Douyin information flow ads are divided into two types: single-page ads and native ads. The main difference between single-page ads and native ads is: single-page ads do not have a Douyin account and cannot be followed. Native advertising supports following the advertiser’s Douyin account. Below we will introduce two optimization methods for Douyin information flow advertising.

The main subjects of the Douyin information flow advertising display model include: forms, WeChat public accounts, coupons, phone calls, maps, and APP downloads. Application for an account is usually a relatively routine process. From preparation of qualification materials, authorization stamping to first recharge, it can usually be done in 3 days. What is worth noting here is that the product cannot contain medical care, sensitive content, Douyin competing products and other related functions (even if you have relevant qualifications), but the review must first remove the relevant content or find another method (such as business-level communicate).

The advantage of Douyin’s information flow advertising is that it completely integrates advertising and products, and full-screen display without interference. The advertiser’s information can be better conveyed and the conversion rate is higher. Douyin information flow ads have a better user experience and will not forcefully interrupt the user's viewing progress. For example, some long video websites will add about a minute of advertising videos at the head and middle of the video, which affects the user's viewing experience. .

Coupled with Douyin’s precise distribution mechanism, it continuously defines labels for users, making the product information received by users more relevant and achieving a product push effect for thousands of people. A plan includes the following core modules: user targeting, bidding, delivery strategy, video, and landing page.

Let’s talk about user targeting first, which is divided into precise targeting and general targeting.

Precise targeting means that you accurately define the region, age, and gender of your target users, and only advertise to these precise groups.

Pan-targeting means that you do not limit these conditions (relevant options are not limited), and use Douyin’s own background model to learn those users who are more suitable for your materials and products.

My personal suggestion here is that if your target users are a group with a particularly broad audience and a particularly large base, such as e-commerce and games, it is still necessary to narrow your target audience by restricting targeting in the early stage. User scope, in order to learn more quickly that is suitable for your target users (except for large-scale S-level publicity and promotion festivals). ?But if you are a product in a certain vertical field and your user base is relatively small, you can try to expand your exposure through early pan-targeting and quickly develop a stable model suitable for your product. Generally, one plan covers tens of millions or even It is normal to have hundreds of millions of users. If it is less than this level, you may encounter difficulties in running the volume. Another important point is the crowd package issue. It is basically a must to exclude people who have been installed or converted. Toutiao will provide us with a default installed group. ?As for bidding, generally speaking, for new plans, the initial bid is higher than our expected cost, but there are a few things to note: ?First, in addition to our own bid, we also need to pay attention to competing products or industry prices. Bidding status, for example, the average bid in your industry is 50 yuan. If you insist on paying 5 yuan, you will definitely not be able to get out. ?The other is that when bidding for volume in a new plan, you must also pay attention to cost control. The bid cannot exceed 140% of the target price you set at most. Otherwise, even if the quantity is successfully sold later, the cost may exceed the target price by too much. A difficult situation to suppress. ?Because Douyin information flow is consumed according to the ocpm method, so the consumption is the same for the same CPM. At this time, the better the back-end conversion rate, the lower the planning cost.

One thing worth noting here is that for plans that are still in the learning period, cost may not be used as the core assessment element. Because the learning model has not yet stabilized at this time, it is possible that your bid is 10 yuan and the final price is 50 yuan. However, as long as your plan passes the test period, the number of conversions generated exceeds 20. Usually this cost will be closer to your bid. Regarding delivery strategies, Toutiao’s backend provides three strategies: balanced delivery, priority on volume, and priority on low cost. Each company can choose the corresponding strategy according to its own goals. Regarding video, if you want to create a successful Douyin information flow advertisement, you must work hard on the video content and disguise it as an ordinary video so that users can watch the advertisement without knowing it and have a high level of interest in the product. Memory point. Nowadays, short video marketing has become mainstream. If you want to stimulate users' purchasing desire and attention through a video, advertisers should consider both product selling points and video content.

① Fully understand the product being launched

First of all, before launching the product, you must first understand its industry, ecological chain and market environment. Secondly, accurately locate the user portrait of the product and cover the intended users.

② The plot setting should be eye-catching

When we watch a certain video, if the beginning is not exciting enough, we will skip it directly. Therefore, the beginning of the advertisement should not be delayed, as it determines the completion rate of the advertising video. And it is necessary to attract users' attention through the ups and downs of the plot in a short period of time and convey brand information.

Among the many information flow advertisements, I will analyze a successful case for your reference: the main body of this information flow advertisement is a novel reading APP "Tomato Novel".

At the beginning of the video, a father stopped his son from going to the mountains to see the "she-wolf". The son insisted on going, so a fierce quarrel broke out. The son claimed that the "she-wolf" was his mother. , if it were not for the feeding of the "she-wolf", I would not be what I am now. The argument got so intense that the son slammed the door and walked out. At this time, my father said with a panic look on his face: "Not good!"

The video ends abruptly here. The audience followed the guidance of the video, triggering infinite reverie. Why does the "she-wolf" breastfeed her child? Why is the father so panicked after his son goes out? What secrets are hidden in this? These plots leave a foreshadowing in the audience's mind and cause them to think deeply.

The novelty of this information flow advertisement is that the video sets up a suspense at the end, allowing the audience to speculate on the direction of the plot. At this time, the main body of the advertisement is displayed to guide users to download "Tomato Novel" to watch the complete content, which can better achieve conversion.

Since short videos are limited by time, the video must deliver the brand, creativity and selling points to users within a limited time. Take Douyin's top internet celebrity Li Jiaqi as an example. All the videos on the homepage have a unified style, that is, the cover will indicate the brand being reviewed, and the lipstick color test will be conducted directly in the video. This concise review video and the contagious speech The broadcast format is deeply loved and sought after by users.

Regarding the landing page, the direct steps are: play the information flow advertisement--the direct landing card pops up--the user clicks to enter the full-screen landing page style.

Today, the habit of fragmented reading has made users’ aesthetic standards more stringent, and their attention will not be locked on one page for a long time. After the homepage is responsible for attracting traffic, the landing page displays the product advantages and ultimately obtains user information or drives traffic. The design of the landing page must adhere to the principle of being consistent with advertising creativity, so as not to deviate from users' expectations and cause the loss of interested users.

So how do you make ads not like ads? User experience is the first priority, and information flow ads must be like the "native content" of the platform. For example, Douyin information flow ads must be like a For popular videos, the video content should be naturally integrated into it.

In the creation of videos, attention should be paid to plot setting to avoid too blunt advertising placement. Compared with hard advertising, users can reduce their resistance to information flow advertisements and focus more on video content.

The magic weapon for the success of information flow advertising is to convey the value of the product to users, not advertising. In commercial placement, advertising creativity must be used to avoid arousing the audience's disgust, so that the audience can sigh that advertising can still be done like this.

As Douyin’s popularity continues to grow, Douyin’s commercial value has also increased, bringing new markets to brand marketing. Since Douyin’s audience is mostly young people, these users have strong purchasing power and are generally receptive to new things, and have become the main force of Douyin.

If you want to advertise on Douyin, you can +myV 13631174188~