Analysis of advertising on Kuaishou platform from May to August 2020

According to official data from Kuaishou, from July 2019 to June 2020, 300 million users have published works on Kuaishou, with 170 million daily active users for live streaming and over 100 million daily active users for e-commerce. The gender ratio is relatively balanced, with more than 70% of users being young people under the age of 30. Judging from the user city level, Kuaishou has a high penetration rate in third- and fourth-tier cities, and its share in first- and second-tier cities has also reached 45%. Its speed of capture should not be underestimated.

Kuaishou takes a "down-to-earth" approach and encourages original life clip videos, which is also reflected in the fact that life-related short videos accounted for the highest proportion in the first half of the year. As one of the earliest short video products, Kuaishou is not only a platform for users to share their daily lives and entertainment, but also an important channel for advertisers to realize commercial monetization.

Based on the Kuaishou mobile advertising intelligence tracked from May to August, we analyzed its advertising overview, App promotion rankings, hot industry advertising creative materials, Kuaishou direct e-commerce intelligence, etc., hoping to provide reference and reference for advertisers to place orders on Kuaishou.

01Which industries are hot on Kuaishou, and what are the characteristics of advertising copy and material formats?

1-1 Kuaishou platform games, clothing, shoes and bags, skin care and beauty account for the majority

Judging from the distribution of advertisement numbers in key industries of Kuaishou from May to July, games, clothing, shoes and bags, and skin care and beauty are the top three hot investment industries. The gaming industry’s share dropped significantly in June, presumably due to the impact of Apple’s new game license regulations. It rebounded slightly in July thanks to the summer vacation.

The proportion of clothing, shoes and bags, and culture and entertainment industries is relatively stable , the proportion of skin care and beauty, and education and training industries has increased slightly in June and July , and the proportion of social marriage and love industries has declined.

1-2 Kuaishou focuses on vertical video format

Kuaishou’s vertical video materials account for as much as 99.6% , and horizontal videos account for 0.4% . Compared with Douyin, Kuaishou pays more attention to vertical video format.

02 In App delivery, which styles are more popular and which top advertisers are competing for the volume?

2-1 Hot betting game style is more casual

In Kuaishou’s game app advertising, the top three popular styles of elimination, chess, and simulation accounted for more than 13% , all of which are casual mobile games. Except for Legend, other heavy mobile games (such as Journey to the West, Xianxia, ​​Magic, and Three Kingdoms) accounted for less than 5%.

The hot investment styles of non-game apps are related to making friends and life , with stranger making friends, life services, and community forums occupying the top three, each accounting for more than 10%. Compared with TikTok, the proportion of apps such as novels, comics, and live streaming is significantly lower.

2-2 Top 10 Kuaishou App Promotion Rankings from July to August

We tracked mobile advertising intelligence during the period from July to August and further compiled the top 10 gaming and non-gaming apps by advertising amount of Kuaishou during that period as follows.

"4399 Game Box", "Tantan" and "Auto Price Quotes" are the key App advertisers of Kuaishou from July to August. The TOP10 applications are mostly entertainment, stranger dating, automobile, part-time jobs and other applications.

The styles of hot investment mobile games are both light and heavy, and online earning products account for a high proportion . The TOP10 mobile games are mostly of the elimination and legend types. The three elimination mobile games , “Love to Eliminate”, “Bubble Dragon King” and “Elimination Master” are all online earning mobile games . It is speculated that there is a high degree of overlap between Kuaishou users and its target users.

03What are the characteristics of Kuaishou’s advertising creative materials?

Are there any special tricks in the creative video ads on Kuaishou? The following shows the word cloud chart of the hot investment industries on the Kuaishou platform from May to August, and focuses on analyzing the video advertising material routines of the three major industries : games, clothing, shoes and bags, and skin care and beauty .

3-1 Kuaishou Hot Investment Industry Word Cloud

We have selected the popular advertising copywriting in the industries that Kuaishou has focused on recently, and sorted out the relevant word cloud diagrams and popular copywriting as follows.

-Get free red envelopes from the big winners of Landlord Fighting, and get a new member gift pack when you log in!

