Kuaishou short video advertising creativity and problem analysis

With the rise of short videos, mainstream short video platforms such as Douyin and Kuaishou have become the focus of many advertisers. So how do we plan short video ideas to increase clicks? Which aspects should be optimized if the conversion is not good? What are the strategies for selecting hot-selling products for second-tier e-commerce companies?

Let’s look at the problem together.

01

Which products on the Kuaishou platform are likely to become popular? Do you have any product selection experience to share?

A: Price range: 69-99 (this is the price of the previous best-selling models)

When the platform is established, the product selection factor for the hit product accounts for 60%, followed by most of the factors behind the operation, and finally it is left to luck. The cost of a product priced at 99 yuan is compressed to less than 20 yuan.

Product direction: daily household items, used by a wide range of people, novel, practical, cheap, cost-effective, seasonal products, products from the same period last year, and Douyin hits.

1) Products with obvious effects. (Tooth cleaning mousse, cleansing agent)

2) Seasonal products, such as the hot items in the same period last year (polarized lenses)

3) Strong functionality, practical, and suitable for a wide range of people (thermal underwear)

4) Low cost, high cost-effectiveness of the package (color bleaching powder)

5) The industry is mature and after-sales service is simple (books)

6) Products with repeat purchases will have a better virtuous sales cycle (tea, liquor)

02

How can I plan high-conversion Kuaishou short video ideas? For example, the video shooting direction: story-telling, editing and splicing, product explanation, etc., as well as video style, etc. What are some relatively efficient and quick short video production software?

Answer: Four elements of Kuaishou video shooting:

1. Clear pictures, operational shooting skills, and high-quality sensory experience

2. Good creative expression, selecting the core points of the product, infecting users, delicious, fun, drinkable and easy to use, will attract customers to place orders

3. Guide users to take action and stimulate them to place orders. Tell users how to act.

4. Pay attention to authenticity. Advertisements should tell the truth and do everything in your power to prove that what you say is true.

Notes on video shooting:

1. Export of people and products or products themselves

2. The scene is based on the special amount of goods

3. The lighting should be appropriate. Avoid backlight, shaking, and laughing.

4. The copy should be simple. You can record it once before shooting. It is better not to exceed 35 seconds.

5. The copy should mainly introduce the product, which can be introduced from the advantages, weight, material and price of the product.

Video production software: pr, quick cut, cut film

03

Based on your experience, which industries are more suitable for investment on the Kuaishou platform? What level of conversion cost and ROI can be achieved?

Answer: Same as answer 1 above. The conversion cost is generally a little higher than 1/3 of the selling price. Since most of them are delivery packages, Kuaishou currently uses OCPC bidding method in the later stage, so customers basically compete with you to assess the cost.

The ROI is basically above 1:2.5 (depending on product cost, selling price, package, etc.).

04

I have made the video material very carefully, but the click-through rate conversion effect after it was released is not as good as everyone said. How can I adjust it? How can we make short videos with high click-through rates? How to optimize the effect?

A: About video material:

How does Kuaishou form effective delivery around young people and lower-tier market groups? In the early stages of Kuaishou's delivery, the materials produced around the interests of the Kuaishou crowd are very effective in capturing the initial crowd. This is what we usually call down-to-earth when producing materials.

Many partners directly migrated videos from other media for delivery on Kuaishou. This mode of operation often causes the materials to encounter bottlenecks in the initial stage of growth. Some advertisers have very exquisitely produced materials, which are of very high quality from an advertising perspective, but the conversion efficiency of delivery on the Kuaishou platform is not very good. The reason is that the recognition of the Kuaishou audience is not high and the entry point is not grasped. On the contrary, some advertisements and materials promote categories that do not look high-end or even a bit tacky, but they have received good conversion efficiency!

Of course, we are not simply emphasizing that the Kuaishou crowd’s perception of the materials is that they are rustic, cheap, and so on. Instead, we hope that operators do not have to stick to the form of advertising and try as many material styles as possible, so as to find an advertising style that matches the Kuaishou crowd as soon as possible.

About video click-through rate:

The creative material of the video has an overall impact, so we need to talk about it from the perspective of the entire plan.

1. Orientation . On the far right of each ad group, you can see the user coverage. For the ocpc group with relatively stable running volume, we recommend relaxing the restrictions and doing basic age and gender targeting. If you choose the DMP population package, because the people in the circle are relatively accurate, we do not need to do age and gender screening. Here we recommend that the targeted coverage for Android system should generally be no less than 30 million, and the iOS coverage should be no less than 10 million.

