Are screen-sweeping ads reliable?

Today’s topic is “screen-sweeping ads”. I’m lazy and will write it in list form.

1. Practitioners in every industry have some obsessions, such as advertisers’ obsession with the Cannes Advertising Festival, self-media people’s pursuit of over 100,000 yuan, and screen-sweeping advertisements, which are the obsessions of marketers and marketing practitioners.

2. Are screen-filling ads good or bad? I said it yesterday, of course it’s good. However, it will only be good if it becomes a screen-filling advertisement. Those who want to fill the screen but fail to do so will be very sad. The screen-sweeping ads we are talking about are ads that have already become screen-sweeping ads, but a large number of ads that pursued screen-sweeping ads have long since died , and you haven’t even seen them. This is the survivor bias .

3. If your advertising goal is mainly achieved by screen swiping, it is very dangerous. For example, H5s specially made for Moments , such as some short videos of 3-5 minutes in length, may only be suitable for screen-sweeping Moments. Once they fail to do so, it would be very embarrassing, because it would be impossible to invest in other channels , which would be a waste of effort.

4. If your company is a newly established company, it is great to quickly cold start through a wave of screen-sweeping articles or advertisements, because attention and initial users will come right away. This is really a good way to achieve great things with little money.

5. If you want to promote an event or a temporary thing, screen-sweeping ads are also a good choice. They can instantly gather popularity and reach a climax in 12 seconds. But you must remember, never make screen swiping your only hope, otherwise most of the time, you will die miserably.

6. If you are a large company, relying on screen-filling advertising doesn’t really make sense. Just like when you push a baby stroller, you can push it more than ten meters with one force, but if you push a bus with the same force, it may only move one millimeter. I wrote an article in 2015 that was read 1.2 million times. The topic was Baofeng Video, but it did not have much impact on Baofeng because it was too big to be felt. (In three years, he went from a monthly salary of 8K to assets of 10 million. He is one of my colleagues)

7. There are two elements to the success of screen-sweeping advertising: creativity and luck. Creativity basically relies on talent, which cannot be sought; luck depends on chance, which is unreliable. Some people are born with the gene to go viral, such as Ma Jiajia a few years ago, and Liu Danny who is good at writing long and thoughtful articles. Don't be envious, just do what you are good at. This is called comparative advantage in economics.

8. Screen-sweeping advertising is also known as firework-style communication. A brilliant firework lights up the night sky, and everyone sees its beauty. Then it disappears, and everyone goes back to their homes and their mothers. After a few days, they no longer know the shape of the fireworks.

9. Advertising communication does not need to pursue instant brilliance, but it must be a long-burning light. If you have less money, the light will be dimmer. But over time, everyone who passes by will know that there is a light here, and they will remember it. If you have more money, you can make the lights brighter to illuminate a street or a city.

10. I have done several events that attracted millions or even tens of millions of attention. I was always unsure beforehand, but for me, the probability of doing it myself may be higher than that of the average person, but it is just higher. In fact, most of them failed.

11. Articles and advertisements that go viral are important milestones and events that enhance the creator's status in the industry. Many big names in the industry have become successful from them, but they often stop going viral later. There are very few evergreens, but if you persist, you will find them .

12. When running a business, you have to pursue high-probability success, which usually doesn’t look sexy, but is very practical.