Tips for creative copywriting for information flow ads, so that your ads will say goodbye to click-through rates below 1%

Tips for creative copywriting for information flow ads, so that your ads will say goodbye to click-through rates below 1%
What kind of information flow advertising creativity can attract users to click?

”

Key Point 1

If you want to be successful with any advertising channel , you must learn to grasp the "lifeline" within the rules. The creativity of high clicks and high conversions is undoubtedly the core of the essence of information flow advertising .

Key Point 2

Creativity is an important part of screening people. It can enhance the influence of secondary communication and is of great help in improving conversion.

You know, no matter what kind of advertising we make, the ultimate goal is to convey "information" . The advertisements carry the content we specify and are "reached" to the group of people we have targeted. How much room do we have to do this well? There is a very cruel 2-second life and death rule circulating in the advertising industry:

Users decide whether to click on an ad, from attracting attention to reading the copy , clicking to learn, and immediately purchasing/downloading/consulting/leaving contact information - if this process does not happen within 2 seconds, the ad is doomed to fail.

What should you do if you want your advertising to be successful?

Pay attention to the key points: the criteria for users to judge whether to click on ads

1. Is it relevant to you or can it provide value?

2. Whether you are interested in the visuals or content.

Information flow is a native advertisement with chameleon characteristics. The location where it appears determines that the copy should be suitable for different products and presentation situations, and a flexible and varied language style should be adopted, and the content to be conveyed should also be soft. Hard advertising: There is no threshold, you can tell it is an advertisement at a glance.

Soft advertising: Advertisements are disguised, hidden in some seemingly fair news, sensational, touching, inspirational, and boastful stories. The cheap and easy-to-use beauty gadgets recommended by the wealthy white beauties born in the 1990s, internet celebrities, and beauty bloggers traveling around the world and on villa cruises are themselves a product promotion completed without making a fuss.

In addition to the content being disguised, how can we stimulate users' desires and attract them to click within limited text and pictures?

The right entry point + a catchy title + an outstanding visual

What if a single designated content limits the space for your thinking to expand? We might as well start with the three elements of the users we have circled: relevance, value, interest + nine entry points , use divergent thinking to break the barriers of confinement and create unique copywriting. Remember not to use gimmicks, show off words, or exaggerate too much. The title party will let users discover the truth that they have been fooled and label the promoted product as a liar. In the era of everyone's media, the speed and channels of word-of-mouth communication of users are difficult to monopolize and conceal.

Case

Game hard advertising: xx mobile game platform is good, great, and awesome. Click to see how I make a million dollars a year by playing a mobile game. (Hard advertising) Game soft advertising: Oh my god, Lushan Shenglongba, Tianma Liuxingquan, this game can finally be played on the mobile phone, I have waited for so many years! Burn, little universe! ( Soft advertising: relevance and interest factors. User emotional entry point, childhood memories of the post-80s generation )

In addition to the entry point, let’s talk about the philosophy of the title. Which elements can enhance the logic and guidance of the title and resonate more with users?
1
In visual marketing , any title involving numbers can always evoke people's first visual effect. So when we look at things on the street, the first thing we see is numbers. The information it conveys is more direct, clear and impactful.

Case

Before modification: Omo laundry detergent effectively removes pathogens After modification: Omo laundry detergent effectively removes 99.99% of pathogens

2
The use of special symbols has become a popular writing style nowadays. When people see the symbols, they will have different feelings both from the senses and from the heart. For example, the exclamation mark expresses surprise and shock, the ellipsis highlights suspense and hesitation, and the question mark can arouse the user's curiosity. These are the points that stimulate the user's visual senses.

Case

Before modification: 5 must-read rules for women to maintain their beauty in winter After modification: [ Dry goods ] 5 must-read rules for women to maintain their beauty in winter

3
Curiosity is innate in everyone. If you want to make others curious, you have to whet their appetite. Through various situations such as the special behind the common, the reversal behind the taken-for-granted, the exaggerated curiosity, the suspense of the story, etc., a contrasting psychology is created to stimulate user curiosity.

Case

Before modification: The story behind a woman’s winter beauty regimen . After modification: The story behind a woman’s winter beauty regimen. I burst into tears after knowing the truth!

4
Since ancient times, Chinese people have liked to follow the crowd, especially when people around them are paying attention, this mentality becomes even stronger. On the Internet , idols, Internet celebrities, popular public opinions , etc. have become the weather vane of the public.

Case

Before modification: Greenland Group's new property is listed After modification: People queue up to buy property in the middle of the night in Shanghai again, Greenland's new property is selling well

5
It can really touch your heart and use the most humane and simple language to influence consumers and resonate with them.
chestnut

Case

Before modification: Baileys, changeable nature After modification: There are a thousand Hamlets in the hearts of a thousand people, Baileys makes you a thousand faces

Finally, we have to talk about the visual effects of advertising, which is the material of information flow advertising. Different industries, different colors, correct materials, and the right way to present the advertising screen are the skills of information flow advertising materials.
What kind of material style is more suitable for your customers?

1

Big picture: "Big things to do" (suitable for brand customers who prefer to display or highlight core information)

Design principles: creative materials should be selected with strong visual impact, prominent information, eye-catching colors , etc.

2

Three pictures: Three-body kaleidoscope (the combination is all-encompassing and suitable for customers of all categories)

Design principles: creative materials can be considered in terms of three-image linkage , three-image unification, narrative segmentation, separate writing, increasing, decreasing, etc.

3

Single image: concise but not simple (conveying information simply and directly is suitable for content marketing clients)

Design principles: creative materials should be concise, clear, highlight the key points, colorful and eye-catching.

Advertising is, after all, a form of information dissemination. Writing effective creative ideas is like finding someone on the street to sell your mobile phone. Simple word games are useless. You must find an opportunity to attract his attention and give him a reason to persuade him.

What is tempting is not the creativity, but the scene that allows users to imagine themselves in it. Just like when we watch movies and TV, we are often moved by those plots that are highly similar to our daily lives but have ups and downs, so that we can immerse ourselves in them more quickly.

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

Product promotion services: APP promotion services Advertising

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