Creative material style for high-conversion information flow advertising on Toutiao!

Before talking about what are good creative materials for Toutiao’s information flow ads, let’s first talk about what are bad ones, which can help us find out the characteristics of good creative materials.

Case 1: Title Party

Many people mistakenly believe that good ideas = high click-through rates, which is why many click-through ads appear, which simply and quickly gain high click-through rates and take full advantage of the gossip-prone nature of human beings. However, the most common mistake in this type of advertising is that the click users are too broad and inaccurate, the page bounce rate is high, and the conversion effect is poor.

Just like the advertisement below, something big happened in Zhengzhou, but the landing page was an advertisement for selling houses.

Planning Mistake: Inaccurate Users

The second case: complex content

All the information that they think can impress users is pushed out all at once, in an attempt to attract all users in need by piling up preferential information. Disorganized creative materials often have unclear focus and missing core information, making it impossible to match user needs in a targeted manner, and it is also impossible to clearly identify which target users the advertisement is for.

Just like the ad below, too much content is equivalent to no content. If you attempt to acquire too many users, the results will likely be disappointing.

Planning Mistake: Target Users Are Unclear

The third situation: not speaking human language

In fact, it is just an excessive pursuit of quality, with the intention of selecting precise audiences in this way. The most likely problem in this case is that the creative content is incomprehensible. Even if the advertising graphics and texts meet the planning requirements, it is likely to be too highbrow and unpopular. Users will not pay much attention to this type of advertisement, and advertisements with unclear intentions are unlikely to attract users' attention.

Just like the ad below, the creative is talking about dreams, but the landing page is a music software download

Planning Mistake: User Attention Loss

The fourth type: the goods are not the same as the picture

Like the advertising promotion content in the picture below, it exploded in the circle of friends, but after clicking, the landing page jumped directly to the application download page. In this case, it is easy to arouse user disgust. The text is irrelevant to the title and the product is not consistent with the advertisement. The user's reading needs are not met, and the page will be jumped directly.

Planning Mistake: User Jumps High

Therefore, to plan creative materials for high-conversion information flow ads, four points must be achieved:

1. Point out the core content to ensure user accuracy.

Before planning advertising ideas, you need to understand what the promotional content is, extract core keywords, express the promotional information concisely, and reduce the user's understanding cost. Accurate target users are those who have demand for the promoted content. Advertising creativity clearly expresses the core content, which can attract more accurate users.

2. Clarify the target audience and effectively lock in users.

Clarify the target audience portrait, plan creative content one by one according to the different characteristics of the intended user groups, and maximize the locking of target users through targeted advertising by segmented users.

3. Discover user pain points and capture user attention.

Information flow advertising is advertising that finds people, it is about finding potential user groups, so stimulating potential user needs is the key factor in attracting users. An effective way to find user pain points and link promotional content with user pain points is to attract more user attention, such as the elderly are afraid of death, women love beauty, children love to play, and men love sex.

4. The content is authentic and unified, which improves user retention.

The promotional information is authentic, the outer creative is consistent with the landing page content, and the user loss from click to visit is reduced. The higher the user retention rate, the more conducive it is to achieving high conversions.

In summary, in information flow advertising, creativity is the most accurate content targeting. By clearly positioning the content to attract accurate users and doing a good job of converting the landing page, it is more likely to achieve better conversion results.

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