What is the core of information flow? Social content!

Don't use bidding thinking to place information flow .

The core of bidding promotion is [ranking], and the core of information flow is [delivery].

Companies choose media for advertising - Baidu Encyclopedia 's explanation of [advertising]

Information flow advertising is an advertisement that appears in content information. Its delivery feature is that it distributes users through interest tags. It is a form of advertising that can effectively reduce user interference and encourage them to actively accept and share.

Information flow = platform attributes + delivery settings + creativity + landing page

When the platform, delivery, creativity, and landing pages are continuously optimized and trial-and-error to form their own unique closed loop of precise traffic system, conversion and precise exposure will naturally come to fruition.

1. Platform attributes

Bidding promotion: high traffic accuracy, strong controllability, and fierce competition

Bidding is actively triggered through keywords , and traffic demand is clear; the control dimensions of promotion are richer, but it is precisely because of factors such as high traffic accuracy and limited ranking positions that the competition for promotion is becoming increasingly fierce.

Information flow advertising: high exposure, APP native, low traffic accuracy

The information flow is centered on passive reception by the recommendation engine. It is usually embedded in the APP content information and actively pushed by the platform, with a high user arrival rate.

Top 3 domestic information flow advertising platforms: Baidu, Tencent, Toutiao (Toutiao is more appropriately called DSP )

Users' fragmented time has been occupied by various information flows

Information flow originates from content information platforms and emerges from social media and news information platforms. It is currently undergoing various derivative effects and has extended to multiple fields such as search, video, and browsers .

Social apps are most commonly used for posting selfies, at parties, and in classes, while news apps are most commonly used during commuting and as toilet reading. Watch a video before going to bed, and check the search information flow while working, in meetings, and in class. iResearch Consulting's "2017 China Information Flow Advertising User Insight Report" shows

Users are most receptive to news/social information flow ads <br />News platform page display formats are easier to integrate with information flow ads

Users have the highest memory for information flow ads on social platforms

Compared with news ads, social media feed ads are more likely to increase brand favorability

The brand image of the platform also affects the perception of advertising brands. Humor, fun, and the second dimension are the consistent perceptions of social platforms and their information flow ads.

The three elements of information flow advertising : display, click, and conversion.

2. Delivery Settings

The core of information flow delivery settings is interest tag recommendations. The more tags you add, the more accurate the recommended traffic will be.
Interest, bid, region, and time period are the main factors affecting the display volume . Next, let’s focus on interest tags and delivery time periods.

1. Interest tags

Information flow is delivered based on interest tags, and interest does not equal purchase intention.

When bidding, people usually focus on products. For example, if you are making training products, the bidding mindset is to add interest tags such as education, training, and tutoring. However, for information flow advertising, interests should be placed according to user portraits . For example, our target group is women aged 23-28, and the interest tags we need to set are [clothing, beauty, beautiful pictures , fashion, online dramas, etc.]. Only in this way can a large proportion of advertisements be delivered to the target population.

2. Time period setting

• 6:00-9:00, 17:00-19:00 on the way to and from get off work
• 9:00-18:00 during working hours
• 19:00-00:00 during break time

The above examples show three common time periods. We need to set different time period strategies based on different product attributes and platform attributes.

6:00-9:00, 17:00-19:00
On the way to and from get off work: most of the apps are news and information apps; I want to grasp the traffic of Baidu News and Toutiao News
9:00-18:00
During working hours: Most of the searches are related to Baidu and UC search.
19:00-00:00
During breaks: mostly browse videos and entertainment; take advantage of Weibo and WeChat traffic

The traffic intention of information flow is indeed not as high as the intention of bidding, but if you make good use of the delivery settings to efficiently screen the crowd, stimulate interest through creative pictures and texts, and then use the landing page to guide the lead conversion, the effect will not be bad.

3. Creativity

Taking the information flow presentation of Toutiao as an example, it is mainly divided into two types: pictures and texts (large pictures, small pictures, three pictures) and videos .

Creativity should focus on textual creativity.

From the perspective of the native platform, information flow is generated from the information content platform, which means that users are more dependent on the text content of the platform, so users pay more attention to text than pictures. In addition, users' browsing devices are mostly small-sized mobile devices, which also leads to limitations in the communication of picture content. Therefore, we need to use more creative copywriting to make up for the shortcomings of pictures.

The copy should be simple, with few words and popular language, so as to avoid making users think, and try to connect it with some common products or high-frequency things in life.

Next, we will combine the time period strategy to deduce creative copywriting

I am not on the way to study, I study on the way to and from get off work: 6:00-9:00, 17:00-19:00

15 seconds of EXCEL teaching, double your work efficiency. Working hours: 9:00-18:00

get off work? Are you tired? If I don't study today, I will waste my rest time: 19:00-00:00

When preparing creative materials, the platform attributes must also be taken into account. For example, Toutiao’s mainstream coverage covers second- and third-tier cities, and its users are between 30 and 40 years old and are interested in society, current affairs, and the economy. Tencent Kandian covers first- and second-tier cities, with users aged 16-23 years old, and they are more interested in games , animation, and videos.

4. Landing Page

Landing pages are usually divided into two types: brand activity pages and lead collection pages. The goal orientations of the two landing pages are also different. The former is for brand exposure and the latter is for product conversion.

The length of the landing page content should not exceed two screens, one and a half screens is optimal.

Due to users’ fragmented reading habits, users do not like long articles and will not stay on a page for a long time. According to GA data, the average visit time is between 5 and 13 seconds. It is particularly important whether the landing page can achieve efficient communication with users within 10 seconds.

I believe that many people will subconsciously generate a defense system when browsing a page. I just saw a page and I don’t know your company’s strength, the quality of your products, or whether you are a scammer. Why would I leave a call on an unfamiliar page?

Therefore, we need to introduce ourselves to users in a very short time and make them trust us.

Here is a general landing page framework conversion logic for your reference:

Who am I (introduce your brand or company name)
What do I do (what is my product)
What benefits can I bring to you (what services can I provide)
Come on, let's have sex (maybe we can be friends)

We also need to calculate the cycle of overlaying advertising materials on the landing page based on the user's activity level and the platform's user display data. Add freshness and content continuity to users.

5. Final Thoughts

We have entered an era of social communication that relies on creativity and content. While information flow advertising is constantly optimizing platform settings and enriching user interest tags, other guidance focuses are implemented in creative materials, gaining user attention through creative copywriting, and then achieving precise exposure or user retention through strategic conversion to the landing page. Therefore, information flow is content social networking.

This article was compiled and published by @大挖酱 (Qinggua Media). Please indicate the author information and source when reprinting!

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