Video native advertising marketing and features!

A few days ago, Papi Jiang suddenly became a hot topic. Originally, people thought it was because Papi Jiang became a mother and it was Mother's Day, so she became a hot topic. Unexpectedly, it was some "boxers" who mocked Papi Jiang for her character collapse and being a "donkey" after marriage because her child took her father's surname. Resist the urge to yell!

Immediately afterwards, Papi Jiang pinned a Monday broadcast filmed last year - there are always a group of "nitpicking demons" on the Internet and around us, to respond to this controversy.

This controversy is actually not something worth discussing. Let’s talk about something more valuable today. Personally, I prefer Papi Jiang’s videos. The content and topics are very unique. Even if there are advertisements in the video, it will not feel abrupt, but rather very interesting.

This is the topic of our article today: video native advertising.

1. What is native video advertising?

First, let’s talk about what native advertising is. Native advertising often refers to advertising forms that display advertisements in the form of content on different platforms. This is what we often call advertising.

For example, in Weibo, it will be a Weibo post, in Moments, it will be a Moments dynamic, and in Tik Tok, it will be a short video...

Some people sarcastically said: Baidu’s search results in the early years were perfect native ads, and users could not tell the difference between ads and content.

Video native advertising refers to native advertising delivered in the form of videos. Its characteristic is that the form and content of video advertisements are highly integrated with the form and content of the platform itself. Currently, most video native advertising platforms are video social platforms.

Native advertising can be simply viewed as product placement on social media. For example, when we watch a variety show video, there is an "advertisement" standing next to the guest, but the content of the video has basically nothing to do with the advertisement. This is the simplest product placement.

The Double Eleven promotion below by Papi Jiang presents our love-hate relationship with Double Eleven through an anthropomorphic dialogue sitcom, complaining about the complexity of the Double Eleven rules, resonating with consumers, being vivid and interesting while also embedding advertising, linking Double Eleven, health, and Yuyue (brand) together. This is native video advertising.

Features of native video ads

1. The content is valuable

We mentioned in previous articles that the reason why users follow a video host is because his videos are valuable to us, so we will continue to pay attention to him. This value can be material value, such as discount information from major shopping malls, PS and PR learning skills; it can also be spiritual value, such as interesting and fun spoofs, social phenomena that resonate strongly, etc.

Everyone is familiar with Papi Jiang’s self-introduction: “A woman who combines beauty and talent.” The biggest feature of her videos is that she uses exaggerated and funny expressions and actions to present various typical phenomena in ordinary people’s lives, as well as new entertainment events in a funny and comedic way, which makes people laugh while triggering resonance. This is the value presented by her videos.

2. The content should be smooth

When it comes to advertising, most of us' first reaction is rejection. That's because many of the ads we see are very stiff, stereotyped, and boring. The advertisement simply states the advantages of the product without considering whether the audience is willing to watch it.

The most important thing to emphasize for content to be smooth is that the placement and presentation of advertisements cannot disrupt the smoothness of the overall content. Try not to make the advertisement stand out to the audience, and try not to destroy the harmony of the picture.

Native video ads are smooth and reasonable, have little impact on the audience's viewing experience, and can greatly reduce the audience's aversion to ads.

For example, in this video of Papi Jiang: Many times, the relationship between doctors and patients is like the relationship between stars and fans. No matter where the doctor goes, the patients will follow: "Rain or shine, I'll be waiting for you in Cadillac." The content is smooth, integrating the brand into the situation, and it is funny while also serving as a promotional tool.

3. Can mobilize the enthusiasm of users

The third and most important point is to be able to mobilize users' enthusiasm and create topics. Let users actively participate in comments and share. It is not a simple "up to me" advertisement, but an interactive communication advertisement in which every user can become a sharing and diffusion point.

It is very important to have a topic that resonates with others . One of the important reasons why Papi Jiang’s videos became popular is that she always chooses hot topics that resonate with the audience and spark heated discussions, which is similar to the topics of "U Can U Bibi".

Who hasn’t met a few classmates/colleagues who “are doing it for your own good” since childhood?

A video of teaching how to do overtime in fancy shows on WeChat Moments.

When a weird colleague knows your Weibo account.

What if game classes were included in the college entrance examination scores?

…

These are topics that can resonate with and spark heated discussions among a large number of netizens. The topics are inherently contagious and can greatly motivate users to comment and share.

For example, the Xiaomi Mall advertisement below has the theme "My mother, a picky woman".

The main content is how our mother has been picky about us since we were young. When we were young, she was picky about studying and always felt that other people's children were better. When I grew up, I became very picky about my appearance. Whenever we were at home, my mother would always find fault with us. Even gifts for moms can be criticized.

The only truly affordable gifts that won’t be criticized are Xiaomi Mall cash coupons.

Simply put, this video has two themes: one is the same world, the same mother, and the other is Xiaomi Mall cash coupons. The former mainly allows users to participate in topics, comment and share, while the latter provides real value to users and is also a native advertisement.

With the development of content e-commerce, more and more advertisers are becoming more positive about the placement of native video ads.

According to the "2018 China Native Video Advertising Strategy Research" released by iResearch, more than 80% of advertisers will further increase their native video advertising budgets. Moreover, "brand exposure" and "brand reputation" are the main reasons for the placement.

The characteristics of native video ads will reduce users’ aversion to ads and have less impact on users’ viewing experience. The brand image is invisibly implanted into the user's impression, and the advantages in brand demand are obvious.

Author: Mao Xiaotu

Source: Maotu ( maotuyx ）