Kwai for Business arrives in Brazil to encourage in-app advertising

Last Tuesday, the 19th, the Kwai revealed the Kwai for Business to encourage an increase in Brazilian advertising on the app, and new ways for advertisers to promote their products and services within the platform.

Kwai for Business

The intention, according to Paulo Fernandes, director of monetization for the Kwai, is to create new ways to encompass digital marketing in the era of short videos. The Chinese platform fits precisely in this sense, as the proposal is focused on sharing videos of up to 60 seconds for the user.

Kwai for Business is based on business management for companies known as "One Stop Shop", giving brands autonomy to create their own marketing strategies and campaigns to generate more results with cutting-edge advertising.

“We are an application that has a diverse and creative community and that brings localized content, designed for Brazilians. And it is this essence that we are also bringing to our ad platform […] Kwai for Business prioritizes user experience and time optimization in the creation of Ad campaigns, with a super simple, intuitive and easy to use platform. We also offer, in a consultative manner, media and content projects for each business objective, whether awareness, consideration or performance”

Paulo Fernandes, Monetization Director for the Americas of Kwai

One of the ways of advertising Kwai for Business is EyeMax, which bets on a format sold by the daily rate, so the advertiser reserves an entire day for the product to be displayed with a small option for a clickable card. Fernandes comments that this format tries to get closer to how companies carry out a reinterpretation of the classic billboard. The so-called “Short Videos” follow a model very similar to this one, but with a longer duration, reaching up to 60 seconds.

On the other hand, there is the “Static Image” format, which, as its name suggests, is a static image that lasts from 3 to 5 seconds to convey accurate information so the user is not distracted, and captures the main element of the ad.

However, one of Kwai for Business's biggest announcements is yet to come. Called “Drive to livestream”, the strategy is very similar to a simple card, but it focuses on taking the audience to a live event of the advertiser or alerting them about this livestream. According to the team, this type of ad is in the testing phase and will soon arrive in Brazil.

On the other hand, it was explained about the type of ad in "in-feed" format, that is, that appeared in the user's navigation randomly by the algorithm of the Kwai. The Advanced Card are small buttons that appear when the ad enters the scene to show a certain product; the Promotion Card is now more discreet, highlighting the video being shown to have a longer explanation time, while the button is smaller. The Incentive Card and Gaming Card were created to save discount codes quickly, for example, and focus on interaction experiences with the advertiser's app, respectively.

Finally, there is the Take-Over pattern, which is even similar to Static Image, allowing the consolidation of marketing campaigns with images or GIFs, which, when clicking on the action button, will redirect the user to the website. The format display should start as soon as the audience launches the Kwai app.

Kwai for Business still plans to launch new solutions for e-commerce, one of the app's most important verticals. In the future, formats will be launched that already make the purchase of products and services available directly within the app, facilitating this brand experience with the user.

The team also highlighted the potential of large marketing campaigns with the use of hashtags within the platform. The first major experiment was carried out in partnership with iFood, and garnered a total of 200 million views and over 60 posts in 5 days with #BrasileiroAma.

Kwai in Brazil

in Brazil the Kwai comes walking in strides. Launched in 2019, the platform has already been among the lowest and is gaining more and more users in the country. In terms of numbers, it was revealed that there are a total of about 45 million people using the platform in Brazil, surpassing other giants, such as Twitter, which has approximately 39 million users.

Around here, it is normal that most of the videos aired have a soundtrack included, and more than 60% of these tracks come from the sertanejo and forró, meaning that the company has already closed deals with record companies. including, the Kwai also sponsors women's and men's soccer sporting events.

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