Weibo Advertising-A Customer Acquisition Guide for the Wedding Industry!

The wedding photography industry has different ways of acquiring customers. The early ways of acquiring customers were mainly offline. Wedding photography companies looked for stores in prime locations offline to attract users. To this day, this trick is still very effective. In small county towns, wedding photography shops with larger and more obvious storefronts are often easier to acquire customers. However, now is the Internet age, and some wedding photography studios do not have large stores, and are even in very remote places, but they continue to receive appointments for filming.

"Weibo changes the world", discover new things anytime and anywhere! Weibo allows you to appreciate every wonderful moment in the world and understand every behind-the-scenes story. Share what you want to express and let the whole world hear your voice!

It is a good platform for people to express themselves and make friends. In fact, people like new online communication and gaming platforms such as Weibo, social networks, and forums because they need to release stress, and many people use the Internet to release stress.

Very popular among contemporary young people. Of course, there is also a large wave of young audiences.

First of all, why is Weibo suitable for acquiring customers in the wedding photography industry?

According to the 2020 Weibo User Development Report, those born in the 1980s and 1990s account for nearly 80% of Weibo users. Most of the bloggers’ fans are between 18 and 24 years old, and those born in the 1990s are gradually replacing those born in the 1980s and are the main force of Weibo users.

As mentioned above, the main users of Weibo are those born in the 1990s, who are now the main group of people getting married and an important customer group in the wedding photography industry that cannot be underestimated. However, some people may question that there are also many post-90s users on other platforms, especially WeChat, which has a larger number of users.

In fact, in addition to having an active young population, Weibo's "travel marriage" data is also eye-catching. According to Weibo's "travel marriage" data report, Weibo accounts for 67.87% of the total information on the marriage industry in the mainstream media.

Amazing Weibo wedding information flow: In 2019, the amount of information in the wedding industry on Weibo reached 61.2353 million, while the amount of information on WeChat was only 8.605 million, a difference of nearly 8 times. This shows how powerful the Weibo wedding information flow is.

This data comes from Weibo

Several forms of advertising on Weibo:

• treasure bowl
• Super Fan Pass
• Fans Headlines
• Splash screen ads (the Weibo startup image is displayed in full screen)
• U Micro Project
• Brand Express

How does the wedding photography industry acquire customers through the cornucopia?

Let’s first get to know the cornucopia. This way of acquiring customers is almost unique to Weibo. There are many forms of cornucopia advertising, such as large picture cards, video cards, and blog posts. At the same time, you can also browse h5 simultaneously, watching ads while you watch, achieving high conversion rates.

This data comes from Weibo data

As shown in the picture, the advertising forms of Cornucopia are diverse. In the wedding photography industry, this form relies on celebrities and KOLs.

Among them, celebrities themselves have a certain amount of traffic and a large number of fixed fan groups to support them, but their advertising prices are definitely relatively expensive. Cornucopia also has various KOLs and internet celebrities and bloggers, who also have their own attractive traffic, and the prices will be relatively low.

Generally speaking, the "cornucopia" format is more suitable for wedding photography companies with certain brand strength and financial strength, or wedding photography companies that already have certain experience in advertising on Weibo, because this method costs money and has certain requirements for professionalism.

Specifically, you can refer to this method:

• Select vertical category to publish travel video
• The brand’s official WeChat account answered questions and interacted with users
• Optimize data, optimize precise data such as age and region, and adjust delivery strategies.

How to use KOL bloggers to acquire customers?

First of all, you need to understand the types of KOL bloggers on Weibo before placing an advertisement.

According to the industry classification of Weibo, the top ones are information bloggers, film and television entertainment bloggers, and beauty and fashion bloggers. According to the brand advertising information published on Weibo, the most advertising is in food and beverages, shoes and hats, luggage, and daily necessities.

Beauty and fashion bloggers are the most favored by advertisers. Can beauty bloggers place wedding photography ads?

This data comes from Weibo data

In the TV series “Nothing But Thirty”, in order to promote tea, Gu Jia also chose Weibo bloggers to place advertisements, but the effect was not good in the end. The reasons may be: 1. She did not find the right person. 2. Failure to analyze the blogger’s value.

How can the wedding photography industry find suitable bloggers to advertise with?