- NetEase's genuine "Fantasy Westward Journey Web Edition" is coming hot, with full godly equipment at the beginning, and everyone has a godly pet!

- No bragging, no lies! This legendary product has 10 times the explosion rate, 10 times the recycling rate, and free trading is awesome!

- The popular real-person Landlord game in WeChat Moments, you can get red envelopes no matter you win or lose, it’s really good!

-Warning: it's too sweet! Female players’ favorite! The boss is so sweet and starts flirting online

-Last batch! Clearing out with tears! 2 packs for 69 yuan the day before yesterday, 4 packs for 69 yuan yesterday, 6 packs for 69 yuan today! Free shipping!

-This suspender is so beautiful, sexy suspender, my wife doesn't want to take it off after putting it on! 69 yuan for 4 pieces, free shipping

-Did you overpay for your short-sleeved shirts? 8 pieces for only 99 yuan, free shipping nationwide if you don’t like them, cash on delivery!

- Shanghai husbands, 3 pairs of ice silk men's pants for only 79 yuan, the manufacturer is clearing out the stock, if you miss it, you have to wait another year

-My husband looks so handsome in these ice silk pants! Not hot even at 40℃, "4" pairs only 79 yuan

- Buy two bottles of men's natural BB cream and get one bottle of facial cleanser for free, free shipping nationwide, cash on delivery!!!

- Those who have acne, why don't you take action? Click "Book Now" and leave your name + phone number.

-White hair grows more and more, Chinese Zen will turn it black after washing!

-Don't be afraid of acne on your face! Acne-removing and fading cream, acne-removing and fading cream, buy 1 get 2 free today for 69 yuan!

-Men's special natural cream for whitening! Order two bottles today for 69 yuan plus a free facial cleanser. Free shipping nationwide

-Shanghai singles dating, there are enough ladies, single men come quickly~

-Come to Tantan and find your soulmate!

-I'm in {district and county}, would you like to come in and meet me?

-Say goodbye to being single, just use Tantan, there is always someone you like

-It's okay to meet you later, I hope to find you on Tantan!

-China Mobile is giving out benefits! Get 200G of data for free!

-Attention Shanghai handsome guys! New users sign in to get membership and watch dramas for free~

-Stop staying up late playing with your phone. If you don’t want to be a loser for the rest of your life, force yourself to read these 3 books!

- What is it like to adopt a kitten in a small home? Come to the wonderful cat home to pet cats online

-Bao family members! Click on the avatar to follow me, and the live broadcast room will give you different benefits at 7 o'clock every night!

- Only limited to: 20-45 years old workers with low education, can take the self-taught undergraduate degree while working, and be recognized by the society!

-Put down your phone and force yourself to finish reading these 3 books, you will become better and better! Free shipping for genuine products

-If you don’t want to be poor all your life, stay up late and finish reading these 3 books. You will become better and better!

- Want to earn over 10,000 yuan a month? It is better to get a bachelor's degree! Social recognition will help you get promoted and get a raise

-Come and learn baking, open a shop easily, teach you a skill, it is always good to have multiple skills!

3-2 Analysis of the creative ideas of popular Kuaishou advertisements

1) The creative characteristics of the mobile game industry: online earning is mostly fake food and eye-catching sitcoms

Most of Kuaishou’s mobile game industry advertisements are online money-making game advertisements, and the routines are basically the same as the online money-making advertisements on other platforms, all using the three popular routines of "fake food sharing", "sad drama", and "daily life sitcom" . Other mobile game styles such as legend and shooting rarely use "situational drama" , but instead use routines such as "game screen recording + commentary" and "funny screen recording by anchors" . The following focuses on analyzing the advertising tactics of online mobile games.

【Sharing fake food】

Food videos have a high click-through rate, and most users cannot resist the temptation of food and stop to watch. Disguising game ads as food sharing videos can attract the attention of a large number of users. It also provides users with a clear goal of playing the game, "earn a little money and eat delicious food", thereby increasing the video conversion rate.

