What you must know about information flow advertising!

It is an indisputable fact that the entire Chinese mobile advertising market is ruthlessly eroding the advertising budgets that should have belonged to traditional media. Information flow advertising is not a new term. Information flow advertising is advertising mixed with content, also called native advertising , commonly known as advertising that looks most like content. It is usually hidden in some news, sensational stories and other scenes, and looks like a kind reminder, interesting news, etc. If you don’t pay attention to the words “ promotion ”, “advertisement”, etc. that appear around them, you may not even realize that this is an advertisement.

For example, in WeChat Moments , there are advertisements that look like the updates posted by friends.

Foreign websites such as Facebook launched this new form of advertising early on. But its popularity in China begins with the innovation in information distribution mechanism brought about by technology.

Since it achieves the goal of “pushing the right information to the right people”, which is exactly the problem that advertisers are eager to solve, information flow advertising has become a hot commodity in the eyes of advertisers.

Frankly speaking, for merchants, the various solutions may seem fantastic, but in fact, it is easy for people to get lost in the torrent of concepts and become dizzy. There is only one question they need to clarify: What kind of solution is a good solution? That is, how to deliver information flow advertising correctly and effectively.

As a practitioner or enthusiast of information flow advertising, you must understand the focus of information flow advertising. The first is to start from the essence and understand customer needs and product characteristics. The second is to start with skills and master information flow optimization techniques in order to continuously optimize advertising delivery and strive for the best combination.

1) Recognize customer needs: Understand customer needs and product features, analyze target users , anticipate potential users, and understand user pain points that need to be solved.

2) Clarify marketing indicators: such as downloads, registrations, ROI, etc.

3) Marketing scenario: build different marketing scenarios for different audiences/different time points, etc.

4) Carry out targeted analysis: determine the conditions for precise targeting, such as geographical targeting, time targeting, interest targeting, gender targeting, etc.

5) Determine the creative combination: The components of information flow advertising mainly include copywriting , pictures, videos, landing pages , etc. Creative expression is also the key point of information flow delivery .

Everyone hopes that the advertisements they put out can catch the user's attention, so what kind of advertising copy can attract the user's attention? There are 14 common ways to write excellent copy:

1) Shock and exclamation: Express shock or exclamation about the content described in the advertisement to attract users' attention.

Keywords : shock, surprise, astonishment, amazement, surprise

chestnut:

shock! Fudan professors earn less than a confinement nanny

Stunned! A 30-year-old guy married a 72-year-old woman. The reason behind this is actually this!

2) Guide users to try: Use advertising copy to guide users to try and give it a try.

Keywords: try, give it a try, give it a try, try it out, try it out, try it out

chestnut:

NetEase’s new game is online, come and try it out!

Don’t know how to learn English well? Try this method

3) Keep it a secret: Create suspense and secrets by keeping it a secret to attract users to click to further uncover the secret.

Keywords: ellipsis “……”, all, actually

chestnut:

The legendary country of women! All the girls here... Men want to go after seeing them

I met a beautiful proprietress while visiting a night market. After I chatted with her, she actually made this request!

4) Ask questions: Attract users' attention to this issue by asking questions.

Keywords: question mark "?", what, eh, eh

chestnut:

I see a landscape painting, what do you see?

The average salary for 2016 has been released. Are you lagging behind?

5) Emphasize discounts: Attract users’ attention by emphasizing the cheapness, discounts or special offers of products.

Keywords: yuan, ten thousand, block, discount, buy a few and get a few free

chestnut:

50,000 local second-hand houses, special price, low total price, good apartment type

Just ordered food from Ele.me , only 4 yuan for one meal, and the delivery was super fast, great~

6) Create scarcity: By providing users with an opportunity that appears scarce, whether it is limited to time, location, or a specific group of people, they are more likely to cherish this opportunity.

Keywords: only, only, limited time, limited quantity

chestnut:

35 trial spots left, lose weight for only 198 yuan! WeChat Appointment

Are you still worried about low salary? Minsheng high-limit credit card, no annual fee, limited to one, apply now!

7) Free trial: Attract users’ attention by offering free trial of the product.

chestnut:

You won’t want to take them off after putting them on, comfortable genuine leather men’s shoes, two pairs for 199 yuan, free trial!

Playboy, factory clearance, buy one get one free, home delivery, free trial

8) Highlight selling points: Describe the product’s functional selling points in detail so that users can perceive the product’s value.

chestnut:

When meeting friends, bring wine! Authentic Xifeng sealed wine, 598/12 bottles buy one get one free

Playboy thin jeans, stretchy and breathable without getting sweaty, try them on before you pay!

9) Fear of being at a disadvantage: Users are afraid of being at a disadvantage or of trying to get a small advantage. By taking advantage of these fears, you can emphasize that if you don’t do this, you will suffer a loss.

Keywords: suffer a loss, lose, lose a lot, miss

chestnut:

See here for tourism! 6 must-see places when traveling to Tibet. You will miss out if you don't see them!

Samsung TV is 3999 yuan! Buy it while it's cheap, it's like making money~ The promotion is about to end!

10) Herd mentality: All users have a herd mentality. By emphasizing to users what others do and what benefits they get after doing it, users will also develop a herd mentality.

Keywords: everyone, bestie, friend, all

chestnut:

Because 299 leather jackets are really rare! So everyone is scrambling for them!

Shanda's genuine legendary mobile game , even the rich are playing it! Be the first to experience it!

11) User scenarios: By describing the scenarios and environments of the target users and their characteristics, the users will feel that “this is exactly me.”

chestnut:

Buying a car with a monthly salary of 3,000 is not a dream. You can find out the lowest price in the city with one click.

I am 24 years old and work in a nearby electronics factory. If you don’t mind me being unsophisticated, come and find me on Momo !

12) Notification reminder: Write down the points that users should pay attention to in the advertising copy.

Keywords: remember, be careful, notice, be cautious, new message

chestnut:

Remember! If a snake gets into your home, don't kill it!

Be careful! If you see this kind of mirror while staying in a hotel, flee immediately and call the police.

13) Must read, must play: By including words such as "must read, must play, must watch, must XX" in the advertising copy, users will also think that they must do so.

Keywords: must, must, must read, must play, must see

chestnut:

Unbelievable! These are the places you must visit when traveling to Tibet!

How do you spend your weekend? Traveling to Inner Mongolia, you should not miss the place

14) It finally happened

Explanation: The advertising copy emphasizes that an event seems to have been prepared for a long time and finally happened, making users want to see what this event is.

chestnut:

After waiting for so long, this game can finally be played on mobile phones!

Only for players over 18 years old! The game that military fans have been waiting for three years is finally released in IP One version!

Stitching: Display creativity in all directions and from multiple angles.

Cutting type: a whole picture is cut into different sections, and different sections are combined together to show creativity.

Discount category: The pictures contain words such as "discount", "special sale", "price reduction", "red envelope", and "flash sale", which are intended to stimulate users' desire to buy.

Beauty category: Using some pictures of beautiful women can have the effect of attracting opposite sexes.

Equipment category: mostly used in games, using game characters or game screenshots as advertising pictures to attract players.

Celebrity type: Use the star halo to attract users' attention.

Down-to-earth type: Pictures that are based on life scenes and do not need to be overly beautified, and look natural and down-to-earth.

above.

The author of this article @微斯敦 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