Source: AppGrowing
With more than 400 million DAUs, up 60% from 250 million in the same period last year, growth remains strong. As of January this year, the ratio of male to female users had tended to be balanced, with 61 per cent of users in the younger group under the age of 35, down from last year. Since last year, Jiyin has begun to expand the market to the third and fourth-tier and below cities, in January this year, the proportion of users in the first- and second-tier cities fell to 39% (2018.07 accounted for more than 50%), it can be seen that Jiyin is gradually taking over the sinking market.
Jiyin is still an indispensable entertainment shrine in the daily life of the masses, but also advertisers' product marketing depression. We are based on the Q1 period (January 1 - March 25) tracked by the jitter mobile advertising intelligence, from itAdvertising overview, app promotion ranking, hot investment industry advertising creative materials, Jiyin small shop direct e-commerce intelligence, key features updateAnd other aspects of analysis, hoping to provide reference for advertisers to deliver jitter media.
01 What industries are featured in jittery hot voting, advertising text and material forms?1.1 Shaking sound games, skin care and beauty, cultural and entertainment investment accounted for the majority, fast hand integrated e-commerce momentum is betterFrom Q1Shake the sound, quick handsIn terms of the distribution of advertising in key industries, the games are both head-on industries, and the trend of change is the same, reached in February36.79%And.32.20%Peak.With the improvement of the epidemic, the resumption of work and production gradually into the right track, the focus of the industry is also beginning to change. MarchGame.The intensity of the industry is obviousFall.，Skin care beauty, clothing shoe bagsare occupiedUpper hand.Second, education and training, integrated e-commerce industry in the shaking sound, fast hand delivery is also relatively strong.
1.2 More than 80% of ads are vertical videoThe proportion of footage in the form of jittery vertical video is as high as81.26%, down slightly from 89.97% in Q4 last year.02 Which styles/categories are hotter in app delivery and what head advertisers are grabbing?2.1 Analog game ads are unique, reading apps are strongIn game app ad serving, the proportion of analog game ads is as high as 24.82 percent, more than twice as many as the legendary category (10.07 percent).A one-step query found that because Q1 net earns class games crazySweeping volume, such as "sunshine pig farm", led to the analog game ads a number of unique.Q1 during the "home economy" outbreak, entertainment applications such asNovels, comics and other appsAlso obtained a better transformation, novel comics advertisers take advantage of the momentum to increase the promotion efforts.2.2 4 novel reading apps on the listBased on the mobile advertising intelligence tracked during Q1, further organize the number of TOP10 games and non-gaming apps that were advertised during jitter media as follows.Watermelon Video, Often Read Novels and Seven Cats Free NovelsTop10 non-gaming apps are mostly for key app advertisers during Q1Short video, reading and shopping apps，4Fiction reading apps are on the list.Head hand tour style is mainlyLeisure and legendary classes, net earner tour "sunshine pig farm" crazy sweep, "Three Nations Zhi Strategic Edition" and "Stick Fight" launch strength is still strong.03 What are the characteristics of jitter advertising creative material?Is there anything special about video advertising ideas on Shaker? The following shows the Q1 hot investment industryWord cloud diagramand focus on analysisGames, skin care and beautyTwo major industry video creatives.3.1 Q1 Jitter Media Head Industry Word Cloud MapChoose jitter media Q1 focus on the industry's advertising documents, combing the relevant words cloud map as follows.3.2 Jiyin hot investment industry advertising creative way analysis1) Hand tour industry advertising creative inventory, diversification, brain holeHand tour industry advertising creative approach is more diverse, different hand tour style using different styles, the following focus on the analysis of several types of more typical material creativity.Mostly for the beautiful painting style hand tour used(1) Beautiful character collection and shake sound popular BGM, showing the character stand-up paintingA close-up clip of the key character's eyes, paired with the hit background music on the shake, is both eye-catching and user-friendlyThe game is beautifully paintedAnd.The richness of the characters。