Analysis of Weibo Fanstong advertising in Q2 2020

According to data from the 2019 Weibo V Influence Summit, the overall size of Weibo's top authors has increased to 780,000, and the number of Weibo big Vs has increased rapidly. The marketing effect driven by these influential accounts is more obvious, and Weibo has become one of the more important traffic entrances for e-commerce websites. For many advertisers, Weibo is undoubtedly an important channel for achieving commercial monetization and increasing value.

As of March this year, the gender ratio of Weibo App users was relatively balanced, with young people under the age of 35 accounting for as high as 81.7%, and a large proportion of users with high education and high income. Discounts and sweepstakes are the main reason for users to click on picture ads, accounting for 60.7% ; 58.8% of them click on the picture because they want to buy the activity/product in the picture; and 51.6% of them click on the ad because the picture is attractive. It can be seen that adding discounts, sweepstakes, and picture quality during advertising can more effectively attract user clicks.

Which specific industries are more suitable for placing information flow advertisements on Weibo Fans Channel? Who are the popular advertisers? What are the characteristics of the advertising materials and copy? This article analyzes the advertising intelligence of Weibo Fanstong that we tracked in Q2 to help everyone better understand the trends and material characteristics of its information flow advertising.

01 Which industries are hot in Weibo Fans Channel advertising, and what are the characteristics of their advertising copy?

Judging from the distribution of advertisement numbers in key industries in Q2, culture and entertainment, wedding services, games, and skin care and beauty are the four leading industries , and their overall share shows an upward trend from month to month, and as of June, their share has exceeded 10%.

Among the TOP7 industries, culture and entertainment ranked first for three consecutive months , and the skin care and beauty industry increased the fastest , with the share in June (11.32%) increasing the most compared to April (6.91%). The proportion of the wedding service industry is also considerable compared with other platforms, maintaining at around 10% .

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

2-1 Hot investment game style tends to be younger

In the advertising placement on Weibo Fans , the top three styles are Journey to the West, Animation, and War , each accounting for more than 12%. The proportion of online earning and legendary mobile games is very low, and the hot mobile game styles are generally younger than those on other traffic platforms.

Among non-game apps, short videos, live streaming, and discount sales ranked in the top three, each accounting for more than 10%. Short videos account for the largest proportion, which is consistent with Weibo's attributes as an important place for marketing, social networking, and shopping.

2-2 Most popular apps are those commonly used by young people

Based on the mobile advertising intelligence we tracked during Q2, we further sorted out the top 10 gaming and non-gaming apps with the most advertising delivered by Weibo Fans during that period as follows.

Miaopai, North American Savings Express, and Taobao were the key app advertisers on Weibo Fans Channel during Q2, and the top 10 were mostly short video, shopping, live streaming , and other apps. In the non-game application list , "Under One Person", "Sword and Expedition", and "Fantasy Westward Journey" are the top three hot advertisers, and the top 10 mobile games are all of the type with exquisite graphics and relatively novel gameplay .

03 What are the characteristics of Weibo Fans Advertising Creative Materials?

The following focuses on the advertising copywriting routines and advertising material routines in the five major industries of culture and entertainment, wedding services, skin care and beauty, games, and education and training .

3-1 Q2 Weibo Fans Hot Investment Industry Copywriting Analysis

The advertising copy for culture and entertainment, wedding services, and education and training have common advertising copy characteristics. They all emphasize in the copy that there are prizes for forwarding Weibo, lucky draws, limited-time discounts, etc. , such as "Retweet + comment/private message, free inspection, filming and program design", "100% winning rate, free wedding photos, wedding gift packages, cash coupons waiting for you to draw", "Limited time free vocal 1v1 assessment class worth 299 yuan", etc., to attract users to interact.

According to the simplified data of the 2020 China Weibo User Behavior Research Report, forwarding is the most frequent interaction between Weibo users and advertisements, accounting for 40.4% , followed by clicking links (store/page links), accounting for 39.9%. When placing information flow ads, you can stimulate users and increase conversion rates by adding discounts, sweepstakes and other activities .

Popular cultural and entertainment advertising copy:

-Go to Kuaishou to see more interesting news!

-Weibo exclusive event, I heard that only people with fast hands can grab it

-Tons of exciting videos waiting for you to watch every day

-The rapid collision of fairy tale and reality

- Forward + comment/private message, free inspection, filming and plan design

-Star music instructors will help you unlock all-round music skills.

Popular advertising copy for wedding services:

-100% winning rate, free wedding photos, wedding gift packages, cash vouchers are waiting for you to draw☞

-The prize is valid for two years. If you win, you will be given free decoration (only for me)

-Whether you are getting married this year or next year [喜], why not come and draw a prize [爱爱] It doesn’t cost money anyway, what if you win [doge]

- Special offer of 2,000 yuan wedding subsidy on Chinese Valentine's Day, and enjoy more luxurious gifts.
- Limited time grab: 10 servers and 10 models + valid for 2 years + brand new style one-on-one [free shooting]

-100% winning rate: wedding photo gift, free rental of wedding dress, and wedding rings are waiting for you!

