The secret of Kuaishou Express Ads

According to the online Kuaishou-related population data, it can be seen that the users of Kuaishou Express Edition are young, with a high proportion of people aged 24 and below and 25-30 years old, mainly male audiences. The income of the users is generally not high, and the majority of people have a monthly income of less than 5,000 yuan.

This determines that the production of materials should be more downward-oriented, with a more masculine and younger audience, and focus on highlighting the "online earning" attribute of the express version.

1. APP intrinsic incentives

After users download the latest Kuaishou Express version APP, they can complete tasks such as logging in, watching videos, signing in, inviting friends, etc. displayed on the task page to obtain a certain amount of gold coin rewards from the platform.

① Download to get red envelope + social attributes

New users will receive red envelopes as soon as they download, and they can receive more after inviting friends. This can be reflected through the social extension in the material.

② Watch videos to get coins, and exchange coins for cash

After users download the Kuaishou Express version APP and log in, they can get gold coin rewards by watching videos and meeting the effective viewing time. Users can withdraw cash, receive vouchers, or redeem gift certificates, etc. This can be used as the main entry point for making money, and you can easily earn pocket money by watching videos.

③ Sign in to receive coins

Sign in to receive gold coins, and continue to sign in to receive more. Gold coins can be exchanged for cash. This is very helpful in improving retention and can be used as a small selling point.

Examples of high-quality running material:

1. Poster broadcast + screen recording

About the plot:

The empty background is usually a landscape, a city, or busy pedestrians, etc., which uses real-person voice broadcast to capture the user's attention from both visual and auditory dimensions.

Common opening lines include: "Are you too lazy to ask for a few dozen yuan of pocket money?" or "No way, no way, is there anyone who doesn't know that XX can earn pocket money?"

Analysis of the reasons for running volume:

The program is introduced with a humorous oral announcement using empty space materials, directly pointing out the benefit point of "making money", starting with the product incentive of "watch videos and get red envelopes", and adding screen recording demonstrations to guide users on how to achieve the goal of making money by easily watching videos.

In addition, big-character posters are a type of material that is highly mass-produced and reproducible. By changing the background video, you can quickly produce multiple different materials. This not only avoids competition for the same material on the media side, but also saves time in material creation.

2. Customer Service Q&A

About the plot:

The actor made or received calls from people who looked like customer service staff, questioning certain attributes of the product, such as "whether the product is a scam, whether it can really make money, whether it can really withdraw cash, and whether the activity is real and effective." Through conversations between actors and customer service staff, the psychological concerns that hinder user conversion are dispelled one by one, and the product selling points are emphasized again.

Analysis of the reasons for running volume:

Increase confidence through customer service dialogue, and suggest to the audience who sees the advertisement that they can now enjoy the convenience of "red envelopes" and "earning change" by downloading through the "genuine link", guiding users to convert in a timely manner. In addition, by watching videos and receiving red envelopes, users can be stimulated to open the app the next day and increase retention. The retention rate of this material is stable at over 30%, with excellent results.

2. High-quality content in the app

As a short video platform, Kuaishou Express Edition has a large amount of high-quality video content, and popular videos can be directly used through classification and segmentation. In the Expert Plaza within the APP, you can directly browse the recent high-viewed works of big Vs. Then select high-quality content, adjust it, and use it directly as delivery material. Currently, the better material directions include: plot reversal materials, animation materials, food materials, cute pet materials, etc.

Examples of high-quality running material:

1. Small theater materials

Reasons for the increase in traffic: Using the native funny video blogger material in the express version of the app as the basis, the app cleverly "turns vertical into horizontal" and applies the popular theme of guessing the song title to the cover image, which not only meets the horizontal size requirement but also attracts user curiosity. At the same time, users are guided to convert through scrolling subtitles and superscript text such as "Make money while watching videos" and "Click to watch the next episode".

2. Animation materials

3. APP features

Live shopping is Kuaishou’s current focus. Therefore, the Kuaishou store section within the APP can be used as a separate source for creating e-commerce materials. Refer to the low-price product selection model, highlight the cost-effectiveness, and attract users to download and use it.

Analysis of the reasons for running volume:

At the beginning, a car horn is used to attract the user's attention, and a fast-paced oral broadcast + surrounding product display, a delivery video and a screen recording demonstration are used to increase the authenticity of the event and enhance the sense of temptation. The screen recording demonstration also highlights the Kuaishou store within the app, which has a wide variety of goods and offers great value for money. It uses super affordable flash sale items as an inducement to attract user conversions.

4. APP historical material reference

If you want to know the types of materials that have been delivered historically, you can use some information flow creative statistics platforms. For example: Information Flow Radar, App Growing, etc., to conduct preliminary research. You can also communicate with clients to learn about the types of materials used by other media or other agents to facilitate learning and reference. I won’t go into details here.

Use the above material routines and thinking directions to expand and derive. To guide the production of materials, we can achieve twice the result with half the effort and obtain good results.