Analysis of social dating advertising in August 2020

Whether it is the recently discussed ending of "Nothing But Thirty" , the recent Qixi Lonely Frog service, or the "White Paper on Singles Born After 1995" jointly released by Zhenai.com and Meituan, they are all sending us a signal - the problem of singles in our country is becoming increasingly prominent . How many people are making fun of themselves for being single online, while they are longing for love in their hearts.

Being single and living alone is the true portrayal of many urban youths. When working hard in a bustling city, they will inevitably want to find another person to rely on. However, due to reasons such as too small social circle and too busy work, most young people are single. At this time, social software is a good outlet for emotional venting.

With the single rate increasing and emotional needs exploding, what changes have occurred in the social marriage and dating industry? Are there any new changes in advertising strategies and material routines?

Based on the mobile advertising intelligence of the social dating industry that we have tracked recently, we analyze it from the aspects of the overall overview of the industry, key traffic platforms and media, App promotion rankings, popular advertising copy and material routines, etc., hoping to provide reference and reference for relevant advertisers.

Note: This report uses the number of advertisements delivered as the basis for measuring the intensity of advertising delivery . The number of advertisements delivered is not completely equal to the actual advertising consumption and is for reference only.

1. Overview of the overall social dating campaign

1-1 The overall trend of social dating is positive

Based on the tracked data statistics, the number and amount of advertisements in the social marriage and dating industry showed a month-on-month upward trend from June to August . In August, the proportion of advertisements reached 12.4%, and the overall trend of advertising is positive .

1-2 The materials are mainly in the form of pictures

During August, the proportion of social love and marriage picture advertisements reached 80.37% , and vertical videos and videos accounted for a total of 10.87%, which are also relatively important material forms in the near future.

2. 8 major platforms for social dating and marriage investment

The eight traffic platforms with the most advertisements in the social dating industry are as follows. From the top three social apps on each traffic platform, we can see that Tantan, Mosheng, Xiaohongshu and Yidui Video Dating were strongly launched in August and ranked high on all major platforms.

3. Overview of Popular Social App Delivery

3-1 Top 20 rankings of social app advertising in August

As of August 27, the top 20 apps in the social industry with the most advertising are as follows. We can also see from the delivery platforms that most social applications are delivered on Tencent Advertising and Bytedance platforms. "Tantan", "Mosheng", "Little Red Book", "Yidui Video Dating" and "Momo" are the key advertisers in August.

3-2 Tencent-related media account for a high proportion

The summary of media placement of 6 popular social apps in August is as follows. The 6 social applications have the highest proportion of placement in QQ media , followed by Youliang Alliance, Sogou Search, QQ Browser , etc. It can be seen that the top social advertisers prefer Tencent media.

3-3 Focus on pictures

All six social applications mainly use picture-based advertisements, especially "TanTan" and "Tianyou", where picture-based advertisements account for more than 90% . The three applications "Yidui Video Dating", "Momo" and "Soul" also pay more attention to video-based advertisements , with vertical video and video-based advertisements accounting for more than 10% in total.

4. Analysis of popular material routines

4-1 Analysis of popular advertising copy

① Interactive questions or confessions

Simply list your conditions, hope to get a response to your partner's requests, or emphasize close proximity.

-How about being your girlfriend? I already have a garage, I don't care about the external conditions, as long as they are good to me

-It’s better to talk on your own than to listen to others’ introductions. I’m here, are you coming?

-I work in Ziyang, I am 35 years old and single, I want to make friends with mature men in the area

- Live in this area, regardless of age, looking for someone to chat with, video chat is possible

-I'm near you, would you like to meet up and chat? Shenyang single men come

-Looking for a husband from Guangzhou, don't mind a relationship between an older woman and a younger man, like to send me a private message

-Brother, you are so good at playing games, come and talk to me!

② Use free access to social groups as the main attraction

Usually groups for specific circles, such as divorced/local/female dating groups, emphasize that the entry threshold is low.

-Zibo adult women group, looking for Zibo boyfriend, can video chat privately

- Exclusive private chat and dating group for women, free for men, regardless of age or income

- Zhuhai older dating group, a large number of post-80s women dating, don't mind divorce~

- A female dating group has emerged in Chongqing. Men can join for free, regardless of age.

-【40-70 years old blind date】Local high-quality single blind date group, married people please do not disturb

③ Highlight authenticity, credibility, free, etc.

