Analysis of Douyin advertising in Q2 2020

Based on the mobile advertising intelligence of Douyin tracked during Q2 (April 1st - June 30th), this article analyzes its advertising overview, App promotion rankings, hot industry advertising creative materials, Douyin direct e-commerce intelligence, key function updates , etc., hoping to provide reference and reference for advertisers to place Douyin media.

1/ Which industries are hot in Douyin and Kuaishou?

What are the characteristics of advertising copy and material format?

1-1 Games, skin care and beauty, clothing, shoes and bags are all hot investment industries for Douyin and Kuaishou

Judging from the distribution of advertisement numbers in key industries of Douyin and Kuaishou in Q2, games, skin care and beauty, and apparel, shoes and bags are the top industries for both. Douyin and Kuaishou have similar advertising trends for skin care and beauty, as well as clothing, shoes and bags, showing an overall upward trend, accounting for more than 10% in June.

From April to June, the changes in Douyin media's hot investment industries were relatively stable, all of which were games, skin care and beauty, clothing, shoes and bags, culture and entertainment, education and training, daily necessities, and catering and food industries; the changes in the top 7 hot investment industries of Kuaishou were relatively large, and social marriage and finance were relatively more active in Kuaishou.

In addition, the market share of Douyin and Kuaishou in the gaming industry declined significantly in June , which is speculated to be related to the new regulations on iOS game licenses. However, as we enter the summer marketing period of July and August, the proportion of game investment is gradually recovering.

1-2 Kuaishou focuses more on vertical video format

Vertical video materials accounted for 77.47% of Douyin's total content, a slight decrease from Q1; horizontal videos accounted for 14.68%, a stable proportion; and the proportion of pure text increased significantly, reaching 6.68%. Kuaishou’s materials are basically in the form of vertical videos, accounting for as high as 99.6%.

2. Which styles/categories of apps are hot investments, and which top advertisers are competing for volume

2-1 Hot investment game style "shaking heavy, fast and light"

In the advertising of Douyin game app, the top three genres, Three Kingdoms, War, and Legend, accounted for more than 10% each , and the proportion of simulation genre dropped significantly compared with Q1 (24.82%), and the investment in online earning games was significantly reduced. Compared with Douyin, the most popular game styles on Kuaishou are obviously light mobile games, with the top 3 games of chess, card games, elimination games, and simulation games accounting for more than 15% each , and other heavy mobile games except Legend games accounting for less than 4%.

Among Tik Tok’s non-game apps, novels and comics, reading, live streaming, and short videos continued to gain momentum and remained in the top 4 in Q2. Kuaishou is at the forefront of shopping and dating apps such as life services, stranger dating, and platform e-commerce.

2-2 Q2 TikTok App Promotion Ranking TOP10

Based on the mobile advertising intelligence tracked during Q2, we further sorted out the top 10 games and non-game apps in terms of advertising amount by Tik Tok media during that period.

"Changdu Novels", "Tik Tok Short Videos" and "Xigua Videos" were the key App advertisers on Tik Tok during Q2. The top 10 non-game apps were mostly reading and short video apps.

The top mobile games tend to be heavier in style , mostly war, journey to the West, fairy tales, etc. Recently, dark horses "The Strongest Snail" and "Brawl Stars" have also entered the TOP10 of the investment amount list.

3. What are the characteristics of Douyin advertising creative materials?

Are there any special tricks for creative video ads on TikTok? The following shows the word cloud chart of the hot investment industries in Q2 and the popular advertising copy, and focuses on analyzing the video advertising material routines of the three major industries : games, skin care and beauty, and clothing and shoes .

3-1 Q2 Tik Tok media head industry word cloud chart

We selected the advertising copy of the industries that Tik Tok Media focused on in Q2, and sorted out the relevant word cloud diagrams and popular advertising copy as follows.

Popular game advertising copy:

-This game is finally out, and my friends are going crazy for it!

-A new sect is now online, log in to receive a rare mount!

-3D graphics + real-time combat! "Fantasy Westward Journey 3D" is open for testing today!

-The Chinese region is finally online! Japan and South Korea are having a blast, there is no VIP, all equipment can be dropped!

-A turn-based mobile game beyond fantasy, no need to violently wash pets, just one-click to wash pets and easily mutate them!

-Relaxation doesn’t hurt my brain, I can play for a whole day even without wifi!

