3 tips to tell you why your advertising is not effective!

This is an era of information bombardment, and also an era in which businesses compete for consumers' attention every second. For businesses, every moment of consumer behavior contains huge commercial value. For the product itself, advertising is the best way to expose the product, but the "strong taste of hard advertising" will also make consumers feel disgusted...

Why is "GQ Lab" so popular? Why do I always enjoy reading their tweets, even though I already know that they are "advertisements disguised as tweets"?

Because GQ's ads don't look like the hard ads we usually see, it cleverly inserts ads while providing readers with interesting tweets without interrupting consumers' reading experience. The integration of content and advertising attracts more attention from consumers and creates more time for brand exposure.

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The same logic applies to the information flow ads that are popular today.

For example, WeChat Moments ads, Douyin short video ads, Zhihu ads, etc.

If you often use some social and information apps, you will find more and more advertisements in the information flow when we are browsing Moments, Tik Tok, Weibo, and news. They are trying to compete for your eyeballs and get your attention in the ever-decreasing flow of information.

In the beginning, these information flow ads were similar to traditional ads. They all highlighted product selling points in a hawking manner and always interrupted the information you originally wanted to see, making you feel bored and skipping it directly.

Gradually, you will find that some information flow ads have improved. They no longer look like ads, but become more and more like the native content in these apps, and have grown into " ads that don't look like ads. "

Why? The user experience is better!

“If ads don’t look like ads, then what do information flow ads look like?” Perhaps most people’s response would be “ the ads that look most like content! ”

It is indeed correct to say that when you advertise on a platform, you should pay more attention to the platform’s native content expression methods to make your ads look like the platform’s “native content.”

Good information flow advertising needs to be combined with different channel scenarios and the advertising copy should be written in a form that consumers are accustomed to, like, and non-interruptive. For example, the advertisements on many platforms such as Baidu and WeChat Moments now have advertising copy that is similar to the regular content of the platform itself, making it easier for consumers to accept.

Think about it, consumers are browsing Moments, watching TikTok, or reading news on their phones...

At this time, the advertisement faces a person with very focused attention. The consumer's attention has been occupied by various downward information. You may think, "If an advertisement suddenly appears at this time, the consumer will definitely be attracted and will definitely click in to watch it!"

That must be "dead wrong"!

On the contrary, if your ad appears very abrupt or obtrusive during the entire consumer browsing process, interrupting their reading experience and making them disgusted from the beginning, then the copy you wrote for the ad will basically become meaningless.

This is why, when doing the same information flow advertising, others get several times more clicks than you.

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Let’s take a few examples from our daily lives:

(1) Checking Moments on the subway and missing your stop;

(2) Watching TikTok in bed at night, and before I know it, it’s 2 or 3 o’clock;

(3) Playing games so much that you forget to eat;

(4) You are so absorbed in your work that you are still drawing even when everyone in the office has ordered afternoon tea…

These are highly immersive experiences, and I think you should have similar experiences. At this stage, everyone hates being interrupted, especially.

This feeling is similar to the current information flow advertising. Consumers are already staying in various contents of interest. If advertising information suddenly appears, it will seem out of place and disturb them. Even if the ad itself has very attractive benefits, they will be unhappy with it and just swipe past it without clicking at all!

For example, at night, you are watching Douyin in bed, and suddenly this advertisement appears:

"Are you jealous of your colleagues' high education? Why not study for an MBA now? If you want to study, come to XXX"

Did you immediately feel disgusted when you saw this? Even if you currently have this need, you will still move forward.

It’s not that the ad is bad, it’s that the scene is wrong!

For example, the GQ advertisement mentioned above was so successful because it integrated into the user's scenario, the brand's advertisement was exposed, and the users were happy to accept it.

Taking the gym as an example, a general advertisement can be written like this:

"XXX high-end fitness, customized fitness plan for you, 50% off for a limited time!"

However, you might want to write an information flow ad like this:

"How did she lose 10 pounds in a month without taking diet pills?"

In this passage, the words "don't take diet pills" and "lose 10 pounds in a month" are "fast, fierce, accurate, and deadly!" to consumers. They instantly attract consumers' attention and make you unable to resist clicking! Sometimes consumers don’t understand what you are saying because of your lofty words. The down-to-earth “fast, fierce and accurate” is the secret of advertising copy.

To sum up, there are two points to pay attention to for good information flow advertising: one is "user scenario" and the other is "key words". In addition, as mentioned above, information flow ads should look like the “native content” of the platform on which they are placed.

On Baidu APP, it looks like a piece of news; on WeChat Moments, it looks like a post from a friend; on TikTok, it looks like a hit video...

There is no absolutely good advertisement, only advertisements that work better on different platforms.

author: Kiki

Source: CQ- Research