Tips for making popular “short video” ads!

There are three main elements in Internet advertising: information (various perceptible forms: images/videos/numbers/symbols, etc.), media (various channels of communication), and people (consumers). In today's user-scarce society, a platform will always reach a bottleneck of saturation. It is impossible to include all users, and it is necessary to constantly update and clean users and integrate resources to achieve user sharing.

In an environment with more competition, only continuous innovation can help you stand out. Short video marketing is becoming increasingly popular nowadays, and it is a way for major platforms and businesses to compete for it. Many online video creation teams or individual creators have also emerged, but many people still don’t know how to create short videos that attract attention. Here are some short video production tips, which I hope can help short video advertising marketers.

Contents of this article:

1. Short video production skills

2. Platform launch strategy

3. Case Study

1. Short video production skills

1. Video cover tips

The video cover selection needs to highlight the following features:

1) The content is native and fits the information flow style

2) The key points are highlighted and the picture has a sense of hierarchy

3) Can stimulate users to click/watch

4) Strong correlation with the theme/selling point, filtering out non-target users

5) High resolution, clear and beautiful picture

2. Notes on video elements

Video elements should pay attention to:

Video background : Simplified color/environment layout, echoing product features and satisfying plot development

Background music : Use authorized music that matches the video content and style, taking into account the originality of content at different traffic levels

Video characters/products : There are two types of characters: one is to resonate with users, and the other is to inspire users to yearn for scenes; there are two types of products: one is to directly display the appearance, and the other is to reflect the indirect effect

Video subtitles : Usually superimposed on the product/character near the center of the screen, not fixed, to attract the user's attention, but not to block the product or character

3. Video type gameplay

The mainstream gameplay is classified into the following categories, but is not limited to these

Live broadcast : Combine product gameplay with real environment to present real experience and directly get to the selling point

Product display : directly present product advantages, meet user needs, and increase brand impression

Situational drama : restore the scene, rub the wall to feel the sense of substitution, directly hit the pain points of users, and pay attention to the long preparation in the early stage

Image switching (image and text flash): can be completed by background templates, focusing on material and new rhythm

Screen recording : can refer to directly showing the usage scenario of PP, showing questions and answering them in the form of recording dialog boxes

Animation plot : The process is animated, allowing users to see the services provided by the product, and the virtual process is materialized to increase the sense of immersion

2. Platform delivery strategy

1. Targeted strategy

Targeting includes general targeting and precise targeting . There is no need to refine general investment, just let go of the targeting; for precise targeting, set up multiple different plans for the same group and choose one targeting dimension as a variable.

When a novice or a new industry has no guarantees, you can test the general investment, and then gradually make precise investments after accumulating data. If you have a certain amount of experience in the industry or require strict KPIs, you can directly use precise targeting to start investment.

Precise targeting operation: Create 3-5 plans in the same group, and fix one variable for delivery, such as age as a variable, and keep others consistent, such as time as a variable, and keep others consistent, such as terminal variables, and keep others consistent, such as material variables, and keep others unchanged, such as landing page variables, and keep others consistent.

With the variable testing method, you can effectively test which variables have good effects, so that you can select the best ones to implement, and those that do not work well can be optimized or stopped.

2. Advertising placement strategy

Appropriate content will be formulated based on the native nature of the content in different ad slots, and those that do not meet the requirements will not be delivered.

Graphics and text ads: Videos should not be placed, as information will be blocked and not fully displayed. In addition, targeted content should be produced based on the advantages of large-scale images and individual images to ensure information integrity.

Video ad space: Ad spaces of different display sizes (horizontal and vertical) should match the video size to avoid incomplete information display and affect the user reading experience.

3. Bidding strategy

Choose the appropriate delivery method based on different conversion goals: bid reasonably in line with industry conditions and advertiser needs.

1) During the cold start phase, the bid can be appropriately increased by 20%-50% , which will help to quickly get through the cold start period and allow the system to quickly increase volume;

2) Raise prices drastically and lower prices steadily. High bids quickly grab volume and gradually shorten the exploration cycle . Steady price reduction depends on stabilizing the system learning model.

3) Do not adjust prices frequently at the same time and pay attention to long-term data. Frequent adjustments can easily disrupt the system learning model and cause traffic instability. Occasional fluctuations are normal. You need to learn to see if the data is normal in the long term.

4) When the plan is in recession, the price can be appropriately increased by about 30% to stimulate sales . If it is ineffective, re-optimize. If the high price increase is effective in stimulating sales, then continue to advertise. If it is still difficult to gain sales, then immediately suspend the advertising and re-optimize the ads.

3. Case studies

Let's take a look at two sets of short video delivery cases

The video background uses a comparison of the before and after effects of the renovation of an old house to stimulate the user's sensory experience of the scene. At the same time, it combines the dubbing + subtitle effects to catch the user's attention and resonate with them. At the same time, it also highlights the service types and service advantages, stimulates the user's yearning for the scene and promotes conversion.

Delivery data

The video is presented in a slide show with soothing background music and switching special effects. The cover directly highlights the theme and attracts attention. The content is displayed with product promotions, highlighting the benefits of preferential purchases and attracting users' attention.

Delivery data

During the operation and promotion process, everyone must learn to continuously learn and accumulate, think from the user's perspective, understand how to grasp the "seven emotions and six desires" of human nature, and solve certain needs of users, so that they can gradually write good and popular creative copy.