Smart + short video, mobile marketing enters the second half

01. Traffic concentration and marketing efforts

The steadily growing Tik Tok is making efforts in mobile marketing .

In terms of growth rate, short videos have become a traffic pool in the new mobile era.

In an era of fragmented time, short videos contain richer information than text and pictures, and are more in line with people's entertainment needs in fragmented time than long videos, not to mention that their content is so rich and interesting.

Like all Internet platforms, after the short video becomes popular, it will inevitably go towards commercialization, and its direction will inevitably include advertising and it will inevitably become a marketing platform.

02. Advantages of short video ads

What are the advantages of short video advertising?

1) There is no doubt that traffic is the biggest advantage. Large traffic, high frequency and high exposure rate mean high exposure, which is a basic goal of advertising.

2) The duration of 15 seconds to 60 seconds is suitable for scenarios with a large amount of time fragmentation.

3) Compared with text pictures, they have a wider content, a large amount of information, are rich and vivid, intuitive, and require no thinking.

4) Strong interactive attributes. For the first time, the right to follow, like, comment and judge the quality of advertisements was given to users.

5) Advertisers can interpret their brands through themselves. Unlike many advertisements on the Internet, advertisers can fully display themselves through their homepages, let the audience know themselves, and tell others what they are, rather than just telling others what they sell.

6) Buy if you like it, the conversion link is shorter. Put the product link in the conversion area and place an order immediately if you like it.

The advertising advantages of short videos allow advertisers and high-quality content creators to leverage their respective strengths, forming a good ecosystem and achieving win-win cooperation.

In fact, in the era of mobile Internet, as screens become smaller, people have not found an explosive digital advertising model that can compete with Internet advertising due to the limitations of traditional thinking about Internet advertising.

Nowadays, short videos have provided a new way and formed a new force in mobile marketing.

03. The social inevitability of the explosion of smart short videos

In fact, as far as mobile marketing is concerned, the explosion of smart short videos is an inevitable social trend.

Marketing, at its essence, is about selling the right things to people who need them. There are two key elements here: one is the product, and the other is people. In a buyer's market with oversupply, marketing ultimately revolves around people.

Whether it is non-mobile marketing or mobile marketing, the ultimate goal is to do everything possible to let consumers see the products for sale, be attracted by them, and then buy them, and then spread them through word of mouth, so that more people will come to watch, place orders, and then spread the word.

So, this requires finding people, and that person has time. Wherever people are, a large number of people are watching short videos; wherever people’s time is, a large amount of time is fragmented, and they watch short videos during the fragmented time.

Therefore, short videos will inevitably become the king of attracting traffic and the "most promising new force" for attracting advertising.

Chen Duye, General Manager of ByteDance Marketing Center◂

Taking Douyin as an example, they keenly noticed the trend of user attention shifting and user behavior shifting to short videos. After acquiring a large number of users, they promptly turned to the user management stage. Through vertical native advertising, corporate brand homepages and other models, they helped the brand achieve expression upgrades, interaction upgrades and role upgrades, becoming a new driving force for mobile marketing.

Users on TikTok have the following characteristics:

1) The majority are under 35 years old, and the proportion of users aged 30 to 40 is also very high. The focus is on first- and second-tier cities, and also covers third- and fourth-tier users. Most of them have a bachelor's degree, and the population is diverse.

2) Labeling. Users express their preferences through tags, such as music, dance, travel, food, etc.

3) Gather because of interests. People with common hobbies and common interests gather together, and you can find like-minded people for any hobby.

4) From a behavioral perspective, they are highly active and frequent.

5) In fragmented time, I play more during fixed periods of time.

Douyin's "smart + short video" marketing has achieved an upgrade from user acquisition to user management. It has the following key points based on the interests and time of users and from the perspective of advertisers:

1) Everyone has their own unique face. Due to the different characteristics of each person, you may see different content. Unlike TV commercials, everyone sees the same thing. This is because Tik Tok has an intelligent recommendation algorithm in its backend, which customizes content for users after understanding their personal preferences.

