Get these 3 details about placing Tik Tok information flow ads!

This article shares with you some details of the Douyin video information flow advertising. My personal summary is as follows:

1. Content leads to clicks 2. Video comments 3. Video BGM

The proportion of short videos in information flow advertising has been increasing. On Bytedance, the proportion of creative video delivery in the education industry has exceeded 40%. As the most popular short video platform, it is very valuable to optimize costs around it. Let’s talk about the details of Douyin short video advertising in detail below.

1. Content drives clicks

Through testing, we found that adding conversion-guiding buttons or voice in the video can increase the click-through rate, thereby increasing conversion volume and reducing costs.

The test material results are as follows:

Video material, this is a patch, the only difference in the copy is "guide to swipe left"

(Material 1)

(Material 2)

Data comparison:

From the data results, adding copywriting materials that guide left swipes has a significantly higher click-through rate. Although the conversion rate has decreased, the average cost is relatively low.

2. Tik Tok comments

Douyin comments can better help conversions because Douyin users are accustomed to checking other people’s comments. Advertising comments can be deleted or pinned. Pinning comments has a good guiding effect on conversions.

The following is a reply to a user comment in the plan: guide the user to the landing page, and then pin it to the top

Data comparison:

Judging from the data results, the click-through rate has been improved compared with the same material, and the conversion cost has been reduced.

3. Video BGM

Many people don’t know that TikTok is a music-driven platform; if you are a heavy TikTok user, you should find that whenever a piece of music becomes popular, everyone will use it during that period of time.

There is a rule in the Douyin recommendation algorithm. When the machine finds that you stay on a certain video for too long or like, comment, or forward it, it will obtain the video's BGM data and recommend you a video with the same BGM. The same applies to advertising videos. So if you use popular music, users are less likely to swipe away when they see it (also known as riding on the trend), and it is easier to get recommendations.

The following is a data comparison (replacing an old video with the popular BGN Grain in Ear video and testing it simultaneously)

Materials using popular BGM have a higher effective playback rate, resulting in a higher click-through rate.

Summarize:

1. Adding conversion-guiding buttons or voice in the video can increase the click-through rate

2. Tik Tok comments can better help conversion

3. Materials using popular BGM have a higher effective playback rate, resulting in a higher click-through rate.

The above are some personal optimization experiences, which can be used as a reference for the placement of short video information flow ads.

author: Karen Chen

Source: Aichisem