The principles and delivery techniques of Kuaishou information flow advertising

In recent years, super apps such as Bilibili, NetEase Cloud Music, Zuoyebang, Kuaishou, and Douyin have successively launched information flow advertising businesses, and there are more and more information flow channels to choose from in the market.

Understanding the characteristics of major information flow channels and selecting channels suitable for the release of our own products has become a compulsory course for all of us.

Today, based on the editor’s experience in information flow delivery, I have summarized the characteristics of mainstream information flow channels in recent years and some delivery suggestions for your reference when choosing channels for delivery.

Kuaishou Advertising Introduction

Kuaishou advertising is now available in two formats: splash screen advertising and information flow advertising, which can be chosen by companies with different promotion needs. 85% of Kuaishou users are born after 1990, and more than 70% of users are from first- and second-tier cities. The male-to-female ratio is 4:6. Kuaishou advertising is suitable for companies that target young users. The following is a detailed introduction to Kuaishou advertising.

1. Introduction to Kuaishou short videos

Kuaishou is a fashionable short video community exclusively for young people. Kuaishou is a subversive way of interaction between people and hardware. The subversiveness here is divided into form subversion (dance steps, imagination, pranks, acting, movements, vision, music, rhythm) and user personality subversion (expression, inspiration, pastime, entertainment, decompression, release, social interaction, following trends). Most of Kuaishou's users express themselves freely in a magical way, which is the unique style of Kuaishou.

The Kuaishou platform can be summarized in 10 words: young, magical, trendy, technological, and social. Kuaishou uses its users as its entry point, and combines creative expressions such as dance, parkour, and performance to create a rich and versatile way of playing for users, allowing users to easily and quickly create unique and powerful short videos, and interact with many users in the Kuaishou community.

2. Kuaishou Advertising Resources and Sales Methods

Kuaishou has only two advertising slots: splash screen ads and information flow ads.

1. Splash screen ads

Splash screen ads have a shocking visual exposure, and they are a strong entry point that can show a trendy vision. Splash screen ads are the first entry point for starting Kuaishou short videos, reaching all Kuaishou trendsetters, and splash screen ads are full-screen ads. Whether it is a dynamic or static full-screen display, it can give people a strong visual impact.

The selling method of splash screen ads is CPT (advertisers can choose to place ads at any time period within 24 hours a day, and users can see the ads as long as they open the Kuaishou APP during this period. No advertising fees will be charged no matter how many times the ad is displayed during this time).

2. Information flow advertising

Information flow ads can upgrade users' viewing experience. Here, Kuaishou's information flow ads are not just creative translation, but creative customization. Kuaishou’s information flow ads are more native, more forward-looking, and highly interactive.

More native

Kuaishou information flow advertising space

The video information flow appears in the 5th position on the discovery page, allowing Kuaishou’s creative style to be displayed.

More forward

The conversion button is displayed at the user’s first visual entrance, allowing for easy jumps and reducing loss.

High Interaction

Kuaishou APP Fans and Friends Social

You can like, forward, and comment (Phase II will be launched) to enrich comments and improve user brand favorability. The purchase method for information flow ads is CPM (charged by the number of thousand impressions. As long as the user sees the ad, it is counted as one impression. Even if the ad appears multiple times within 24 hours, the fee is only charged once).

3. What are the advantages of Kuaishou advertising?

Kuaishou user attributes

1. High-quality user resources: Kuaishou users are mainly those born after 1995 and 2000. These users have a superior life, independent thinking, a strong ability to accept new things, and a high advertising exposure rate.

2. Intelligent social networking, good user stickiness

Kuaishou’s intelligent social features strengthen the relationship between creators and fans, build an intelligent social ecosystem for Kuaishou’s short video content, and help improve user stickiness.

3. Personalized marketing is more eye-catching. The magical expression of Kuaishou’s personalized videos makes users unable to stop, and it provides entertainment, stress relief, and social interaction, creating a different marketing experience.

4. Highly interactive Kuaishou short videos use music as the entry point and combine it with creative forms of expression such as dance, parkour, and performance to create a rich and diverse way of playing for users.

It allows users to easily and quickly create unique and engaging short videos, and interact with many users in the Kuaishou community, with high advertising conversion rates.

5. Celebrity resources are more powerful. Kuaishou’s unique social model attracts more celebrities and stars to join, and the advertising promotion should be too amazing!

4. Kuaishou Brand Cooperation

Kuaishou advertising price

Kuaishou advertising supports billing in the form of CPT and CPM. You can choose according to your delivery needs, so that you can achieve better results at a lower cost. The following is a detailed introduction to the charging of Kuaishou advertising. If you have any related questions, you can contact us through the online customer service and our customer service staff will answer you.

Currently, Kuaishou has two types of advertising resources: splash screen ads (CPT) and information flow ads (CPM). You can choose your own purchasing method based on your own industry and products/services.

The selling method of Kuaishou’s splash screen ads is CPT (advertisers can choose to place ads at any time period within 24 hours a day, and users can see the ads as long as they open the Kuaishou APP during this period. No advertising fees will be charged no matter how many times the ad is displayed during this time).

The purchase method for information flow ads is CPM (charged by the number of thousand impressions. As long as the user sees the ad, it is counted as one impression. Even if the ad appears multiple times within 24 hours, the fee is only charged once).

For Kuaishou advertising , please contact Qinggua Media official

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