How does information flow advertising highlight selling points? Share 4 tips!

In daily advertising , do our designers and artists have this experience: designers often change several product pictures again and again, but in the end they still don’t meet the wishes of operations and optimizers ; do our advertising optimizers often rack their brains for a few pictures, ask the artists to change them many times, and finally make a few creative pictures themselves, but still achieve the ideal effect?

1. Why is creativity so important?

Why should information flow be optimized for creativity? Creativity is the most important part of making good information flow advertising , and I believe many people will agree with it. Whether online or offline, any form of advertising is presented in the form of creativity (pictures, text).

The basic attributes of advertising determine the importance of optimizing creativity. In terms of conversion effect, as the first entrance for traffic , creativity is also an important link in screening the target audience and has a direct effect on improving conversion.

Today, Xingxing is here to share with you some design methods and techniques for creative information flow . What are the main things needed? For example: What are the principles and key points of color matching, structural combination, copywriting skills, and creative design? Today we will mainly look at the advertising creativity techniques for the "financial industry" and how to create excellent financial industry materials? What are the most common pitfalls in this industry?

In recent years, Internet finance has developed rapidly, and the variety of financial advertisements is overwhelming, but it is rare to see eye-catching advertisements. The advertisements show nothing but beautiful girls, gold, money, luxury cars, big villas, and successful people with mysterious smiles on their lips. In fact, if financial advertisements can accurately hit users’ pain points, they no longer need to be so aloof.

2. Highlighting selling points is the first step to success

Each industry has its own characteristics and focus. When making advertisements, we must first think from the user's perspective. An advertisement that conveys a selling point can attract more users' attention.

Loan Industry

Loan industry advertisements need to emphasize information security the most, and making users feel "safe" is of paramount importance. In addition, users who need loans will definitely hope to find a loan service with low threshold (easy to get a loan), high efficiency (get a loan quickly), and low interest (less repayment).

Financial Industry

The target users of financial products can be roughly divided into two types: one is the "financial novice" with no financial management experience, and the other is the mature user with certain financial management experience. Different strategies should be used when facing different users.

When facing "financial novices" , we need to stimulate the audience's financial management needs, make them subjectively agree with financial management, and convey the concept that "anyone can manage finances."

When facing mature users, because they have certain financial management knowledge and the ability to bear risks, creating an image of high-end financial management services can attract the attention of such users.

Insurance Industry

There are many types of insurance. This time we will mainly analyze the product selling points of life insurance, auto insurance and emerging Internet insurance.

When purchasing life insurance products, most policyholders will consider the following questions: Why buy insurance? Why should I buy your product? Therefore, in order to win the favor of the audience, the advertisements should focus on promoting the concept of buying insurance, the comprehensive protection of the product, and the fast claims settlement. At the same time, since there are many types of life insurance, it is best to promote it to only one group of people in the advertisement, so as to better achieve the marketing purpose.

There is not much difference in the content of various car insurances, so users are more concerned about the insurance price and the amount of premium. If this pain point is identified, the advertisement will receive more attention.

Many of the accident scenarios of Internet insurance are unfamiliar to the audience, and introducing novel accident scenarios in advertisements has become one of the breakthroughs of Internet insurance.

Securities Industry

Securities ads are similar to financial ads in that the primary goal is to make users feel safe and reliable, while at the same time conveying information clearly and concisely.

Banking services industry

The products and services launched by different banks are similar, and quick processing and ease of use are the main factors that attract users.

3. The key to opening the door to conversion: creative advertising design

If the selling point is compared to a door, then after clarifying the selling point, advertisers still need the key to open the door in order to truly capture the hearts of users. Advertising creativity in the financial industry can be created in the following directions:

Welfare incentives

Through materials and texts such as red envelopes, cash, and rewards, users can quickly understand the rights and interests they can obtain, thus attracting users to click.

Highlight distinctive features

Attract users' attention by introducing the most eye-catching features of your product or service.

Resonate

If cold financial products are promoted with warm copywriting and materials close to life scenarios, they can better resonate with and gain favor from users.

4. Sharing of excellent creative design cases

Okay, friends, after introducing the theoretical knowledge above, here are some excellent advertising creative design cases in the industry for reference:

Main visual: The blue gradient background gives people a sense of trust and security, and is full of corporate style; the real mobile phone operation diagram has a strong sense of immersion; the text and background have a strong contrast, and the main and secondary are clear, which is convenient for users to browse quickly.

Insight: "Need money urgently?" Use questioning to clarify the product selling points, stimulate user pain points, and attract user attention. "Test your loan amount" creates suspense and stimulates users' desire to click.

Brand elements: The LOGO uses a contrasting color with the background, which makes it stand out and reduces users’ concerns about the quality of the platform.

Main visual: bright and eye-catching colors set off the atmosphere of the event; the material elements are relevant to the theme; the key information in the copy is amplified, and the main information is highlighted.

Insight: “Limited-time interest rate increase” increases users’ sense of urgency and prompts them to take action; “10%+5%” intuitively displays the high interest rate of the product, attracting the attention of users who are interested in financial management.

Brand elements: The LOGO is clear and prominently positioned in the upper left corner, which increases user trust. Users tend to trust well-known platforms.

Main vision: The product colors have strong contrast and high clarity. The high-quality product pictures increase user favorability. The gradient colors highlight the atmosphere of the event and attract user attention.

"Trumpchi GS4" clearly indicates the brand and model of the product, attracting the attention of enthusiasts. "Down payment of 9,900" highlights the price advantage.

Attract clicks from demanders.

Brand elements: The LOGO is clear and well-known, attracting more users' attention.

Main visual: Multiple pictures are displayed to reflect the diversity of the product, using the heroes of current popular games to attract user attention.

Insight : "No need to fill out forms, free shipping nationwide, and quick card issuance", intuitively displaying product selling points, fast delivery, and meeting the needs of users with urgent needs.

Brand elements: The LOGO uses a contrasting background color, which makes it stand out clearly, increases user favorability, and reduces users' concerns about the quality of the platform.

Nowadays, information flow ads are everywhere. How can you make your ad stand out? How can we design an eye-catching advertising idea? What kind of information flow creativity can catch people's attention and stand out among many advertisements?

We cannot overly rely on designers and artists to help us design advertising ideas with good exposure, high conversion and high click-through rate , because Xingxing believes that: in the field of information flow creativity, only if you have a deeper understanding of your target audience, understand the product, and have a big imagination can you have good ideas. At least you know what your users need, so advertising ideas with good conversion are not just the responsibility of the designer alone, but are completed by operations and design complementing each other. The materials designed through the coordination and connection between the two must be good ideas!

The author of this article @星星 is compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting!

Product promotion services: APP promotion services, advertising platform, Longyou Games