New techniques for placing video ads during the wedding photography season!

This article shares with you a case study of video advertising in the wedding photography industry, helping you unlock new ways to play with video advertising .

As the domestic epidemic situation gradually stabilizes, the wedding photography industry has ushered in a peak period of marketing, and various wedding photography agencies are doing their best to promote their products. How can partners in the wedding photography industry take the initiative and win now? To this end, we have specially planned a series of case studies on “New Ways to Play with Wedding Videos”, inviting several advertisers with outstanding performance and courage to try new things to share new ways to play with videos, to help everyone achieve new breakthroughs in marketing and promotion.

In Xiamen, the Dacheng Xiaoai Wedding Photo Studio, which has been in business for more than ten years, can be regarded as a "veteran" in the industry. However, the secret of this veteran's success has always been the word "new".

In addition to insisting on injecting cutting-edge popular fashion concepts into its business and leading the fashion photography trend with its unique charm, in terms of promotion, the advertiser Dacheng Xiaoai is also at the forefront of the industry and actively trying new platforms and new ways of playing. Taking the good meaning of "520" as an opportunity, Dacheng Xiaoai turned its attention to video advertising and became one of the first wedding photography agencies in Fujian to try video advertising.

How does Big City, Small Love make promotions common and new? What are the secrets to success with video ads? This time, we interviewed Yang Zhiyi, the promotion manager of Dacheng Xiaoai Wedding Studio, to share his experience and insights on the marketing and promotion of video advertising.

1. Video advertising - a new tool for wedding photography marketing

As early as 2015, Big City, Small Love began to try to promote the program through Tencent Advertising. Since then, ads at the bottom of WeChat public account articles, Q series ads, Moments ads, Youlianghui... Along with the introduction of new platforms and products by Tencent Advertising, Dacheng Xiaoai is also constantly trying new promotion methods. For example, at the end of 2019, Dacheng Xiaoai tried Tencent Advertising’s newly upgraded Youlianghui, which reduced conversion costs by 50%.

At present, Dacheng Xiaoai’s investment in Tencent advertising has accounted for more than 60% of its total advertising expenses. "We have been cooperating with Tencent Advertising for quite a long time. From the perspective of advertising format, Tencent Advertising has the richest resources and is constantly optimizing its delivery methods. In terms of overall quality, the returns are also very good," said Yang Zhiyi, head of promotion for Big City, Small Love.

In 2020, taking advantage of 520, an important node in wedding photography marketing, Dacheng Xiaoai tried something new again and adopted video advertising, achieving a win-win situation for both brand and effect. In the view of this wedding photography agency, the wedding photography industry is highly competitive, and promotion methods must also constantly change in order to increase the amount of advertising while stabilizing the fan opening rate and reducing customer costs. Video advertising is a great weapon at the moment.

"During the delivery process, video materials are more attractive than image materials, and can also fully display many details of our product itself, such as the shooting team, shooting site and service process, to achieve diversified display, which is more attractive to users." In addition to having more advantages than image ads in terms of intuitive feeling, the data performance behind video ads is also real and effective. Optimizer Bingxiang said: "Usually, the conversion rate of image ads is 1%-2%, while the conversion rate of video ads can basically reach 3%. Some high-quality video ads can have a conversion rate of about 5%."

2. Launch more products, test more, and find the best solution for conversion

Excellent promotion effect must be tested repeatedly. The change from picture ads to video ads is not just a change in form. The corresponding copy, materials, and even audience targeting are all worth repeated consideration. If the medicine remains the same, then the meaning of innovation is lost. Based on this, the promotion team of Dacheng Xiaoai, together with the optimizers, has been continuously polishing the "better solution" for conversion effects through rounds of testing.

1. Festival + price to attract new customers

In terms of copywriting, Big City, Small Love conducted a lot of tests. In response to important nodes such as "520" and "618", Dacheng Xiaoai launched a lot of holiday copywriting, and also matched it with some price copywriting containing wedding photo quotes, temporary coupons, promotional gift packages , etc., which achieved good results in the delivery.

2. Shooting highlights + film effects to create exclusive labels

The promotion team of Big City, Small Love also spent a lot of thought on the material style, from the initial slides, to the subsequent nine-square flips , and then extended to the display of the shooting scene, shooting team, service process and other content. Finally, it was tested that the mixed-cut video material of shooting highlights + finished film effects is more effective . Not only that, Dacheng Xiaoai also incorporates its own service features into the video materials, adding unique elements to form an exclusive label, so that even if there are imitators later, Dacheng Xiaoai can still stand out.

3. Card type or regular type? Let the data give the answer

In the early stages of trying new things, Dacheng Xiaoai chose the card advertising style that had a faster growth rate, and then tested the regular advertising style after the volume stabilized. Through comparison, it was finally found that the card video ads directly jump to the link of attention, which is more stable in magnitude; regular video ads jump to the landing page, which can display more information and have a higher opening rate.

4. Add a little "metaphysics" and the effect may be better

As for crowd targeting, Big City, Small Love has also made corresponding adjustments. Dacheng Xiaoai targets the mid- to high-end market with a higher average order value, so it can focus on the basic orientation of female users while redirecting high-end consumers . In addition, the constellation package combined with the coupon distribution model has achieved relatively good results in the test.

It is through extensive testing and rounds of optimization that Big City, Small Love’s regular video ads have achieved very significant results: compared with regular picture ads, the overall eCPM of video ads has increased by 60%, and the magnitude has increased by 50%; compared with card video direct-jump attention ads, the overall eCPM of regular video ads has increased by 40%, and the opening rate has increased by more than 20%.

Every time we try a new platform or gameplay, we can achieve significant results, which makes Dacheng Xiaoai look forward to future cooperation. The current promotion has excellent data indicators. Advertisers will continue to increase their budgets and try new advertising technologies and platforms to optimize costs and effects. They will also make more attempts in video advertising and develop mixed effects of different styles.

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