Kuaishou Information Stream Advertising Guide

Short videos have become the main carrier of information transmission. In the era of mobile Internet, marketing is wherever the users are. Kuaishou currently has over 300 million monthly active users and 130 million DAU. The structure of Kuaishou users is very similar to the distribution of mobile users on the entire network. It can be said to be a national-level traffic short video application.

Kuaishou’s information flow advertising began its public beta in March 2017. After more than two years of operation, it has gradually opened up the Kuaishou platform’s traffic and technical capabilities, empowered more business partners, and built the Kuaishou short video social marketing platform.

Kuaishou makes social business more effective.

Where are the information flow ads located?

① User discovery page

Kuaishou will open the fifth/sixth video position on the discovery page to business partners, and short videos, photo albums and albums of 720P or above produced by advertisers will be displayed in this position.

The fifth/sixth position of Kuaishou’s information flow ads can be a jump link or a short video uploaded to Kuaishou. It appears directly in the Kuaishou video stream, which is equivalent to the position of a video.

② Video playback page

During the playback of short videos, photo albums, and photo albums created by advertisers, Kuaishou has added an action button function at the bottom, which will jump the user after clicking it.

③ Landing page/application market

In response to the different needs of advertisers, Kuaishou will jump to the corresponding landing page, application market, etc. to complete the conversion of advertising to users.

What promotional goals can be met?

Kuaishou provides complete business solutions for the four major business needs of advertising application installation, e-commerce ordering, brand promotion, and sales lead collection, benefiting all business partners.

① Application installation

In response to the advertising needs of game, APP download and other application installations, Kuaishou’s implementation format is as follows: Android users will directly download the installation package, and IOS users will jump to the APP STORE.

② E-commerce order

If you want to promote products in Taobao and Tmall stores, Kuaishou deeplink can call up Taobao and Tmall apps to the product page.

③ Brand promotion

Kuaishou will jump to the designated promotion website, event and other landing pages.

④ Sales lead collection

Kuaishou jumps to the Kuaishou website landing page to help collect sales leads.

Traditional advertising has always been limited to users only being able to see the ads, and it is impossible to complete the tracking and conversion of the ads. Kuaishou's business solution runs through the entire process of advertising demand, user reach, and user conversion.

Advantages of information flow advertising

Smart Kuaishou advertising targeting capabilities

Kuaishou uses a data management platform to collect user data and has accumulated a massive amount of data. Based on the target population that advertisers want to reach, it can accurately target advertisements based on basic attributes, interests and hobbies, user environment, etc. Algorithm optimization further helps advertisers find target users.

① Basic attributes

Kuaishou supports accurate positioning of target users based on basic attributes such as age, region, and gender, thereby improving the efficiency of advertising delivery.

② Hobbies

Kuaishou uses user preferences such as APP behavior, internet celebrity fans, custom groups, and business interests to target users who may be interested in the product, thereby increasing click-through and conversion rates.

③ User environment

Kuaishou collects the operating system, system version, device brand, device price, network environment, etc. of the user’s device, preparing to locate the user’s usage environment and device status to improve the effectiveness of advertising.

④ Algorithm optimization

The advertising content recommended by Kuaishou is based on an algorithm mechanism that uses the degree of matching between the advertising slogan and the user portrait. It automatically optimizes and improves the cover click-through rate and behavior click-through rate based on the historical performance of the advertisement, and screens out users who are interested in the product.

Precise targeting of information flow advertising

How much does Kuaishou’s information flow advertising cost?

Kuaishou provides three billing models: CPC, CPV, and OCPC to meet the different needs of advertisers.

① CPC (cost per click)

Click bidding is the most common bidding method and is applicable to all types. It can be simply understood as the higher the bid, the more advanced the ad position, and the more high-quality advertising resources you get. The price starts from 0.1 yuan for Android and 0.2 yuan for iOS. The fee is calculated once the video starts playing (only one fee is charged if the video is played again within 20 minutes).

② CPV single exposure cost

CPV refers to the fee required for one exposure of an advertisement. CPV is more suitable for brand promotion. It starts from 0.15 yuan for Android and 0.3 yuan for iOS. The fee is calculated once the video is played for more than 3 seconds (repeated 3s playback within 20 minutes is only calculated once).

③ OCPC target conversion cost bidding

OCPC is charged based on the corresponding CPC/CPV, but it can make the average behavioral click cost reach the expected target value as much as possible, which is suitable for those who want to obtain a large amount of conversion effect data. By investing an experimental budget first, we can see what kind of users with certain characteristics are more likely to convert into inquiries, messages, downloads, etc. after seeing the ads. Then, you can serve ads to more users who meet this characteristic and obtain more conversions at a lower price. (Currently in the public beta stage, only some Android advertisers can use it, and it will be released for use later.)

How is it charged?

Cooperation mode: pre-charge, CPC or OCPC bidding, real-time deduction based on system consumption.

First recharge amount: starting from 10,000 yuan.

Local industries: education, photography, catering, entertainment, retail and other local businesses and brand owners.

Internet service industry: various apps and online service companies such as games, e-commerce, life, and tools.

As a leader in the short video field, Kuaishou has currently covered more than 100 million people. By opening up its commercial capabilities to business partners, Kuaishou will exert strong potential in Internet advertising. The Kuaishou platform is currently still in its traffic dividend period and is about to trigger a new round of competition for advertising resources. If you want to occupy advertising resources in advance, you must enter the platform as soon as possible.

Author: Empty-handed

Source: Empty-handed