6 creative information flow formulas to solve the pain points of users in the loan industry one by one!

Place information flow ads ,

I examine myself three times a day:

“Why is the click-through rate of the delivered material low ?”

“What kind of material is really good material?”

“How can we optimize the materials to achieve good delivery results?”

Information flow has been favored by advertisers in the loan industry due to its advantages of large traffic , strong nativeness and low customer acquisition cost. Creative materials are an indispensable and particularly important part of information flow delivery . Good materials can bring clients unimaginable returns. How to produce materials and how to produce good materials are challenges that every advertiser faces when placing ads.

Today we are going to talk about: the optimization of image materials in the loan industry~

Only by clearly understanding user needs can we use the advantages of our own products to break them down one by one and directly address user pain points.

Therefore, before producing materials, it is crucial to sort out the needs and selling points of loan users and loan products.

The main demands of loan users are reflected in: loan amount, interest, review documents, loan release speed, repayment period, etc.

The following creative expressions can be used to amplify the product's selling points, corresponding to user needs one by one, and hitting their hearts.

Loan users are more concerned about the loan amount, interest rate, etc. If the material can directly hit the user's needs, it can capture the user's attention and get clicks.

Using packaging materials in the form of numbers + core selling points can not only highlight the product selling points simply and clearly, but also meet the needs of users. For example, the loan amount can be expressed as "60,000 yuan" instead of "60,000 yuan". The long string of numbers gives a greater visual impact; "3 seconds to arrive in the account" highlights the extremely fast "3 seconds" arrival of the account.

In the age of information overload, countless advertisements are trying their best to "harass" users every day, but users' attention is very limited. So, how to stand out from the crowd of information? Playing the emotional card must be one of the few options. Among the top 10 TV commercials selected by Time magazine in 2011, 7 were emotionally appealing, which shows how important and effective it is to arouse emotional resonance among users.

For example, "urgent need for money" directly hits the inner needs of loan users; the words "repayment date" that terrify credit card users, combined with suitable funny emoticons , mobile phones, credit cards and other pictures, suddenly narrows the distance between the material and the user, making the user feel that the content reflected in the material corresponds to his own personal experience, which can better create an atmosphere and resonate with users.

Modern advertising sells the user's attention. Make the advertisement a notification, such as "SMS notification", "Account arrival notification", "New message notification". This kind of native material creates a familiar scenario for users, is more likely to attract users' attention, and users will be more receptive to advertising information.

In 1960, Professor Bauer of Harvard University proposed the famous perceived risk theory. He believed that any purchasing behavior of consumers implies uncertainty about the results, and this uncertainty comes from the various risks that may arise after purchasing the product. If these risks cannot be eliminated, they will give up even if they want it. Therefore, eliminating user concerns is one of the important means to promote conversion .

No one is too lazy to calculate, and many users have the impression that online loan interest rates are high, the repayment pressure is great, and they have many concerns. We directly calculate the loan amount and monthly repayment amount in the materials and present them to users, highlighting that the repayment pressure after the loan is very small, eliminating users' repayment concerns, and naturally winning over this part of customers.

"Getting something for nothing" always attracts everyone's attention first. Taking advantage of the user's mentality that "pie in the sky" is preferred, current materials include benefits and discounts. Using elements such as red envelopes to create materials that reflect the benefits of activities or promotions can easily attract users, and can also provide the finishing touch for hesitant users and promote conversions.

There are a large number of new events every day, and Internet celebrity jokes attract a large number of users to spread them. With the help of these Internet celebrity jokes and news hotspots, they can attract the users' attention to the greatest extent during the period of hot spot dissemination.

Finally, let’s summarize several factors that loan industry advertisers should pay attention to when creating image materials:

There are tens of millions of different contents and styles of material expression. Affected by factors such as time and orientation, the conversion of different materials is also different. Only by focusing on user pain points, starting from the user's perspective, and constantly innovating, exploring, and optimizing advertising creativity can we obtain more traffic and achieve better conversion results.