A guide to creative optimization of information flow in four popular industries: e-commerce, automobiles, games, and tourism

Information flow advertising has now become an essential form of advertising for brand mobile promotion. However, in the actual delivery of information flow ads, many marketers or delivery optimizers often have this pain:

“The effect of information flow ads is not good. I know it may be due to the creativity. But I don’t know how to optimize the creativity at all?!”

To address this pain point for marketers and optimizers, this article will share creative optimization strategies for information flow ads in four popular industries: e-commerce, automobiles, games, and tourism.

*This article only analyzes the graphic and text information flow advertising style.

1. E-commerce industry

1. Copywriting strategy

1) There are interest incentives

The copy containing words such as "free trial", "discount", "free gift for purchase over a certain amount" and other words involving benefits will effectively stimulate users' interest.

2) Copywriting closely follows hot topics

The copy imitates news headlines and keeps up with current festivals, hot topics, etc., such as "Christmas is coming, smart boys give their girlfriends this gift", which will make the advertisement extremely attractive and effective.

3) Hit the user's pain points

That is, understanding the real pain points of users and then solving them with the advantages of e-commerce products will stimulate users to click on ads and learn about products. For example, "Short people don't know how to dress? These 9 dressing tips can easily make you 10 centimeters taller!" (Advertising copy for a women's clothing e-commerce company)

4) Create a sense of urgency

For example, words such as "limited time discount", "immediate price increase", "out of stock best-selling item" etc. in the copy will increase the user's sense of urgency and thus promote conversion.

2. Picture production strategy

1) Highlight the key points of the image

Creating a visual focus within the limited size of the advertising image will quickly gain user attention and interest. For example, choosing the e-commerce product with the highest sales volume as the main picture, highlighting discount and promotion information on the picture, etc., can arouse more shopping urges.

2) Use color to create consumption impulse

Different e-commerce product categories have different purchasing audiences. On the basis of matching the product tone, it can also cater to the aesthetic differences of different users to adjust the color matching of the picture, which will make it easier to induce consumption impulse through visual stimulation. For example, 3C digital products are mainly sold to male audiences, so cool colors such as blue and silver will be more effective; snack products are mainly sold to young female audiences, so warm colors such as yellow, pink, and red will be more eye-catching.

3) Elements should be coordinated

Products, prices, brands, discount information, usage scenarios, etc. are common elements of promotion in the e-commerce industry. However, the more elements, the better. Instead, you should choose 1-2 essential elements (e.g. digital products must have brands and models, clothing products must have trial effect pictures, beauty products must have efficacy, etc.) and 1-2 bonus elements (e.g. promotional information) based on user needs, promotion scenarios, product attributes, etc., to help users quickly obtain information and attract the interest of target users.

4) The usage scenario should be real

For example, when using ordinary people as models to display products, it is best to use real people and real scenes, and try to make them as close to real life as possible. This will make it easier for users to feel involved and trigger emotional resonance, thereby improving advertising conversions.

2. Automobile Industry

1. Copywriting strategy

1) Make it into news

That is, the car brand information flow advertisements are made into news headline-like formats, thereby invisibly attracting users' attention and clicks. For example, "Want to buy a new car? Take a look at this most comprehensive car buying guide first!"

2) Stimulate resonance and establish emotional connection

The mission of automobile advertising is not always to sell products, sometimes it also focuses on promoting brand image. Therefore, the brand value should be included in the copy.

Combining perspectives and crowd insights, moving people with emotion, will also make it possible to establish effective connections with the audience. Example: "In the face of the unfamiliar and the unknown, we never hesitate, because we are always on the road of continuous progress. Every first time ignites change!" (Audi advertisement)

3) Insight into user demands

For example, if a user cares more about the price when buying a car, the copy can emphasize the preferential low price (direct reduction of 20,000 yuan, 0 interest rate); if he cares more about the comfort of the car, then copywriting such as "providing extra-large space for the family" may be more in line with his wishes.

2. Picture production strategy

1) Use high-quality pictures

If the advertisement adopts the text + large picture information flow style, it is recommended to use high-quality and high-precision photos of the actual car (consider placing it at a 45° angle), and the picture should have good ambient light to highlight the three-dimensional sense and texture of the car.

