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Unknowingly, feed stream (also known as information flow) advertising has become one of the mainstream e-commerce live streaming delivery methods. As a new traffic outlet, the Feed stream seems to have a more obvious conversion effect than the previous Dou+ live broadcast room. Many people have begun to switch from Dou+ to the Feed stream. 01. What is information flow advertising? There are many dimensions to introduce information flow advertising. We will start with the easiest to understand "form". Form: Supports three mainstream forms: short video drainage, picture drainage, and live broadcast room drainage. Direct traffic to the business landing page. The landing page supports the placement of product introductions, business overviews, information retention components, and contact information. The landing page supports free customization and has many general templates, making it easy to make. Take the short video style as an example. A user introduces the product and service features through a short video to attract users to click on the landing page, and then provides discounts on the landing page to guide users to convert. After setting up a form or phone call in the conversion component to leave their information, the business merchant also makes a return visit through the customer information management platform; Channel: Information flow ads are mainly distributed on platforms such as Douyin, Toutiao, and Xigua Video. You can choose to place ads on a single platform. If you want to attract a large number of people, you can place ads on all four platforms at the same time. Sorting: After the ad is launched, the system will refer to the click-through rate and conversion rate of the video/image material to determine the final quality of the ad. High-quality ads will be ranked higher. Recommendation logic: The system will strictly follow the targeted settings and industry selections for recommendation delivery, strive to find people with preferences on the platform, and ensure that the advertisement is exposed to people of interest, thereby avoiding invalid intentions of the advertisement and not wasting every penny of the advertiser's money. Currently, there are two types of advertising styles in the Douyin feed stream , namely the short video live broadcast room and the feed stream direct live broadcast room. 02. What is the difference between information flow advertising and DOU+? The most direct difference is that DOU+ cannot deliver “marketing and advertising information”. Besides this there are the following differences. Price comparison: Spending 100 yuan on DOU+ can get 5,000 views, and so on, 20 yuan per thousand views. Through the AD advertising platform, after adding targeted conditions, the average price per thousand impressions is about 10 yuan. In comparison, information flow advertising is more cost-effective. Targeted comparison: DOU+ currently only supports gender, age, region, and interest targeting, which is not comprehensive. However, the AD advertising backend can target region, gender, age, behavior, Douyin fan number, DMP population package targeting, mobile device, price, operator, etc., with more targeting options; Functional comparison: DOU+ mobile conversions only include likes, comments, fans, and homepage views; AD backend can attract fans and also put landing pages to acquire customers, increasing fans and collecting intentions at the same time; Comparison of other advantages: DOU+ delivery requires advertisers to solve the video shooting and delivery strategies themselves, while information flow ads will have dedicated optimizers to provide shooting and delivery suggestions. Douyin Feeds Live is a method of heating up the live broadcast room within the Douyin recommendation flow, increasing the user viewing enthusiasm for Douyin's native live broadcast room, and maximizing the benefits of live broadcast marketing for advertisers. Compared with the live broadcast room driven by short videos, the efficiency is increased by 5 times and the cost is reduced by 70%! Display style: As shown in the left picture below, when the live broadcast room is in normal broadcasting state, Feeds Live is enabled, and the recommended stream page displays the real-time picture in the live broadcast room, the words "Click to enter the live broadcast room" are displayed at the bottom of the screen, and the "Live Broadcast" icon, Douyin account nickname and live broadcast title copy are displayed in the lower left; Supported sales types: GD, CPT 1. Swipe left on the recommended video or click the TikTok account nickname to enter the TikTok account homepage; 2. Click any area on the page except the account nickname or the topic part in the title to jump to the live broadcast room; 3. Click on the topic part in the title to jump to the corresponding topic details page 1. The real-time images of Douyin's native live broadcast room are placed in the recommended stream for display, shortening the live broadcast viewing path and efficiently attracting traffic to the live broadcast room; 2. Display exclusive live content of the brand in the recommended stream to stimulate users' interest in participating in the interaction and increase the number of followers for the brand account; 3. For customers in different industries such as beauty, daily chemicals, and maternal and child care who have precise target groups, they can purchase Feeds Live services, flexibly purchase traffic in a CPM reporting manner, and select traffic through system models to maximize the live broadcast traffic generation effect. 04. Why can’t I see the ad after it was placed? Advertising in the information flow model cannot allow all 600 million users to see our advertising content. Instead, it will give priority to users who are interested in the account industry and content and are easy to convert, ensuring that the budget is allocated reasonably. To give a simple example, if a restaurant’s advertisements are exposed to users who like to cook at home, the advertising effect will become increasingly worse. In addition, if you want a higher probability of seeing your own ads, watch more videos in your own industry on Douyin, like and interact more often, so that the system will think that you are the target audience. If you want to experience the entire interactive advertising process, you can contact your dedicated consultant to provide a preview QR code. After scanning, you can see the advertising style and experience the interactive process. 05. Answers to frequently asked questions about feed Q: What does the weight of the live broadcast room relate to? Why are the heating costs different for live streaming rooms? Answer: The weight of the live broadcast depends on the popularity of the live broadcast room: it is subdivided into gifts, number of people online, barrage, likes, and length of stay. There are too many cost-determining factors, which can be roughly divided into: traffic level, popularity of the live broadcast room, and operating skills. Q: Is it better to deliver the feed all at once or in multiple batches? Answer: Feed delivery will also have a testing period and a warm-up period, and adjustments can be made based on data changes. Question: Is it possible to start a live broadcast without allowing consumption? A: Yes, the delivery plan can be paused by pressing the pause button. If you do not press the pause button, the plan will start automatically. When the live broadcast starts, the advertising plan will automatically start delivery; when the live broadcast ends, the advertising plan will automatically pause delivery. Q: If the number of fans exceeds 100,000, new accounts cannot participate in the campaign? Answer: New accounts can participate in the campaign but they must have an account with 100,000 followers to report it. New accounts will affect the conversion rate unless there is a very good live broadcast script. Q: If I want to make conversions in the live broadcast room, which promotion goal is more suitable? Answer: Choosing to watch or stay, the conversion cost is low and the advertisement is easier to increase sales. Question: Why does the sales from a new account affect conversion rate? Answer: The retention rate and bounce rate of new accounts are too high. If you have basic fans, you need a vertical marketing account as a foundation to better generate natural traffic and conversions. For different (e-commerce) fields, there will be testing costs in the initial stage of launch. Therefore, whether it is dou+ or feed flow, it is essentially a way of playing paid traffic. Everyone needs to invest corresponding costs in trial and error and establish an operating model that suits them in order to bring about a good output ratio. ps. Whether you are investing in dou+ or feed flow, you need to be skillful in investing money, not just blindly. You need to test ROI repeatedly, and at least reach 1:2 or above to make money. Author: Doushang Commune Source: Doushang Commune |
