Preface: Hello everyone, my name is Dong Zirui, currently on Douyin, Kuaishou, WeChat *** and other platforms to do talent placement, is the person in charge of a game Party A's short ** channel, today I will talk to you about KOL talent delivery.
The competition for game buying volume has reached today, and the domestic market has undoubtedly entered the stock market, while the information flow advertising is flooding, more delivery companies are focusing on KOL delivery, with the emergence of **comment area components, heterosexual components and small program components, many platforms can directly realize the effect transformation of short links. However, KOL** data in all aspects is obviously uncontrollable, why don't you choose KOL advertising when you put more controllable information flow ads?If we enter the KOL delivery, how can we quickly build a KOL delivery system from 0 to 1?
Why do you need to do KOL placement?
Trust grafting,What do we like to vote for the information stream every day?,How do we play the game screen?Live appearances?Or is it a mini-game introduction?What does the KOL vote, a native talent plot + advertisements interspersed in it, much like coming back immediately in the TV series when I was a child, and the advertisements in ** when I grow up. The difference is that this ad is directly promoted by the people in the ** or TV series, and it lies in the trust endorsement of the KOL, and through the trust of the KOL, it is grafted to the game we promote, and the user is guided to click.
Higher leverageCompared with the fixed bid of SEO and information flow, KOLs are much more stimulating, and the degree of talent directly affects your, you may vote for a small talent and the result is that she and his traffic, and you earn a lot of money;It is also possible that you vote a 1000w big V, but he is limited and you have no particles. KOL placement gives you the opportunity to leverage more at a smaller cost.
How to quickly build a KOL delivery system
1.What am I positioned
When a project is handed over, don't be in a hurry to put it first, but be clear about the positioning of the product, what kind of project team is it for the company, what are the characteristics of the product, and what kind of people are benchmarked, we all need to take a look at it first, and then apply to the company for the corresponding resources.
Just analyze it simply, this is the map I got to the Douyin channel to test a skin-changing Xianxia mobile game.
After the product analysis, it's time to look at where to find users.
2.Where are my users
Look at the user first look at the platform, of course, this project locks Douyin, which can be regarded as saving some trouble, you can directly find the talent corresponding to the target group, how to find it, I recommend two tools to you: Huge star map, Feigua data. The huge star map is not a choice for everyone, the official platform, as long as you place an order, you have to use it, the advantage of Feigua data is that the update speed is faster, and the data will be more accurate. In the early stage of looking for KOLs, it is necessary to preliminarily screen target talents according to the functions of the giant star map, such as talent square, matching, and cost performance.
For example, if I need to find an account with a high percentage of male users and an expected CPM of no higher than 10, I can just check it in the filter bar. Of course, the range of daily checks will be larger, so that there will be more talents to choose from.
After selecting the right and suitable talents, use the star map and Feigua data to search and view the crowd portrait and specific business ordersTake the talent lol open Heijun just found as an example, click on the homepage of the talent, and view his daily **volume, completion rate, interaction rate, update frequency, business order**, talent** and so on in the content performance.
Then connect the user to view his user portrait, for example, now my product is aimed at men around 30 years old, mainly in the first and second lines, and the proportion of the eight major groups of Zhong Xinrui white-collar workers is high, so the crowd portrait shown in the following picture is not so matching, if I go to such an account, I will make a certain conversion according to the proportion of my target group.
Feigua's audience portrait will also have data such as the consumption habits, interest tags, and active time of influencers, and it can be **single** crowd portrait, which is more detailed than the star map. It is worth mentioning that we generally focus on **audience portraits rather than fan portraits, which is caused by Douyin's streaming mechanism;If it is changed to WeChat***, it must be looking at fan portraits.
There are many functions, so I won't introduce them one by one, but I recommend two functions for the opening of new projects.
Feigua** library - related components, you can quickly find the recent launch of competing products or target products.
Xingtu-Talent Plaza-List, the recent list of rising fans, the list of goods, and the list of component conversion can be viewed, and you can find high-conversion talents according to your own similar products.
There are two important reasons why you must use Feigua to compare star map data:
Xingtu experts can modify the display page by themselves, and what you can see can be what you want to see.
Feigua can capture the deleted or hidden ** of the influencer, so that you can see the real traffic of the influencer.
3.Why the user pays
The target talent is selected and completed, and a classification can be made according to its attributes, which can be divided into 123 levels from the user side, or from the talent's own attributes, divided into beauty, plot, workplace, etc., the classification method is not fixed, depending on the business needs, the right one is the best, and then match the corresponding ad according to the judgment of the crowd.
Gameplay and welfare are the two major categories of game KOL advertising, and accounts with very matching game attributes of the crowd will generally choose gameplay, and the crowd will use welfareGameplay plots, pictures, emotions, BGM and other things must be familiar to everyone, so you won't get an axe;To put it simply, the welfare category is to set up prizes according to the user's pain, itching, and cool points, and guide the user **app, similar to the red envelope game in the information flow to make crazy money by playing.
At that time, our material used the most advanced mobile phone of various mobile phone manufacturers as a gimmick, claiming that as long as you move your fingers, you can get it, focusing on a low decision-making and high return, but in fact, the threshold set is basically impossible for people to get a mobile phone, fortunately, the products I do are skin changing products have no popularity, otherwise 60,000 people can't cut a mobile phone and rush to the hot search is my lesson from the past.
