Analysis of social marriage advertising in October 2020 From App Growing

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The following is the Analysis of social marriage advertising in October 2020 From App Growing recommended by recordtrend.com. And this article belongs to the classification: network marketing.

Tmall’s double 11 Gala was held with a total turnover of 372.3 billion. It seems that the shopping boom has successfully offset the loneliness of single nobles at night. But at the party, a group of beautiful men and women’s cooperation programs, or to remind you: this year’s Singles Day is still a person.

With online dating becoming the mainstream, the social marriage industry has great potential. However, according to the report on the development of mobile advertising optimizers in 2019, the single rate of optimizers in the social marriage industry is as high as 51.68%. Maybe only those social marriage optimizers who are experiencing the taste of being single can understand the hearts of single nobles better.

Even if you are single, but the social marriage optimizer is still struggling to help you get rid of the single line. Is there any new change in the advertising strategy and material routine of the social marriage industry in October? Based on the recently tracked mobile advertising information of social marriage industry, APP growing analyzes from the aspects of overall industry launch overview, key traffic Platforms & media, APP promotion rankings, popular advertising copy & material routines, etc., hoping to provide reference for relevant advertisers.

Note: This report takes the number of advertising as the basis to measure the intensity of advertising. The number of advertising is not exactly equal to the actual advertising consumption, which is only for reference.

01. Overview of social marriage

1-1. The overall investment of social marriage is relatively stable

According to the data of the number of social marriage advertisements and the proportion of advertising amount (estimated) in the whole industry in each month, the advertising intensity of social love and marriage is relatively stable, and the average number of advertising in August to October is about 7%. It is speculated that comprehensive e-commerce advertisers have launched strong advertising to meet the double 11, while social marriage advertisers reduce their efforts to avoid competition.

More than 80% of 1-2 picture advertising materials

In October, the advertising materials for social love and marriage were mainly in the form of pictures, accounting for 81.19%, while the video advertisements were mainly vertical video materials, accounting for 9.05%, which was slightly higher than that in August, indicating that video advertising materials were gradually paid attention to.

02. Six platforms for hot investment in social and marriage

In October, the main points of social love and marriage advertisers were focused on Tencent advertising, huge engine, quick hand, Sogou search, NetEase easy effect, Baidu information flow, and sorting out the social networking APP TOP3 of each platform. The following are the following: “exploring,” “Kwai”, “little red book” and “Mo Street” are more powerful, and are ranked higher in more than two platforms.

03. Overview of popular social app launch

Top 10 social app ads in October

Focusing on the statistics of advertising data of social app on various platforms during October, Tan Tan, Xiao Hongshu, and Mo Sheng have occupied the top three of the list since July, and have been put in more vigorously. From the launch platforms of each app, it can be seen that Tencent advertising and massive engine are basically the necessary channels for social app investment. It is speculated that on the one hand, the crowd portraits are consistent, on the other hand, the huge traffic of these two platforms is also an important reason why advertisers prefer it.

3-2 Tencent media has become an important position to launch

Combined with the above data, the social app TOP4 launched in October is selected to analyze the media and materials. It can be seen that more than 70% of the three apps, including Tan Tan, Xiao Hongshu and Mo Sheng, are put into QQ media, while 45.72% of Momo Mo is put into Tencent Youliang Alliance, and 33.84% is in today’s headlines.

3-3. Picture advertising is still the key material

Tan Tan, Xiao Hongshu, and Mo Sheng focus on image ads, of which 97.67% are picture ads. Momo Mo pays more attention to the form of video ads than other apps, with video ads accounting for 27.82% and vertical video ads accounting for 13.07%.

04. Analysis of popular material routines

4-1 analysis of popular advertisement copy

① “In this district”, “distance XX km”, “XX years old” and other concrete personal information, emphasizing simple pairing

Within 0.3 km from you, check out the people around the district and make true friends~

– women’s dating app in this district, free for men, regardless of age

A native of this district, divorced for 2 years, has no children, can cook, and wants to remarry and have a child

– under 55 years old, chat with mature men, like video

I like older people in this district

② Imitate the real user’s greeting statements to induce users to click

Do you have an uncle in this district, would you like to add a friend?

Hello, can I make a friend?

It’s just around you. Have a chat?

Do you want to find a brother who can chat with me?

Can you chat with me on video?

③ Show the pain points of singles / lovers and arouse users’ curiosity

Husband and wife always quarrel. Is it necessary to keep going? That’s what the wife said

– boring at night? Come here, you can see everything you want to see

What are you talking about? How to chat with girls, chat skills with girls, boys must see

Do men cheat and never divorce? Save the marriage and change the husband’s mind

How to chase girls? Methods and skills of chasing girls

4-2 analysis of popular advertising materials

1) Analysis of picture advertising materials

Picture advertising is a common advertising form in the social marriage industry. The advertising materials of social marriage on various platforms in October are reviewed. In addition to the commonly used photos of beautiful little sisters and the group photos of lovers, the content of the advertisements on Baidu Post Bar is basically male photos, and the targeted groups are older single / divorced women / parents urging marriage.

2) Analysis of video advertising materials

Although picture advertising accounts for the vast majority of social marriage industry, the proportion of video advertising in October has increased, and it has become an advertising form that advertisers pay more attention to. The following is a review of the hot video advertising in October, what new plots of real-life sitcoms appear?

① Make friends with conscience app

The distrust caused by the “photo fraud” and false / random charging of unfamiliar dating app has always been the pain point of users. Therefore, some video advertisements aim at users’ pain points, using high-quality actors to perform or broadcast orally to show that all the real beautiful men and women they know through this app are free of charge, so as to eliminate users’ worries and win users’ trust.

② Set plot reversal to highlight the contrast of characters

The husband who has been laborious in delivering takeaway finds his wife dressed up carefully when he comes home. It is suspected that there is someone in the room, but he is surprised to find that his wife is preparing for a 100 day relationship. By setting the plot reversal and the contrast of the characters, he can get to know high-quality partners in the dating app, and love each other and have a down-to-earth personality.

In this kind of advertisement, there will be a big difference in the dress, occupation or income of the male and female owners. For example, the male protagonist is more grounded, while the female lead is more gentle at home, which stimulates users to download by showing warm scenes of love.

③ Miss a chance to talk to a beautiful woman

When users encounter beautiful women, they dare not / can’t chat up. Passers-by strongly recommends the dating app. Generally speaking, the routine is that the user finds the pain point and then solves it by “passing by accidentally”. The plot is relatively exaggerated, but the pain point is real, and the product introduction and main function can be implanted into the advertisement at the same time. It highlights the features of making friends app, which is convenient, fast, beautiful and automatic matching.

Read more: appgrowing: analysis report of Q1 e-commerce app advertising in 2018 (download attached) Ebor: advertising analysis of outdoor media in the first half of 2020 Growing: Research Report on advertising market of education and training industry in 2018 (download attached) Mr. Chen dengkun, President of youmi Technology: consulting marketing helps brand advertisers integrate and empower CTR: China’s all media advertising analysis report in July 2014 Growing: mobile game market analysis report of Q1 mobile game industry in 2019 (download attached) app growing: mobile game buying market analysis report in February 2018 (download attached) app growing: mobile advertising analysis of Q1 skin care and beauty industry in 2019 (download) Growing: analysis of APP mobile advertising in financial industry in February 2019

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