(2) Storyline introduces and scrambles CP, hitting the girl heart of a female playerWomen make up nearly half of the population, and many beautifully painted games create advertising ideas that cater to women's preferences. This kind of advertising creativity usually shows the game character CP first knowledge and so onThe plot begins, with itSmall fresh BGMto attract users to click on the download to learn about the follow-up story, improve conversion rate.Real people exaggerate funny ideasMostly to emphasize high explosive rate, no top-up selling point hand tour(1) The player's demand is rejectedRecently, there have been a lot of players directly rushed to the game company to the boss feedback game can not pass, asked to top up to upgrade skills but was rejected, the boss disguised into the gameNo gold, high explosion rateSuch as selling point of advertising creative plot, the introduction of early real-life drama,Insert an ad when the contradiction is about to intensifieto increase user click-through rates.(2) Real cos hand-tour character dramaCard classSuch as hand tour can use this kind of advertising creativity, mostly for the high-value little sister cos hand tour key female characters, advertising content creativity can be exaggerated can be funny, such as the following advertising plot is coser for the male player girlfriend and triggered a follow-up funny plot.(Click on the Game Creatives collection below to watch the full episode)Drama Game Commentary CreativesMostly to emphasize the plot, strategy class hand tourDream West TourOne of the material will be the game process with another strange unique angle to explain, tell the game character swordsman guest private room money was found and how to fight back the story, fascinating, angle drill, let the player unknowingly carefully feel the game process, attract download trial play.And"The Landside of the Rate"Is the use of male commentary "turned into a red-faced disaster water, thousands of men for me to fight in groups", evoke the user curiosity, unconsciously continue to understand, and then implanted in the game's military momentum of the wonderful picture, improve the visual impact.The above-mentioned collection of video ads for the most popular games in Jiyin Media:2) Creative inventory of the skin care and beauty industryThe skin care and beauty industry advertising ideas are more usedReal people shoot, explain, less use of plot advertising ideas.(1) Beauty products more use of real-life color ideasTry the mascara numbers one by one by the little sister with a high-value value, showing off the makeup effect of the different colors and the before and after useEye makeup effect contrast, can be salty sweet, attracting users to buy.(2) Acne plaque, hair removal products more use of professional doctors to explain the ideaThese 3 categories of products because it is directly acting on the skin surface of the body, users will be more concerned about the safety and effectiveness of the product, so these products will be more used byA professional physician explains the relevant medical knowledgeAdvertising ideas, not only let users know more about their skin status, but also show their professionalism.(3) Weight loss products recently preferred the use of real-life fictional drama category creativityIn the past, weight loss products are emphasized before and after the effect of comparison, but recently a weight loss products advertising creativityIt combines the life experiences of fat girls and resonates, arouse the girl's love of beauty heart, in the advertisement also pay attention to emphasize the safety authority of the drug, further dispel the user's concerns.The above shake media popular skin care beauty video advertising collection:04 Which items are worth paying attention to? Which goods are selling well?Based on the sales information tracked from January 1st to March 24th, we hope to provide advertisers with some reference.4.1 Distribution of new commodity categories: clothing shoe bag category is the highest, accounting for more than 30%.In terms of the distribution of new goods,Clothing shoe bagsCategory share compared to 2019Q4 decreased slightlybut stillMore than 30%.，Daily department storeThe percentage is yesslightly up, up from 9.6% of Q4 to 11.7% today.4.2 Pricing interval analysis: the overall commodity pricing rose slightly, more than 400 yuan of goods accounted for a significant increaseExtract the lowest price of different items on the landing page as the price of the commodity, and count the number of goods corresponding to the price range as follows.Compared with Q4 in 2019 and Q1 in 2020, the overall pricing range of Q1 Jiyin small shop goods is slightly obvious, and the proportion of commodities in the key pricing range (50-100 yuan) and (100-150 yuan) has decreasedMore than 200 yuanEspecially.More than 400 yuanThere has been a significant increase in the commodity pricing range. As users gradually understand and accept the direct e-commerce model, higher unit prices of goods are beginning to receive more attention.