-A brand new sect expansion pack is now online. Log in to receive a rare mount! Waiting for you!

-The Chinese region is finally online, no payment, no VIP, all equipment can be dropped

Skin care and beauty popular advertising copy:

-This eyebrow pencil was recommended to me by my Korean bestie. Now I can finally draw wild eyebrows!

-These blushes are the best summer colors for pretty girls. They are so pretty.

-Summer is coming, have all the kiwi pigs shed their hair?

-I really like this eye cream, I feel like I'm back to 18 years old~#蛇毒眼霜

-Colored eyeliner, 2 simple ways to look advanced, even for beginners~

-My best friend at Watsons didn’t lie to me. I have yellow skin and I use this mask every day! The skin is like a peeled egg.

-Piggy quietly comes with a wave of beautiful spring lipsticks

-Don't ever buy this Swiss scrub! Otherwise, you’ll get pounced on by boys when you go out?! My skin has become lighter after growing for more than ten years.

Popular advertising copy for clothing, shoes and bags:

-Friends who have itchy bodies should pay attention, your washing machine may be the culprit. Do you dare to wear the clothes washed in it safely?

-Everyone can have a slim waist by wearing this! This #corset doesn't work, come back and pull me! This summer I want to wear a skirt with slits and a dress with a backless look

-You smell like her perfume, and it smells nothing like mine! #perfume

-Chinese pilot casual shoes, soft leather and soft soles, no glue peeling, durable for 5 years without breaking, full refund if they get smelly

-You ignored me in the past, but now you can’t afford me! #predecessor

-Manufacturer clearance, pure cotton and breathable, summer bottoming pants, 99 yuan/2 pairs, free shipping nationwide!

-Men should never know this...Every time I walk down the street, I get a lot of attention. I’m simply a girl-hunting machine! #Kill the girl

-A shoe-shining wipe that is very popular recently. Many people say that it cannot be used to clean mesh shoes or canvas shoes. Today, I will test it for you.

Popular cultural and entertainment advertising copy:

-A woman is like a book. If even your cover is not attractive, who would be interested in reading your content? No matter what age you are, you must manage your body well, right ladies?

-Don't spend money going to the cinema anymore, watch tens of thousands of movies for free here!

-To listen to crosstalk, novels, storytelling, and stories, just use Himalaya!

-I should be the first one to know this on Douyin. I have a best friend who works as a salesgirl? That’s good?

-No membership required, no payment required, watch massive amounts of movies and TV series for free! You can watch it at home!

- Let's play an undercover game together! It's really interesting~

-Xigua Video announced: Watch tens of thousands of TV movies for free!

-Summer is here, what should I do if my legs don’t look good? Practice this action three times a day#

Popular advertising copy for education and training:

- Stop watching TV dramas after get off work, spend 45 minutes a day learning English in your spare time

- If you don't buy it now, you will miss the class. The original price is 499 yuan, now it's 9 yuan for 13 lessons. This area is limited to 100 people.

-I regret not letting my child learn GuaGuaLong English when he was 3 years old. I found out that his English thinking was so poor when he went to kindergarten.

-Good eloquence comes from practice! If you are not good at expressing yourself and often offend people, reading this book will help you handle situations with ease.

-Regret buying it late! Today's special offer is 49 yuan, and teaching materials are given away free of charge in this area

-2020 part-time postgraduate training registration has started, come and see if you meet the registration requirements

- Only limited to: 18-45 years old low-educated office workers, salary 3~4 thousand; can self-study undergraduate, social recognition

-Since having this reading machine, my child no longer plays with mobile phones, which helps develop intelligence and makes learning easier

Popular advertising copy for daily necessities:

-The washing machine has not been cleaned for a long time! It is easy to have odor! The laundry is not clean either! This washing machine effervescent tablet solved my troubles!

-Finally discovered the secret of Japanese housewives’ sweet smell! It turns out that they all use this kind of clothing fragrance beads. When washing clothes, pour a small half cover with them, and the body smells better than perfume?

- In order to prevent her from wasting snacks, I bought a mini sealer. In the end, I found that she opened more snacks and bought more. #Good things recommended

-You may not believe it, but since I used this to wash clothes, my Chanel perfume at home has been covered with dust #Perfume Laundry Detergent

-A magical tool for stain removal! Quickly remove stubborn stains, just spray and wipe, stains are removed in 3 seconds. If it doesn’t work, we will return it!

