在平台投放广告该怎么选平台
选广告平台这事儿,就像挑餐厅吃饭，不是贵的就一定适合，你得先搞明白自己的广告想给谁看，卖的是啥，之前我帮一个卖老年保健品的朋友投广告，他一开始非要去抖音，说年轻人多热闹，结果投了一周，钱花了不少，咨询的全是问“爷爷保健品能送女朋友吗”的大学生，后来换了微信朋友圈，定向“50岁以上+关注健康养生”，三天就来了十几个真实咨询电话。选平台的核心就是看用户重合度，你的目标用户平时泡在哪个平台，哪个平台就是你的菜。
不同平台的“脾气”也不一样，有的平台适合“短平快”，比如快手、抖音，用户刷视频就图个乐，广告得像小品一样，前3秒抓不住眼球就划走了；有的平台适合“细水长流”，比如微信公众号，用户是主动关注的，广告能写得详细点，像聊天一样慢慢说，还有电商平台，比如淘宝、拼多多，用户本身就在买东西，广告直接跟着搜索词走，精准度高得吓人。别迷信别人说“这个平台效果好”，适合自己的才是王道。
在平台投放广告前要做哪些准备
投广告前不准备,就像打仗不带枪，纯属瞎折腾，我第一次帮公司投广告时，老板拍脑袋说“投小红书，年轻人喜欢”，结果素材用的是官网那种硬邦邦的产品介绍图，文案写“XX产品，行业领先”，投出去三天，曝光量500，点击量3，其中2个还是我自己点的，后来才知道，准备工作得做足。第一步是明确目标，你是想让人知道你的品牌（品牌曝光），还是让人买你的东西（直接转化），或者让人加你微信（线索收集），目标不一样，平台和素材都得变。
然后得摸透你的用户,上次帮卖考研资料的客户做准备，我们先翻了他们的客服聊天记录，发现问得最多的是“数学基础差能看吗”“有没有配套练习题”，还发现用户集中在22-25岁，女生占比70%，于是素材就用“基础差姐妹的考研数学救星”当标题，配了张学姐笔记的实拍图，文案里直接回答那两个高频问题，结果投放时点击率比之前高了一倍。用户画像越细，广告越能戳中他们。
准备素材,不同平台的素材“口味”不一样，抖音喜欢有反转的短视频，开头3秒就得有爆点；小红书得像闺蜜分享，图片要高清有细节；微信朋友圈广告文案别太长，突出“福利”和“限时”，我见过最离谱的是在B站投广告，用的是电视购物式的喊麦视频，弹幕全是“快跑”，那效果可想而知。素材得跟着平台的“脾气”来。
主流广告平台各有什么特点
现在的广告平台多如牛毛,每个都吹自己效果好，得擦亮眼睛看清楚，先说抖音，用户大多是18-35岁的年轻人，刷视频像追剧一样停不下来，广告形式主要是短视频和直播，适合卖美妆、服饰、零食这些“冲动消费”型产品，上次帮一个卖辣条的客户投抖音，拍了个“办公室摸鱼偷吃被同事抢光”的剧情短视频，评论区全是“求链接”，一周卖了5000多包。抖音的优势是流量大，缺点是竞争激烈，出价容易被抬得很高。
微信朋友圈广告就像在小区贴通知,精准到能按“哪个小区、多大年纪、有没有孩子”来投，我朋友开少儿美术班，在微信投广告时，定向选了“30-45岁+家有3-12岁孩子+住在校区3公里内”，还设置了“点击广告可领免费体验课”，成本比地推发传单低了一半，来的家长转化率也高。微信的优势是用户粘性强，适合本地商家和需要精准触达的品牌。
淘宝天猫的广告叫“直通车”，用户都是来买东西的，搜索“口红”的人，十有八九是想买口红，所以转化率天生就高，但缺点是“僧多肉少”，热门关键词出价能炒到几十块一次点击，小商家玩不起，适合卖标品的，比如家电、日用品，用户有明确购买需求。淘宝就像菜市场，来的都是买菜的，就看你的菜新不新鲜。
小红书更像“种草基地”，用户喜欢看“真实测评”和“经验分享”，广告得藏在笔记里，不能太硬，上次帮一个卖母婴用品的客户投小红书，找了几个素人妈妈发“宝宝用了一周的纸尿裤测评”，图片拍的是宝宝穿着纸尿裤爬的场景，文案里提一句“这款吸水性真的绝”，结果笔记火了，评论区全是“求链接”，比直接投广告效果好太多。小红书适合做“软植入”，让用户觉得是“被安利”而不是“被推销”。
B站用户是“Z世代”的聚集地，喜欢二次元、知识科普、搞笑内容，广告不能太“官方”，得懂他们的“梗”，之前有个教育机构在B站投广告，用的是动漫风格的视频，主角是个学渣逆袭的故事，弹幕里全是“DNA动了””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””””