The pricing ranges for different categories of goods are further collated as follows.Clothing shoe bagsThere are categories40%the commodity pricing range is50-100 yuan，Daily department storeYes.76.7%the goods are priced inWithin 50 yuanand, as for itFood and beverageThe commodity pricing range of the category is mainly inWithin 100 yuan。Home furnishingsTo all kinds of pressurized faucets, plive wrenches, showers and other single products mainly, the lowest unit price of goods positioning inThe majority of the range within 50 yuan。4.3 January-March hot single-product inventoryBased on the tracked sales data, organizedJanuary-March Jiyin small shop Top10 hot-selling productsAs follows.For nearly 3 months, on the Jiyin store channel,Apples, books, bins, washing machine cleanersBoth hold the Top10 singles leaderboard. AndFruit.The performance of individual products is moreStability.Every month, at least 3 items are on Top's hot list.Jiyin small shop goods, in addition to the regular advertising, through jitters recommended is also a more focused way of promotion.Such as a certain in the jitter small shop hot, nearly a month to maintain more than 8 people recommended rhythm every day, covering all kinds of orchards, fruit merchants, fruit wholesale and other jitter account.Figure: CCSight official website - details page of the commodity analysis page - The analysis of the peopleIn terms of recommended ideas, fruit farmers are the main ones, and it is most common to lead to recommended ideas for mangoes through dialogue or self-reporting in various orchard scenes.Figure: CCSight official website - details page of the product analysis - Associated video list pageIt is worth mentioning that in February, Jiyin issued an announcement about the screening adjustment of fresh products, fresh products category of business promotion also need to pay more attention. The following fresh content in these directions is recommended for rectification or avoidance to reduce unnecessary losses.(1) Selling bad-quality goods through poor farmers selling tragic ideas or other fabricated plots to deceive compassion(2) Destructive display categories: such as violent destruction of fruit trees, crops, etc(3) To obtain sympathy in a special capacity (age/region/occupation).(4) Maliciously win eyeball class, meaningless to praise and praise class
05 Jitter feature updates and policy adjustments1) Shake in-tone measurementLive music dating section, once again into the social fieldInternal test application channel:Open the jitter click on "I" - click on the upper right corner of the "≡" - go to the "settings" - click on the "feedback and help" - click on the "I want to join the jitter in-test / I want to make suggestions" - click on the "click to join now" - click on the "jitter in-test"2) Add the tutorial entrance, covering the basic functions, popular play two major partsView channels:Click on the shaker - swipe to the far left - and you'll see the Tutorial.3) The window function introduces the hierarchy mechanism, different levels enjoy different permissions, the system is limited to the product sharing rights of the author hasView channels:The Personal Level Mark is displayed below the product window nickname - click on the Personal Level Mark to view the benefits, level overview data, and this week's level details4) Open new tools (group purchase)Enterprises to open the group function, not only allow users to buy group purchase vouchers online (payment vouchers / coupon code form), offline to point broom code write-off, but also support users online purchase group purchase goods (partial physical class), express delivery to the home transaction link.5) Cosmetics, fresh goods sharing policy adjustmentFrom January to February, Jiyin issued a notice to further screen cosmetics and fresh goods, eliminating the announcement of low-quality goods. The introduction of this policy will be conducive to providing users with a better shopping experience, for the platform to build a healthy trading environment considerations.6) Online do not hiccup, small and medium-sized enterprises support programDuring the outbreak, the introduction of free certification enterprise number, free claim jiyin stores, 300 million platform traffic support, technical service fees as low as 1% and other welfare policies to support small and medium-sized enterprises.The above related creatives are derived from app Growing advertising intelligence tracking, only for research and analysis, the relevant copyright is owned by the original author.The above is the analysis of Q1 jitter media ads.
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