Tik Tok information flow advertising format!

1. Sources of Information Flow Advertising

In 2016, Bytedance’s Toutiao APP began to commercialize advertising and launched “information flow advertising” for the first time in the market, which can be regarded as the starting year of information flow advertising. After years of development, not only Toutiao and Douyin, but also Tencent Kuaishou, Baidu, Sogou and others have successively launched standardized information flow advertisements. Its core is to achieve "interest-based advertising" through the analysis of big data to accurately push advertisements. How can we achieve better results in information flow advertising? I believe every company will encounter such a problem. Today I will focus on introducing Douyin information flow advertising and how to improve the effectiveness of information flow advertising.

First of all, we need to fully understand the Douyin ecosystem. The threshold for creating Douyin short videos is low, and a large amount of information can be published with a mobile phone. When users are browsing videos, they will see information flow ads. There will be two "ads" in the lower left corner of the video. Douyin information flow ads exist in the form of pictures, a combination of pictures and texts, or videos, and are mixed in with the videos people are browsing. This type of advertising is not casual and vulgar. Douyin officials have an audit mechanism. Most of these ads are carefully made and creative. Sometimes you can't tell that they are ads if you don't pay attention, and it won't affect the user experience much. Influence customers' minds unconsciously and close advertising orders.

2. Tik Tok information flow advertising format

There are three forms of Douyin information flow ads: splash screen ads, single-page ads, and native information flow ads.

1. Splash screen ads

Splash screen ads refer to the ads that appear before users enter the Douyin app when they click on it. They have extremely strong exposure and are a strong entry point. Whether they are static or dynamic ads, they can give people a strong visual impact. Advertisers can choose any time period to run ads, and users can see the ads as long as they open Douyin during these time periods.

2. Single-page ads

Douyin’s single-page information flow advertising means that the page you enter after clicking on the avatar is the marketing landing page, which directly reaches users, reduces user churn, and can bring users more brand awareness and enhance brand favorability. However, single-page ads do not have a TikTok account, cannot be followed, and do not support likes, comments, and reposts.

3. Native information flow advertising

Clicking the avatar in the native information flow ad can jump to the brand homepage and connect with the brand’s Douyin account, which can help the brand’s Douyin account attract fans and increase the popularity of the account. Native information flow ads will appear in the recommendation page in the form of full-screen ads and be pushed to users. Users can like, comment and forward the video, which is perfectly integrated into the recommendation flow and helps brands with product marketing.

3. Advantages of Douyin Information Stream Advertising

1. High-quality user groups

The main user group of the Douyin short video APP is those born after 1995. This group grew up in an Internet environment and is more receptive to new things. The exposure rate of information flow ads will be higher, which has a better effect to a certain extent.

2. Tik Tok platform has a large amount of traffic

According to official data from Douyin, the number of daily active users of Douyin has exceeded 600 million. There are many people watching Douyin videos every day, and the advertising reach rate will be even higher. Many Internet celebrity attractions and Internet celebrity foods have become popular through Douyin.

3. High user stickiness

Information flow ads are delivered through targeted groups and behavioral interests set by the backend. They target more accurate potential users and focus more on user experience.

4. Personalized marketing is more eye-catching

The creation and expression of Tik Tok videos can give users different experiences. Whether it is marketing, entertainment, stress relief, etc., different types of videos will bring different experiences with obvious personalized characteristics.

4. How to deliver information flow ads to achieve the best effect?

Information flow ads are interspersed in short videos and recommended to users. Under this recommendation model, how should companies place advertisements to achieve better results? Mainly grasp the following points:

1. Identify your target audience

Before placing an advertisement, you must first identify your target audience, think from the audience's perspective, their needs, and what kind of content will be more attractive to them. A user-centric approach can improve advertising conversion rates to a certain extent. For example, if you are in the beauty industry, your target audience is mainly women aged 19-35 and men aged 19-24, mainly in first-, second-, third- and fourth-tier cities. Starting from the target group, this audience can be further divided into students and office workers. For students, you can recommend some relatively affordable and economical products, and for office workers, you can recommend some small brand products. Release them separately to see which video works better, and then make improvements.