The cost of material production is relatively low. The beginning is a clip of popular food , which is then simply filmed by 2-3 actors. The second half is a game screen recording + narration.

【Sad drama, eye-catching sitcom】

Advertisements for online money-making mobile games are good at catching users’ attention within the first few seconds . In addition to using food as the opening line, they also use sad dramas and eye-catching sitcoms . The opening clips are the climax of the whole drama, focusing on attracting the user's attention. There are scenes such as being punished by his wife to kneel down and beating up his ex-boyfriend's robot. There are also many sad scenes such as being admitted to university but his family has no money to pay tuition and no money to eat.

The materials are mainly funny, exaggerated, and miserable in style, with a strong visual impact, but the production is relatively rough.

2) Features of skin care, beauty, clothing, shoes and bags, intuitively displaying product effects

Kuaishou’s advertisements related to skin care and beauty, clothing, shoes and bags, catering and food , etc. have an obvious commonality, which is that they all use an intuitive way to display the product effects . The pictures do not pay attention to composition, color, etc. The display style is simple and rough, with a certain degree of exaggeration. The main feature is the obvious before-and-after contrast and strong visual impact.

【Skin Care and Beauty】

Skin care and beauty products often use real-person trials to compare before-and-after effects, with models covering all age groups. Bare face creams have also recently been demonstrated using male models . Beauty products are often tested for concealer coverage, waterproofness, etc., and the testing methods are intuitive and rough .

【Clothing, Shoes and Bags】

Advertisements for women’s clothing, shoes and bags on Kuaishou basically directly display the products, the effects on the body, the materials and fabrics, and the comfort level . The pictures are simple and unpretentious, without paying special attention to the shooting angle, and the products are displayed intuitively.

Advertisements for men’s clothing, shoes and bags sometimes use some tricks, such as placing a beautiful woman with little relevance to the product at the beginning to attract male users to watch , and then displaying men’s shoes later.

For more popular advertising ideas, please visit App Growing official website

In general, the overall style of advertising materials on the Kuaishou platform is more "down-to-earth" , with a simple style and no special effects. Compared with other platforms, the production is relatively rough, and the narration is more colloquial. The advertising tactics are basically centered around the features of their own products, and they actively recommend products to users through a series of demonstrations and tests.

04 Analysis of Kuaishou’s direct e-commerce advertising: Which products are hot-selling?

4-1 In July, the number of direct e-commerce advertisements on Kuaishou traffic platform accounted for 31%

Judging from the overall advertising distribution of Kuaishou’s traffic platform in each month, the number of direct-operated e-commerce advertisements accounted for 32% in May and 36% in June. From May to July, the overall proportion showed a trend of first increasing and then decreasing , and by July the proportion had dropped to 31%.

4-2 From June to August, the number of advertisements for clothing, shoes and bags, and beauty and personal care products accounted for a large proportion on Kuaishou's traffic platform

In the advertising on Kuaishou's traffic platform from June to August, the top three categories were clothing, shoes and bags, beauty and personal care, and culture and entertainment . The three key categories accounted for a cumulative share of more than 10%, while catering and food, watches and jewelry, and sports outdoor advertising accounted for a very low proportion.

4-3 From June to August, the Kuaishou traffic platform has a key pricing range of 79-99 yuan for clothing, shoes and bags

The following focuses on the pricing ranges of six key categories: clothing, shoes and bags, skin care and beauty, daily necessities, catering and food, home furnishings and decoration, and culture and entertainment. The main pricing range for clothing, shoes and bags is RMB 79-99, the main pricing range for daily necessities is RMB 69-99, and the main pricing range for cultural and entertainment items is RMB 59-79. Among them, clothing, shoes, bags, daily necessities, and catering food priced above 198 yuan accounted for 5%.

4-4 From May to July, facial masks, underwear, casual shoes, and T-shirts were popular on Kuaishou’s traffic platform.

We sorted out the hot items promoted by direct-operated e-commerce advertisements on Kuaishou's traffic platform from May to July. Among them, facial masks, underwear, casual shoes and T-shirts were relatively popular in these three months.

Author: App Growing

Source: App Growing