Short video marketing, save these strategies quickly!

In recent years, with the sharp increase in demand for fragmented entertainment, the continuous structural shift of user attention, the popularization of smart terminals and the decline in traffic charges and other objective factors, short video marketing came into being. With its short duration, novel content, low production threshold, and timely dissemination of social attributes, it has become a new communication method for brand promotion and product marketing . At the same time, as a part of visual marketing , short video marketing can instantly attract attention and conform to the fragmented usage habits of users. It has quickly become a tool for realizing social marketing , and the development trend continues to rise.

According to the "2017 Short Video Industry Report" released by 36Kr Research Institute, the total number of short video views in 2017 exploded at an average monthly rate of 10%, and the average growth rate of more programs reached 16%. Creators poured into the short video field like a tide, and the entire industry flourished.

The overall audience of the short video industry tends to be female, with users aged 18-30 being the main group, accounting for nearly 70%. The distribution of constellations is relatively even, and the geographical distribution is more prominent in the developed eastern regions. The three important user tags are: funny, anime, and beautiful girls and handsome boys.

2017, the first year of short video marketing, has begun. In 2018, short video marketing will usher in a year of upgrading. More advertisers will pay attention to and participate in short video marketing to seize this huge traffic and marketing blue ocean.

Short video marketing is a dark horse on the Internet , bringing good marketing results with astonishing momentum. So what are the platforms available for advertisers to place short videos? Please keep the following guide.

1. Weibo

Weibo's 2017Q4 financial report shows that in December 2017, Weibo's average daily video releases and playbacks doubled year-on-year, and the average daily short video release volume of top users increased by more than 50% year-on-year.

Video Ads :

a. Startup video ads allow customers to upload a 5-second video. Clicking it will redirect to the landing page , which will be played silently by default.

b. Immersive brand video ads. This type of ad format will be preloaded, and user clicks will be extremely smooth. At the same time, the full-screen display method also gives brand advertisers more room to play with creativity.

c. Story ads. As Weibo's new short video UGC product, [Weibo Stories] has attracted a large number of users with its fresh, interesting features and sharing mechanism. As of Q3 2017, the monthly active users have reached 40 million!

d. Brand express video ads, add interactive buttons in a targeted manner, enter more streams, have more diverse billing methods, and more precise targeting.

User characteristics: Young male users are the majority. Among Weibo's monthly active users, more than 80% are under the age of 30, making them the main user group of Weibo. Users from third- and fourth-tier cities have further settled, accounting for more than 50% of Weibo's monthly active users. Weibo is constantly moving towards becoming a social media platform for all the people.

Outstanding advantages: The mobile trend is strengthening, high-stickiness users are the majority, and there are development trends towards video, verticalization, and MCN.

Advertising suggestions: With strong comprehensive attributes, the interaction rate of cosmetics, sports brands, education, etc. is higher.

2. Beautiful pictures

Currently, Meitu's imaging and community application matrix has been activated on 1.5 billion independent devices worldwide, with a total of 480 million monthly active users, aggregating 11 beauty platforms, 7.9 billion monthly video playbacks, 6.74 billion monthly total usage times, and 9.73 billion monthly total usage time. Especially during holidays, Meitu has 67 million active users per day, and users are online for 41 million minutes per day.

Video ads: Short video ads can be placed on apps such as Meipai and Chaozipai.

User characteristics: As the largest data platform for the appearance economy and the largest photography platform in China and even the world, Meitu has gathered a large number of high-quality users who pursue quality life and fashion trends, love sharing and entertainment, and have a strong desire to consume.

Outstanding advantages: As an important representative of female-dominated consumption, Meitu is deeply favored by customers from all types of industries across the country for its large-scale, young female user group with high loyalty and high spending power and huge monetization potential.

Advertising suggestions: Suitable for food, e-commerce , beauty, wedding photography and other related industries.

3. Momo

The combination of video and social networking has become a popular way to help people relax themselves. Users' acceptance of video content on the Momo platform is also gradually increasing. The latest data shows that Momo has massive user resources, including 4.3 million paid live broadcast users , 5 million members, approximately 99.1 million monthly active users, an average daily usage time of 35 minutes per person, and 300 million activated users. On the pan-entertainment social platform, such user resources are a rare trough.

Video ads: These ads can be displayed in “Nearby News” and “Follow-Follow”, bringing a rich immersive experience. Videos can be downloaded and watched at the same time, presenting product information in a more comprehensive and three-dimensional way.

User characteristics: Most of Momo's users are male, and their characteristics are young, with medium to high education and medium income. Among them, 14% of users have participated in offline group activities , 32% of users have interacted with live broadcasts, and 53% of users frequently participate in O2O interest activities.

Outstanding advantages: Momo APP is dominated by men, with fast resource update speed, stable users and wide coverage.

Advertising suggestions: Finance, gaming , e-commerce, automotive and other related industries.

4. WeChat Moments

WeChat Moments ads are native ads based on the WeChat public account ecosystem, displayed in WeChat Moments in the form of original content similar to friends. By integrating hundreds of millions of high-quality user traffic, it provides advertisers with a unique domestic Internet social marketing promotion platform.

Video ads: WeChat Moments video ads consist of five parts, including the advertiser’s avatar and name, outer copy , outer short video, “View details” link to the details page and user social interaction.

User characteristics: WeChat has 963 million monthly active users, with users aged mainly between 15 and 40. The penetration rate in first-tier cities reaches 93%, covering the core user groups.

Outstanding advantages: strong social attributes, high accuracy, and enhanced credibility of the advertisement itself.

Advertising suggestions: brand advertising, local stores, official accounts , mobile applications and other promotions .

In conclusion: Short video marketing is booming, and the marketing industry is also undergoing innovation. Short video marketing will usher in a new upgrade, and advertisers' attention will further shift to the short video industry, which occupies a large amount of user time and is still growing rapidly. The short video delivery platforms listed above are all good choices.

The author of this article @微斯敦 is compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting!

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