They emphasize real-person dating, are free of charge, and have many eligible people of the opposite sex. They partially use the herd mentality to attract users to try, such as “Everyone is playing/using/online”, “Come on”, etc.

-How to meet more single beauties? Tantan

-Don't practice your pick-up skills anymore, come to Tantan and you won't have to worry about being single anymore

-I got to know a lot of young men in the area through Tantan!

-Come to Hertz Voice to make friends, there are many interesting guys and girls

-The boys and girls on the Voice Bar are so funny

-TT voice has a lot of little brothers and sisters, come and chat with the microphone, sweet game pairing ~

④ Use novel gameplay and gimmicks to attract users

Using the gimmick of playing games together or having a virtual boyfriend to experience a surreal love relationship, this kind of creativity is often used in voice dating apps such as "TT Voice" and "Hertz".

-A cute girl and a mature man, playing games together, and finding a sweet way to get out of being single

-This, CP, playing games together, making friends, loli voice, mature woman voice, which one do you like?

-The virtual boyfriend in your phone will chat with you until dawn, come to soul and experience it! #separate

-Your own virtual boyfriend, come to pp to play voice matching and experience sweet love!

4-2 Analysis of popular material routines

1) Analysis of image-based materials

Some social applications will adopt different material styles on different platforms to achieve precise delivery. For example, the material styles of "Tantan", "Soul" and "Lianxin" on Tencent Advertising and Bilibili are obviously different.

In Tencent advertising , "Tantan", "Soul" and "Lianxin" all use a multi-picture splicing format , striving to show the charm of the young ladies from all angles, and the pictures do not have too much modified content . The cover models used by "Tantan" and "Lianxin" on most platforms are plump and mature women , while "Soul" uses younger ladies.

On Bilibili, "Tantan", "Soul" and "Lianxin" are must-sees . They use single pictures and use a lot of flowery words to decorate the pictures. The overall atmosphere is strong and the pictures are bright. The advertising pictures all feature fresh and cute beautiful young ladies , mainly showing the upper body without showing the face, and mainly wearing trendy, fresh, and JK style clothing. This is related to the relatively young age of B station users, the prevalence of home dance culture, and the preferences of male users.

2) Analysis of video advertising routines

In addition to the above-mentioned differences in image material styles, some relatively novel advertising routines have also appeared in social marriage and love video materials recently, including sitcoms with funny and exaggerated styles , as well as types that hit the pain points of contemporary single young people working hard outside .

①【Young lady’s strong courtship】

The plot of this type of material is rather exaggerated, mainly catering to the preferences of male users , with no obvious age or regional preferences . It mainly starts with a girl with a relatively good appearance taking the initiative to woo a boy with a relatively average appearance by means of various means such as blocking the way and "pestering". There will even be a situation where multiple girls compete for the same boy. This routine is often used by "Tantan", "Momo", "Mosheng", "Yidui Video Dating", "Lianxin" and other social apps. It is speculated that these social apps have a larger proportion of male users.

②【Feeling lonely late at night/Life is not easy for adults】

This type of material is aimed at a younger user group , especially young people from other places who are working hard in cities such as Beijing, Shanghai, Guangzhou and Shenzhen . The content of the advertisement mainly shows the current situation of contemporary young people who lack close friends, have no one to share their troubles with, and have difficulty in life and work, creating a sense of powerless loneliness. The plot is relatively closer to reality, easily hitting the pain points of young users, and has no obvious gender preference. Applications with a large number of young users, such as "Soul", often use this kind of routine.

③【Live a down-to-earth life】

This type of material is relatively old-fashioned and is mainly aimed at user groups such as divorced, older people, and lower-end markets . The material focuses on showing the daily home life of a relatively mature divorced woman, highlighting her qualities such as diligence, practicality, and thriftiness. "Yidui Video Partner Search", "Lianxin", "Huhu", "Tantan" and "Momo" are commonly used.

After watching the advertisements of most social apps , we found that the advertising materials in the social marriage and dating industry are basically materials featuring women , and the content style almost caters to the tastes of male users. However, there are very few materials featuring men and targeting female users. This also indirectly reflects that most social apps pay more attention to promotion and publicity for male users . It is recommended that optimizers who are related to the social industry can try advertising materials targeting female users, which may lead to new breakthroughs.

Author: App Growing

Source: App Growing