Weibo Fans Advertising Case Study: Beauty and Plastic Surgery Industry!

Shanghai Mylike is the earliest group enterprise engaged in medical investment in China and also one of the largest plastic surgery hospital chains in China. The improvement of quality of life has promoted the development of the beauty industry. As the saying goes, "Everyone loves beauty." With the improvement of living standards, many users are not only particular about cosmetics, but also a wave of plastic surgery is surging.

Precisely because of this, the plastic surgery and beauty industries are developing rapidly. In Shanghai, a big "magic city", there are many plastic surgery brands. If you want to attract users, promotion is indispensable, so Shanghai Meilai chose to run Weibo Fans Advertising.

The outer layer of the advertisement uses the question format "Which of the following has the greatest impact on your appearance?" to attract users. Grasping the user's pain points and asking questions are more likely to resonate with users. Guide users to participate in interactions, leave comments, and increase activity in the comment area to attract the attention of potential users.

The advertisements are displayed with large images. Each small icon represents a type and is marked with a number, allowing users to leave a number below the advertisement to find the corresponding trouble. It also allows advertisers to understand the basic needs of users, and analyze the characteristics of the target population in the advertising background.

Advertisers provide contact information in the account profile where the advertisements are placed. Users who see the advertisements and want to get in touch directly can ask questions or make appointments via phone or WeChat.

The advertising copy guides users to leave messages, so after users leave messages under the advertisement, we need to reply and communicate with them in a timely manner to narrow the distance between us and users.

There are two billing methods for Weibo Fans, CPM and CPE. Here, advertisers can use the CPE charging method, that is, charging based on effective interactions. Effective interactions include user behaviors such as forwarding, commenting, liking, and following, which can effectively reduce advertising budgets.

When placing ads, you can set up targeted delivery in the background of the advertising account. For example, Shanghai Meilai mainly targets Shanghai users, and its products are mainly aimed at women. Therefore, when placing ads, you can set the regional scope of the ads and the gender of the users. You can also choose an appropriate amount of interest tags based on the characteristics of the user group. What the editor is talking about here is the right amount. The reason is that if the setting is too precise, the scope of advertising will be narrowed, which is not conducive to advertising dissemination and tapping potential user groups.

In the advertising industry, advertising must be improved through continuous testing. No one's interests are static. There is only one brand, but the users it targets are countless. There are no two leaves in the world that are exactly the same, and the same goes for users. There are no user characteristics that are exactly the same.