home appliance brands when producing materials. During large e-commerce events, festivals, and company-created festivals, brands usually amplify price reduction and promotion information in the production of materials. Through subsidies, prize giveaways, and limited-time and limited-quantity rhetoric, they stimulate users' desire to get a bargain and stimulate terminal conversions. for example:
Pioneer Vacuum Technology, driving 618, direct discount up to 700
FOTILE mid-year promotion, direct discount of 1,000 yuan, win multiple gifts #方太电气
Dong Mingzhu urges you to grab Gree in advance on May Day! Buy a cabinet unit and get a wall unit for free!
During seasonal nodes, home appliance brands will pay attention to users' demand trends in different seasons/nodes, and dynamically produce materials based on seasonal or node attributes and user needs.
Summer: clean cool breeze blows away the hot summer and effectively purifies harmful gases such as formaldehyde
Winter: No fear of smog, no place for pollutants to escape, heating, purification, circulation, all-in-one
New Year: Dyson technology makes it easy to deal with New Year's cleaning
Chinese Valentine's Day: #Chinese Valentine's Day top priority# What would it be like to use a Dyson Supersonic hair dryer to blow out a magpie bridge for the one you love?
2. Live streaming backflow materials emerge in large quantities, and activities and benefits are very enjoyable
Under the pressure of the epidemic, brands in the home appliance industry have joined the live broadcast army one after another. This special trend has also given rise to a large number of live broadcast traffic diversion effect materials. Among them, materials for new product launches, pure event promotions, and CEO/spokesperson/celebrity live broadcasts are typical. In order to attract user attention, everyone generally releases heavy benefits to direct users to the live broadcast room. For example: The Boss visits the live broadcast room to pamper fans, and personally draws a Dyson hair dryer, and there are also red envelopes worth thousands of yuan! It is to use CEO+benefits to introduce users into the brand live broadcast room. The Haier Smart Home Better Life Festival live broadcast has started, where you can grab free smart speakers and get the same home appliances as Baike. It attracts users' attention through the combination of celebrities and free things.
3. The selling point is strong in the direct material, and the product difference is played to attract fans
When observing the performance materials in the home appliance industry, we found that whether it is video or picture, direct selling point materials are the mainstream type. In terms of materials, advertisers in the home appliance industry are trying to highlight the differences between their products and make the product advantages a powerful weapon to attract customers. For example, when Fotile's under-sink dishwasher is producing materials, it emphasizes the product difference that it can not only wash dishes but also seafood. Dyson's advertising materials attract clicks by emphasizing the product selling points such as Dyson air purifier fans and HEPA filters that purify 99.95% of pollutants as small as 0.05 microns.
4. Focus on scene communication, single picture and multiple pictures show different focuses
Compared with the past when products were simply required to be larger in the picture, today’s home appliance industry brands pay more attention to scenario-based communication when producing materials. Among picture materials, single-picture materials pay more attention to product selling points and scene-based displays. Multi-image materials mostly show the comparison of products before and after use. Using multiple images to show product details is also a common type of home appliance image material. For example, showing a comparison of scenes before and after product installation, and using details to highlight the quality of the product.
5. Identify sub-groups and focus on reaching the minds of key groups
Finding the pain points of communication needs for a specific group, customizing exclusive content for the group, establishing strong communication directly with people with strong product demand, and deeply reaching the minds of special groups are also the key points of material production in the home appliance industry. for example:
Kitchen Novice: Tens of thousands of professional recipes, detailed step-by-step illustrations and instructional videos, a must-have for kitchen novices! #方太幸福家
Bald girls who work overtime: #Dyson hair dryer# does not damage hair, blows hair fluffy and blows hair quickly. It is good news for bald girls who work overtime. The price has been reduced!
Middle-aged and elderly people: Gree's new water-cooled air-conditioning tower fan is more suitable for middle-aged and elderly people and saves more electricity than air conditioners
Lazy people: Good news for lazy people! Soup and porridge steaming, one-click done, Supor smart electric pressure cooker is on pre-sale
02 How to improve the conversion efficiency of image materials?
Before analyzing the key points of conversion of image materials, we need to clarify a misunderstanding: We are used to delivering large-scale, beautifully-made pictures to consumers, but will the conversion rate be good if the material just looks high-quality? I think that instead of focusing on the exquisiteness of the picture, home appliance brands should find a core eye-catching point when creating picture advertising materials so that users can grasp the most important benefit of the product at a glance.
1. Set a stimulus anchor point and simplify the selling point
In the picture, the subject presented is the core. By observing the image materials of the home appliance industry, we found that the materials that directly display the products, demonstrate the selling points of the products by showing cooking scenes, and attract users to click and pay attention through the use of human images basically cover the majority of the home appliance image materials. Regardless of the type of material, we must set a stimulus point in the picture based on current marketing needs to highlight an important message. For example, incentives from interests, incentives from celebrities, incentives from a good life and so on. When there is a big promotion, you may win more conversions by amplifying price incentives. When a new product is launched, the material emphasizing the product’s novel and unique features or differentiated product selling points may attract more users’ attention. If it is a single product display, the picture can enlarge the product details and also convey more useful and valuable information to users. When making picture materials, we must not be greedy. The most important thing is to highlight a key message so that users can instantly get the benefits of the product. To put it simply, pictures should allow users to see at a glance what you are selling and what value you can provide to "me".
