Kuaishou advertising promotion forms and Kuaishou video advertising advantages!

As of early January 2020, the number of monthly active users of Kuaishou short videos exceeded 300 million. Short videos are now in a period of dividends, with the following three simple overviews:

1. Content standardization: The industry has officially bid farewell to the era of wild growth and entered a stage of compliant and healthy development.

2. Short videos link multiple scenarios, break the boundaries between online and offline, absorb more resources, and make the ecological environment clearer.

3. Clarification of the structure: Capital continues to be injected into the short video sector. Many parties in the short video industry, which is at the forefront of the trend, have risen up, and competition has intensified. Kuaishou's DAU remains above 100 million, and its leading position remains stable.

As for Kuaishou Video, it started advertising commercialization on October 31, 2018. The following summarizes the four major advantages of Kuaishou Video's commercial platform:

1. Traffic dividend The traffic dividend period of the short video industry and the good advertising environment of the Kuaishou platform allow advertisements to reach people accurately.

2. Laotie Economy: Kuaishou has formed a unique "community", and the "Laotie Economy" makes social stickiness stronger.

3. Technology-driven: With 7 years of experience in the short video industry, we adhere to the principle of "decentralization" and achieve personalized matching of content and users through technology-driven development.

4. Diverse content, rich and authentic, easy to operate.

Users who have watched Kuaishou videos should have experienced the form of Kuaishou video advertising. When you open the 1-6 videos on the Kuaishou video recommendation page, you will find randomly appearing advertisements. Now Kuaishou information flow advertising supports the following billing methods: CPC and oCPC. Speaking of this oCPC billing method, friends who have not been involved in promotion may be unfamiliar with it, so here is a brief introduction.

Advertising Format

oCPC (Optimized Cost Per Click) provides advertisers with automatic optimization of effects based on optimization goals, continuously improves advertisers' advertising efficiency and input-output ratio, and effectively solves the problems of unstable conversion costs, too high conversion costs, and too few conversions. The principle can be summarized as follows: "Smart bidding, focus on conversion"; if it is found that a certain group of people visit and have a high conversion rate when submitting forms, the advertising platform will intelligently adjust the price for this group of people to help advertisers better grab traffic. For people who visit and have poor click-through effects, the advertising platform will intelligently lower the price. Through smart bidding, it helps advertisers increase conversions and reduce costs. Advertisers only need to set the target conversion price. The system (advertising platform) will help you dynamically adjust the price based on the user's conversion quality, automatically select users with high conversion rates, and ensure the final conversion effect.

Kuaishou advertising platform can bind the user's Kuaishou ID to promote, so that the promotion can not only achieve the promotion purpose, but also attract fans for Kuaishou account, corporate exposure, etc. The industry promotion needs that can be achieved by Kuaishou advertising platform are:

1. Sales lead collection: attract investment and potential customers, suitable for industries such as education, decoration, wedding photography, tourism, customization, etc.

2. E-commerce ordering: It can divert traffic to various e-commerce platforms, including Tmall, JD.com, Taobao, Pinduoduo, Youzan, and Vipshop. Life service platforms: Meituan, Ele.me, Koubei, etc., as well as official websites of corporate companies.

3. Second-class e-commerce sales: push products directly to targeted customers to place orders, and sell the company's products on Kuaishou in the form of cash on delivery.

4. Application installation: APP platform promotion to obtain user download and installation.

5: Brand promotion: widely applicable to all kinds of brands and performance advertisers.

Material requirements

Advertising advantages of Kuaishou video:

1. Functional advantages: Help advertisers find the most valuable audiences, driven by algorithms and technologies to maximize the value of each campaign.

2. Data visualization: Complete data monitoring background, simple and intuitive viewing of data reports. Kuaishou's advertising management platform provides advertisers with multi-dimensional data reports, presenting detailed account data, creative statistics, account consumption and other data information, monitoring the quality of advertising materials in real time, and using an intelligent scoring system to score the quality of materials and provide optimization suggestions for advertisers.

3. Accurate targeting and real-time optimization: Based on conditions such as region, population, time, and model, and in combination with unique targeting methods such as influencer fans, advertising delivery is optimized in real time. Kuaishou's information flow advertising precision targeting system supports multiple targeting methods such as mobile device targeting, geographic location targeting, demographic attribute targeting, interest targeting, etc. Among them, Internet celebrity fan targeting and interest video user targeting are special targeting methods exclusive to Kuaishou, which help advertisers to lock in target users more accurately, radiate more people who may be interested, and effectively improve the effectiveness of advertising.

4. Multiple delivery combinations: information flow advertising, topic tag pages, landing page website building and other commercial product combinations make your advertising delivery more flexible.

Author: Chen Daqun

Source: Chen Daqun