Social Dating Industry Advertising Insights: China Trends and Strategies
Social apps have become a means of knowing friends and emotional relief for many single young people living alone, which shows that the demand for social dating in China is gradually flourishing. According to the AppGrowing social APP launch insight report, we summarized the industry delivery insights, social hot list and creative review.
According to AppGrowing data monitoring, the proportion of creative placement and the number of social apps in the social dating industry during January-February 2023 were at the forefront, with a total of 720+ social apps running ads. As for Momo, a veteran social app, after it has a certain number of users, it will reduce the number of ad purchases, and the number of advertisements in January was reduced by more than 60% compared with last year.
- Industry delivery insights
According to AppGrowing data, social and marriage accounted for 12.4% of the hot ad investment industry ranking from January to February 2023, compared with the first half of 2022, the ad investment proportion increased by 5.71%, ranking among the top three. The social and marriage app is rank second compared to the game and cultural entertainment industry, and far surpasses reading, tools, online earning, finance, medical and health industries, and it belongs to the main force of ad investment. However, social apps have a short creative life cycle, with nearly 80% of the creatives having a delivery cycle of 1-3 days and thus having higher requirements for creative quality. The main ad investment platform for social and marriage apps is Tencent Advertising, Ocean Engine, and Baidu Marketing are the top three. Social and marriage ads accounted for 16.05% of Tencent’s advertising platform traffic, Ocean Engine (11.40%) and Baidu Marketing platform (8.66%).
- Social Hot List
According to AppGrowing data, the Aiqing APP has impressive volumes of ad investment, which have increased by 250%+ YoY during January 2023, leading the social buying list. Since Q4 2022, Aiqing APP has ranked No. 1 in the promotion list of social apps, while apps such as Soul, MianMian, MoSheng, Tongcheng Moyue and other apps have continuously ranked among the TOP10 social app ad investment list, which shows that the overlap of the social hot lists extremely high. Comparing the number of ad investments in the past 7 months, it was found that although the apps such as FuJing XunAi, MoSheng, and TaQu app showed an overall upward trend, there was a slight decrease in early 2023. During the period from January to February 2023, CSJ’s media platform is the main ad delivery channel for FuJing XunAi, MoSheng, and TaQu, and 94.64% of the FuJing XunAi’s advertisements are concentrated on CSJ’s media platform.
- Creative review
With the increasing demand for social networking in China, the regulatory authorities have paid more attention to and strengthened the review of social app creative. In addition to being cautious in the production of social app creative, it is also necessary to focus on user pain points and provide product benefits. Creatives have to use benefits to disassemble users’ pain points, for example, real-name authentication and authenticity can dismantle users’ pain points of untrue information; fee is not transparent concern can be dismantled by “no charge, just add friends directly”; “near you” can alleviate the pain points of the offline meeting. Social app ad copywriting high-frequency words include local area, get to know each other, soul, friends, home-cooked food, video, chat, good looking, etc.
In order to cater to the preferences of Gen Z users, social app advertisers also tend to be younger for creative content. Using emotional healing short films, paired with affectionate BGMs to create an “atmosphere” that directly hit the hearts of lonely young people.
Diversified development of social apps, such as “social + voice”, “social + live-broadcast”, “social + game” and so on to attract young users. The materials of “social + game” to create game CP through the user needs of “finding game teammates” or “playing games together”. In addition, the pain points of social users, such as chat restrictions or reload restrictions, etc., social app advertisers break users’ concerns through videos, thereby guiding users to download the app.
The advertising strategy and creative tricks of the social marriage industry will have more changes in the future. To learn more, please contact us in the form below!
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