What is the difference between TikTok Internet celebrity placement and advertising? Today, the editor of Lianlian Cross-Border Payment will talk about this issue in detail with you.
What is tiktok advertising?
To give a simple example, it is obvious that when Chinese users browse Douyin, they often browse short videos with advertising logos. Such short videos with advertising logos are advertisements. This kind of advertisement is officially launched by Douyin. Generally speaking, it is a cooperation between advertisers and Douyin, a short video software company. The same is true for tiktok ads, and the same operation. This advertisement includes: open-screen advertisements, information flow, challenges, and stickers.
1. Open-screen advertisements
There are two types of open-screen advertisements. One is that the first picture when a user opens tiktok for the first time is an open-screen advertisement. , after a few seconds of guidance, tiktok jumps to the advertising video content corresponding to the opening image. The other is that every time a user opens TikTok for the first time, the first picture is a screen-opening advertisement, but there is no corresponding advertising video. After a few seconds of guidance, the user will jump to a random natural video recommended by TikTok.
2. Information flow
This is easy to understand. When a user is watching tiktok, after watching several natural videos recommended by tiktok, there will be an advertising video content called Information Flow.
3. Challenge
By challenging users, such as the previous bottle cap kicking challenge, users can have a sense of participation and expand brand influence, but it requires cooperation with a large number of short video celebrities , let them challenge first, and then ordinary users participate in the challenge.
4. Stickers
Similar to the challenge, you need to design and shoot short videos, which require a series of special effects such as special effects, makeup, and expressions, which can allow users to produce different video effects. Likewise, It requires the cooperation of a large number of short video celebrities, allowing them to use it first, and then ordinary users can participate in the shooting.
Internet celebrity placement
Contrary to advertising, Internet celebrity placement is marketing generated through cooperation with personal Internet celebrity blogs, such as Li Jiaqi, Wei Ya, etc. on Douyin in China. Through live broadcast or recording, introduce the product in the video to make fans interested in purchasing.
Differences
The first difference is that tiktok cooperates with the official website, while internet celebrity placement is based on individual cooperation with internet celebrities. TikTok is characterized by being comprehensive and relatively inaccurate, because it is not known whether the users who saw the merchant advertisements are accurate. The characteristic of Internet celebrity placement is that it is accurate but not comprehensive.
For example, the merchant’s product is cosmetics. Then you can find a beauty Internet celebrity in the live broadcast to help the merchant’s products bring conversions. Although fans who follow this beauty blogger are accurate users of the product, the cost of being an internet celebrity blogger is not small. Of course, the cost of hiring an Internet celebrity is basically proportional to the Internet celebrity’s output value.