2021 Information Feed Advertising Trends: Video Materials

This article will talk to you about the video materials in the information flow advertising trend in 2021.

1. Trends in video materials for information flow ads in 2021

2. Problems solved by video materials

3. Common problems in making video materials

4. Some suggestions for video material production

1. Trends in video materials for information flow ads in 2021

Although pictures are still the main form of advertising materials in 2020, the amount of video advertising is gradually increasing. This is mainly because the production time and cost of picture materials are low. However, the control of trends will always be in the hands of mainstream information flow platforms, not the majority of advertisers.

Let’s talk about why mainstream information flow platforms will shift advertising traffic towards video ads in 2021.

The core demand of mainstream information flow platforms in 2021 is still revenue growth. Everyone knows that the platform's revenue = advertising traffic * CPM unit price, and advertising traffic = daily active users * usage time * advertising share. The growth of daily active users and usage time is the responsibility of the product operation department, and sales is responsible for increasing the fill rate of advertising traffic. I believe that the fill rate of advertising traffic on mainstream platforms is already quite high at this stage. Therefore, increasing the CPM unit price of advertising traffic is an important indicator for advertising platform operators to achieve revenue growth in 2021. In fact, now the traffic of almost all information flow platforms is directed to O-series traffic. If you look back and compare the CPM costs of CPC and OCPM/OCPC, you will find that the CPM cost has actually increased a lot.

Another formula is CPM price = click-through rate * click price * 1000. The click price determines the number of visits to your landing page. If the click price is too high, all clients will limit their bids. Therefore, the contribution of increased click-through rate of materials to revenue will be more prominent in 2021. The click-through rate of video materials is naturally higher than that of picture materials. If the click-through rate of picture materials is increased through induction, the conversion quality will be significantly reduced. Video materials use actions, scenes, and audio to preach, and the conversion effect is generally higher than that of picture materials. Therefore, video materials will be the balance point between platform revenue and client's delivery needs, and will shine in 2021.

In 2021, when you are delivering information flow again, you will find that it will gradually become difficult to recall the amount of picture materials. On the one hand, after several years of brainwashing with picture materials, the click-through rate of picture materials has gradually decreased, and it is difficult for the system to prioritize traffic. On the other hand, advertising traffic will also be prioritized to video materials. Of course, if your advertising budget in 2021 remains the same or decreases, you don’t have to consider making video materials. However, your customer acquisition costs may increase slightly and the quality of customer acquisition will decrease. But if your advertising budget in 2021 is to increase, and you want to increase the volume and acquire high-quality customers, please be sure to make your video materials well.

2. Problems solved by video materials

1. Easier to start

I won’t repeat the reasons as they have been mentioned before. Currently, many advertisers have created dozens of similar plans each time in order to increase sales, betting that a few of them will be lucky enough to achieve significant sales.

2. Improve the quality of communication

Compared with image materials, video materials are more likely to make users passively accept the values ​​and product concepts conveyed by advertisers, while image materials require users to actively and subjectively understand the meaning of the images, which can easily lead to differences in product understanding and cause relatively inaccurate visitors. The production of video materials allows us to re-examine the product itself, our product’s target audience, user pain points, and benefit output. Good video materials will definitely add points to the quality of the delivery.

3. Common Problems in Making Video Materials

1. Never let your employees perform

First of all, your employees are not professional actors after all. They lack a sense of camera, their movements will be stiff, and the videos they shoot will look too fake. Although some volume may be achieved, the quality of the videos they bring to users may be worse than that of previous picture materials, and eventually you will give up trying video materials.

Secondly, the people who usually appear in company videos are all middle and low-level employees, who are basically around 25 years old. It is difficult to gain user recognition by letting young people who have just entered the society convey product concepts to users in videos, unless your product is aimed at people around 25 years old, such as academic education, children's online education, etc.