4.I want to take some shortcuts
If you want the project to do well, competitive product analysis is indispensable, and it is really important to separate him from the project analysis because it is really important!Douyin KOLs are basically !! without barriers to advertising in game productsOne traffic fluctuates greatly, and it is impossible to sign a certain talent for a long time without live broadcast;The second is that the advertising words are reproducible, there are not too many pictures to display, the core is the KOL's oral broadcast and selling point display, non-customization will not exceed 20s, and it is not too easy to copy!In the early stage of the project, while looking for various data and resources, you can directly choose to copy a version of the mature and market-verified delivery mode of competing products, run out the demo version first, and quickly get on the road to obtain your own model when the project is promoted.
When we learn from it, we divide it into two kinds of competing products, direct competitive products and pan-competitive products.
Pan competitive products will be very helpful in a sense, I once executed the project and found that our advertisers and Pinduoduo advertisers have a great similarity, but Pinduoduo cast more and wider, then Pinduoduo's crowd must cover our crowd, we are a subset, so I plagiarized Pinduoduo's better conversion ads at that time for their own placement, and the effect was good.
Project scheduling
After understanding the project positioning and where the users are, the next step is an overall scheduling arrangement, here we divide the scheduling into two parts, one is before the product is launched, and the other is after the product is launched.
1.Before going live
Before the product was launched, I was accustomed to using the Gantt chart to count the work that the students on the business side, the technical side, and the operation test needed to do on the Gantt chart, and after clarifying the corresponding person in charge, I agreed on a suitable reception time (with reference diagram).
Business side
The necessary channels to connect with talents:
Generally speaking, there are three situations, business-delivery integration, business department, and business outsourcing, each of which has its own advantages and disadvantages. Our company has a large amount of investment in the game KOL sector, so we have our own business department, so what are the specific functions of the business department?
1) Reduce costs and increase efficiency, mature business channels can shorten the time and cost of talent connection.
2) Information acquisition, information providers of high-quality talent schedules and competitive product trends.
Here it is said that the business side does not talk about the platform side, mainly because the platform side can provide some ** data, which can be seen in the analysis of competing products;Secondly, the platform's delivery plan is understood, and it is generally used as a reference.
Operational side
Mainly product information provision, link testing and material provision:
1) The basic information of the product, that is, the first type of document, needs to be provided by the operation side for reference.
2) After the development of new channels in the background, the overall process test is generally completed by the product operation, including data input.
3) The material is provided by the design partner, and the direction is clarified according to the oral content and the check time is confirmed.
Technical side
This aspect includes SDK docking, channel package packaging, data backhaul, and backend additions
Generally speaking, it is enough to communicate directly with the product manager, and if you have no experience, it is not recommended to cross the product direct communication technology.
2.After going live
Once the product is launched, it will enter the launch stage immediately, and it will be drawn up according to the scheduling of the talent business order**, and the header is for reference only
Compared with the collection of clues and hanging a small yellow car, the game category needs to consider the server undertaking and the internal ecological problems of the game, so try to make the talent schedule even, to prevent the explosion of the server from crashing and the small amount of new server ecology problems.
Review and iteration
The review must be short, frequent, and fast, and even the review once after the completion of the daily delivery is not too much, no more than the information flow and search advertising, the KOL review of a large amount of data needs to be counted by itself, ** traffic and input anomalies need to be detected in time, and many accounts can decide whether they need follow-up investment from the first day's data feedback.
Taking the products we put on as an example, the first-level indicator of product efficiency advertising must be ROAS, and then the second-level indicator payment rate, ARPPU and conversion rate, if the data meets the standard on the first day, you can directly reinvest, and if the standard is not met, the problem of the problematic indicator lies in **, for example, the situation of low ROAS is** If there is a problem with the volume leading to high user costs or low ARPU value due to the poor payment rate of the crowd, look for the reasons behind it, see if it can be overcome, and if so, carry out a second delivery.
Here it is simply divided into two situations: data compliance and non-compliance:
If the data is good, it will be washed quickly, and if it is not good, it will be analyzed to see if there is any possibility of trying againSometimes, some accounts with poor portrait and poor portraits but good results must be analyzed, and some traps and new opportunities may be found to help you better place.
Also, be sure to remember to iterate quicklyIt is not too easy for KOLs to place advertisements and imitate, and the cost of plagiarism is extremely low. Maybe today you see a good idea in the hands of competing products.,Tomorrow you can use two pictures.,It's much faster than changing the picture to the picture of the information flow.,No overtime at all!So remember, be sure to update and iterate quickly, many creative points are more time-sensitive. If you see that other people's data is good, copy it quickly, otherwise when you slowly study and understand, everyone has updated the 456 generation version, and then the probability of putting data will not be too good (cross-platform copying is also quite good if the user portrait is similar). The most important function of the figure below is to review the previous estimate and where the deviation of the result is, and then quickly iterate the oral broadcast and material.
At the beginning of the project, I also imitated the information flow and made some materials according to the characteristics of my own products, but the effect was not ideal. Then, I borrowed the materials commonly used by competing products and pan-competitive products, and tested them on the talents who often reinvest according to the data analysis of star maps and flying melons. In terms of content, it simulates its oral iteration, and the click-through rate has increased by 10 times. Therefore, in the early stage of the project, if you do not have a deep understanding of the industry and the crowd, it is recommended to use the mature delivery model in the market to test the water, so that the risk will be much smaller.
To sum it up
You can see that most of the friends here should have a certain demand for the KOL sector, either a management post or a new business is about to be developed, and it is necessary to provide the leader with a relatively complete project plan to promote the implementation of the projectAt the same time, when leading your partners into a new section, remember to do more team encouragement and risk warning, and don't let the project fall to the ground because of some of your own mistakes, after all, there are still many uncontrollable places for KOL delivery.
Finally, I wish everyone can explode R every day in their own buying volume plate, and make money every day!
People draw lines.