Guide to Hot-selling Information Stream Ads

How to make information flow advertising materials , how to quickly pass the test, and how to create a hit~

Recently I have received a lot of messages and questions from friends, so today I have written a special article to help you answer them. There are many questions and I hope this can help you.

Material update time: How long is it appropriate to use a material?

There is actually no fixed time for how long information flow materials should be run. Some last a month, while some popular materials may still be running for a year.

However, in general, if a material still does not produce significant results after being tested in 3-5 plans, it must be optimized through: remixing, changing the opening, content, ending, BGM, etc.

You can use the creative material report in the background to check the time when the material was put on the shelf and the number of associated plans to determine how long it has been running and the plan for the run.

Material preparation: How to quickly plan and prepare materials?

If you want to implement a plan quickly, you can purchase a third-party planning tool, such as Volume Engine, if you have money. Secondly, you can use the "Data Batch Planning Assistant" in the background. It may be a bit troublesome to create the table in the early stage, but after it is created, you can basically create a plan quickly.

But it is still recommended to build the plan manually, because in reality, building 10 in batches is not as good as building one manually. It feels a bit metaphysical. For me, manually built plans have "soul".

Letter testing materials: The account daily budget is 10,000, how can we test the materials as soon as possible?

If you want to test the material as quickly as possible, this is also related to the amount of material you have. The daily budget is 10,000. If you want to quickly test the materials, you need to prepare at least 10 videos and 5-10 pictures in the early stage, and at least 1-2 new videos every day in the later stage.

There are generally several methods for testing in the early stage:

01. A planned programmed creativity, a single material + 5 copywritings , mainly testing the combination of materials and copywritings. The advantage of this is that you can test the effect of each material and the copywriting that matches this material well.

02. Multiple materials + multiple texts . For example, I usually use 3 videos + 5 texts . This can quickly increase the volume because there can be more combinations, but the disadvantage is that it wastes materials.

Generally, I use the second type when I have more materials, and the first type when I have fewer materials, provided that there are no identical plans as much as possible. They can be divided into dimensions, such as system recommendations, Leica targeting, crowd packages, and creative classifications, labels, and titles can all be changed.

Material utilization: How to maximize material utilization?

This involves the issue of the utilization rate of old materials. Although current channels, especially Bytedance, severely suppress the reuse of old materials, old materials can be reused through two methods.

One is mixed editing , among which changing the first 3 seconds of the opening is the best, and then changing the BGM or dubbing, which can be reused. Most of the materials in many industries are mixed editing.

The second is multi-account delivery . There is no need to consider the competition when the same material is delivered to multiple accounts at the same time, because it is impossible for one material to be delivered in large quantities in every account. The account whose material is running well will be focused on delivery. If it is not running well, the material will be rotated. The one that starts to run will be the one that starts to run. Every material in every account will be reviewed.

Improve click-through rate: The quality of the material is obviously very high, so why is the click-through rate not going up?

There is no absolute good or bad in the material itself, only whether it is suitable or not. For example, the legendary advertisements that were popular before had simple scenes, rough pictures, and primitive styles, but many people still clicked on them. Why? Because Legend itself is aimed at older players, the more authentic the material is, the more attractive it is.

Therefore, if you want a high click-through rate, the material must suit the tastes of the target audience and be produced based on the user's attributes.

Production of hot-selling materials: How to make hot-selling materials?

I have a few experiences to share with you:

First of all, for popular videos, you can remake or imitate them. Now all platforms have their own popular creative collection channels. You can search for industry keywords, find videos with super high playback and click volumes, and learn from them to shoot your own videos.

Secondly, for your own running videos, in order to repeat and pile up, you need to maintain the diversity of account materials and make derivative videos in time, such as:

1) Change the background music of the original video

2) Perform subtitle splicing

3) Add a burst of volume at the beginning of the video

Third , you can perform multi-shot editing on different existing videos to derive different videos.

However, it should be noted that this series of methods is not effective for all platforms. For example, some platforms will be more strict in judging the repetition rate of materials, and simple secondary processed videos will still be judged as duplicate videos. The platform still encourages everyone to continue to innovate.

Author: Houchang Education

Source: Houchang Education