Why is short video promotion and marketing so popular? How to play?

Driven by the trends of video mobility, information videoization and video socialization, short video marketing is increasingly becoming a powerful tool for many brands to achieve "win" sales! Driven by platforms, users and advertisers, 2017 became the first year of the development of short video marketing. In 2018, short video marketing continued to be popular, and Douyin, Kuaishou, iQiyi, Momo, Meipai, etc. were all competing to commercialize their short video platforms!

So, how to analyze the short video marketing market? How can advertisers tap into the marketing value of short videos? Which channels should be chosen for delivery?

Here, the editor has compiled some short video industry data, and also introduced the characteristics, user data and features of some short video marketing platforms, which customers can refer to for specific reference.

Men love watching short videos more than women. On average, each short video user opens the short video app more than 7 times a day and stays on it for about 56 minutes a day.

In the past 2017, the structure of short video users has gradually stabilized. Short videos have created a diversified and exclusive ecosystem based on fully respecting user needs. As its users say, "short videos open up a new world." It is precisely because of the extremely high user stickiness and its unique social media marketing attributes that native short video advertising has opened up a huge market in a very short period of time.

As the data shows, the market size of China's native video advertising has exceeded 9.58 billion yuan, achieving geometric growth compared with the past two years. Some organizations predict that by 2020, the scale of advertising driven by short video content will reach 60 billion.

So, why is short video marketing so popular? How to play? Let’s take a look at the following platforms for reference in channel selection…

iQiyi’s effective promotion - Qilin Shensuan, relying on the iQiyi platform, huge user base and high-quality traffic resources, combined with the industry characteristics of business owners, provides business owners with a cross-platform, multi-terminal online promotion service platform. The platform's big data also provides a basis for advertisers' promotion.

◆ Main advertisements: information flow advertisements (channel information flow, social information flow, news information flow, playback information flow), in-frame advertisements (patch advertisements, pause advertisements, floating advertisements), display advertisements (open screen advertisements, focus picture advertisements)

◆ User characteristics: Young users under the age of 35 account for more than 80%, with high knowledge level and economic income, high education and high consumption capacity.

◆ Advantages: The average daily coverage of independent devices is 150 million, the average monthly coverage of independent devices is 550 million, the effective time of a single machine is 11.5 hours, and the monthly viewing time is 6.38 billion hours. By leveraging Baidu's big data and strong technical strength, iQiyi's effective promotion will seamlessly embed advertisements into related videos.

◆ Recommendations: Advertisers in related industries such as gaming, e-commerce, medical care, online earning, and home improvement are provided for reference.

Meitu's commercialization has been fully launched, connecting to five high-traffic platforms, including Meitu XiuXiu, Beauty Camera, Beauty Camera, Chao Zipai, and Meipai. Different APPs meet the needs of different user scenarios, continuously improve artificial intelligence, etc., to enhance Meitu's reputation!

◆ Main advertisements: Videos are mainly trendy selfies and beautiful photos.

◆ User characteristics: Young people born between 1980s and 2000s, 70% of users earn over 10,000 yuan, and most of them are female users

◆ Advantages: It has 480 million monthly active users and 500 million overseas users, with a majority of consumers being female and users having strong purchasing power. At the same time, it has 1.5 billion independent device installations worldwide and processes 68 billion photos annually.

◆ Recommendations: E-commerce, beauty, online services, wedding photography and other related industries for reference.

Momo short video platform has entrances in both "Nearby" and "Follow". At the same time, Momo platform has tens of thousands of celebrities, 1 billion exposures, and each commercializable celebrity has 600,000 fans per person. The total active user penetration rate of short videos is 58%, which is enough to show the power of Momo as a short video platform!

◆ Main advertisements: topic marketing, filter advertisements, Momo celebrity videos, live video interactive products such as anchor promotion, video topic marketing, etc.

◆ User characteristics: Young people born between 1980s and 2000s, 70% of users earn over 10,000 yuan, and most of them are female users

◆ Advantages: The average daily number of short video uploads is over 1 million, with a penetration rate of 46%. Original content, creativity-driven, and precisely targeted.

◆ Recommendations: Apps, games, finance, e-commerce, beauty and plastic surgery and other related industries for reference.

Author: Aiqi Online

Source: Aichi Online