Practical information coming: the most comprehensive information flow advertising practical information in history

1. General traditional advertising

When it comes to information flow advertising, the main difference is from general traditional advertising. General traditional advertising mostly directly describes the product features, and some even use exaggerated expressions or self-boasting. In addition, the location where the advertisement appears is relatively obvious, and users can recognize it at a glance.

For example, when browsing certain apps, you may be randomly bombarded with pop-up ads.

For example, when you are excited to visit a small website, suddenly a pop-up message appears in a corner saying " Games that can only be played when your wife is not at home!", which makes you curious:

A game that can only be played when your wife is not at home [Enter with caution]

2. Information flow advertising

Information flow ads are ads that are mixed with content, also called native ads , commonly known as ads that look most like content. It is usually hidden in some news, sensational stories and other scenes, and looks like a kind reminder, interesting news, etc. If you don’t pay attention to the words “ promotion ”, “advertisement”, etc. that appear around them, you may not even realize that this is an advertisement.

For example, in WeChat Moments , ads that look like the dynamics posted by friends

Another example is the advertisement in Toutiao that looks like an article.

After years of operation and accumulation, information flow advertising in the industry has gradually formed norms. Next, we will briefly introduce several common forms of information flow advertising:

1. Thumbnail

Advantages: The style is more native and the price/performance ratio is higher

Disadvantages: less content to display and weaker presentation

2. Big Picture

Advantages: The pictures are clearer and the monetization ability is stronger

Disadvantages: High price

3. Photo Gallery

Advantages: Diversified elements, can be presented from multiple angles

Disadvantages: The coherence of multiple images requires certain skills, otherwise it is easy to make things worse.

4. Video

Advantages: Richer content, more vivid display of products and brands

Disadvantages: High internet speed requirements and high production costs

1. GuangDianTong

Tencent News , WeChat , QQ Space and many other resources are large in scale, highly sticky and have high user activity. It is mostly used for information flow delivery and meets the delivery needs of various types of APPs.

2. Fans Pass

Currently the largest open social platform in China, Fanstong has a high daily active user base and its overall user base tends to be young. Suitable for most APP developers, etc.

3. Toutiao

The largest information flow platform, including Toutiao, various jokes and other resources. Applicable to various industries such as news media, e-commerce , education, etc.

4. Baidu Information Flow

With the support of Baidu's big data precise positioning technology, information can accurately reach high-potential users. Baidu relies on its "search advantage" + " AI technology" advantages to improve the distribution and conversion rate of information flow advertising, and is currently also a good delivery channel .

5. Zhihuitui

Including resources such as Tencent News, Tencent Video , and Tiantian Express . The number of IOS users accounts for a high proportion, which is suitable for large-scale expansion.

As a practitioner or enthusiast of information flow advertising, you must understand the key points of information flow advertising. The first is to start from the essence and understand customer needs and product characteristics. The second is to start with skills and master information flow optimization techniques in order to continuously optimize advertising delivery and strive for the best combination.

Essence: Project Requirements Analysis

1. Recognize customer needs: Understand customer needs and product features, analyze target users , anticipate potential users, and understand user pain points that need to be solved.

2. Clarify marketing indicators: such as downloads, registrations, ROI, etc.

3. Marketing scenario: build different marketing scenarios for different audiences/different time points, etc.

4. Carry out targeted analysis: determine the conditions for precise targeting, such as geographical targeting, time targeting, interest targeting, gender targeting, etc.

5. Determine the creative combination: The components of information flow advertising mainly include copywriting , pictures, videos, landing pages , etc. Creative expression is also the key point of information flow delivery.

Tips: Information flow advertising copy

Everyone hopes that the advertisements they put out can catch the user's attention, so what kind of advertising copy can attract the user's attention? Youmi senior information flow optimizer said that there are 14 common ways to write excellent copywriting:

Shocked

1. Explanation: Express shock or exclamation about the content described in the advertisement to attract users' attention.

2. Keywords : shock, surprise, astonishment, astonishment, surprise

3. Example:

shock! Fudan professors earn less than a confinement nanny

Stunned! A 30-year-old guy married a 72-year-old woman. The reason behind this is actually this!

Guided attempt

1. Explanation: Use advertising copy to guide users to try and give it a try.

2. Keywords: try, give it a try, give it a try, try it out, try it out, try it out

3. Example:

NetEase’s new game is online, come and try it out!

Don’t know how to learn English well? Try this method

Keep it a secret

1. Explanation: Create suspense and secrets by keeping people in suspense, and attract users to click to further uncover the secrets.