-The lazy toilet cleaner can be flushed 2000 times. The whole bathroom smells good when you open it. I love it!

-Another domestically produced "hard product", you don't need to change the toilet, just the lid, and you can clean yourself intelligently when using the toilet without any manual work!

- "Seasoning box" became popular overnight. High-end seasoning jar with spoon, convenient, hygienic and moisture-proof

Popular advertising copy for catering and food:

-Mai Xuan Ku series drinks, limited time only 5 yuan. Give him some color this summer!

-Guavas in my hometown are ripe, there are hundreds of thousands of kilograms, and now the express delivery is finally available. Each one is plump, soft, sticky and sweet. If you like to eat it, please give it a try???

-Super delicious self-heating hotpot, tasty and affordable, come and try it! #Self-heating hotpot

-6.20 seconds hardcore lid opening challenge is waiting for you, come and challenge it together!

-Xishuangbanna Golden Diamond Pineapple is bigger and sweeter than pineapple. It is picked and shipped immediately. Free shipping by SF Express

-I don’t feel bad about eating durian every day, because it’s only one yuan for four pounds here and shipping is free!

-Various low prices, click the link to get the coupon!

-Don't compare your fake beef with me! ! ! Our beef jerky is authentic and shipped from Inner Mongolia! ! ! Welcome to our prairie! ! !

3-2 Analysis of the creative ideas of popular Douyin ads from June to July

1) Inventory of creative advertising in the mobile game industry: funny, contrasting, and plot-oriented

[Celebrity clips reprocessing]

① Stars’ oral broadcasts are made into “live broadcast” format, which is novel and interesting

This material processes the oral broadcast of the celebrity endorsement into a live broadcast format, adds interactive subtitles of game characters in the lower left corner, and combines with Yu Hewei's ancient costume and the lines "traveled to the Three Kingdoms mobile game in Rate of War", which is very interesting and easy to attract users' attention.

② Funny clips, eye-catching beginning

The material was selected from the funny clips of Zhou Shen endorsing "Dragon Nest 2", which, with subtitles, special effects, and BGM, looked sad and funny, attracting users to continue watching. Then, the game introduction of "Dragon Nest 2" was implanted, calling on users to protect the mainland with Zhou Shen.

【Flexible use of contrast 】

① Comparison before and after receiving the gift package, highlighting the generosity of the novice gift package

The material compares the gaming experience of players who have received the novice gift pack and those who have not, with a focus on the equipment and dungeon rewards obtained after receiving the novice gift pack, to attract users to download and try the game.

② Compare game character operations to attract users to try the game

The material highlights the importance of operating skills by comparing the differences between "others playing with hammer" and "you playing with hammer", which makes players feel strongly involved and arouses the idea of ​​trying out the hero.

【Brain-opening sitcom】

① Clue-solving sitcom, fancy product placement

The male protagonist analyzes and interprets the clues left by the manager, such as "Three Heroes Fighting Lu Bu" and "All the land under the sky belongs to the king", and at the same time incorporates elements such as game graphics and gameplay. The material perfectly combines situational drama with games, with clever ideas, strategies and proper rhythm. This kind of creative thinking is also applicable to other types of games.

② Peep at other people’s inner thoughts on their phones

The material is based on the scenes of secretly glancing at other people's phones in daily life. The male protagonist thinks that the other person is not good at playing at the beginning, but later finds out that the other person is a lucky guy. His inner drama is full of expressions. The gameplay, various treasures, and skills are naturally implanted in the middle. The overall material is smooth and interesting, and the creativity is also suitable for all types of mobile games.

Collection of popular advertising ideas in the gaming industry:

2) Creative analysis of clothing, shoes, bags, skin care and beauty products, and demonstration of real-person trial effects

Since the creative routines of the apparel, shoes and bags, and skin care and beauty industries have certain similarities, and most of them cater to the needs of female users, the following analysis of the routines of the two industries will be combined.

【Blogger recommended outfit】

This type of material usually consists of a blogger explaining the outfit verbally and then showing the effect of wearing it, to attract female users to buy the same style. The overall picture is relatively simple and high-end. Some slightly plump bloggers will also personally demonstrate the slimming effect of the clothes, or compare the effects with other types of clothes.

