How to select images for information flow ads? Are there any tips?

As the title says, today we are going to introduce the techniques for selecting images for information flow ads .

The pictures of information flow ads mainly appear in two locations: the first is the entrance creative title picture part , and the second is on the landing page . In general, the standards for selecting images in these two places are the same, that is, they need to meet the following functions:

1. Attract attention

2. Deliver information

3. Stimulate emotions

When applying it in specific situations, it is also necessary to combine the respective scenes on the title image and the landing page.

1. How to choose creative pictures for the entrance

The entrance creative image does not take up much space, and its purpose is to attract users to click on the landing page .

Most of the information flow advertisement title pictures I have seen, no matter what the title is, are accustomed to using real scenes to increase credibility. The reason is that "information flow advertisements must be disguised as news, so the pictures of information flow advertisements can only use snapshots and news pictures like news."

But this is not always the case .

For example, in a franchise project we did before, one of the entry titles was like this:

Young people should stop living under the boss's control.

Come! Take 500 yuan and start a business !

Usually, pitchers will use three small pictures as the title picture, and each selected picture will contain entrepreneurial elements, that is, the function of "conveying information" is completed through the title picture.

But my first reaction after reading this title was: the copy hits the pain points of young people who want to start a business: "don't want to please the boss" and "don't have start-up capital".

In this case, there is no need to choose a picture that will bring users back to reality or disguise the news. We can choose a picture that will make users feel more painful. So, this is how I made this picture:

1. Use one large picture instead of three small ones, because large pictures have greater visual weight and are more likely to arouse emotions.

2. Instead of using entrepreneurial-related pictures to convey entrepreneurial information, a picture of a boss scolding someone's face is used to stimulate the user's pain points . The boss in the picture has a distorted face, exposed veins, grinning, and pointing at you.

What we need to remind everyone here is that recognizing facial expressions is a passive skill of human beings. Everyone can recognize it and is particularly sensitive to it, so using facial expressions to convey emotions is the clearest and most understandable .

For example, the expressions in the picture above are particularly offensive. Why do I make users offensive? Because I need to cooperate with the copywriter to remind them:

The boss is annoying!

I don't want to see the boss's face!

If I am not welcome here, there are other places that will welcome me!

Let’s go and start a business!

So the final effect of the copy and picture is as follows:

Based on the above cases and my experience, there are only two situations for selecting the title image of the entrance of information flow advertising:

1. If the title already contains pain points, pictures can help to intensify the emotions.

2. If the pain point of the title is not enough and credibility needs to be increased, use real scene pictures to increase trust.

You may ask, is there a situation called "other"? For example, what should you do if the title isn’t painful enough and the picture can’t solve the credibility issue? I would recommend that you go back and revisit the title.

The power of a title is limited, and the power of a picture is also limited. Don't expect one of them to help you turn the tide. If the image isn’t powerful enough to make up for the title, you’ll just have to create a new entry title.

2. Tips for selecting images for landing pages

Again, the picture itself needs to satisfy the functions of attracting attention, conveying information, and stimulating emotions . On this basis, combined with the specific copy in the landing page, match the corresponding content with the selected pictures.

Once you’ve chosen your image, you can ask yourself the following four questions in turn:

1. Does this picture express what I want to express ? If you feel that you have not achieved it, go back and choose again.

2. Does this picture interfere with the user's ability to see the content I want him to see? If there is, remove it.

3. Does this picture emphasize the key emotion? If not, change one.

4. Will this picture cause discomfort to users? If so, change it.

If you can pass the above four questions, your landing page illustration will be qualified. Practice has shown that in most cases, choosing the right picture can greatly help improve your advertising conversion rate .

3. Communication standards

After understanding how to select images, you will have a standard for communicating with advertisers, designers, or artists, which will be much more convenient. For example, you can say:

“I need pictures that can stir up more similar emotions.”

or

“I need to find some more convincing pictures of real scenes”

If the other party still doesn’t understand:

"Which emotion do you want?"

or

"What does it mean to be convincing?"

You can use word splitting method to solve it.

For example, the entry title we mentioned above has several keywords: boss, expression, and starting a business.

Because the pain point of this title is already painful enough, the picture only plays a supporting role and can heighten the emotion , so it is enough to express the two keywords "boss" + "expression".

Suppose we change the title to "Join XXX and earn 50,000 a month, you can do it too!", the persuasiveness of the title is obviously not enough. At this time, what we need to find is not a supporting material picture, but a real scene to supplement the content of the title. We can break the title into two parts:

1. "Monthly income of 50,000" - this is the trustworthiness part;

2. "You can too" - this is emotional incitement.

The emotion of "you can do it too" is powerful in itself, but the key point is that this emotion is not credible and cannot convince users. The key reason why users do not believe "he can do it too" is that they do not believe they can "earn 50,000 yuan a month", so we need to list the "earn 50,000 yuan a month" as the part that needs to increase trust , so that the subsequent picture selection will have a direction. For example, you can use transfer pictures, screenshots of change, shipping scenes, etc. to increase trust and show that this is true.