Master these 4 creative techniques for information flow advertising and increase your click-through rate by over 30%!

Therefore, in response to the pain points of many optimizers and marketers , today we will talk about "how to optimize the creativity of information flow advertising" from the four dimensions of channels , crowds, scenarios and styles...

News and information flow channels include Toutiao , NetEase News , Yidian Zixun , etc. Generally, users use such platforms to obtain the latest hot news information, so in terms of creative content, it is best to create a "quasi-news" article.

For example, in the creative title text, you can highlight characteristics such as "curiosity", "hot spot", "things around us", etc.; in terms of picture creativity, try to choose real-life pictures that are consistent with the context, rather than choosing some overly beautified and designed pictures.

Social information flow channels, such as WeChat , Weibo, Momo , etc. On the one hand, the advertising creativity of such social platforms should conform to people's habits of obtaining information and be coordinated with the main content; on the other hand, it should be easier to help individuals create an exclusive social identity in order to arouse their interest and emotional resonance, and stimulate forwarding and sharing.

Video/ short video information flow channels, such as iQiyi , Youku, Douyin , Kuaishou , etc. Generally, users browse such platforms for entertainment, so the creativity must first be made into an advertising format that is consistent with the main body of the platform (video or short video format); secondly, the creative content (pictures, music, etc.) must be interesting and fun to attract audience clicks.

Other vertical information flow channels, such as Mayu , Dayima , Autohome , etc. This type of information flow platform has prominent vertical attributes and fixed content (such as cars ), and users use it to obtain useful information. Therefore, the creativity should try to be consistent with the main tone of the media, the demands of the crowd, etc., so as to make the advertising more tolerable and even make users accept it with pleasure.

In summary, before creating or optimizing information flow advertising creatives , optimizers and marketers must first clearly know which channel your information flow advertising will be placed on, and what the category, main tone, interface style, etc. of this channel are; and produce more native content that is perfectly integrated with the channel. In this way, we can improve advertising favorability and click-through rate without destroying the user experience !

If the target audience is a potential target audience that is yet to be recognized by the brand, it is recommended that the creative content should focus on exposure, and first of all, the content should state "who you are" and "what you sell";

If the target audience is in the stage of understanding the brand or comparing competitors, then based on the insight into the audience's "pain points" or "tangle points", it is recommended that the creative materials should be able to combine the advantages of the product/service to solve the audience's demands.

That is, tell them what your product/service can bring, what it can solve, and what your advantages are over your competitors, so as to directly hit their pain points and attract them to click. If they are brand-loyal audiences, then creatively highlight "activities" and "discounts" to stimulate secondary consumption.

For the text + multiple pictures display style, it is recommended to display pictures of different products (such as e-commerce promotion ) or different scenes (such as game promotion) separately to increase selling points and attractions. At the same time, the layout of all pictures should be coordinated, the color matching should be reasonable, and the overall integrity should be strong.

Text + video presentation style. For this style, the text should not be too long and should highlight the key points; the video should be interesting and eye-catching, making users want to click and watch.

The world is so busy that no one will waste even one second on your advertisement. Therefore, it is crucial to produce creative ideas that best suit his/her taste and attract his/her attention within a limited time!

If you don’t know how to create and optimize your information flow creative , you might as well determine these four questions first: