How to create high-conversion information flow video content!

With regard to information flow advertising, there is often a phenomenon that seems to have become a "metaphysics". Often, the high-quality content that content producers are optimistic about has mediocre conversions, while on the contrary, the content that looks mediocre may actually have impressive sales. So, how do you create a piece of content that is creative and interesting to the audience?

(one)

First of all, we need to understand the product, as well as the launch platform, promotion targets, consumer groups and group behavior.

Step 1: Clarify the purpose of this campaign.

When placing an advertisement, it is usually necessary to set a clear purpose. Generally, it can be divided into the following four purposes: brand, promotion, exposure, and conversion.

Brand: Cultivate brand height and reputation, and formulate brand slogan.

Promotion: hot marketing, price war, low price oriented.

Exposure: Rapid spread, usually through activities or hot spots.

Conversion: Mainly based on direct purchases or orders, generally explaining the functions to achieve the conversion purpose.

Step 2: Analyze promotion goals

We focus on analyzing high conversions.

Conversion is based on the number of inquiries and registrations clicked by users, and the steps are simple.

Common misunderstandings here: A. The landing page takes too long to load and is not relevant; B. The information collection process is complicated; C. The conversion path is not obvious. The above are things to be careful to avoid.

Step 3: Understand market demand

We must be clear about whether our self-positioning meets market demand. It can be considered from two aspects:

1. Industry: Understand the characteristics of the industry; analyze competing products, identify strengths/weaknesses, and find content entry points.

2. Business: Stand from the user's perspective and identify user needs; product page presentation, introduction and instructions are clear.

You need to be fully aware of the current state of the industry, competitive products, customer products, advantages and disadvantages, and know both yourself and your opponent, so that you can be confident!

Step 4: Analyze consumer groups

There are five main stages in the consumer purchasing process: arousing needs, collecting information, evaluating options, deciding to buy, and post-purchase behavior.

According to the purchasing process, consumers can be divided into three categories: potential population, industry target population, and brand loyal population.

Customers at different stages of the purchasing process have different concerns about products and thus have different requirements for product advertising creativity.

Step 5: Categorize consumers

In addition to classifying consumers into three categories according to the purchase process in step 4, they can also be classified according to their demographic attributes: age, gender, and region. Creativity needs to be based on the characteristics of consumers, understand their consumption psychology and needs, and use copywriting and design to stimulate consumers' desire to buy.

(two)

First of all, we must make one thing clear: information flow advertising and traditional advertising are fundamentally different.

Driven by short videos, information flow advertising has officially become the dominant force in the Internet advertising market. As a result, more and more people are transforming from the advertising and media industry to information flow advertising, which is a good thing, but there is a big misunderstanding: professional production level = good content = good conversion. No matter how good an advertisement is, no one will watch it. Users are naturally averse to advertisements. How to eliminate users' psychological barriers and enhance their trust in platform advertisements is an urgent problem that practitioners need to solve. In this regard, my suggestion is "truth". Only real advertising can build trust, and behind trust are high conversions and high repurchases.

Instead of turning information flow ads into advertisements, it is better to turn them into a piece of content - like a friendly reminder to users, like a belated notification, like a fun new message or like an interesting story.

In short, when you are thinking about information flow copywriting, what you are actually creating is not advertising, but content.

How to make information flow advertising content-oriented?

1. Understand the characteristics of the promoted products

When you have an in-depth understanding of the product features, consumer groups and other preliminary information, and set clear goals, such as achieving high conversions. Advertising creativity requires different emphasis on content. The content needs to be sufficiently consistent with the product features.

2. Differentiate consumers’ priorities

The scripts focus on different aspects depending on the stage of the consumer's buying process. As we mentioned earlier, consumer groups can generally be divided into: potential groups, industry target groups, and brand loyal groups. For different groups of people, the information conveyed to consumers by business owners’ information flow ads is different.

For example, potential people do not have strong needs at present, but certain labels and behaviors on them reveal that they have potential needs. At this time, the copywriting needs to be "more native" in order to stimulate demand.

3. Understand the attributes of consumers

What are the attributes of consumers? To put it simply, it is a fixed label unique to consumers such as age, gender, region, and education level.

So why do we need to distinguish different attributes and create different content? Because such content is more immersive (making consumers think that the video was shot for them at the first moment) and can touch consumers more.

The video actually brings out very daily life scenes, and brings out the interests of Eggshell Apartment in the quarrel between the young couple. But this scene is very real. The boy thinks that the girl can't move out and find a house without him, and the girl takes the opportunity to introduce her secret weapon. Everything is very natural. The rhythm is also very smooth.

I hope the above sharing content is helpful to you.

Author: Qi Xin Interactive

Source: Qixin Interactive