1) Choose direct cooperation (the company directly connects with the blogger). You can use Weibo advanced search, micro-tasks, etc. to find people. The method of Weibo advanced search is to enter Weibo advanced search and find people by industry keywords. For example, search for "travel photography", select "find people", select "personal certification" as the user type, and the top-ranked users in the search are the big names in the travel photography field. In addition, you can also find people through micro-tasks. Just select Weibo's "Management Center-Marketing Promotion-Micro-tasks".

2) Find a third party to cooperate with (the company connects with the advertising platform, not directly with the blogger). The situations of these third-party platforms are different. The general method is to go directly to the backend to find large-scale placements. The advantage is that you don’t have to search by yourself, and you can directly see the quotations from large-scale platforms.

It should be noted that the third-party cooperation platform has a mature judgment mechanism, so the value of the account they provide can be directly judged by price, but if the company chooses to connect with bloggers on its own, it needs to measure the value of the bloggers and whether they are suitable for the wedding photography industry. The specific way to judge is to look at the blogger’s repost, comment and like data, the authenticity of the repost, comment and like data, as well as the number of followers, the number of original blog posts, etc.

How to acquire customers through Weibo Fans?

Weibo Fans Channel covers 430 million monthly active users and can accurately target Weibo’s big data portraits. It is very suitable for the wedding photography industry because Fanstong is very accurate in portraiture. For example, users who are "preparing to get married" or "preparing to buy a house" can be selected for targeting.

This data comes from Weibo data

Understand how rates are calculated before you bid. There are currently two main types of exposure charges for Super Fans: 1. CPM charges based on the number of exposures (1,000 top-level precise exposures) 2. CPE model (including effective interaction billing, such as forwarding, following, favorites, etc.) CPE has a starting price, starting at 0.5 yuan for each effective interaction click.

There are three key points to doing a good job of fan communication:

The first thing is to do a good job of copywriting and matching pictures

The second is the setting of background dimensions

The third is to make a good bid

The promotional method of combining pictures and texts also requires great skills and creativity in copywriting. In terms of copywriting, it is necessary to understand users' concerns. Statistics show that in the travel photography industry, Weibo users are more concerned about "service", "style", "brand" and "price". In copywriting, content creation can be based on the parts that users are concerned about.

This data comes from Weibo data

The pictures should be clean and situational. A comparison of travel photography on Weibo shows that the styles of "life documentary", "student days" and "romantic aesthetic" are more popular among Weibo users. In terms of placing matching pictures, wedding photography companies can place appropriate advertising pictures based on these styles, but also pay attention to testing the pictures first.

This data comes from Weibo data

It should be noted that Super Fans Pass now also adds mobile phone model positioning, which is also an issue worthy of attention for wedding photography brands. For example, if your products are relatively expensive, you can choose some higher-priced mobile phones in terms of positioning, as such users have good purchasing power.

How to acquire customers through official WeChat accounts?

Official Weibo accounts are also a major channel for acquiring customers, especially for wedding photography, which often cannot be completed directly. It takes a process because the user’s decision-making process on Weibo goes through different stages, first awareness, then recognition, trust in the content, and finally the decision to buy. Therefore, operating the official WeChat account well is very important, both for converting advertising traffic from other channels in the early stage and for acquiring customers through the official WeChat account channel.

To operate an official account, you need to understand the user situation of the wedding photography industry on Weibo. One noteworthy Weibo data is that women account for more than 65% of the users in the travel photography industry. Therefore, when operating an official Weibo account, we need to consider women who are preparing for their weddings. What do they want to know on Weibo?

When users follow the official WeChat account:

• Interactive reply and grouping in the first time. Interact within 48 hours (prime time) and group customers with different intentions into target groups, which will facilitate precision marketing in the future.
• Edit interesting content in the official account to attract users' attention. The official Weibo account is not only used to share wedding photo promotion information, but also to share wedding photography content that users are interested in, such as travel diaries with text and pictures, wedding photography shooting techniques, etc.

To sum up: the wedding photography industry has two important goals through Weibo advertising promotion: one is to acquire customers, and the other is to spread the brand and enhance value. In terms of specific advertising strategies, you need to choose the right channels and find influential KOL bloggers to place advertisements. At the same time, you can also acquire customers through Weibo Fans. At the same time, we should pay attention to long-termism and operate the official account well. When the number of fans is small, first acquire a basic fan group through methods such as Fantong. After completing the initial fan acquisition, slowly convert them through the official WeChat account in the later stage. As the business develops, continuously optimize the delivery of pictures and texts, check the data of transfers, comments, and likes, track blog posts with high conversion value, and tap potential customers.