Practical Tips丨A review of the four creative points in financial management advertising

According to the industry delivery report previously released by App Growng, the number of financial information flow advertisements ranks second, second only to the gaming industry. The industry is highly competitive and subject to policy control. There are many restrictions on channel delivery, strict review of creative copy and materials, and high overall delivery costs.

Financial management advertising ,

Like dancing in chains,

How to play excitingly?

Come on, the editor has sorted out a large number of financial management advertising material cases, with pictures and texts, sorting out the four major creative points and design taboos, full of practical information , guaranteed to satisfy you!

In general, the benefits emphasized by Internet financial products are low threshold, easy financial management, and high returns. In addition to this, safety and authority will also be emphasized through endorsements by brands and authoritative organizations, but this point is generally not emphasized as a major interest point in entry materials and creativity.

In order to reflect these three major appeals, the creative ideas for financial management mainly include the following four creative points:

By using materials that are closer to life scenes and more native, we can narrow the distance with users, make users feel more involved, and arouse their curiosity.

Material points:

1) Character image: In terms of character image, more people with ordinary dress and down-to-earth style are selected to further reflect the low threshold. The roles are more like people around us such as "friends", "colleagues", "boyfriends and girlfriends", "couples", "neighbors", and locals (using population and regional packages, such as Guangzhou people, etc.), which shorten the distance with users, take advantage of the herd mentality, and increase users' trust.

Further analysis revealed that in order to demonstrate their safety and authority, financial advertisers prefer to use cartoon characters or pure advertising banner designs. In fact, there are relatively few real-life images, so more attempts can be made in this area.

2) Picture emotions: In terms of picture emotions, they reflect more joy, happiness, surprise, and the yearning for a better life. In addition, the implicit hints of luxury elements such as luxury cars reflect high returns.

Although both are character images, the character in Figure 2 has more obvious emotions and is more contagious.

3) Scenario: Arouse user curiosity through comparison, such as a strong contrast before and after investment , emphasizing high returns on input-output ratio, and low financial management threshold to attract user interest.

In order to demonstrate the authenticity of the income and enhance the user's sense of presence, we use materials such as "handheld" screenshots of SMS messages arriving, pay slips, and screenshots of software income pages.

By using words and scenarios that are easy to resonate with (such as saving money, buying a house, currency depreciation, etc.), and using questions and other forms to guide users to think and guide users to click to find answers.

Material points:

The materials are more negative stimulation, creating tension, awakening users' motivation to change their lives, and their need for financial management. Although this type of material has a high click-through rate , its conversion rate is low and should be used with caution.

By disguising advertising copy as news headlines and using relevant information such as financial policies and financial management skills, users' aversion to advertising can be reduced and their attention can be attracted.

Material points:

Enhance the sense of reality by notifying official documents or asking questions. It should be noted that the landing page of fake news needs to be well connected with the entry creativity and provide good guidance to users to avoid a high user bounce rate . After all, advertising focuses more on the overall ROI and is guided by the final conversion effect.

Through eye-catching copywriting and pictures, generally through elements such as red envelopes, cash, gold coin rain, money bags, etc., plus the amplified and emphasized "digital" stimulation, the benefits and welfare are fully reflected.

Material points:

The picture usually uses red as the main color, supplemented by golden yellow. The overall color saturation is high, which can catch the eye at first sight. In financial banners, "red" is a festive color with good meaning, and the original red envelope shape stimulates users to click. Yellow symbolizes wealth and more directly reflects "high returns".

In order to ensure better delivery effects, the editor recommends using a combination of these creative methods, dispersing material delivery in multiple dimensions, and expanding delivery ideas. At the same time, based on the click-through rate of the advertisements and the comprehensive ROI index, the delivery strategy is optimized in real time through multiple tests, thus forming a relatively complete delivery strategy for financial materials.

In general, financial management advertising materials tend to be simple and direct, highlighting the benefits, attracting user attention, and further understanding and purchasing related financial products. Therefore, in actual material design, we need to pay attention to the following taboos:

To ensure the presentation effect, the elements between different pictures should not be similar, especially avoid pure text puzzles. Words that are too similar give a bad impression, while piling up interest points will make each interest point less prominent, making it difficult for users to grasp the key points and causing them to skip over them directly. When designing the materials for information flow ads , we must keep in mind the "one-second principle". If it fails to attract users at first glance, it will be directly skipped.

Figure 1 and Figure 2 also show three interest points. They are pure text puzzle designs with a large amount of information, but the differences between different sections are not obvious, and users cannot quickly understand the interest points.

The tones of different modules in Figure 3 are different, and the core interest points are emphasized in yellow. Figure 4 is more visual and easier for users to understand. For those who need a group of pictures, unless necessary, it is recommended that the core text be kept in the center and the number of words in a single line should not exceed 5.

Users are first attracted by the picture and then read your copy. Too much text affects the overall quality of the picture and easily arouses user disgust. Unless the text is large and eye-catching and hits the user's pain points, please do not put it in the header image, as it will only make the message you are trying to convey more obscure.

Although these two pictures are both large pictures, similar to the design of large-character posters, the background is too simple, the text information is large, and the user experience is poor.

Avoid piling up too many image elements and too many layers, which will make the main subject less prominent.

Although the above picture is deliberately designed, there are too many color blocks and content sections, which makes it a bit confusing and the key points are not highlighted.

Users are first attracted by the picture and then read your copy. After the picture enters the brain, it is directly converted into feelings, thus triggering the user's next action. In order to motivate users to take action, the images in information flow ads need to be able to mobilize users' emotions and preferences, and the materials should focus more on effectiveness rather than beauty.

The above two pictures have high definition and good quality, but they cannot convey emotions. Apart from the element of "money", the emotions in the pictures are empty and fail to guide users to further understand.

The author of this article @ App Growing 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