2. Grasp the core demand scenarios of consumers and strengthen scenario resonance
Grasping the core interest points is the first step. It is also crucial for the materials to grasp the core consumption scenarios of consumers and strengthen consumers' scene resonance. In addition to capturing the core consumption scenarios of core consumers, we can also target the strong demand scenarios of a particular group of people to arouse strong user resonance. Dyson is very sensitive and accurate in capturing consumers' core experience scenarios. In winter, they will seize users' demand for clean air in haze pollution scenarios and provide air purifier materials, while in summer they will provide air conditioning fan materials. Gree has insight into the needs of special groups of people who are afraid of strong winds, and has released scene materials of people being afraid of strong winds in the bedroom, after exercise, and when sleeping, and recommends its fans with gentle and healthy wind power to users.
3. The color of the picture is consistent with the product tone and enhances the atmosphere
In picture materials, color not only has to match the product tone, but also often plays the role of enhancing the atmosphere. When using picture colors to enhance the sense of atmosphere, we need to focus on two points: first, the sense of atmosphere of the product in the user's usage scenario; second, using colors to enhance the sense of atmosphere of big promotions/activity marketing nodes. For example, fresh and bright colors can more easily create a sense of warmth in the home and bring users more spiritual resonance in different scenes. During big sales, bright colors are often the killer way to create an atmosphere that draws crowds of people and catches people's attention.
03 What are the secrets to producing creative materials for home appliance short videos?
Compared with the online education industry, which has been thriving in the field of performance marketing, the home appliance industry has not been involved in short video performance marketing for long. Among home appliance short videos, simple sharing and introduction of home appliances account for the majority, followed by sharing of good products and videos that impart knowledge on home appliance maintenance. There are actually not many cases that fully integrate products with life scenes. But MetrixLab research in Asia Pacific found that when a product demonstrates real-world applications, it is more likely to spark consumer interest in the brand and increase purchase intent. This means that short video content that integrates products with life scenarios and wins with creativity contains huge incremental opportunities. We believe that doing the following in the production of creative materials for home appliance short videos can win more conversion opportunities:
Improve the integration of products and life scenarios to ensure the originality of content
Content is integrated into a single scene to accelerate user memory
Follow the rules of content intimacy and promote from a first-person perspective
1. Improve the integration of products and life scenarios to ensure the originality of content
If you want to improve the integration of products and life scenarios and ensure the original feel of the content, fully achieving the following two points can also help advertisers in the home appliance industry make a name for themselves in the field of short videos. ① Creative insights into users’ real needs When making short videos, understanding the user’s true intentions is the first step. Only creative materials produced based on user needs can hit the weaknesses of human nature and increase advertising conversions. For example, when we were making short video advertising materials for Fotile under-sink dishwashers, we realized that users are afraid of pesticide residues on fruits and vegetables and want to live a healthy life. By creating real scenes, we stimulated users' fear and provided solutions, revealing the product's super sterilization ability. ②Native content format The content format is native, which requires that the short video content we produce must not only accurately match the brand tone, but also match the platform content attributes. For example, when placing short video ads on TikTok, you can refer to the TikTok-style short video format. Controlling the video length to less than 60 seconds is also a good way to ensure the original content format.
2. Content is focused on a single scene to accelerate user memory
In the dimension of picture material production, we emphasize content focus and try to unify the selling points. When creating short video materials that highly integrate products with life scenes, we also recommend that you unify the scenes. Relatively speaking, using small scenes to meet high demands can also accelerate user memory. For example, Dyson once entered the scenario where pets shed a lot of hair, integrating the product with life scenarios. When the cat at home evolved into a "dandelion", Dyson vacuum cleaners debuted, and the product's selling point of strong suction power was immediately remembered.
3. Follow the rules of content intimacy and promote from a first-person perspective
Short videos are actually a way to narrow the distance between people. The first-person perspective in short video ads will further narrow the distance between the character and the user. Because when we take "I" as the starting point and introduce products to users, the intimacy and authenticity of the content will be improved, thereby increasing user trust and accelerating the conversion of advertising effects. Among the video advertising materials in the home appliance industry, video ads that imitate the live broadcast format of experts and recommend/review products from a personal perspective are typical examples of adhering to the principle of content intimacy and promoting products from a first-person perspective. In the following Haier garment steamer advertisement, the character in the picture speaks from a first-person perspective and promotes the product to users through a combination of spoken word and product detail display. In this product promotion advertisement, the actor also speaks in the first person tone, announcing that the price of Dyson hair dryers will be reduced by more than 700 yuan. Ladies who have always thought it was too expensive and have not made a purchase, please come and get the coupons.
Conclusion:
After the exploration period, the future home appliance industry's effect materials will surely continue to iterate in a more mature direction. Looking at the secrets of producing performance materials in the home appliance industry at this stage, it can be summarized in one sentence: grasp the important user demand scenarios, use graphic/video ads to highlight your core interests, quickly improve users' perceived value of the product, and stimulate user click conversions.