2. Keywords: ellipsis “……”, all, actually

3. Example:

The legendary country of women! All the girls here... Men want to go after seeing them

I met a beautiful proprietress while visiting a night market. After I chatted with her, she actually made this request!

Ask a question

1. Explanation: Attract users' attention to this issue by asking questions.

2. Keywords: question mark “?”, what, eh, eh

3. Example:

I see a landscape painting, what do you see?

The average salary for 2016 has been released. Are you lagging behind?

Highlight Offers

1. Explanation: Attract users’ attention by emphasizing the cheapness, discounts or special offers of products.

2. Keywords: yuan, ten thousand, block, discount, buy a few and get a few free

3. Example:

50,000 local second-hand houses, special price, low total price, good apartment type

Just ordered food from Ele.me , only 4 yuan for one meal, and the delivery was super fast, great~

Creating scarcity

1. Explanation: By providing users with an opportunity that seems scarce, whether it is limited to time, location, or a specific group of people, they are more likely to cherish this opportunity.

2. Keywords: only, only, limited time, limited quantity

3. Example:

35 trial spots left, lose weight for only 198 yuan! WeChat Appointment

Are you still worried about low salary? Minsheng high-limit credit card, no annual fee, limited to one, apply now!

Free Trial

1. Explanation: Attract users’ attention by offering free product trials.

2. Example:

You won’t want to take them off after putting them on, comfortable genuine leather men’s shoes, two pairs for 199 yuan, free trial!

Playboy, factory clearance, buy one get one free, home delivery, free trial

Highlight selling points

1. Explanation: Describe the product’s functional selling points in detail so that users can perceive the product’s value.

2. Example:

When meeting friends, bring wine! Authentic Xifeng sealed wine, 598/12 bottles buy one get one free

Playboy thin jeans, stretchy and breathable without getting sweaty, try them on before you pay!

Fear of loss

1. Explanation: Users are afraid of being at a disadvantage or of trying to get a small advantage. By taking advantage of these fears, the advertiser emphasizes that if they don’t do this, they will suffer a disadvantage.

2. Keywords: suffer a loss, lose, lose a lot, miss

3. Example:

See here for tourism! 6 must-see places when traveling to Tibet. You will miss out if you don't see them!

Samsung TV is 3999 yuan! Buy it while it's cheap, it's like making money~ The promotion is about to end!

Herd mentality

1. Explanation: Users all have a herd mentality. By emphasizing to users what others do and what benefits they get after doing it, users will also develop a herd mentality.

2. Keywords: everyone, bestie, friend, all

3. Example:

Because 299 leather jackets are really rare! So everyone is scrambling for them!

Shanda's genuine legendary mobile game , even the rich are playing it! Be the first to experience it!

User scenarios

1. Explanation: Through some descriptions of the target user’s scenario, environment, and user characteristics, make the user feel that “this is exactly me.”

2. Example:

Buying a car with a monthly salary of 3,000 is not a dream. You can find out the lowest price in the city with one click.

I am 24 years old and work in a nearby electronics factory. If you don’t mind me being unsophisticated, come and find me on Momo !

Notification reminder

1. Explanation: Write down the points that users should pay attention to in the advertising copy.

2. Keywords: remember, be careful, notice, be cautious, new message

3. Example:

Remember! If a snake gets into your home, don't kill it!

Be careful! If you see this kind of mirror while staying in a hotel, flee immediately and call the police.

Must read and must play

1. Explanation: By including words such as "must read, must play, must watch, must XX" in the advertising copy, users will also think that they must do so.

2. Keywords: must, must, must read, must play, must watch

3. Example:

Unbelievable! These are the places you must visit when traveling to Tibet!

How do you spend your weekend? Traveling to Inner Mongolia, you should not miss the place

Finally happened

1. Explanation: Emphasize in the advertising copy that an event seems to have been prepared for a long time and finally happened, making users want to see what this event is.

2. Example:

After waiting for so long, this game can finally be played on mobile phones!

Only for players over 18 years old! The game that military fans have been waiting for three years is finally released in IP One version!

Tips: Information flow advertising pictures

Stitching: Display creativity in all directions and from multiple angles.

Cutting type: a whole picture is cut into different sections, and different sections are combined together to show creativity.

Discount category: The pictures contain words such as "discount", "special sale", "price reduction", "red envelope", and "flash sale", which are intended to stimulate users' desire to buy.

Beauty category: Using some pictures of beautiful women can have the effect of attracting opposite sexes.

Equipment category: mostly used in games, using game characters or game screenshots as advertising pictures to attract players.

Celebrity type: Use the star halo to attract users' attention.

Down-to-earth type: Pictures that are based on life scenes and do not need to be overly beautified, and look natural and down-to-earth.