Kuaishou information flow advertising marketing method!

A detailed introduction to Kuaishou's information flow trends and advertising placements~

1. Short video industry trends

1. The number of users and the market used continue to grow

As of February 2020, the number of users in the short video industry has exceeded 800 million, and on average one out of every two Internet users uses a short video APP, which is a rapid growth trend! The growth in total user usage time surpassed that of online video, becoming the second largest industry after instant messaging.

2. The advantages of the bonus period are obvious

Content standardization: The industry has officially bid farewell to the era of wild growth and entered a stage of compliant and healthy development.

Ecological diversity: Short videos link multiple scenarios, break the boundaries between online and offline, take on more resources, and make the ecological environment clearer.

The pattern is becoming clearer: capital continues to be injected into the short video field, and many parties in the short video industry, which is at the forefront of the storm, have risen up, and competition has intensified. Kuaishou's DAU has remained above 100 million, and its leading position has remained stable.

Now let’s look at some more data.

2. High-quality platform data supports marketing behavior

300 million daily active users

8 billion original short videos in stock

Daily output of UGC content 1500w+

Total annual usage time: 5 million years

20 billion video views per day

350 million likes per day

The Z generation is the leading group, with those born after 1990 accounting for more than 80%

In the emerging area with rising consumption power, the geographical distribution of Kuaishou users is 10% in first-tier cities, 36% in second-tier cities, 20% in third-tier cities, and 34% in fourth-tier cities and below.

Proportion of Kuaishou users by industry category

3. Four major advantages of Kuaishou’s commercial platform

1. Traffic dividend: The short video industry is experiencing a traffic dividend period and the good environment of the Kuaishou platform allows advertisements to reach people accurately.

2. Technology-driven: With 7 years of experience in the short video industry, we adhere to the principle of "decentralization" and achieve the matching of content and user personality through technology-driven

3. Laotie Economy: Kuaishou has formed a unique "community", and Laotie Economy makes the design stickier

4. How far is the content: diverse content, real, easy to operate

4. Kuaishou Information Stream Advertising

Kuaishou information flow advertising supports multiple billing methods: CPC OCPC. Meet various application scenarios and promotion needs: application installation, e-commerce ordering, brand event promotion, and sales lead collection. The advertisement is suitable for all types of brands and performance advertisers.

1. Functional advantages

Maximizing value: Help advertisers find the most valuable audiences, driven by algorithms and technology, to maximize the value of each campaign.

Data visualization: Complete data monitoring background, simple and intuitive viewing of data tables

Real-time optimization: Optimize advertising in real time based on conditions such as region, population, time, and model, combined with unique targeting methods such as influencer fans.

A variety of delivery combinations: information flow advertising, topic tag pages, landing page website building and other commercial product combinations make your advertising delivery more flexible.

2. Information flow advertising format

3. Precise targeting

Kuaishou's information flow advertising precision targeting system supports multiple targeting methods such as mobile device targeting, geographic location targeting, demographic attribute targeting, interest targeting, etc., which helps advertisers to more accurately target users, radiate more people who may be interested, and effectively improve the effectiveness of advertising.

4. Real-time data feedback

Kuaishou's advertising management platform provides advertisers with multi-dimensional data reports, presenting detailed account data, creative statistics, account consumption and other data information, monitoring material quality in real time, using a scoring system to score material quality, and providing optimization suggestions for advertisers.

5. DMP Management Platform

DMP (Data Management Platform) integrates scattered data from multiple parties into a unified technical platform, standardizes and segments the data, solves problems such as locking in precise populations, expanding high-potential populations, and creating segmented populations, helping advertisers better realize diversified marketing needs.

Crowd management: upload crowd package, create new crowd package, calculate crowd package, expand crowd package, pay crowd package

Main area: Update relevant topics from time to time according to hot events and holiday marketing to meet marketing needs

Crowd Insights: Generate and view crowd portraits

6.OCPC intelligent delivery

OCPC (Optimized Cost Per Click) provides advertisers with automatic optimization of effects based on optimization goals, continuously improves advertisers' advertising efficiency and input-output ratio, and effectively solves the problems of unstable conversion costs, too high conversion costs, and too few conversions.

Summary: The promotion on Kuaishou platform is suitable for all kinds of enterprises. Whether it is the conversion of sales, obtaining forms or product promotion, you can get a good ROI!

Author: Chenchen

Source: Chenchen