After working on information flow for half a year, I found these 3 points to be super useful!

When it comes to information flow , I think most people are very familiar with it. Because information flow is the most mainstream form of advertising/content carrier at this stage, it is spread throughout the interface of every APP and is at our fingertips at any time; it meets our various needs in different scenarios. Therefore , how to select, match and recommend appropriate information flow is a very challenging task.

The editor has been involved in advertising information flow optimization for half a year, so he would like to talk to you about his understanding of this form of information flow.

Information flow, based on my understanding of it during work, is a promotion activity that analyzes the current development attributes of the product to be promoted , identifies the target user groups, and selects appropriate channels to carry out the delivery. Therefore, I believe that the three most important points in optimizing information flow are: clarifying product attributes, positioning user groups, and choosing appropriate channels, rather than bypassing these three steps and habitually doing business-related work such as designing materials, uploading creative ideas, and writing titles .

1. Clarify product attributes

The product is positioned in a direction, because each product has its specific user group, specific usage scenarios, and meets specific needs, and these needs can bring different emotional experiences. It is like drawing a coordinate space for your ideas, and all subsequent work will be carried out around this space. Its value lies in pointing out a direction and providing you with a vague goal.

Next, you need to make the vague goals specific and clarify the dimensions in which your product has shortcomings, such as: low product exposure and lack of traffic support; the image the product gives people is very low and lacks the shaping of positive image recognition; weak product awareness and lack of brand trust; in the early stages of product promotion, it does not conform to users' existing cognition and habits; there are many product decision-making links, etc. After the goal concretization work is completed, you can effectively formulate a promotion strategy .

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2. Positioning user groups

Different user groups have great differences in product selection criteria and decision-making methods. For example, in terms of APP downloads, first- and second-tier user groups tend to consider factors such as popularity in their APP selection criteria, and their decision-making method mainly depends on the APP ranking. However, third- and fourth-tier user groups tend to consider factors such as functional practicality in their APP selection criteria, and their decision-making method depends on whether the functions of the APP meet their needs.

In addition, users’ decision-making methods are not fixed in nature; they are very emotional, so if the promotion can evoke different emotions in users or the channel itself has such emotions, it can make users take actions that they might not normally try. For example, in the app store , there are combinations of e-commerce apps and financial management apps, camera tools and live broadcasting , social tools, etc.

3. Choose the right channel

After completing the analysis of the first two steps, the channel selection attributes are actually already available. Because different channels have their own user groups, their own advantages, and correspond to different user emotions, you only need to choose the best channel based on the attributes of your own product. A channel actually corresponds to a scenario, and we need to analyze what other related needs users have under the scenario goals besides the current corresponding needs. For example, for a recruitment app, under the big goal of fitness, in addition to the demand for fitness itself, users may also have peripheral demands for auxiliary fitness such as diet, music, fitness equipment, etc., or alternative demands that change but bring inconvenience to the user's pursuit and emotional experience, such as travel.

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

Product promotion services: APP promotion services Advertising platform Longyou Century