Kuaishou short video advertising platform gameplay + case introduction!

Kuaishou is a well-known short video application platform in China. It has over 800 million users and 200 million daily active users. Short videos are also a popular mobile product nowadays and have received a lot of attention from netizens. It can deliver your ads to Kuaishou. In the APP’s information flow, it is promoted to all Kuaishou users in the form of native advertising. It is one of the few short video communities in China with a large number of regular and active users, wide advertising resources and coverage, but low advertising costs and high advertiser satisfaction with advertising.

1. Daily active users continue to grow

First- and second-tier cities become “new user pools”

The report shows that Kuaishou’s daily active users exceeded 200 million in May 2019, monthly active users exceeded 400 million, and the number of original video inventory exceeded 13 billion.

In the past year, more than 200 million people have posted works on Kuaishou, and creators are very active. In terms of user portrait, the male-female ratio of Kuaishou users is basically the same, with more than 70% being young people under the age of 30, and the male-female ratio being 52% to 48%.

In addition to further penetration into lower-tier markets, the growth in Kuaishou's daily active users also comes from first- and second-tier cities. The report shows that Kuaishou currently has more than 60 million daily active users in first- and second-tier cities, and more than 80 million daily active users in the south, which has doubled from 2018. Kuaishou is penetrating into urban users from multiple angles, including content, activities, and vertical operations.

2. Advantages

There are two types of e-commerce on Kuaishou now. The platform was only opened this year. The user attributes are good, and the competition is small. The headquarters also provides traffic support for the second type of e-commerce.

1. Large user population

The number of registered users of Kuaishou has exceeded 800 million, and more than 70% are young users born after 1995. These users have disposable income, a good consumption outlook, grew up in the mobile Internet era, and have online consumption capabilities. In addition, a relatively high proportion of Kuaishou users are from third- and fourth-tier cities, and such users are easily influenced by advertisements.

2. There are many user tags

If there are enough users, it is naturally inappropriate to launch advertisements everywhere. Many users are not the advertiser's target customers. Therefore, reasonable label attributes are what many advertisers need to refer to when placing advertisements. Kuaishou is no exception. It currently has label attributes such as gender, age, region, and interests. Advertisers can choose appropriate label attributes when placing ads, so as to deliver the ads to the target audience as much as possible.

3. Pay by results

Kuaishou ads support charging based on click effects and viewing effects, that is, fees will only be incurred after your ad is clicked or your ad video is viewed. Ads are merely displayed and will not be charged, which avoids wasting advertising costs. Only when users are interested in your ad will they be interested in clicking on it.

Disadvantages

Every platform has its advantages and disadvantages, and Kuaishou is no exception.

There are extremely high requirements for creative advertising videos: the video needs to have super high resolution and high-definition video quality; it is best for creative advertising videos to have their own creative ideas rather than copying other people's ideas.

When the platform was first launched, the signing rate was low. At the beginning, Kuaishou launched products but there was no platform to manage them properly. To a large extent, it lacks certain standardization and intelligence, which has a certain impact on both merchants' advertising and Kuaishou users' user experience. Now that Kuaishou’s Taurus e-commerce system is online, it has solved some of the problems and has become the best choice for Kuaishou to do cash on delivery for its second-tier e-commerce business.

4. How to do Kuaishou’s second-category e-commerce

Most of the advertisements placed by second-tier e-commerce companies on Kuaishou are in the form of "real shooting + oral broadcast". Using videos as the carrier of advertisements, users are attracted to click on advertisements and enter the landing page in the video, thereby guiding users to place orders.

Let’s take this watch ad as an example:

Real-life native videos are used to show the product usage process and highlight the product effects. Although the video is horizontal, it is processed into vertical version and equipped with voiceover and subtitles to improve the conversion effect (used when there is no material)

Video cover: The picture should be clear and highlight the product being promoted. The first frame of the video is the default cover. If the first frame is not suitable, you need to edit and change it.

Video creativity: high definition (resolution: width & height >= 720p; bit rate >= 3000kps; frame rate >= 20fps; audio >= 64kbps) + vertical size (1440*1920) + appropriate duration + unique product advantages (appearance/quality/performance/taste, etc.)

