Cash loan ads invaded Douyin, spending 3 million yuan in one day, revealing the list of 20 Internet finance companies

√ With 150 million daily active users, the first 20 Internet finance companies are revealed. Will Douyin become the next major customer acquisition center for Internet finance?

√ Douyin’s advertising is similar to Toutiao’s , and is generally charged in the form of CPM (cost per thousand impressions) or CPC (cost per click).

√ Advertisers can filter users by region, gender, age, interest category, APP behavior targeting, mobile phone brand , operator and other tags to achieve precise delivery.

√ Douyin, which is on the rise, is still quite cautious towards its P2P clients and strictly examines their business qualifications.

In the past two days, the battle between Tencent and Toutiao has been fierce. From the war of words on WeChat to going to court, all of this was caused by the fact that Douyin was "banned" on WeChat.

Obviously, this popular short video app has made Tencent feel threatened. According to 36Kr , as of the end of May, Douyin's daily active users have reached 150 million.

Those eyeing this huge traffic dividend are not only internet celebrities who shake their heads to brainwash music, but also Internet finance companies that are deeply anxious about customer acquisition.

We found that after the hit web drama, Douyin was also dominated by mutual finance ads...

The first batch of 20 open mutual finance whitelists, strict qualification review

"I'll lend you 40,000 yuan and I won't charge you interest for a month. Would you do it?" This magical little video is actually an advertisement for 360 IOU placed on Douyin.

As of June 5, this short video has received 25,000 likes and 690 comments. This is not the only advertisement that 360 Jieqiao has placed on Douyin.

Just in one day when I was browsing Douyin, I found at least 4 different 360 IOU short video ads . The styles include funny short videos featuring actors and animated promotional videos.

Clicking on View Details below, or directly clicking on the creator's avatar "360 IOU" will jump to the 360 ​​IOU loan H5 interface.

In addition to 360 Jieqiao, Forest Academy found that about 20 P2P loan platforms have placed advertisements on Douyin, with varying numbers of video views and production levels.

The mutual finance platform where Douyin places advertisements (the number of likes and comments are counted based on the number of short videos on the same day)

Advertisements placed by some mutual finance platforms on Douyin

Rong360’s advertisements on Douyin

Yirendai’s customer acquisition ads on Douyin

According to a staff member from the traffic operation department of an Internet finance platform, this is the first time that Douyin has opened its traffic to an Internet finance platform, and it is currently in the trial stage.

“There are only about 20 platforms on the whitelist that can advertise on Douyin, and most of them are former big customers of Toutiao.”

Douyin’s review of Internet finance platforms is quite strict. In addition to the required license, the platform’s background and compliance are also taken into consideration.

Advertising cost 3 million per day, CPM+CPC settlement

Generally, loan supermarkets use the CPA (charge based on registration/credit) or CPS (charge based on loan issuance) settlement methods.

However, Douyin’s advertising charging model is similar to that of Toutiao, and generally charges in the form of CPM (cost per thousand impressions) or CPC (cost per click).

Moreover, the popular Douyin charges higher fees than Toutiao. Add to that the production costs of short videos, and the cost of acquiring customers for Internet finance on Douyin is quite high. A certain Internet finance platform spent as much as 3 million yuan on advertising on Douyin in one day.

Mutual Financial Traffic Charging Standards

"TikTok has a large amount of traffic and good customer quality. It has been a very important source of customers for us recently, and we have to invest a lot every day." said an Internet finance company that is in the stage of acquiring a large number of customers.

Tik Tok is one of the few apps that became a phenomenal hit in 2017. Its content distribution logic is similar to that of Toutiao: weak manual operation and strong machine algorithm.

Under the recommendation algorithm, popular content will continue to gain more traffic. The platform’s voice is much higher than that of WeChat public accounts , and the spread of videos depends to a large extent on official recommendations.

Although many big Vs have criticized TikTok for being anti-intellectual and vulgar, it is undeniable that TikTok is gathering traffic at an unimaginable speed, even making the giant Tencent feel threatened.

According to iResearch data analysis , nearly 82% of Douyin users are under 35 years old, and the number of users in the three age groups of under 24, 25-30 years old, and 31-35 years old are basically the same.

This is basically consistent with the customer profile of Internet finance, and the average daily usage time of Douyin users reaches 76 minutes, almost twice that of similar products.

Advertisers can also filter users by region, gender, age, interest category, APP behavior targeting, mobile phone brand, operator and other labels to achieve precise delivery.

But as we mentioned earlier, Internet finance advertising is still in the experimental stage. Douyin has just been summoned for questioning because of disrespectful content towards heroes and martyrs in its advertisements, and the review of advertising will inevitably become more stringent.

Whether the sensitive Internet finance can continue to dominate the screen on Douyin remains an unknown.

Banks also attack customer acquisition

On Douyin, Forest Academy found that not only Internet finance companies, but also cash loan companies made large-scale investments. The credit card departments of traditional banks are also targeting this new traffic empire.

Behind the Douyin advertisement : It is difficult for mutual finance to acquire customers

In fact, this is not the first time that Internet finance has tried to acquire customers through visual means. Last year, large-scale Internet finance companies inserted advertisements in popular online dramas and even invited actors from the dramas to perform.

Qianzhan’s patch ads in the hit TV series “Day and Night”

From hit web dramas to the explosively popular TikTok, the fact that Internet finance advertisements are willing to spend huge sums of money to seize major traffic entrances actually reflects the difficulty of acquiring customers online.

At present, online traffic is highly concentrated and basically controlled by a few giants such as BAT J. The business models of Internet finance are highly homogenized, and the rising customer acquisition costs are a pain point for every Internet finance company.

Main customer acquisition channels for mutual finance

At present, except for a few products like Jiebei and Wechat Loan that have their own traffic, most online lending products are extremely dependent on traffic from external channels .

However, the mainstream customer acquisition method, "loan supermarket", has a fatal flaw: users come for loans, and there is a high probability that these users have a high co-debt ratio and poor qualifications.

For previous short-term cash loans, there was no problem in serving this group of users; but after supervision, most platforms transformed into long-term, large-amount cash loan products. If we continue to lend money to this group of users, it would undoubtedly be an act of suicide.

Therefore, it is not surprising that Internet finance companies seek relatively high-quality traffic channels such as Toutiao and Douyin.

However, how to improve conversion rates and ensure that customer acquisition costs are within a controllable range is also a problem facing Internet finance companies.

Tik Tok's recommendation algorithm allows P2P companies to release multiple short videos at the same time, and select the short videos with the best conversion effects based on feedback to increase their release.

The launch of this type of Internet APP can also obtain clear feedback through user likes, comments, reposts, clicks and other data. In comparison, the conversion rate of previous online drama interstitial advertisements is difficult to quantify.

At present, the short videos of Internet finance advertisements on Douyin are still quite crudely produced, and in terms of creativity, they are not as good as the previous short videos inserted into online dramas. How to create a hit short video may be a question these companies should think about after spending huge amounts of advertising money.

Of course, for those P2P companies that do not have a high budget and are not on the whitelist, they can also try to open accounts on Douyin to attract fans, and also benefit from the traffic dividend brought by Douyin.

This article was compiled and published by @雨滴(Qinggua Media). Please indicate the author information and source when reprinting!

Product promotion services: APP promotion services, advertising platform, Longyou Games