2) Vertical screen. In long videos, the embedded ads we often see are mostly horizontal. However, in short videos, because users have limited time, screen switching becomes very high for users' limited time, so the vertical screen effect is better. The vertical screen is fast, giving users a sense of smoothness when swiping. Users’ time and patience are limited, and any unnecessary operations may cause users to give up. The vertical screen is very suitable for browsing habits and psychological needs in fragmented time.

3) ACI marketing panorama. Douyin has created an ACI marketing panorama, including three major commercial product systems: Dou Ad, Dou Content, and Dou Infinity, which assist brand marketing from three aspects: Douyin commercial promotion, Douyin native promotion, and Douyin interactive innovation. With efficient drive and efficient reach as the core, a complete Douyin short video marketing system has been established.

4) The brand homepage of the Douyin corporate account. For brand owners, this is a platform for aggregating brand creativity and managing brand assets. The homepage of Douyin Enterprise Account allows enterprises to present brand information, aggregate video content and communicate with users. Enterprise Account also enjoys rights such as exclusive nicknames, setting website links, and pinning accounts to the top of the search interface. A brand homepage is not a migration of platforms, but a reconstruction of operations. Here, brand owners can attract more fans through their own operations and control the characteristics of the content themselves. For example, through the "3H content operation rule", namely Hotspot (hot content), Hashtag (label content), and Headline (advertising content), they can enhance brand appeal and interact with fans. At the same time, a strategic publishing rhythm ensures efficient operation of the account. As a year-round operating framework, it is recommended that brand owners maintain a stable and continuous rhythm.

5) Various ways to play. For example, information flow. Those who have used Douyin know that unlike many apps where you see a logo or solution when you open it, you can see the information flow as soon as you open the Douyin app. The advertisements displayed here can be reached by users at the first time. For example, the challenge competition is a widely promoted advertising promotion method. It is the largest-scale method that can call on users to interact with brands. It is centered on interest themes and is open to all users. The platform will provide golden entry resources for diversion.

04. Tik Tok short video ads improve key indicators

When it comes to advertising, there are three key metrics:

• Exposure.

It needs to be seen by many people, especially those who fit the product positioning.

• Interaction rate.

It’s not just about reaching users, but also about deeply influencing them and establishing communication and empathy with them.

• Conversion rate.

Watching is not the purpose; user purchase is the ultimate goal, so try to make more viewers become buyers.

• Continuous output.

On the one hand, it increases user stickiness, on the other hand, it enhances the attractiveness of users' continued purchases, and also expands the brand's influence.

There are enough people and types on Douyin, and the content is interesting and targeted at user preferences, so the exposure is naturally high.

Douyin’s flagship vertical screen ads are short, flat and fast, reaching directly into the hearts of users. Users will be patient to watch them, and the more they watch and the more they interact, the more helpful it is to improve conversion rates. Personalized content will also increase conversion rates.

By operating their homepages and continuously launching interesting content that suits fans' preferences, advertisers can undoubtedly increase the brand's stickiness to users.

Through promotional activities such as challenges, the enthusiasm of brands and fans to participate is increased.

By analyzing user comments, likes and other data, we can increase timely evaluation of advertising effectiveness and gain a deeper understanding of users in order to develop content that better suits user preferences.

Simply put, advertising is to penetrate people's hearts, resonate with them, and evoke a sense of identification with the brand. In this regard, smart short videos, with their interesting content, targeted content, continuous content, and the platform's powerful data analysis capabilities, promotion capabilities, and advertising strategies, have strong advantages in this new era of mobile marketing where traffic is shifting towards short videos.

05. Short videos lead the new era of mobile marketing

The Douyin marketing platform is driven by algorithms and precise marketing, which shortens the path between brands and audiences as much as possible, allowing brands to reach users' hearts directly.

In an era where everyone is playing Douyin, Douyin's intelligent short video advertising platform is using technology and strategies to ensure that high-quality advertisements find the right people.

The benefits of short videos are being pursued and enjoyed by advertisers and high-quality content creators. In this wave of dividends, smart short videos have their own powerful engine, leading a new era of mobile marketing.

Author: Liu Xingliang

Source: Liu Xingliang Time