1. Overview of information flow video advertising on Douyin platform
1) The horizontal video format accounted for 55.8%, and more than half of the advertisements used app downloads for promotion purposes
From April 24th to May 14th, App Growing tracked a total of 2,650 information stream video advertisements on Douyin media channels.
① The horizontal video format accounts for 55.8%: Although the native content of Douyin is mainly vertical screen ads, the difference between horizontal and vertical videos of short video ads is not obvious.
② App download type ads accounted for nearly 50%: In terms of landing page promotion purposes, app download type ads were the main category (ads accounted for 49.4%), followed by e-commerce sales (28.2%). The following will further analyze the different promotion purposes of landing pages.
2) Games/cultural entertainment/skin care and beauty are the most popular industries on the Douyin channel
App Growing will track the advertising creativity, analyze the industry of the advertisement based on the machine algorithm, and sort out the number of advertisements that account for the top 10 industries as shown below. Among them, the game industry has the highest advertising number, accounting for 34.48%, and the game is mainly to display game scenes, because horizontal video is the main form of delivery. The more popular financial industry advertisements in various mainstream channels accounted for only 1.32%, and they did not even rank among the Top 10. In addition, with the exception of culture and entertainment, skin care and beauty are mainly vertical videos, there is no obvious difference in the proportion of horizontal and vertical videos in other industries.
2. Check which products are selling hot on Douyin
1) Douyin embraces "Ali", over 60% of e-commerce sales come from Tmall or Taobao
E-commerce sales type advertisements refer to the advertisement landing page as the purchase details page of the product, which can be directly purchased online. App Growing analyzed the advertising landing pages of e-commerce sales types, and found that the links from Tmall and Taobao were the most, accounting for more than 60%. It is foreseeable that Douyin will develop "e-commerce sales" and Alibaba will be more in-depth. The potential for cooperation. E-commerce sales advertisements based on Toutiao’s landing page tool accounted for only 2.80%, reflecting the compatibility of Douyin with external e-commerce channels.
2) Among e-commerce sales, the skin care and beauty industry accounts for the highest proportion of advertisements
E-commerce sales type advertisements refer to the advertisement landing page as the purchase details page of the product, which can be directly purchased online.
In e-commerce sales, the skin care and beauty industry accounted for the highest proportion of advertisements, accounting for 25.0%. The sales categories were mainly facial masks and facial cleansers. Men's skin care series advertisements also became the highlight of Douyin. Douyin has brought the "answer tea" and "Haidilao" into the limelight, and it has also attracted more local catering and entertainment service businesses. The catering food accounted for 16.7%, and local services were the main focus. As for mothers, infants and children, the advertising of cute pet series accounts for a higher proportion than other channels.
3. Inventory of the most popular applications on Douyin channels
1) Faceu leads the TikTok platform application (non-game) to be launched on the top
From April 24th to May 14th, App Growing tracked a total of 106 (non-gaming) apps with a total of 523 ads, sorted by the number of ads placed by each app, and sorted out the top 10 apps (non-games) placement list as shown below.
Among (non-gaming) applications, the beauty selfie artifact "Faceu Moe" has the largest number of advertisements. During the period, there were 36 advertisements in total, of which 86% were in vertical video format. App Growing analyzed its information stream video advertisements and found that its video content is mainly function display, and the user interface with the characteristics of the post-90s sweet beauty image demonstration is substituted into the user's use scene, supplemented by lively and brisk music. Douyin has the characteristics of "younger" and "trend". In addition, Faceu's advertising channels, Douyin's advertising accounted for more than 80%, which is also its current focus.
2) Inventory of ad placement game rankings, three-nation strategy mobile game , mobile web game "Quan Min Gong H5" strong screen
From April 24th to May 14th, App Growing tracked a total of 247 games with a total of 914 advertisements, sorted by the number of advertisements, and output the Top 10 game placement list as shown below. In the Top10 game rankings, there are four games with the theme of the Three Kingdoms, including the top strategy game "Quan Min Gong H5". In addition, the popular mobile game with the same name as the hot fire recently has more information stream video advertisements on Douyin.
3) Xianxia, Three Kingdoms is the main theme of Douyin platform game advertising
In terms of game types, the games advertised on Douyin are still dominated by role-playing games, accounting for 71.66% of games, while strategy games rank second, with games accounting for 23.89%. In terms of game themes, among the 247 games that have been advertised as a whole, games with themes such as "Three Kingdoms" are more extensive, accounting for 11.7% of games, and games with the theme of Westward Journey accounting for 7%. In role-playing games, fantasy-themed games such as Xianxia/wuxia are the main ones, and the number of games accounted for 51.98%;
Fourth, take stock of activities promotion ads featuring Douyin
1) In the promotion of activities, education and training/marriage services/catering and food are popular industries
Landing page advertising for the purpose of event promotion means that, in addition to the direct e-commerce sales promotion/application download conversion purpose, the landing page attracts user interaction or registration in the form of activities. The activities of Douyin are further subdivided into three forms: collection of intentional user forms, promotion of Douyin brand numbers, and activities co-sponsored by Douyin. Among them, education and training, wedding services (mainly wedding photos) industries are mainly based on the form of collection, which accounts for a high proportion of the advertisements promoted by events.
2) Douyin activities are popular, advertisers launch "Tik Tok" challenges to attract user interaction
In Douyin information flow video ads, in addition to direct effect conversion, landing pages also include brand advertisements based on the Douyin platform, which are mainly divided into the following three forms:
Form 1: Product introduction in the activity and function section
Form 2: Launch the Douyin Challenge with the brand name
Form 3: Promote the brand name of Douyin