Skin care and beauty popular advertising copy:

- Forehead acne, cheek acne, chin acne, cheek acne, menstrual acne, acne caused by staying up late, and acne on the face can all be solved

-Simple and effective, stick to it for a few weeks and you will find yourself getting thinner and thinner~

-This weight loss method has been all over my friend circle recently….

-Choose a safe and effective beauty device to reduce wrinkles all over your face! You can also have goddess skin

-Dark circles! Crow’s feet! Droopy eyes! Visible improvement in just 4 weeks! Free your hands and beautify your eyes by wearing it

-My sister personally tested and recommended this anti-aging beauty device, a must-have for staying up late! Keep your skin young and radiant, and take center stage!

Popular game advertising copy:

-Every move has its own reason, assemble now!

-3D graphics + real-time combat!

-NetEase's new turn-based gameplay! Super high explosion rate, catch any divine pet, unlimited resources!

- Brand new gameplay, in the name of the country, the peak showdown of Yunding warriors!

-Come and change your destiny with Li Xiaoyao, and renew your relationship with Zhao Linger!

-A real game of leading troops to fight wars. You decide which country to destroy first!

Popular advertising copy for education and training:

-45min oral class + foreign teacher feedback + study plan

-Free limited-time 1v1 vocal assessment course worth RMB 299

-9 yuan for 8 lessons, limited to 1 time per person, ends when the class is full!

-3 days: From zero foundation to oral English master!

- Free practical materials + free courses to get high scores in postgraduate entrance examination English

- Less than 2 yuan per class, one-on-one tutoring, limited places, sign up now!

3-2 Analysis of the creative ideas of popular Weibo Fanstong advertisements in Q2

1) Inventory of game advertising creativity, many celebrities/official materials

The creative characteristics of mobile game industry advertisements on Weibo Fans Channel are that the advertising materials are mostly celebrities, official PVs of mobile games, etc. The materials are high-end and classy, ​​which is also in line with Weibo's attributes as the largest main battlefield for fans to chase stars.

Using sitcoms featuring celebrities or exquisite mobile game character PVs can more easily connect with fans and increase the conversion rate of materials.

【Official exquisite PV】

【Celebrity comedy sitcom】

2) Creative inventory of wedding services, dreamy wedding scenes, sitcoms

The proportion of wedding service industry on Weibo Fans Channel is very prominent compared with other platforms. What are the characteristics of its advertising creative materials?

① Daily life sitcom

The element brings out the wedding dress try-on function of the "Wedding Diary" App by having two girls take photos of each other trying on wedding dresses. This function can be implanted to try on various styles of wedding dresses, switch to see how the wedding dress looks on the body with one click, and quickly help girls choose the most suitable style and other selling points. The difficulty and cost of shooting the materials are relatively low, but the sense of daily life is strong, which can easily attract female users to download and try it.

② Exaggerated, dramatic sitcoms

The material uses a melodramatic sitcom - during the breakup, a girl is repeatedly humiliated by her scumbag ex, and her current husband shows up to rescue her but is suspected of having cheated on her a long time ago, to introduce the swift and efficient process of preparing for a wedding in "Wedding Chronicle". The actors' acting skills were very good. At first, I thought it was a melodrama, but in the end, there was a surprising reversal in "Wedding Chronicles", which not only attracted users to watch but also left a deep impression on them.

③ Dreamy wedding scene, directly hitting the taste of women

This type of material is generally quite conventional, but every girl dreams of a dreamy grand wedding. As long as the scene is beautiful and romantic enough and the shooting effect is good enough, there is no need for too many people or subtitles to attract female users to stop and watch.

3) Inventory of creative advertising ideas for renting and buying houses: young people’s worries and socializing

In the process of organizing materials, we found that the advertising style of "Anjuke" on Weibo Fans Channel is different from that on other channels. Most of the sitcoms on Weibo feature young people. The plots are either realistic or funny. They are mainly based on the difficulties encountered by contemporary young people in the process of renting/buying a house, highlighting the social attributes and the convenience of the process.

① Funny nonsensical sitcom: Finding a house is like finding a man

② Various pitfalls in the home buying process highlight the difficulties of buying a home

③ Shared rental with roommates, highlighting social attributes

Other platforms do not have an obvious young style and mainly cater to the needs of home buyers and renters, focusing on displaying data such as house type, location, and interior decoration.

The skin care and beauty/medical health ads on Weibo Fans Tong are mostly for medical beauty, orthodontics , etc. They have certain things in common, all of which focus on showing the treatment process/and post-operative results .

The above is an analysis of Weibo Fans Channel advertising.

Author: App Growing

Source: App Growing