Cover copy: appropriate font size and color + appropriate number of words + appropriate word position + highlight the promoted product + highlight the main advantages of the product/promotional activities/cash on delivery + avoid misleading offers.

Video copy: appropriate font size and color + appropriate number of words + appropriate word position + further highlight product advantages, promotions, cash on delivery + click on call button to guide.

Slogan: Emphasize product advantages/details of promotions/cash on delivery + click on a call to action button (the call to action button copy should be "Buy Now")

After the user clicks, a landing page is needed to guide the order. In previous issues, we have explained the general framework of landing page production. If anyone doesn’t understand, you can go back and look it up. Here are a few points to note:

Product and event details display: product details pictures (use animated pictures appropriately)

Form: Name + Contact Information + Address + Payment Method (Cash on Delivery) + Form Submit Button

Bottom floating navigation: purchase button + other purchase methods + customer service

Product ads need to have bottom floating navigation

It is not advisable to add too many products, which will result in the form submission button not being visible on the first screen, and some products are not included in the video. The default product option must be the product promoted in the video

Kuaishou advertising has corresponding promotion methods for the second-category e-commerce. Today we will mainly introduce the four major promotion methods for Kuaishou advertising to promote the second-category e-commerce products, so that advertisers who have not been exposed to Kuaishou advertising can quickly master Kuaishou advertising promotion methods.

CPM: cost per mille, the cost of the previous display, that is, pay by display

CPC: cost per click, cost per click, that is, pay by click

oCPC: optimized cost per click, target conversion cost, pay per click

eCPC: Estimated cost per click, average click cost, pay per click

Provides different target options such as exposures, clicks, behavioral clicks, download completions (exclusive for Android download advertisers), and activations (exclusive for advertisers who send back activation data) as optimization targets.

How can we achieve good advertising results on Kuaishou?

1. Confirm whether your industry is consistent with the customers of Kuaishou users

When we decide to place Kuaishou ads, we need to first determine whether our company’s products are suitable for Kuaishou users.

2. Plan each aspect of advertising

This includes analyzing advertising materials, landing pages, customer service, page details, etc. Only by unifying these items can better advertising effects be achieved.

5. Notes

In addition to complying with the Advertising Law and other relevant laws and regulations and platform review regulations, the following contents are particularly emphasized:

1. The above prohibited products shall not appear

2. Promotional content should be true, clear and understandable, and should not use exaggerated or untrue promotional descriptions

3. Products suspected of being high-end imitations must be trademarked products, and trademark certification or authorization must be provided. The corresponding trademark of the product must be reflected on the product in the material or landing page, and the promoted product must be consistent with the scope of the registered trademark license.

4. If it involves patented products or patented methods, the patent number or patent type must be indicated

5. If the promotional content, product copy or landing page description involves the origin, material, function, etc., it is necessary to provide the corresponding import and export certificates and corresponding product quality inspection certificates and other qualifications of the product, and describe them in detail on the landing page.

6. For content that affects user purchasing behavior, such as sales data, product parameters, and citation content, corresponding data authenticity documents must be provided. The cited data must indicate the source of the citation. If there is an applicable scope and validity period, the applicable scope and validity period should be clearly stated.

7. Limited-time events must indicate the duration of the event in the materials and describe the event in detail on the landing page

8. Gifts: The specific content of the gifts must be clearly stated in the materials or landing pages; the value of the gifts must not be higher than the value of the goods being sold; products that are prohibited from access to the platform or prohibited from promotion by law, such as health products, medicines, and tobacco, must not be involved; if the gifts involve special qualifications, the corresponding qualification certificates or authorization documents must be submitted

9. You cannot use a price that is significantly lower than the average market price for similar products to promote and sell products.

10. Do not disparage the products or services of other operators or third parties

11. Do not imitate Taobao Wangwang screenshots or other content that may mislead users

12. Screenshots of comments from other platforms or channels such as WeChat, QQ, etc. are not allowed

13. Static or dynamic (such as scrolling bars) purchase records are not allowed

Author: Second-class e-commerce operation

Source: Second-class e-commerce operations