Shulou(Shulou.com)11/24 Report--

With the trend of globalization gradually approaching digitalization, the influence of Short Video platform on network users is increasing day by day, becoming the "golden spoon" of product growth and traffic aggregation. According to a research report by MarketsandMarkets, the global live video scale in 2022 is about 39.19 billion US dollars, and it is estimated that by 2026, live video will reach 109.01 billion US dollars. Focus on the moment, Kwai for Business, as a hot sea Short Video media, is actively embracing the Internet era, laying out the global market, constantly upgrading products and strengthening its own advantages.  

In September, Lanhan Interactive, as a high-quality agent of Kwai for Business, joined Kwai and Adjust to share cutting-edge market insights, focus on industry prospects and call for new diversified delivery skills for game and application business owners in Guangzhou, a cross-border gathering place.  Special thanks to the following guests for participating in the second season of "Grasping Kwai Traffic Winning Guide and Writing Product Growth Code":

Li Qin Kwai for Business Greater China Game Industry Direct Customer Manager

Wang Leifu Kwai for Business Creator Realisation Product Leader

Han Zhang Regional Sales Manager, Adjust China

Li Yajun Lan Han Senior Interactive Advertising Optimizer

As a high-quality agent of Kwai for Business, Lanhan Interactive has strong account management and real-time account diagnosis capabilities. In daily work, optimization consultants answer daily questions and solve operational problems in real time, and carry out customized training to provide customers with comprehensive services such as pre-investment suggestions, post-investment re-offer, and next step plan formulation.

Li Qin Kwai for Business Greater China Game Industry Direct Customer Manager

Go beyond quality and explore emerging markets with Kwai

Fast hands travel north and south of the Yangtze River with the well-known "old iron culture" in China, and officially start the international road to sea in 2019. Kwai has a global monthly life of 1 billion, with commercial traffic concentrated in Brazil, Indonesia, Pakistan, Colombia, Mexico, Argentina, Egypt, Turkey and Saudi Arabia. In 2023, Kwai ranked second on the download charts in Brazil, with Indonesia reaching around 43 million monthly live.

For Brazil, the Internet is growing faster in the region, and thanks to this progress, Brazil has great potential in the mobile sector. Brazil has 165.3 million Internet users and 77% Internet penetration (63% globally). For leisure, simulation, children's games accounted for a relatively high proportion, while Android share reached 83%. It is worth noting that Brazilian mobile devices have low storage capacity, so in software development and game design, try to control the size of the installation package and optimize storage space. In the end, honest, enjoyable, and fun content is always a surefire way to impress Brazilian users.

For Indonesia, the global population exceeds 270 million, ranking the fourth largest country in the world. Indonesian users are 38% female and 62% male. For Indonesian users, they prefer shooting, leisure sports and card games. 50% of users said: "Because of KOL promotion, it helps them download games and pay for them."

Li Yajun Lan Han Senior Interactive Advertising Optimizer

When users launch on Kwai platform, cold start can refer to the following guidelines:

Bid:

Bid according to 30%-50% of psychological expectations, and make good use of cold start exposure;

Price adjustment once at most on 2 days

Each reduction shall not exceed 10%

Directional: general casting is more conducive to model learning

Creative materials: 6 creative materials to start testing

Take casual games as an example. In the material preparation stage, it is recommended to absorb the following Tips:

Live/animation + Gameplay--splicing wind materials into super leisure wind mouth; especially for different groups of people to add different real types and elements, easier to circle and accurate harvest users;

Stimulate users 'desire to win and lose_add provocative copywriting: "I bet you can't clear the game" and "only people with IQ 150 can clear the game";

Good use of BGM--different themes with uniform style of sound effects, card rhythm;

The first 3s law--eye-catching at the beginning is a killer skill that affects creative click-through rates.

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Wang Leifu Kwai for Business Creator Realisation Product Leader

Fast quests-Get product exposure through the creator's native traffic

Lightweight products that efficiently match people and customers. The platform quickly issues tasks to creators, and creators receive orders according to their interests, thus achieving the product feature of "paying for effect and controllable cost." In addition, Kuairen accumulates rich localized advertising materials, and local people shoot advertising materials in a way that is grounded and conforms to the characteristics of the user group. Real-time tracking of delivery effect, easy and labor-saving order!

KCM-A Matchmaking Platform for Quality and Efficiency

Kwai Creator Marketplace is more suitable for business owners who want to do brand exposure and use the head voice to promote the integration of quality and effect. KCM platform provides one-stop service "shop" for enterprises and people by providing screening, accurate matching and official traffic promotion functions.

Han Zhang Regional Sales Manager, Adjust China

Insight into the sea game opportunities, master the growth of winning ways

Adjust data shows that game app installs are down 12% year-on-year, and North America, which has always been strong, is down nearly 20%.

This phenomenon has eased in 23 years. Installations rebounded by 23% in January 2023, exceeding the average installation volume in 2022 by 10%.

However, in the dimension of session length, several game subcategories (RPG, gambling and cards) achieved counter-trend growth.

In-app session duration represents user activity, the likelihood that users will view ads, and pay for them. In the current situation of slowing installation growth, Adjust also gives support from different angles on how to help advertisers do a better job of fine operation:

Retention is influenced by details such as game level design and advertising layout, which affect the user experience. Do a good job in key event analysis, track users throughout their life cycle, optimize product design and advertising strategies;

ARPU value refinement and update effectiveness can help advertisers better choose channels and materials, do not waste advertising budget;

Emerging channels have unlimited potential, but we must accurately capture users and keep data transparent.

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