How to place ads in Douyin short videos?

Source: Short video operation diary

As one of the most influential short video platforms in China, Douyin has attracted countless brands to rush to deploy here with its huge user base, rich content ecology and efficient communication mechanism.

However, how to cleverly insert advertisements in just a few tens of seconds of video, without destroying the user experience, and accurately conveying brand information, has become a common challenge for brand owners and creators.

To this end, this article will deeply analyze the six major ad placement strategies and teach you how to subtly and naturally implant ads in short videos.

Scene implantation

At its core, scene placement is about seamlessly integrating a product or service into a video background or prop to make it an integral part of the content. This method is designed to make the audience unconsciously accept the brand message, so as to reduce the resistance to advertising.

Example analysis:

Taking a home furnishing brand as an example, when the creator shoots an interior decoration sharing video, the brand's sofas, lamps, decorative paintings and other products can be cleverly arranged at the focus of the camera, and at the same time, with soft light and warm atmosphere, to create an ideal living space.

While appreciating and yearning for this beautiful home environment, the audience will naturally remember and recognize these brand products.

Strategy Highlights:

Scene matching: Ensure that the product is highly compatible with the video scene to avoid abruptness. For example, outdoor sports gear is better suited for outdoor adventures or fitness rather than at home.

Natural display: Avoid too deliberate placement or emphasis, and let the product exist naturally in the picture as if it should be.

Detail portrayal: Use close-ups, slow motion and other techniques to highlight the characteristics and texture of the product, and arouse the audience's attention and curiosity about the product.

Plot implantation

Plot placement embeds a product or service into a storyline by building a storyline that is relevant to the brand, making it a key element in driving the story forward or solving the problem. This kind of implantation can arouse the emotional resonance of the audience and improve the memory and communication power of the advertisement.

Example analysis:

Let's say a hair care brand wants to promote a new product on Douyin, and the creator can design a short drama in which the heroine is troubled by dry and frizzy hair, and a friend recommends using the brand's shampoo kit, and her hair looks new and wins the attention of the boy she likes.

In the story, the product becomes the key to solving the problem, and the audience is immersed in the plot while also having a positive perception of the brand.

Strategy Highlights:

Story logic: ensure that the product is closely related to the development of the plot and avoid rigid insertion. The product should be a necessary tool to solve problems and achieve goals.

Emotional resonance: Create authentic, immersive characters and situations to arouse empathy from the audience and make them more receptive to the brand message.

Brand values: Convey brand concepts and values through storylines, such as environmental protection, health, care, etc., to enhance brand image.

Experience implantation

Experience placement is a demonstration of the process of the creator trying out and sharing the experience of using the product in person. With the help of the creator's professional evaluation and personal charm, this implantation method gives the product a sense of authenticity and credibility, and effectively stimulates the desire of potential consumers to buy.

Example analysis:

When food bloggers taste the special dishes of the partner restaurants, they can describe the taste, aroma, ingredient combination, etc. in detail, and then match the expressions and words of enjoying the food, so that the audience seems to be immersed in the scene and has a strong curiosity and expectation for the restaurant.

Strategy Highlights:

Professionalism: Creators need to have certain professional knowledge and experience, conduct in-depth and objective evaluation of products, and enhance the authority of content.

Authenticity: Avoid over-glorifying or belittling the product, maintain fair and truthful reviews, and win the trust of the audience.

Personalized expression: Combine the creator's personal style and fan preferences to tell the product experience in vivid and interesting language to enhance the attractiveness of the content.

Effect implantation

Performance placement focuses on visualizing the significant changes or outcomes of a product or service. Through a strong visual impact, the brand value is intuitively conveyed, so that the audience can intuitively feel the actual benefits that can be obtained by choosing the product.

Example analysis:

A beauty equipment brand can compare the changes in skin condition before and after use in the video, clearly display the effects of pore shrinkage, skin tone brightening, etc., so that the audience can intuitively perceive the efficacy of the product and enhance purchase confidence.

Strategy Highlights:

Contrast: Use before and after comparison charts, timeline displays, etc., to highlight the obvious changes brought by the product.

Data support: Cooperate with scientific principles, experimental data and other professional information to increase the persuasiveness of the effect presentation.

User testimonials: Incorporate feedback from real users or expert endorsements to further reinforce the credibility of the results.

Title implantation

Title placement is the use of subtly mentions of brand or product keywords in the title or description of the video, or even the direct use of custom hashtags with brand messages (e.g., "#品牌名挑战", "#产品体验记").

A concise and engaging title not only helps to increase the weight of your video in search and recommendation algorithms, but also grabs users' attention in the first place and directs them to brand-related video content.

Strategy Highlights:

Keyword selection: Refine the core selling point or product characteristics of the brand, and select keywords with high search volume and strong relevance.

Topic innovation: Combine hot events and pop culture to create novel and interesting customized topics to trigger users to participate in discussions and shares.

Informative: Convey brand information succinctly in the title or description, such as product features, offers, etc.

Interactive implantation

Interactive implantation encourages users to participate in brand activities, such as launching brand challenges, inviting users to share their experience in the comment area, setting up prize quizzes, etc.

This type of placement not only strengthens the connection between the brand and the user, but also expands the advertising influence through the user's spontaneous communication.

Example analysis:

A clothing brand launched a "dressing challenge", inviting people to wear the brand's clothing, matching it according to a specific theme, and annotating the brand hashtag in the video.

Users are enthusiastic about participating and uploading their own matching works, forming a strong UGC (user-generated content) craze, which greatly improves brand exposure and user stickiness.

Strategy Highlights:

Fun: Design interesting and challenging interactive sessions to stimulate users' interest in participating.

Reward mechanism: Set up reward mechanisms such as physical rewards, coupons, and exclusive titles to motivate users to actively participate.

Social communication: Encourage users to share their interaction results on social platforms, and use social network effects to expand the influence of advertising.

epilogue

The ad placement in Douyin's works is not a simple accumulation of information, but a combination of art and strategy.

Through the 6 ad placement techniques introduced above, you can take into account the interesting, storytelling and educational nature of the content, while respecting the user's viewing experience, in order to create advertising content on Douyin that is both eye-catching and highly convertible.