If you are targeting middle-aged people in their thirties and forties who are successful in their careers, they are the ones who usually educate their employees. How could they listen to the preaching of the young people in your video? Many information flow optimizers know what their company’s target audience is like, but they forget what kind of people can convince such a target audience.

Of course, don’t let your own employees perform, and don’t trust your third-party operating company. They say they will help you produce video materials for free. In order to save production costs and time costs, they basically let their own employees perform. In the end, the consumption increases, but the quality decreases.

2. Don’t simply combine image materials into video materials

This method is usually recommended by information flow platforms or third-party operators. In order to increase the proportion of video materials, current information flow platforms basically provide tools for synthesizing video materials from image materials in the background. On the surface, this is to save everyone's production time and costs, but in fact the purpose is also to encourage everyone to use more video materials to increase sales, so the CPM cost is relatively high.

However, simply combining picture materials and adding some music cannot convey more valuable information to users compared to picture materials. On the contrary, because the materials scroll, users receive less information and the user quality will be worse.

3. The values ​​conveyed must be correct

Let’s go back to the video materials of a certain Dong Finance and a certain IOU mentioned at the beginning. I believe that the effect of their video materials must be very good, otherwise they would not have chosen a similar way to make video materials. On the one hand, it attracts users' attention through the story plot conflict in the first few seconds, and on the other hand, it immediately introduces its own products at the climax of the conflict. I believe that the click-through rate and completion rate of such videos must be higher than other video materials.

As long as users watch the video in its entirety, the final conversion rate will definitely not be bad.

Therefore, for such materials, the traffic provided by the platform will be quite sufficient. For large customers with extremely high daily consumption, such as Dong Finance and IOU, the pressure to ensure that the conversion effect is controllable under the condition of high daily consumption is very great. Therefore, the pressure of quantity and effect forces them to use such video materials. However, the incorrect transmission of values ​​has led to an increase in consumption and controllable conversion costs.

However, do Dong Finance and IOU have any idea that the users brought in by such wrong values ​​will make their own values ​​even more wrong. Lending does not mean making a profit just by lending money. The principal and interest must be recovered on time to generate revenue.

I wonder if these two companies will analyze whether the overdue rate and bad debt rate of users brought by such advertisements are higher than those brought by other materials. Therefore, for the sake of one's own career development and company revenue, when delivering information flow, one must have a certain bottom line in the workplace and achieve user growth through the delivery of correct values. Otherwise, the more you want growth, the more difficult it will be.

4. Some suggestions for video material production

1. Choose professional actors based on the characteristics of the target audience

Re-examine the target audience, user pain points, and product features of your own products, combine them with the behavioral habits of the target audience, select the type of actors that users can most accept, and output video copy in a targeted manner.

2. Content divides people

Currently, people are accustomed to using platform DMP or their own user data for expanded delivery, but all platform DMP data is your exclusive population expansion package, all of which are analyzed by machine learning and may not really be your target population.

Therefore, while combining platform data and producing video content, combine it with your product and first output your target audience range to attract the attention of the real target audience. For example, there are now online education video materials such as "Parents of children aged 3-6, please pay attention" and stock-related videos such as "Stock traders, please pay attention".

3. High-quality video production

What are high-quality video materials? I personally highly recognize the following video produced by Weimiao Business School. Friends who are interested can find it and watch it, and compare it with the video materials you usually watch, and you can immediately tell the difference.

4. Create attention in the first three seconds

Although the video materials of a certain Dong Finance and a certain IOU mentioned above have incorrect values, they are still worth learning from the technical aspects, especially for high-consumption advertisers. Such videos are very helpful in increasing the volume. Of course, there are many other ways to create attention, which I will not go into detail here.

The first and second suggestions are to help you improve the conversion quality of video materials. The third suggestion is helpful to improve conversion quality and consumption volume, but the production cost will be the highest among the four suggestions. The fourth suggestion is for high-consumption advertisers to increase volume.

Author: Nobody

Source: Nobody