I believe many of you have had this experience: you are happily reading the new tweets on a public account and reading them with relish for 5 minutes, but without knowing when the style changes and it turns into an advertising recommendation. I believe that at this moment you must be gritting your teeth and cursing in your heart, "Damn it, I wonder how much money they charged again", while quickly pressing the "Return" key.For example, a certain big VThe chicken soup-style opening and structure of the article was originally thought to be a warning to everyone not to work hard in vain and to find the right direction. However, near the end, the topic suddenly changed and it became a recommendation for the learning tools that the onlookers hated the most.Excuse me for being blunt, this is not called advertising, this is called cutting leeks. It not only damages the fans' reading experience, but is also extremely irresponsible to advertisers.How should big Vs or media people advertise? I think the following issues should be resolved.1. Make fans happy to accept your advertisement2. Find the right advertisement3. Change the form of advertisementLet’s solve these problems one by one.1. Make fans happy to accept your advertisementBeing willing to accept is divided into several stages: not hating ➔ accepting ➔ being willing to accept .Why do we hate ads?Many newcomers who have just started learning about advertising/ marketing find it difficult to understand: Why are my ads so annoying?If humans are born with a gene that hates advertising, the advertising market would have been dead long ago. Why is it still the foundation of many excellent companies?We once conducted a community survey to ask users what forms of ads they hate, and came to the following conclusions :
For video ads, buffering before the video starts is acceptable, and when the video is paused, it is acceptable. If there are ads during video playback ( product manager at iQiyi earns 3K per month), it's very disgusting
Banner ads will not affect their other operations on the page, which is barely acceptable.
Outdoor advertising, does not affect sight, does not affect vision, is not vulgar, and is barely acceptable
Send me a DM ad, don't force it on me, I can barely accept it
The advertisement is not obviously deceptive and is slightly acceptable.
Summarizing the above points, we can draw the following conclusions:Users cannot accept things that do not conform to their cognitive order.Suppose you are the little prince of hookups , and you meet a girl you like in a bar. In the evening, you walk out of the club together and prepare to talk about life and ideals. The correct order of cognition in your mind at this time is:I never expected that I would ask you to pay first after taking a shower. You must want to kill her, right? That’s right, it’s exactly the same as when you’re playing mahjong and someone cuts you off.The rain from the sky can be gentle and silent, or it can slap your face and hurt you.2. Why do fans accept advertising?Imagine this scenarioOne day, you searched for "Japan travel" and "Thailand travel" on Baidu.The top few are all advertisements. Let me ask you, do you feel extreme disgust in your heart?I believe not, you may even click a few to see. Because "travel" is your current need, it is either to find travel agencies and services, or to understand relevant strategies. Baidu's advertisements can provide you with suggestions and plans for your reference.If the author of the public account expresses his true feelings in the article: You and I are on the same path, I will definitely put myself in your shoes, so who are we to follow?What do you think the fans will think?Let’s take a look at the advertising results of the most popular influencer in 2016 – ⎡Mimeng⎦ .The article first describes the miserable story of an IT guy, which is as miserable as it can be. Because he was brought up in poverty, he gave up working at Alibaba , and later Alibaba went public. Because I was raised in poverty, I didn't buy a house in Shanghai but in my hometown. Later, the house in my hometown cost 9,000 yuan per square meter, while the house in Shanghai cost 90,000 yuan per square meter.It is such a story about the life pattern that fans were deeply moved after reading it. What is even more amazing is that fans of different genders actually found points of identification with themselves.Male fan: Damn, my parents raised me in poverty, which is why I am like this now ➔ (Subconscious: I have suffered a loss, I must raise my children in wealth)Female fan: Oh my god, I must not raise my children in poverty ➔ (Subconscious: I can't make mistakes, I must raise my children in wealth)It would be a failure to win over only one side.The fans were wondering, "How can we raise children in wealth?" When they saw the Friso advertisement, they not only took sides, but also gained new knowledge.3. What kind of ads will fans like/repost?Look at some picturesNo matter when, people never tire of forwarding Weibo posts such as "Incredible Advertisement", "God-level Advertisement", and "Funny Advertisement" on Weibo and WeChat. Don't they know that they are doing their part for the brand?The " Durex God Copywriting " is like a menstrual post. When fans forward it, don't they know that they are contributing to consolidating Durex's dominance in family planning products?Of course I know.But compared to the likes on WeChat Moments , what does it matter? Anyway, I’m not the only one helping them promote their brand.The social nature of human beings is fully aroused at this moment. The need to show that I have transcended vulgar interests and express hormones is more important than anything else.4. Find the right adThere is a famous saying in the American advertising industry:Half of what I spent on advertising was wasted, but the trouble was I didn't know which half.I believe that each public account has its own positioning and target group. The advertising process should be: analyze brand needs ➔ fan group attributes ➔ fan portrait ➔ determine the matching degree of advertising ➔ formulate advertising plan or give up advertisingIt goes without saying that the cost of an advertisement is more important than hurting fans. However, many self-media people are so eager to cash in that they ignore the correct way of doing things.No matter how talented "Mimeng" is in writing, I don't think she would dare to take the advertisement for Yageo men's suits.Likewise, it would be foolish to push Century Lianhua ads to someone like me who relies heavily on e-commerce (and I don’t even live there).The fan profile can be viewed from the “User Analysis” in the WeChat backend, including gender, region, and model of mobile phone used.5. Change the advertising formatAccording to conventional thinking, the form of advertising is either soft advertising or hard advertising, and at most it can only try to activate the user's long-numbed neurons through creativity or even bad taste. The addition of KOLs is sometimes not necessarily a good thing. The excessive strength of the KOL factor may reduce the marketing effect of the advertisement.I have the following 2 suggestions1. Make advertising into content"Wang Zuo Zhong You", a famous big V in the self-media circle, publishes advertisements in every article. In order to ensure the quality of his creations, he only publishes one article every few days.His fans are increasing, and they are willing to forward his posts. Articles with over 100,000 views appear one after another. He cleverly used his own "perverted words" to turn the advertisements into pictures and texts with humorous creativity and pushed them to fans.If you follow his account, the first greeting you receive is his frank confession: "Advertising is the source of income for this account. One of my greatest pleasures is to write advertisements that are fun and interesting. If you hate advertisements, just unfollow me."The originator of this in the video industry is Wanhe Tianyi. A big source of fun for fans watching their videos is watching the opening advertisements. If there are no advertisements in a certain episode, the fans will feel uncomfortable and strongly demand advertisements. Wanhe Tianyi’s advertisements are always so funny and interesting. What started out as an unintentional act unexpectedly turned into a pillar of content.Make advertising interactiveI believe everyone knows about the "Book Throwing Campaign" launched by the famous marketing public account "New World" a few months ago."New World" has always been a big V dedicated to creating hot topics. After "Escape from Beijing, Shanghai and Guangzhou", it added celebrities as condiments and successfully aroused everyone's nerves again.In fact, those lost books were all sponsored advertisements from publishing houses! It’s just that it is wrapped up in the whole incident and has become the point that attracts the least hatred. As far as I know, the sales of several of these books have increased significantly because of this incident. While fans enjoy the interaction process with the official account (throwing books and reading books in a cycle), they also experience the advertisement of the books, which can be said to kill two birds with one stone.at lastOf course, you can do that, and that's fine too.
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