2. Identify product advantages

Although information flow ads are advertisements, attention should also be paid to product quality and word-of-mouth image, and the product’s unique advantages or price advantages should be used to highlight the highlights, win the audience’s trust, and increase users’ favorability towards the product or even the brand, making it easier to acquire secondary customers. It is important to avoid using three-no brands to deceive users, as this practice is not good for the brand.

3. Create high-quality videos

The effectiveness of information flow advertising and the quality of the videos delivered complement each other. When a user sees a video, if the first few seconds do not attract the user, the user will be swiped away and go directly to watch the next video. Therefore, the first three seconds and five seconds of the video are very important. At the beginning of the video, try to use highlight copy to attract the user's attention. You can use sentences for specific groups of people: such as the sense of ritual in life for contemporary young people...; the must-have artifact for bald girls...; dressing tips for slightly plump girls... etc.

Note: The product copy must be consistent with the video content. Our main purpose is to do product marketing, and the focus is on the product itself. The copy must start from the product to make users pay attention to the product itself.

4. The entry point of the video content should be novel

What kind of advertising is most effective? These are the ads that make users interested and want to learn more about them, and that they enjoy watching them. They have an unexpected yet expected experience, and the creative videos are eye-catching and have novel entry points.

Why can short videos attract us to watch one after another? It's just fun and funny and has a plot, so you just keep scrolling down. Of course, there are some videos that are so immersive that you don't even realize it's an ad, and the advertising effect is not that bad. Another entry point is to start with benefits and discounts.

5. Create a high-quality landing page

When the pushed video attracts users to learn more about the product, the second step is to click on the landing page to view details. This step is also a key point for user loss. When users click on the landing page with the desire to learn more, the copywriting, layout style, etc. are used to further stimulate user consumption behavior and achieve customer acquisition. On the contrary, if the landing page is crudely made and there is a psychological gap, users are unwilling to learn more about the product, which results in user loss.

First of all, the landing page should jump as quickly as possible. It is not worth it to lose users because the jump time takes a long time to wait, so when the advertisement is put out, you must first preview the experience of the landing page jump; secondly, the landing page copy is also very important. Users are attracted by the video before entering the landing page. The focus of this step is to stimulate consumption, so in the copywriting, you can think from the price aspect, grasp the user needs, offer a limited time 50% discount, and give out welfare coupons to the first 100 people, etc., to stimulate consumption among users who are interested in buying.

5. Tips to improve video exposure

1. Focus on 4 indicators

The effectiveness of information flow advertising mainly depends on four data: the number of comments, likes, reposts and completion rate. The better these four data are, the more recommendations you will get. Therefore, in the advertising video or copy, you can guide users to like or comment to improve these four indicators.

2. Test and adjust the delivery time

The viewing time of the audience is different for different groups or products. Most people will check their phones before meals and before going to bed. There are also many people who check their phones on the way to and from get off work or in other fragmented time. Therefore, the best time to deliver ads is generally 12 noon, 18:00 in the afternoon, around 22:00 in the evening on weekdays, Friday night and weekends.

However, specific issues still need to be analyzed specifically. For example, if the target audience is mothers, this type of users may have more time to check their phones around 0:00 a.m., so the delivery time can be adjusted based on the effectiveness of the advertising.

3. Do a good job of maintenance

Some high-quality plans can produce a fixed amount of output every day. You can add some budget to run the plan every day and do a good job of maintenance. When the plan degenerates and can no longer produce any output, you can shut it down in time and develop a new high-quality plan!

How to place Douyin information flow ads more effectively? When placing ads, companies must target their product features and user groups, choose the ones that suit them, increase brand awareness, and promote product publicity!

Author: Silk Road Praise

Source: Silk Road Praise