Case Study: Creative Guide for Video Advertising!

Through the three-step advertising communication path of " attracting attention - transferring value - stimulating conversion ", we summarize the matters that need to be paid attention to in the production of materials at each stage.

As the public's insurance awareness increases, resisting risks and obtaining protection have generally become the concerns of the insured population. According to the "Insurance User Survey", whether it is the mature and rational upstarts, the struggling young people who have just entered the workplace, the ordinary people who don't like to plan, or the fans of big brands who are easily influenced by others, they are all people who need insurance. In response to different population characteristics, a variety of insurance products targeting different needs have been launched on the market. However, the public's lack of understanding of insurance products and concerns about the entire insurance process make it difficult to guarantee the effectiveness of insurance product promotion. Among them, advertising creativity is the primary challenge facing the insurance industry.

The insurance industry often faces several major challenges when promoting products to target user groups: With a rich insurance product line, how can we highlight the characteristics of different target TAs and guide conversions? How should the content of videos, graphics and text materials be arranged to maximize advertising effects? What kind of links should be adapted for different insurance models to improve conversion effects?

In order to help the insurance industry solve the problem of advertising creativity, Tencent Advertising has created a video creativity guide for the insurance industry to ensure the effectiveness of insurance advertising! There is also a “Lightning Avoidance Guide” for material review, don’t miss it if you pass by!

1. Three-step video creative method

Through the three-step advertising communication path of " attracting attention - transferring value - stimulating conversion ", we summarize the matters that need to be paid attention to in the production of materials at each stage.

1. Attract attention

The 5S golden rules directly hit the user's pain points. Insurance awareness is high but understanding is low. The oral broadcast format is highly educational, and the professional identity label highlights the authority.

2. Value Transfer

Real scenarios such as life, insurance, and consultation can enhance users' sense of involvement. Situational dramas that reflect core interests , have vivid emotions, or set up plot reversals can effectively trigger users' emotional resonance.

3. Stimulate conversion

The landing page can refine the core advantages of the product, appropriately guide insurance behavior, and accelerate users' insurance decisions.

2. Five Key Points for Optimizing Graphics and Text Materials

In addition to video formats, graphic and text materials can also carry rich information and have become one of the most popular promotional forms among insurance customers. Graphic and text materials need to be optimized from three aspects: " fitting the traffic scenario, high recognition, and strong recognition " to improve the click-through rate and readability of the materials, make users feel involved, and thus attract users' attention.

1. Suitable for traffic scenarios

Create creative graphics and texts based on the characteristics of the traffic coverage population, browsing habits, and information flow display formats. Elegant large pictures, picture sets, and grid materials help convert graphic and text effects.

2. High awareness

Celebrity endorsements/IP materials have a natural eye-catching advantage.

Real scenes reflect a sense of interactivity: warm home life scenes, hospitalization scenes, interactive communication between characters, etc.

3. Strong recognition

Color: Combined with traffic scenes, it highlights the differences and creates a vibrant, warm and happy atmosphere.

Elements: Elements close to life attract users' attention, such as envelopes, certificates, social security cards, insurance policies, etc.

3. Three major insurance models adapted to differentiated landing pages

The diverse videos and graphic materials have won the attention of insurance audiences. How can we further generate conversions? Tencent Advertising customizes and develops conversion links for different insurance models, provides differentiated services for different target groups, simplifies processes, and improves conversion efficiency.

So, what are the different conversion links for the user’s entire insurance process? What different specifications of video materials are suitable for different resource locations? What details should be paid attention to during shooting and post-production?

The answer is in the video below! Click to view

General Insurance Creative Review Rules

Material production: The proportion of text and numbers in the picture should be reasonably controlled, taking into account aesthetics;

Product promotion: Information must be true, accurate, and verifiable, and must not disparage peers. Promotional materials must be consistent with the content of the landing page;

Language expression: avoid absolute, exaggerated, and vulgar words, and add "highest" and other upper limit words when expressing high insurance amounts;

Content selection: Use positive and positive characters, and avoid playing up pity or exaggerating negative emotions.

Privacy protection: Copywriting that uses/implies the user's personal characteristics (privacy) is not allowed;

Absolutely prohibited: The name of the hospital shall not appear in the material, and the use of deceptive buttons or imitation functional message prompts shall not be allowed;

Special reminder: Crowdfunding and public welfare insurance advertisements must add a warning: "Fundraising can be initiated if the situation is true", and the outer images and texts of the promotional materials must not use fundraising promises and images of beneficiaries.

The above is the summary of this sharing. The following series of articles on tools and resources will continue to provide the insurance industry with more effective ways to improve conversions, so stay tuned!

Author: Tencent Advertising Industry Treasure Box

Source: Tencent Advertising Industry Treasure Box