In addition, if the overlap rate between groups is too high, it will also lead to competition for volume, so it is necessary to avoid targeting the same group of people at the same time. Or wrap two groups of people, make the intersection, and then one of the plans excludes the group with a larger intersection area.

2. Make a bid. Bidding too low or adjusting bids frequently will affect sales volume. I would like to emphasize that in order to maintain the stability of the model, the price adjustment of ocpc should be greater than 3 hours as much as possible (some experienced operators can adjust the price according to their experience, which is a bit like driving a manual car and an automatic car)

3. Is the budget sufficient? When consumption reaches 90% of the budget, the system will automatically reduce the volume and the running speed will slow down accordingly.

4. The speed and time period of delivery. In order to ensure the stability of the OCPC model, it is recommended to run it 24 hours a day. For accounts with larger running volumes, you can adopt a time-divided and layered bidding approach. For example, from early morning to 7 a.m., the competition is relatively small, so you can use low prices to grab traffic during the low period. When setting the ad group level, try to choose normal delivery to ensure that the algorithm has more room to play.

5. Creativity. The click-through rate of the cover has a direct impact on exposure. Therefore, in addition to improving the attractiveness of the cover, it is recommended that a video be paired with at least 5-10 covers. This will not only effectively avoid frequency control, but also set a larger number of covers to effectively increase the probability of excellent materials winning. At the same time, pay attention to the matching degree between the cover and the video.

The above factors, from targeting-cover-bidding-budget-delivery rhythm, will have an impact on the subsequent video material data. Therefore, in order to improve the video click-through rate, in addition to adjusting the video material itself, you also need to look at the overall chain links.

05

Should Kuaishou stores and promotion be used together? Or is it better to divert traffic to JD.com and Tmall? Also, which kind of sales leaflet do you recommend?

Answer: Recommended: Small store - live streaming mode, JD.com and Tmall - traffic diversion, second-tier e-commerce - cash on delivery

06

Should we enable the comment function when we first launch the service? If so, do you have any experience in comment management that you can share?

Answer: Yes. Give good reviews, delete negative reviews, like, and interact.

07

Can you tell me about the cost formula for second-category e-commerce?

Answer: Many people have different calculation methods, but the results are in a similar range. For students who do not have their own formulas, it is recommended that you use Toutiao’s Luban Calculator or the EDX Profit and Loss Calculator applet.

It is important to understand the actual profitability of the product, but there are often some profits/costs that we cannot calculate (especially for customers with large sales volumes, or some manufacturers, who have profits/costs that we cannot see). The key is to maintain communication with customers and understand changes in customer products, logistics, and markets in real time.

08

What should I do if the advertising of the facial mask product I am promoting does not generate sales?

Answer: It is similar to the fourth question. A bidding logic is involved here. Bidding ability (ranking) = estimated revenue from ad display = ECPM + quality score. ECPM = CPA (behavioral cost) * CVR (estimated behavioral conversion rate) * Actr (estimated cover click-through rate) * 1000. Quality score = ad conversion effect (click-through rate * conversion rate) / user experience impact (negative feedback green - play rate).

Here is a brief description of how to adjust if the ad volume is not increasing:

1. It takes 1-2 days to generate materials on average in the e-commerce industry, and the life cycle is about one week;

2. Make good use of the multi-cover strategy to increase exposure and improve the life cycle of the material (a user cannot see the same content: video + cover within 24 hours, and uploading a new video can get more traffic incentives from Kuaishou);

3. 24-hour delivery is conducive to the continuous learning of the model, and the delivery volume has increased by at least 30%;

4. Comment interaction and maintenance effectively improve the positive rate and delivery effect.

Combined with the points noted in question 4 above, a new product should be launched continuously for a certain period of time (5-7 days) to obtain data more objectively. If that doesn't work, replace the product.

09

When it comes to store traffic generation, currently the materials that convert best are experience process videos. Is it necessary to prepare other types of materials?

Answer: We are not doing much in stores for now. In addition to experience videos, we can also go to the store and find a good-looking employee (or hire one), put on work clothes and bring a work badge to explain the process or selling points of the service. It is definitely good to have more creativity and more data references.

10

Does Kuaishou have fake traffic? How to judge? How to deal with it?

Answer: We will not comment on whether the platform has fake traffic. Even if you can tell, there is no practical solution.

The above is shared in this issue and is a reference for the release of Kuaishou short videos.

Author: Ai Qi bacteria

Source: Aichisem