What are the creative methods for Kuaishou’s advertising? Advertising analysis!

2018 can be described as the explosive year for the short video industry, and Kuaishou is undoubtedly one of the strongest players in this field.

According to data officially disclosed by Kuaishou, the number of users who released works on Kuaishou reached 190 million in 2018, with an average daily number of original works uploaded reaching over 10 million and an average daily number of likes exceeding 300 million. Its DAU also reached an astonishing 160 million, ranking No. 7 in the average monthly DAU of China's mobile Internet industry.

Based on iResearch data analysis of Kuaishou's user groups, the proportion of males is relatively balanced, the user group aged 25-35 accounts for more than 53.97%, and the users in Shandong, Henan, Guangdong and Hebei provinces account for a relatively high proportion.

Given its large user base and high daily user activity, it forms a high-quality traffic entrance. Since Kuaishou officially launched its marketing platform in October, it has been favored by advertisers.

So, what are the overall patterns of advertising on the Kuaishou platform? What are the creative methods for advertising? App Growing deeply analyzes the advertising intelligence of the Kuaishou platform based on the advertising intelligence tracked on the Kuaishou advertising platform in 2019 (January 1st - February 28th) .

1. Overview of Kuaishou Platform Advertising

1) The gaming industry is the main advertiser, accounting for more than 60% of the total number of advertisements

Based on AI intelligence and advertising algorithm models, the tracked Kuaishou advertising intelligence is segmented by industry, and the proportion of advertisements in different industries is further analyzed.

During the statistical period, the gaming industry was the platform's key advertiser, accounting for more than 60% of the total number of advertisements. Secondly, the advertising performance of the culture, entertainment and comprehensive e-commerce industries was also good, ranking among the top three industries for advertising.

2) The length of a single video in an information flow video ad is between 15 seconds and 30 seconds

Among the tracked information flow video ads on the Kuaishou platform and Douyin media, the length of a single video is mainly concentrated in 15-30 seconds .

It is speculated that in advertising on Kuaishou and Douyin platforms, advertisers prefer to control the length of information flow videos within the range of 15-30 seconds.

3) In application (non-game app) advertising, shopping and entertainment app ads account for a high proportion

Analyzing the number of advertisements placed by each type of app (non-game apps), shopping and entertainment apps accounted for the highest proportion, at 35.2% and 32.7% respectively.

It can be seen that shopping apps and entertainment apps are the key advertisers in the application category.

4) In the game advertising, the advertising intensity of Xianxia and legendary games is high

Xianxia-themed games are the key advertisers for Kuaishou games, and the number of advertisements accounts for 27.0% of the total number of game advertisements. Games with legendary themes such as the Three Kingdoms are also quite popular on the Kuaishou platform.

2. Kuaishou Platform Industries

Creative analysis of information flow video ads

So, what are the common tactics used in the Kuaishou industry’s information flow video advertising?

We further analyze the creative ideas of information flow video advertising in various industries, hoping to provide reference and reference for advertisers to place ads on the Kuaishou platform.

1) Xianxia-themed games focus more on using direct and strong stimulation as an attraction

2) Legendary-themed games emphasize “fun” creativity, and celebrity endorsements are still an important creative gimmick

There are two main creative points for launching legendary-themed games. The first creative point does not involve celebrity endorsements, but mainly emphasizes the " cool " aspects of the game, such as "critical hits ", " kill streaks ", " explosive equipment ", " equipment recycling ", and " idle rewards " in battle scenes.

The second creative point is mainly based on celebrity endorsements, among which the series of games endorsed by Jackie Chan and the Tanwan series of games endorsed by celebrities such as Donnie Yen and Louis Koo are the key advertisers.

Since Tanwan Legend has added "Donnie Yen" as its spokesperson, the recent creative ideas have mainly revolved around the creative idea of ​​" Don't play fake legends anymore, and look for the "Zhen Legend " creative idea.

3) Inventory of common tactics used in financial lending information flow video ads

The following four creative points are often used in financial lending information flow video ads to introduce the corresponding products. When introducing the lending products, they mainly focus on the three promotional points of " up to X million yuan can be borrowed ", " X minutes to arrive in the account ", and " daily interest as low as X yuan ".

4) Skin care products - Analysis of Vipshop’s information flow video ads

Taking the creative information flow video launched by Vipshop as an example, it mainly introduces the corresponding products through evaluation and recommendation by beauty anchors , and further leads to the purchasing channel - Vipshop's new user zone.

When guiding related operations, be detailed and specific, and guide users to try.

5) Analysis of the information flow video ads of the discount sale app "Pinduoduo"

The products that Pinduoduo mainly promotes on the Kuaishou platform include small kitchen and bathroom appliances, daily necessities, fine toys, snacks, and other relatively cheap, interesting and practical gadgets.

The information flow video content is a demonstration of the use of the product, which is directly shot and fits the user's usage scenario, and then leads to the narration and subtitles of "Download Pinduoduo".

PS. The mobile advertising materials and data mentioned above are derived from the mobile advertising intelligence tracked by App Growing, and the copyright belongs to the original author.

Based on the analysis of Kuaishou’s information flow video advertising creativity, we summarized the characteristics of Kuaishou’s information flow advertising videos as follows.

The above is an analysis of the advertising intelligence on the Kuaishou platform, for reference in advertising placement.

Source: App Growing