【Real person trial and fitting effect display】

This type of creative material is relatively old, but the routine is still popular. The effects of the products are mainly demonstrated by real people. Skin care products have obvious effects on the face, while stockings and pants will add an additional intensive testing process.

A collection of popular advertising ideas for the above industries:

4. Inventory of hot-selling products on Douyin direct e-commerce

Based on the promotion and sales information of Douyin and Douyin stores tracked from April 1st to June 30th, we hope to provide some reference for direct e-commerce advertisers.

4-1 During Q2, the proportion of direct e-commerce in Douyin media increased significantly

Among all the advertisements on Douyin media in Q2, 17.90% were direct-operated e-commerce advertisements, a significant increase compared to 11.19% in Q1.

On the one hand, Douyin is stepping up efforts to attract more e-commerce advertisers to open stores and sell goods in Douyin stores. On the other hand, as the cooperation between Douyin and Taobao expires at the end of June, Taobao buyers will not receive any traffic support from Alibaba when placing orders on Douyin in the future. Relevant sources also stated that Douyin plans to cut off all third-party sales before June 18 next year, leaving only Douyin stores. It is predicted that the proportion of direct e-commerce advertising on Douyin media will further increase.

4-2 Compared with Q1, the price range of Douyin’s direct e-commerce products has slightly decreased

The lowest price of a single commodity is taken as the price of the commodity, and the key price range of the second-category e-commerce advertisements on Douyin media is analyzed based on the principle of normal distribution. During Q2, 45% of the commodities were priced at 69-196 yuan, and 23% of the commodities were priced at 39-69 yuan. The price range was slightly lower than that in Q1.

The following focuses on analyzing the merchandise sales of Douyin’s store channel in Q2.

4-3 Distribution of new product categories in Douyin stores: Nearly 40% of the products are clothing, shoes and bags, while the proportion of daily necessities and catering food has slightly decreased

In terms of the category distribution of new products, clothing, shoes and bags accounted for the highest proportion, which was 39.3%, an increase compared to Q1 2020 (32.7%). Daily necessities saw a slight decline, from 11.6% in Q1 to 8.5% in Q2.

4-4 Sales distribution of Douyin stores by category: Food and beverage, clothing, shoes and bags are hot sellers

In terms of sales distribution of each category, catering food accounted for the highest proportion of 24.0%, an increase compared to Q1 2020 (19.3%), mainly characterized by the hot sales of fresh fruits.

4-5 Regional distribution of buyers of various categories in Douyin stores: The four major categories are popular in Beijing, Shanghai and Shenzhen

Taking the data from June as an example, the regional distribution of buyers of key categories in Douyin stores is analyzed as follows. In June, Douyin stores’ sales of clothing, shoes, bags, daily necessities, food and beverages, and skin care and beauty products accounted for the highest proportion in Beijing, Shanghai, and Shenzhen. Compared with the other two major categories, buyers of daily necessities and skin care and beauty are more clearly distributed in Chengdu.

4-6 Inventory of Douyin Store’s hot-selling items in each month in Q2

Based on the tracked sales data, the top 10 best-selling items in Douyin stores from January to March are compiled as follows. In the past three months, on the Douyin store channel, books, T-shirts, lemons, dresses, and preserved eggs have all firmly occupied the top 10 single product rankings.

5. Summary of Douyin function updates and policy adjustments

5-1 Release of the "Regulations on the Management of Excessive Marketing on Douyin"

The regulation explains the definition of excessive marketing and clearly states that Douyin will severely punish organized and large-scale marketing activities, harassing users through message reminders, and posting excessive marketing information through public areas. You can visit the TikTok Security Center for more details.

5-2 Internal testing of the “Sales Ranking” function

The entrance to this function is parallel to the "Hourly List", and you can watch the anchor's sales in real time. The function is not yet popularized and only a few users can see it.

5-3 Launch video chat function

This is different from the previous internal test of the "connection" function which only supports random matching video chats. The new video call function requires Douyin friends to follow each other in order to initiate a video call, which means that it has stronger social attributes.

5-4 Douyin Store Modifies Entry Criteria

New personal stores have been added (no business license is required), and the deposit for Douyin stores in the four major categories of apparel and underwear, sports and outdoor, kitchenware, and shoes and boots has been lowered to 500 yuan, from previously ranging from 2,000 to 20,000 yuan.

The above is an analysis of this issue of Tik Tok media advertising.

Author: App Growing

Source: App Growing