A Douyin video makes a brand popular! How to use information flow to achieve wild growth?

Growing up is often painful, but learning smartly can make you happy.

The popularity of information flow remains high and has gradually become the mainstream promotion method for advertisers. At the same time, its conversion effect cannot be underestimated.

For example, Tik Tok , a small short video , has made many brands popular, such as Peppa Pig, Haidilao internet celebrity matching and so on.

Although information flow is very popular, it will also be the mainstream promotion method in the future. However, there are still many optimizers who have only a vague understanding of information flow, or cannot understand its true core delivery method.

Although information flow is similar to bidding, there are essential differences in the thinking behind the delivery. Today, Qingguajun will share with you " What preparations should be done before promoting information flow advertising " to make the conversion more efficient!

Before we begin, let’s take a look at what information flow is. Only by understanding the characteristics of information flow itself can we better prescribe the right remedy.

Simply put: information flow advertising mainly relies on massive user data and the information flow ecosystem, which can accurately capture user intentions, combine different platforms, and display advertisements to target customers.

It has two main features:

The biggest feature of information flow is that users actively receive information, and advertisements are displayed to users based on the targeting methods of different platforms.

The purpose of information flow is to acquire potential users, so the production of materials will be more in line with the characteristics of the platform. If you don’t pay attention, you won’t even realize that this is an advertisement.

Crowd profiling is the primary preparation for delivering information flow and is also the basis for advertising . If you want your advertising to convert more effectively, you need to understand the attributes of the crowd and develop more effective methods based on different audiences.

In bidding, Tuzi once talked about the nine elements of crowd analysis, and similarly, it also applies to information flow.

But in general, we can mainly analyze the following points:

Occupation is a major attribute of the population. Different occupations have different income levels, and this attribute determines the purchasing power and efficiency of the population.

At the same time, it also determines the optimization direction of our creativity and landing pages.

For example, we are planning to launch an advertisement for cosmetics franchise, and the target group is full-time mothers in second- and third-tier cities. The attributes of this group of people may be: no money, fear of risks, etc. So when we write the creative idea, we can emphasize the words: 0 investment, easy tens of thousands, etc.

Different age groups have different product demands.

The most obvious difference is in cosmetics. People around 20 may pay more attention to the moisturizing effect of the product, while people around 40 may pay more attention to the anti-wrinkle effect of the product.

Therefore, we must grasp the appropriate age group and deliver our products accurately.

Find the time period with the best conversion rate and spend your money wisely!

You can usually better determine when to run it by comparing data over a period of time.

Visitors from different regions have different preferences for products.

For example, Sichuan people like spicy food; rabbits like sweet food.

Therefore, it should also be deployed according to the region.

Each group of people represents a demand. Only when we clearly understand what users really want and give them what they want to see and want, can we achieve better conversion.

Therefore, after clarifying the attributes of the crowd, we need to analyze “ what are the needs” of this group of people.

In other words: develop a routine based on each need.

After clarifying the attributes of the crowd and understanding the user's needs, we need to think about the page load based on this.

People with different needs require different landing pages to carry them. Only by allowing users to see the content they want to see can we reduce the flow and waste of resources; only by satisfying users can we retain visitors and obtain leads.

It is no exaggeration to say that the carrying capacity of a page directly affects the conversion effect of the page.

Therefore, we need to follow the following rules:

1. Set up different pages for different groups of people

2. The page should be highly relevant to the creative

Information flow is different from bidding. There is only one platform, but information flow has multiple platforms for us to deliver.

So before we launch the campaign, we need to think about what conversion strategies different groups of people will choose.

For example, a full-time mother has a lot of free time, and she may visit various forums and communities in her spare time, so we can use forums to generate conversions for this group of people; for example, bosses often have certain goals and focus on profits, so we can directly use landing pages for conversions, which is simple and crude, and we can directly highlight his profit points.

In this regard, Tuzi has summarized several common conversion points for your reference only.

It refers to the use of discounts, promotions, and other benefits in landing page design to lure users in order to obtain information.

For example, in the picture below, “interest-free first installment coupons” are directly used to lure users to convert and obtain leads.

Humans are emotional animals. We can tell a story based on the user's attributes and needs, so that the user can put himself into his own actual situation, thereby forming resonance and achieving the purpose of obtaining clues.

It refers to asking questions and using authoritative figures or professional knowledge to answer them, thereby achieving transformation.

This is the operation of Zhihu.

However, this conversion strategy is more suitable for adding fans, but not for direct conversion.

It means collecting visitor information and pain points from multiple aspects through mutual communication in order to achieve conversion.

Similar to this, it is also more suitable for adding fans, but through mutual communication, users have already understood the product to a certain extent in the early stage, so the conversion effect will be better.

Instead of direct hard conversion, some self-media are used to guide customers to add WeChat or search for keywords to indirectly obtain leads.

The above four points: crowd analysis, demand analysis, load analysis, and conversion analysis, are necessary tasks for us when delivering information flow.

When the basic work is prepared, we need to choose appropriate promotion channels and formulate promotion strategies based on the above analysis results.

There are many choices in information flow channels , and the characteristics of different channels play a crucial role in our later conversions.

Therefore, this requires us to analyze the "characteristics of each channel".