Information flow advertising creativity, 3 tricks you can’t miss!

I still remember that in September last year, 16 fund posters in the name of Alipay were all over the WeChat Moments . The design style was flat, and the copywriting occupied 1/3 of the area:

"Every day, I use a six-digit password to protect my two-digit deposits."

"The whole world is urging you to hurry up,

But no one cares that you haven't had breakfast yet."

"When I was a kid, I always lied to my parents that I had no money. Now I always lie to my parents.

"It's okay, I still have money."

…

Although this set of copywriting was criticized for being too depressing, the author calmed down and read it carefully again, thinking about why there are some creative ads that users can't help but click on, and are even willing to cheer for and swipe their screens.

It’s actually very simple, because these advertising ideas touch people’s hearts.

Why poke at my heart then?

Maslow tells us that this is because these advertising ideas meet people's needs.

Attention! Today, we are going to talk about some creative advertising methods that touch people’s hearts based on their needs.

1. Primary Heart-Poking

The most obvious feature of this type of advertising creativity is that its content meets the basic needs of the target audience, namely material needs (physiological needs + safety needs). Although it is listed in the primary heart-stamping series, its proportion in actual delivery is very high. Promotional ads and food ads are typical examples. This type of advertising creativity has a significant effect on acquiring new users for "anniversary celebrations" and " festival marketing " and increasing order rates and repurchase rates.

Promotion

Discounts on purchases over a certain amount, coupons, interest-free purchases, low discounts on the lowest prices, etc. Taking "profit" as the starting point and "low price" as the content theme, it satisfies the target audience's material needs for food, clothing and other items.

Food

Based on physiological needs, the most direct advertisement is food-related advertisement. The key point of the advertisement creativity is that the advertisement pictures and advertisement copy fully reflect people's feelings: fresh, smooth, sweet, delicious, etc.

2. Intermediate Heart-piercing

The mid-level heart-touching advertising idea is derived from the third level of Maslow's needs, namely, belonging. Haslamren believes that a sense of belonging can be accompanied by a sense of meaning, helping individuals create a shared social identity so that they can pursue higher-level goals and gain social recognition in the process of pursuing their goals.

Therefore, the typical characteristics of this type of advertisement are that it emphasizes love and belonging, attaches importance to friendship, family affection, and love, has social group attributes, and stimulates users' sense of group belonging. Social product advertising is a typical example. This type of advertising has great advantages in remarketing and activation when promoted in channels .

Social

Advertising creativity based on social needs emphasizes the feeling brought by the group in advertising creativity and copywriting - similar interests.

3. Advanced Heart-Poke

Before understanding advanced heart-touching creativity, let’s first look at Maslow’s top needs, which are respect and self-actualization. It comes from the evaluation and views of society and oneself, and is related to dreams and achievements.

Now many brands are willing to use these two levels of needs as the starting point for creative planning and design. Not only are there positive applications, but many brands also use them in the opposite direction. From small happiness to small sadness, they are all quite touching.

Everyone who has just arrived in Beijing is full of enthusiasm.

If you stay for too long, everyone will be poured with a bucket of cold water.

Some dreams can only give way to reality first.

This is not compromise, this is maturity.

The unhappiness of staying in Beijing may only last for a while

The reluctance to leave Beijing will last a lifetime.

20 million people continue to drift because their dreams have not yet been realized;

150,000 people leave every year because their dreams have not been realized.

There is no right or wrong in staying or leaving, only whether you are willing or not.

Not afraid of leaving

But fear

Never come back

When I came to Beijing, I said, "I came and I conquered."

The night I decided to leave Beijing, I was drunk.

I said, "I was here and I left."

Beijing welcomes you, but never tries to keep you.

No matter what level of touching method is used, there is no distinction between good and bad. As long as it is consistent with the advertising purpose and the preference of the target users , it will bring good advertising effects. So how do we plan and design these heart-touching ideas? Tencent has a saying that I agree with very much:

"At your side, designed for you"

The core is "user". In terms of creative methods, there are three points:

1) Return to the user perspective: switch identities, break out of the circle, experience the product process as a user, deeply explore the pain points that users may have in the process, prioritize the pain points, and lock in the core communication content.

2) Create user scenarios: visualize the core pain points of users and combine them with the specific scenarios in which they occur. Do not present multiple scenarios or multiple pain points in one creative idea.

3) Integrate user emotions: Based on pain point scenarios, it is necessary to convey emotions through copywriting and pictures, and understand the user's emotions. Emotional factors such as joy, anger, sadness and fatigue can cause deep resonance in users, and generate a sense of identification with the products and brands mentioned in the advertising creativity, which has a positive effect on improving conversion rates and subsequent retention .

This article was compiled and published by @堂主看创意(Qinggua Media) by @堂主看看创意. Please indicate the author information and source when reprinting!

Product promotion services: APP promotion services, advertising platform, Longyou Games