Tencent advertising strategy for the wedding photography industry

1. The market size of the wedding photography industry is gradually growing, and companies are facing a period of difficulty in gaining volume

It is predicted that by 2023, the number of registered marriages in my country is expected to reach 7.9449 million. At present, residents' income has increased significantly, and the scale of the wedding dress industry will reach 63.736 billion yuan in 2023. The wedding photography industry market will continue to grow, and the pressure of competition from peers will become increasingly greater, so users will have more comparisons in their choices.

Wedding photography is a one-time consumer product, and the average customer spending is between 6,000 and 8,000 yuan. Urban consumption capacity has little impact on this, and it basically stays in this period.

Industry Marketing Status

① The competition among peers in the core market is fierce, and the external impact of travel photography makes it more difficult to acquire customers. Demand: tap into more traffic resources, balance the pressure of acquiring customers through a single channel, and make the cost of acquiring customers more stable

② The influencing methods are similar, the effect is difficult to break through, and the overall competitiveness of the advertisement is insufficient

Demand: Innovate in advertising methods, use new product features as soon as possible, change advertising materials, and use multiple backend links to improve conversion rates

③ The costs that advertisers can afford are limited, and traffic costs continue to rise, resulting in lower ROI and compressed profit margins.

Demand: Exploring the transition of individual customers from ROI to LTV assessment can increase the value of traffic output by expanding upstream and downstream industrial chains, traffic repurchase, etc., thereby improving the bidding ability of the advertising front end.

2. Use Tencent Matrix Advertising to improve advertising effectiveness and reduce customer acquisition costs

1. Moments Ads

Relying on the advantages of the platform, let advertising integrate into life

Display location: WeChat Moments

User attributes: The age range of users is mainly between 19 and 35 years old, and they have a certain consumption capacity.

Resource location features: Diversified advertising formats, accurate reach of high-quality users, and good satisfaction of promotion needs

Delivery strategy guide:

Outer copy: highlight the product or event content (such as: discount/style/brand/service, etc.)

Outer layer images: You can try various forms to test out the style that best matches the advertiser's creatives, such as single-image puzzles, multiple images into native pages, card styles, videos, etc.

Recommended targeting: gender + age (23-33) + region + related interest targeting (female); or use keywords related to the wedding photography industry for targeting;

Bidding method: Two-stage bidding (deep optimization) can be used. It is recommended to use public account registration/public account message/form appointment and other methods for optimization (Note: It can only be used with Skylark or access to CRM for data feedback)

The outer layer displays more information and attracts users to click

2. GuangDianTong

Blue ocean resources, cross-traffic investment, rich gameplay

Cross-traffic advertising can increase the start-up rate by 30-60% and the achievement rate by 3%-9% compared to single-placement advertising, thereby reducing advertisers' testing costs.

Display location: Available on Tencent Kandian, QQ, Tencent Music and Games, Tencent News, Tencent Video,

The same specifications as "Youlianghui" are displayed in the scene

User attributes: The user age is mainly concentrated between 18 and 40 years old

Resource position features: Multiple advertising positions can be placed across traffic, quickly improving advertising achievement rate;

Delivery strategy guide:

1. Placement selection: It is recommended to select traffic with similar bids for daily delivery and conduct multiple selection delivery, which can significantly increase the start-up rate while maintaining a stable achievement rate;

2. Bidding method: When the target costs of deep optimization for different traffic are basically the same, choose deep optimization.

Target dual-target/two-stage bidding;

3. Targeted recommendation: You can use the 12 constellations to merge and redirect, combined with the constellation wildcard function, to increase customer intention and reduce customer costs.

3. Key factors affecting users’ choice of photography agencies

Makeup, clothing quality, and shooting style are the key factors that influence users when choosing a photography agency; price transparency is a very important decision point, and "invisible consumption" is still prevalent and brings the greatest dissatisfaction;

From the perspective of user concerns

Users pursue aspects such as "good-looking makeup", "quality of clothing", "optional styles", and understanding of wedding photos. Combined with the quotation, users are attracted to click. For example, the following four sets of commonly used copywriting

Highlight price transparency

"Hidden consumption" is a key factor that users consider when choosing a wedding photo agency. "No hidden consumption" can be used to dispel user doubts and attract user conversions. For example, the following two sets of commonly used copywriting

Advertising materials need to be constantly improved. Multiple sets of materials should be run at the same time. Different orientations and different materials should be used for continuous testing. Finally, the most suitable materials and orientations should be tested.

4. Industry Case Reference

Double bidding advertisement for friends circle attention-Xi'an Feisi

Attention + two-stage bidding effectively reduces customer capital costs!

Spring materials + landing page buttons to improve conversion rate ① Materials: Use samples with a spring atmosphere, outdoor flowers + lavender, to guide users to click;

②Multiple buttons on landing page: Use multiple buttons, and the button copy should match multiple user focus points (such as

Quotes, samples, etc.) guide users to click and promote conversion;

Taking user opening as the deep optimization goal, effectively improving the opening rate, taking attention-opening after attention as the deep optimization goal, after reaching the deep conversion threshold, the system automatically switches to running with opening bidding. The opening rate of the case advertiser is as high as 50%! Ensure that advertisers’ opening bids are met and reduce customer capital costs.

Moments video ad - Big City, Small Love

Video outer layer + two-stage bidding effectively reduces customer capital costs!

The video shows the shooting scene and the finished product to attract users' attention to the video content: showing the wedding photo shooting scene and process, adding freeze-frame points in the finished product, and contrasting the before and after, highlighting the brand's shooting and retouching techniques to attract users to convert;

High-precision targeting + two-stage bidding, effectively improve the opening rate Targeting: region + age group + network environment + interest behavior tags

Bidding: Two-stage bidding, with fans’ opening as the deep optimization target, and deep bidding refers to the actual opening cost of the account.