Use these 4 dimensions to optimize the information flow of 3 major industries and kill everything in seconds!

As people's behavioral habits gradually move towards "scenario +" and " social +", users maintain high activity and stickiness on mobile terminals. As a result, official announcements from native information flows that continue to break through in content presentation have become the preferred form, and social advertising has highlighted its high value and driving force for development.

(Image source: iResearch )

In Q2 2017, the quarterly market size of online advertising in China was RMB 86.16 billion, a month-on-month growth rate of 23.3% and a year-on-year growth rate of 28.5%. Among them, the scale of social advertising was 8.93 billion yuan, with a year-on-year growth rate of 57.5%.

1. Tourism Industry

The core of native information flow is to deliver brand information and value through the relevance and fun of content. Advertisements that are well received and widely watched by users are those that can directly touch people's hearts in the information flow and instantly kill users' memory fragments.

Therefore, this article starts from the case materials of the clients we have served and provides a secret guide for the creativity and optimization of native advertising .

Product Category: Travel

Data results: Exposure volume 1.33 million+ Interaction volume 1965 Click-through rate 0.1-0.2%

Optimization tips:

1. Put the discount and offer in the most prominent title and description of the large picture card, but do not tell the specific price and discount period, which can indirectly promote user clicks and increase the "opening rate".

2. The material pictures are scary and suitable for Halloween activities, but they are too extreme. Users who like excitement will click on them, but timid users may be lost.

Product Category: Travel

Data results: 280,000+ impressions, 67,000 interactions, 1.8-2.5% interaction rate

Optimization tips:

1. Targeted regional delivery will make local people feel more involved and improve conversion rates .

2. The picture is in the form of a large picture cradle, and has a superscript with the word "strategy" in the lower right corner to increase the click-through rate.

2. Gaming Industry

Product Category: Games

Data results: 1.13 million+ impressions, 64,000+ interactions, 5.2-6.1% click-through rate

Optimization tips:

1. The two most favorite anime characters of the boys in their childhood were presented in the form of a video.

2. The copy implies that Weibo users do not need to make a choice, and downloading the game means having two childhood goddesses at the same time.

Product Category: Games

Data results: 520,000 impressions, 45,000 interactions, 8.5-9.2% interaction rate

Optimization tips:

1. At present, it seems that two-dimensional games on Weibo will attract more users. This game uses two-dimensional and NetEase's masterpiece, highlighting these two points is quite pleasing to a certain extent.

2. The copywriting is extended based on the original animation content, emphasizing the skills of the boy that appeared in the original animation to attract users

3. Based on the increased interaction among comic fans, the volume was further increased, thus making the overall interaction situation better.

3. E- commerce industry

Optimization tips:

1. The copywriting uses discounts as an entry point to attract users to place orders and convert;

2. The pictures have a consistent style, look eye-catching and catch people’s attention.

Product Category: Shopping APP

Data results: 450,000+ impressions, 37,000 interactions, 0.8-0.85% interaction rate

Optimization tips:

1. The copywriting in the form of a big promotion is more convincing and gives users a sense of reality. And highlight the brand in the copy, and use the brand's influence to further enhance credibility;

2. The pictures list low-priced items with a wide audience, stimulating users’ desire to buy.

Product Category: Shopping APP

Data results: 370,000+ impressions, 11,000 interactions, 0.3-0.35% interaction rate

Optimization tips:

1. The material is presented in the form of a shopping guide, imitating user reviews to enhance the sense of reality;

2. The listed items and prices are all real materials on the site, which can bring real conversions after users download and activate them.

Materials and copywriting are the "killer weapons" to achieve high-quality conversions. The optimization of the above cases is based on different industry categories and is combined and sorted in four dimensions: product functions, user benefits, emotional appeals, and scene tonality, making full use of the creative compass optimization method.

The vast majority of users maintain a neutral attitude towards advertising. They do not reject it but try to avoid it if possible. However, in reality, advertisements are everywhere in our living environment, but users do not dislike them. As a bridge connecting brands and users, native advertising is the most feasible marketing form that values ​​user experience and creates brand value.