The secret to explosive growth in short video ads!

The "White Paper on the Value of Bytedance Short Video Advertising " points out that users prefer advertising materials that have visual impact, simple and focused content, and unique creativity.

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Image source: "Broadcast Engine Short Video Advertising Value White Paper"

In order to achieve a shocking audiovisual impact, adding fierce conflicts in the first 5 seconds of the video has become the simplest and most effective way. This is why we always see grumpy parents and crazy merchants in short video advertisements in education, finance, e-commerce, etc.

So what kind of plot is in Golden 5s that attracts users to watch it?

Misunderstanding and quarrels are common conflicts used by advertisers, which are based on the users' love of watching fun and reading gossip.

The same "misunderstanding" combined with different products and population combinations can produce different popular products. For example, the five-star conflict in education is the quarrel between parents and children.

The parents are disappointed with their children, and the children are angry and don't want to go to school. The scene is real and lively, and users can easily empathize with the plot when seeing such a plot.

Perhaps due to the large volume, quarrels and misunderstandings have become the main theme of K12 education advertisements in the past period of time. Not only between parents and children, but also between parents and teachers, couriers or other parents, there are always reasons to compete, and the reason may be just for a certain course or a gift box.

However, as the education industry has been tightening its regulations, the advertising spending of leading K12 education advertisers has shown a significant decline in the past two months, replaced by the rise of preschool enlightenment app advertising.

Even if preschool education courses are suspended, parents will still use enlightenment learning apps and other methods to help their children gain mental enlightenment to avoid losing at the starting line.

In the popular educational materials of the past thirty days, we also found that children's songs, literacy, and thinking enlightenment apps began to use the creative plots of previous K12 education in a new way, which shows that the popular routines have strong "vitality" and are suitable for various tracks.

Users love to read stories about little people.

In financial advertisements, we always see stories of small people who have trouble with money and are finally saved by insurance and loan apps.

The figure below shows the best "selling misery" tactics in the golden 5 seconds, summarized based on the number of ad exposures. Generally speaking, the more miserable the ad is, the more it can attract users' attention and arouse their empathy.

Although the intensity of the misery varies, these ads have one thing in common - the protagonists are all small people.

In the past, insurance ads mostly encouraged people to prepare for a rainy day, while loan ads promoted advanced news. Now we find that such ads are gradually becoming less common, and it is becoming more and more common to create anxiety and urgency through the plight of small people.

Through the tragic experiences of ordinary people, the distance between users and advertisements can be reduced, and users can even directly substitute their own experiences into the advertisements, thus creating the feeling that “it’s too late to sell now” and “there will be times when I need money urgently.”

In order to avoid falling into the same tragedy, most users will be successfully converted by advertisements and purchase insurance and loan products.

In the counterattack advertisements, loan, financial management, and stock trading products have become the main driving force for the little people to "turn over a new leaf and sing a song."

Resisting power and gaining freedom is the core of counterattack advertising, and the source of all this comes not only from the abundance of money, but also from the resistance of most people to their dissatisfaction with the current state of life.

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For example, office workers want to rebel against their leaders, and workers want to start their own business and become bosses. The longing for a better life becomes the most primitive pain point, and it also creates opportunities for lending, financial management, and stock trading products. As long as your desire is strong enough, you will be easily moved by these advertisements.

Hit what users think and resonate with them

In the golden 5 seconds of short video advertising, there is also a classic plot of questioning - finding fault - slapping in the face.

The first 5 seconds of continuous forwarding contain a huge amount of information. Users often receive the advertising information before they even realize whether the character in the advertisement is a KOL or an actor.

Use the perspective of ordinary people to fiercely question some common deception routines in life, such as "these online money-making games are all scams", "your insurance is useless if you are sick", "this loan app is a black-hearted online loan", etc., to gain the sympathy of users and trigger resonance.

A single actor can just appear on camera and broadcast a message, coupled with the operating interface of the App, which is very cost-effective for advertisers.

The reason why it can bring in volume is that for products that require strong trust from users, promotion under the name of evaluation can actually hit the users' pain points. The plot is straightforward and the threshold for user acceptance is low. As long as you can hit the point of "real and effective", users will naturally pay for it.

In general, there are three explosive routines in the first 5 seconds of short video ads:

In addition, we have also found that there has been a trend of adapting the plots of cool novels in some gaming and e-commerce industries.

Last year, the sudden popularity of "The Son-in-Law" and "The Dragon King" brought cool novels back into the world of young people, but after the excitement, there was inevitably a mess left behind. Without the soul actors, the advertisements for Shuangwen novels don’t seem to be as popular as before.

But the fact is that in the new trial field, the plot of cool novels still has the potential to gain popularity.

Screening the highly exposed advertisements in the past thirty days, it was found that the tactics of Shuangwen are no longer limited to novels, but have also appeared in games and e-commerce short video advertisements.

In these advertisements, one can clearly see the shadows of the God of War, the wealthy family, and the God of Medicine, but the scenes and characters’ identities have been modified to be more down-to-earth and realistic. By using a novel plot that is popular with the readers, users will subconsciously think that this is "interesting content" and continue to read it.

Before information flow ads tried adapting novel plots, their advertising copy had already been trying to move closer to the direction of "middle school" novels, attempting to attract users through the sense of satisfaction created by words.

Advertising copy that uses the Shuangwen routine mainly appears in simulation, Three Kingdoms war, legendary mobile games and e-commerce advertisements.

Under the general trend, we cannot deny that the end point of marketing is to create good content.

When performance advertising only focuses on results but lacks content, the ecology of the entire platform will decline, causing the unit price of traffic to be inflated and the value to be reduced.

When the review standards are raised, the original content will inevitably face an impact. How to balance the relationship between content and marketing effects, and how to regulate the platform ecology to increase the value of traffic are things that advertising practitioners and traffic platforms should think about together.

Author: App Growing

Source: App Growing