Views: 0 Author: Site Editor Publish Time: 2021-05-09 Origin: Site
Hello everyone, I am the editor of Sunac Cloud Academy. I have successfully gone overseas and will accompany you all the way!
When it comes to the most popular video marketing platform in China, everyone will think of Douyin.According to Douyin’s official statistics, Douyin’s daily active users have reached 250 million.There is also an increasingly popular short video marketing platform abroad - TikTok, which is the international version of Douyin.According to official statistics, there are currently more than 800 million users using TikTok. It can be seen that advertising on TikTok is also one of the important platforms for overseas companies to achieve brand promotion.So what is the style of TikTok advertising, and what effect will it achieve by placing TikTok advertising?Below, the editor will share with you a successful case in which a certain brand of mobile phone customers used TikTok advertising to easily achieve one million impressions in 2 days, a video click-through rate of 14.82%, and an average cost per view as low as 1 cent.
1. Customer status and demands
After communicating with the customer, we learned that the customer wants to promote a new model of smartphone in the Southeast Asian market. The main selling points are its usage functions, scenarios and elegant appearance. Like all companies developing overseas markets, the customer hopes to be able to Achieve considerable product order volume in a short period of time.
It is understood that the customer's mobile phone brand company has a certain influence in the Southeast Asian market, and has a good reputation and is very popular with the local market audience.However, in the Southeast Asian market, the smartphone penetration rate is between 65% and 70%. How to make advertising more accurate is a problem.Moreover, smartphones are not a daily necessity in the local market, so how to convert viewers is also a difficult problem.
2. TikTok opening screen advertisement
Taking into account the particularity of the product, we concluded that search advertising and display advertising are suitable as the main delivery channels. Potential customers who are most likely to purchase the product must have three elements: use smartphones, have certain financial strength, and accept new things.Therefore, we placed the opening screen advertisement of TikTok, the international version of Douyin that has successfully entered the Southeast Asian market, for our clients.
The reasons are:
1.TikTok currently ranks among the top 10 apps in Southeast Asia. Placing TikTok open-screen ads can achieve high display volume for ads;
2. In the Southeast Asian market, young people aged 18-24 account for 30% of the total population, and it is understood that TikTok has received a 4.5 rating on Google Play, which shows that users in this market have a strong ability to accept new things;
3. TikTok’s opening screen advertisement has a jump function, which allows potential customers to jump directly to the purchase interface, simplifying the purchase process and effectively avoiding the loss of purchasing users due to cumbersome purchase processes.
3. Place advertisements
After determining the delivery platform and advertising format, start considering the targeting of advertising materials and advertising formats.The smartphone model that the customer wants to promote has a fingerprint unlocking function, and its body color is very personalized.How to make advertising more immersive and persuasive?
1. Scenario-based introduction
TikTok is a more life-like APP in the Southeast Asian market, and users generally use it to share their lives.Therefore, the creative opening of the advertisement attracts users with a 1-second-long two-hand piano playing, and the close-ups in the second and third seconds also show the fingerprint unlocking function on the hands.Then the first color of the mobile phone is shown, and the actor demonstrates the life-like mobile phone selfie scene and the photo-taking effect. Finally, through lens conversion, the usage scene and the second main color are switched, so that the color of the mobile phone fits the scene to avoid the user's feeling of jumping out. The overall duration is 12 seconds.
2. Star effect
In addition to showing the functions of the mobile phone and displaying pictures close to the user's usage scenarios, the actors invited female celebrities who are very popular in the Southeast Asian market. This will create an affinity for users in the Southeast Asian market and can improve advertising to a certain extent. completion rate.
3. Advertising slogan
In the title of the video display, there is the slogan of the mobile phone, which is a description of the two colors of the mobile phone, making users feel more involved when watching the video.
4. Open screen advertising format
After the advertisement is placed, users can click on 'Shop Now' or the video page in the opening advertisement to jump directly to the customer's mobile phone shopping mall page. In addition to displaying the mobile phone model in the advertisement, the page also has other models. Can give users more choices.This gives users the simplest purchase process and the most humane choice, prompting users to complete the purchase behavior.
5. Material requirements
Here we also share with you some relevant requirements for open-screen advertising:
Material requirements: 9:16/1:1/16:9 short video
Supported formats: .mp4/.mov/.mpeg/.avi format, code rate ≥ 2.5Mbps, resolution ≥ 720 * 1280, recommended file size ≤ 500 MB
Ad description: Supports 12-80 English characters (6-40 Chinese/Japanese characters).Special emoticons are not allowed (Emoji, '{ }' is not allowed, '#' is not allowed)
If it involves people, such as celebrities.Advertisers need to provide character authorization, which can be an authorization statement from the spokesperson or news reports on the spokesperson from local third-party media.
4. Advertising effectiveness
So what is the specific effect of advertising on TikTok?Will the advertising results be significant compared to traditional Google Ads?
The customer has been on TikTok for 2 days, and has reached millions of people. Among them: the video click-through rate CTR is 14.82%; the average cost per click is 0.06 yuan; the average total number of people covered each time: 0.02 yuan; Average cost per number of plays: 0.01 yuan; average cost per number of plays: 0.02 yuan.It can be seen that the entire advertisement is very cost-effective and can achieve such high results in a short period of time.
5. Information flow advertising
In TikTok's advertising display, in addition to open-screen ads, there are also information flow ads. Information flow ads are different from open-screen ads.
Information flow advertising displays advertisements in TikTok's 'recommended' information, so that users who are watching the video will subconsciously think that this is an ordinary video, thereby increasing the completion rate of the advertisement. The longer users watch, the more they understand our products or services.When the user clicks on the avatar/ad description/ad banner/left swipe, the user can enter the landing page (Landing Page), thereby improving the conversion rate of the advertisement.
Tips: Information flow advertisement duration: 5~60 seconds short video.
6. Different categories of advertising
Use different ad elements
The number of ad clicks directly affects the user conversion rate.So how do you get more clicks?Let me share with you some elements that can increase user clicks:
E-commerce: Add prices, products, promotions, real models, etc. These four elements can be used at the same time to increase users’ desire to purchase;
Games: It is best to use the first-person perspective, close-up views, special effects, and detailed display, which can make users feel more immersed and create the idea of downloading experience;
Tools: Use elements such as warnings, process diagrams, renderings, etc. to attract users’ attention and credibility;
Tourism category: Use elements such as fresh nature pictures, character status pictures, etc. to make users feel as happy as possible when watching. Coupled with call-to-action words such as 'Waiting for you', it can increase the number of user inquiries.
After 2 days of open-screen advertising, it has brought customers a click-through rate of 14.82%. In the subsequent advertising forms, the information flow advertising form will be gradually added, and we strive to help customers achieve more advertising conversion rates.
If you want to know more about TikTok advertising, follow Sunac Cloud Academy and see you in the next issue.