2) Multiple images to suit more audiences

If the information flow channel allows, you can consider using text + three pictures, text + nine-square grid and other picture combinations to more comprehensively display the outstanding features of the automobile products, enhance the product's appeal, and adapt to more audiences (to make up for the shortcomings of single-picture and single-scene advertising that is not persuasive and cannot attract all potential users).

3) Cartoon-style images are not recommended

Some car advertisers use cartoon-style images for promotion, which is generally not recommended. On the one hand, cartoon-style pictures go against the high-end tone of the car brand, and on the other hand, they cannot directly show the appearance of the car products, making it difficult to attract the target audience's desire to buy.

4) Choose a good picture background

That is, according to the vehicle characteristics, main audience, etc., choosing a picture background that is highly consistent with it will enhance the target audience's favorability and resonate with it. For example, if the target audience of the car is urban white-collar workers, you can choose city buildings and city night scenes as auxiliary backgrounds; if the target audience of the car is self-driving enthusiasts, then the backgrounds of mountains, jungles, and deserted roads can make them have infinite imagination and a sense of immersion.

3. Gaming Industry

1. Copywriting strategy

1) Copywriting segments the audience

Copywriting strategies such as "a game that anime fans cannot miss...", "a game tailor-made for singles...", etc., can make it easier for game ads to attract the attention and interest of target players.

2) “Feelings” and “benefits” are more likely to impress users

Advertising experience shows that in game copywriting, "feelings" and "benefits" can better touch users' hearts. Among them, emotional copywriting can arouse users' imagination of the plot and emotional resonance, thereby guiding their conversion; and welfare copywriting (such as free props) is an eye-catching "magic weapon" for some veteran game enthusiasts.

2. Picture production strategy

1) Large or three images are better

It is recommended to present game advertisements in the style of large information flow pictures or three information flow pictures (which can be a group of multiple game scenes with the same style or a large picture made into three pictures) to show the grandeur of the game scene, the excellent production or the fun, so as to attract players to download.

2) Create materials based on players’ interests

Through in-depth analysis of the game and user portraits, we found the game promotion points and players' interests, and started preparing picture materials to attract players' attention. Example: In FPS games (first-person shooter), players generally pursue pleasure, visual impact, etc. Therefore, it is recommended to use real player scenes in the game with good quality to touch the user's senses and interests.

4. Tourism Industry

1. Copywriting strategy

1) Cleverly use “hot spots”

The "hot spots" mentioned here can be hot festivals (National Day, take your baby here...), hot tourist attractions (compare your attractions with the hot spots, as shown in the figure below), etc. By cleverly using hot topics in the copy, the focus and publicity of the advertisement can be improved to a certain extent.

2) The copywriting fits the scene

For most users, traveling means "entertainment", "relaxation" and "stress relief". Therefore, the copy is written in combination with the current situation of the target group, such as: when you are wearing high heels and squeezing into the subway in the early morning, the golden monkeys of Meili Snow Mountain just climb to the top of the tree... It can more easily touch his/her tired heart and generate the urge to travel.

2. Picture production strategy

1) Multiple pictures are better

According to the experience of advertising, the information flow advertising styles of text + three pictures and text + multiple pictures (such as a nine-square grid) are more suitable for tourism advertisers to display the multiple features of scenic spots. By using multiple high-definition, realistic and exquisite pictures, the attractiveness of advertisements can be enhanced to attract more target audiences.

2) Understand him/her and impress him/her

Understand your target travelers based on big data analysis and show them the ads they are most interested in, thus building a bridge of communication between travel brands and target audiences.

For example: if the target TA is in a relationship, then your ad should be a romantic picture of a couple walking hand in hand (in your scenic spot), which will certainly better capture his or her mind; or if your audience has a two-year-old baby, then showing it with a warm parent-child scene will greatly increase the click-through rate of the ad.

Of course, the creative optimization strategies for information flow ads are not just those mentioned above. But no matter which industry you are in when placing information flow ads, the first thing you must keep in mind in terms of creative production and optimization is - native implantation .

That is to highly integrate the advertisement with the APP tone, media contextual content, etc. Only in this way can we maximize the effect of information flow advertising while maintaining user experience in a subtle and silent way!

Source: AdxData (ID: meishukeji)