The process and skills of advertising in Moments and video accounts

With the rapid development of the Internet today, new media platforms have provided everyone with many opportunities. Some people have made a fortune through new media platforms. Enterprises are no exception. In addition to traditional Internet advertising, they are racking their brains to find their own blue ocean on new media platforms. Live streaming is currently the trend! Today I will share with you how to use Moments to broadcast live videos. I hope it will be helpful to you!

1. Customer Background:

The editor has a client who is a branch of a listed company, mainly engaged in securities, stocks, funds and other businesses. Due to the epidemic, the company's advertising business has gradually declined, and at the same time, the advertising budget has dropped sharply. The client wants to try the form of video live broadcast to make his voice heard, so that the company's powerful big players can interact and achieve traffic through live broadcast. Clients want to maximize exposure within a limited cost. So the question is, after recording a video and uploading it to the video account, how can I let more people see my video? How do I tell my potential customers that I want to live stream? The editor recommends meeting customer needs through Tencent Moments advertising .

2. Introduction to Video Account Promotion

First, let me introduce what is Tencent Moments advertising?

Tencent Moments ads are a type of native information flow ads, which are displayed in the fifth place when the Moments are first viewed. The content and format are very easy to accept. Without interrupting social interaction, the content is the ad! This is also an advertising model that I like very much.

So what are the promotion forms of video accounts? There are three video delivery methods for you to choose from:

1. Video account dynamics

The purpose of placing video account ads in Moments is to attract more people to pay attention to the advertiser's video account, so as to achieve the purpose of attracting traffic and conversion. Video account ads can be placed in various styles, which can be pictures and texts or short videos. Different styles can be selected according to customer needs, as shown below:

2. Live broadcast reservation

Live broadcast reservation is a form of advertising preheating before the live broadcast, telling everyone when there will be a live broadcast. Customers can make reservations in advance through the video account to achieve the purpose of notification reminder during the live broadcast. The display form is as follows:

3. Live broadcast

Live streaming has relatively high requirements on advertisers' equipment. It is best to have professional shooting equipment. At the same time, the computer needs to set the resolution, bit rate, live content, etc. The requirements are relatively complex. Once interrupted, the customer's advertising will be wasted. The display form of live streaming is as follows:

After understanding the delivery methods of the video account, because the client had a limited budget, they chose to directly launch the live broadcast, eliminating the need to schedule the live broadcast. The early warm-up was done through various forms such as the company's internal employees' circle of friends, customer groups, video accounts, etc.

Moments live streaming process

1. Bind to WeChat public platform

In order to broadcast a video account live broadcast, one condition must be met first: whether the WeChat public platform has V certification, and the customer needs to open advertiser permissions on the WeChat public platform. There are two ways to recharge. The first is for customers to recharge through the WeChat public platform themselves, and the second is to recharge through a service provider, which requires the customer to agree to authorize the operating service provider. Customers can launch video accounts if they meet this demand.

2. Live broadcast report

If a customer wants to broadcast a live broadcast, he or she needs to submit a live broadcast registration form on the Tencent platform. The registration contains a lot of information, including the customer's live broadcast time, guest introduction, live broadcast process, live broadcast content, live broadcast type, interactive personnel, emergency plan, etc. The reporting time is approximately 3-4 working days. It should be noted that the operation staff needs to send the client's live broadcast manuscript to the Tencent contact person for review in advance to see whether there is any exaggeration, violation of regulations, or banned content in the speech. If necessary, remind the client to delete it until it passes the review and waits for it to go online.

3. Material preparation

Determine the materials and advertising creativity. If the customer has its own technical operations personnel, the customer is required to produce the materials according to the material size specified by Tencent. The other situation is that the client does not have professional technical personnel and only provides a poster or the theme content of the promotion, and needs the service provider to assist in the production of materials. There are two types of external materials for live broadcasts in Moments: one is pictures and texts, and the other is videos. The editor's client is in the financial industry, so the material needs to have the words "Investment is risky, please enter the market with caution", and it must be displayed throughout the entire playback process. It cannot be displayed before the video or in the last frame of the video. It must be displayed throughout the entire process, otherwise the material will not pass the review. If the material involves a person's portrait, a portrait authorization certificate is required. After confirming the materials, you can let customers scan the code to experience the delivery effect. This can be set in the system.

4. Orientation function settings

Tencent's targeting function is very powerful. In addition to region, age, time, education, and mobile phone system, it also includes marital status, behavioral targeting, interest and hobby targeting, etc. Let’s talk about the setting of crowd tags separately, this is particularly important! If you choose the right label, you will get twice the result with half the effort! Currently, Tencent has interest and hobby targeting and behavior targeting. Interest and hobby targeting has 12 first-level interest tags, 58 second-level interest tags, and 115 second-level refined tags; behavior targeting has 18 first-level behavior tags, 155 second-level behavior tags, and 363 second-level refined tags. The tags are very detailed and can meet the choices of different customers. Our client mainly targets customers who are interested in finance. After communicating with the client, we choose behavioral-targeted finance, and choose people with high-end qualities such as finance, luxury goods, high-end cars, real estate, etc. in terms of interests and hobbies. At the same time, the client's budget is limited, so we choose a label that is as close as possible.

5. Material review

After making all the preparations, you will wait for the review of the Tencent platform. Basically all the materials on that day will be reviewed and either approved or rejected. Rejected materials can be modified and uploaded again according to the prompts until they are passed. Next, we just wait for the customer to arrive and place the order. Pay attention to one detail: modifying the targeted budget and bid of materials that have passed the review will not trigger the review. Modifying the elements and creativity will trigger the review in a while, so everyone must pay attention!

4. Delivery skills

1. Diversified forms

The material forms should be diverse. Graphics, texts, and videos are recommended. Graphics and texts should be integrated into the reading process naturally. Video materials have a visual focus, which can extend the visit time and improve conversion.

2. Multiple material delivery

Multiple materials are running at the same time to grab platform traffic. It is recommended to build at least 10 materials. If the customer's budget is large enough, more materials can be built to cover more traffic. Multiple material placements can also screen out high-click, high-quality materials and continuously optimize the account.

3. Tier Bids

Suggest tiered bidding, monitor and adjust data in real time, and effectively control budget.

4. Make good use of targeting and tags

It is recommended to narrow the targeting and relax the label strategy. Targeting the precise group of people is what customers need. At the same time, it can effectively help customers control costs and spend money wisely.

V. Conclusion

The above is the editor’s summary of the forms, processes, and tips for video account delivery. I hope it will be helpful to everyone. Different industries have different delivery rules. What the editor has written may not be comprehensive. I will continue to optimize and summarize during the operation process. I hope everyone will provide more valuable suggestions!