How to place Xiaomi information flow? I summarized the 4-step method of creative optimization that affects CTR

Users are paying more and more attention to the experience of mobile advertising, which in turn has driven the platform to optimize its information flow products. Although most people have a positive attitude towards native content, repetitive, high-frequency, and false advertising are most offensive to users.

As of June this year, there were 724 million mobile Internet users, and the proportion of netizens using mobile phones to access the Internet was as high as 96.3%. The activity of various types of APPs has been concentratedly growing, especially communication, social , video, games , application stores and other media and products that assist the entertainment life of the whole people.

Among the many information flows, advertisements pushed based on personal interests and purchase or browsing history are more popular, while advertisements pushed based on geographic location are less accepted.

This article summarizes the four-step creative optimization method that affects CTR based on Xiaomi's information flow, which covers mobile phone user big data , product ecology, and scenario needs.

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Taking Xiaomi Browser and news information as examples, long-term native scenarios are established based on users' daily search and reading behaviors, and push notifications are implemented based on APP users' usage preference attributes and behavior trajectories. Both can achieve click-to-jump H5 and APP downloads.

The frequency of browser usage is relatively stable, with higher frequencies on Mondays, Thursdays and Saturdays. The average daily reading time is concentrated during the lunch break (11:00-12:00) and the evening (21:00-22:00).

News information users mainly use it on Wednesdays, Thursdays and Saturdays, and the average daily reading time is concentrated in the morning (7:00-8:00), noon (10:00-12:00), and evening (20:00-22:00).

Xiaomi users are mainly young, highly educated, and have middle to high incomes. They are curious and receptive to new things and are willing to pay for their interests.

The advantage of performance-based advertising lies in the comprehensive analysis of industry population portraits, usage habits and frequency, product advantages, etc., so as to select the appropriate display form and time period for promotion .

In the process of consumer purchasing decision-making, from contact to interest to purchase, interest conversion plays a dominant role, and general consumption does not require careful consideration. Then advertisements that guide users’ decision-making need to have two elements: one is visual attraction, and the other is interest attraction.

The advertising layouts shown from left to right are overall layout, splicing layout, and graphic layout.

• Overall layout, one picture only expresses one meaning. Commonly seen in original system diagrams, graphic posters, etc.

• Splicing layout, all-round, three-dimensional, multi-angle mixed creative display, is widely used by e-commerce customers.

• Graphics and text layout, small pictures with wonderful copywriting attract users' attention and clicks.

• The best copywriting is to express one's true thoughts with a combination of data + interest points + novelty.

No matter how the form of advertising develops, the display of creativity must arouse consumers' empathy, reflect their identity, interests, and improve their lives. The most down-to-earth content often has a wider dissemination power.

Commonly used image material elements (from left to right) are:

• Scenario category includes product usage steps, experience, communication, promotion and other content.

• Welfare category: includes discounts, price reductions, discounts, gifts, cash back, red envelopes and other information.

• Beauty category: "Food, sex and human nature" are of great concern in life, but attention should be paid to the authorization of content such as scale and portrait.

• Celebrity trademark category: celebrity and brand authorization, using celebrity popularity to drive conversion.

High-quality copywriting materials (from left to right) can reflect:

• User-related: Add elements related to users to attract user attention, such as using location word packages, mobile platforms (brands), etc.

• Hot news: imitate news headlines , use celebrity IP, hot topics, popular TV series, etc. to create hot news.

• Welfare broadcast: Use guidance and welfare copy to attract attention.

• Taking advantage of human weaknesses: satisfying human desires and weaknesses, such as beautiful women, voyeurism, taking advantage, laziness and other weaknesses.

The optimization strategy for materials is to have high picture clarity, highlight the subject while taking into account the scene, and separate the background to make it more attractive.

It is best if the copywriting is less than 20 words. The ones that can create contradictions, gimmicks, and curiosity are the most attractive. Note that the content and the product must be consistent.

What is scene tonality? In simple terms, the location, time, and content of the advertisement must be consistent with the user's usage habits and interests. This is why information flow advertising continues to refine its targeting levels.

At the same time, the displayed pictures and texts should be both novel and ordinary. The novelty lies in impact and creativity, and the ordinariness lies in simplicity and understanding and in line with the product and brand tone.

Take a comprehensive mobile e-commerce app for life services as an example:

Relying on the deep integration with local supermarkets, we provide e-commerce services of door-to-door delivery within a 3-kilometer radius.

Promotion purpose: exposure, interaction, cost reduction

Promotion form: information flow + video banner

Optimization strategy: During the testing period, use small pictures, group pictures, and large pictures to deliver multiple sets of material. Small pictures have a higher click-through rate , and group pictures have a better cost.

Optimization results: Increase the amount of small pictures and reduce the amount of some high-cost group pictures; focus on original copy content and add appropriate promotional interest points; regularly change materials and update the APP details page. Ultimately keeping click-through rates high and costs down.

In addition to optimization strategies such as time period selection, advertising format, and graphic creativity, there are some techniques that are worth applying in the long term:

1. Add user-related factors: such as location word packages and mobile phone brands to attract user attention;

2. Keep up with hot news: Use celebrity IP, hot topics, popular TV series, etc. to create hot information and attract users to click;

3. Exploiting human weaknesses: The copywriter uses weaknesses such as beauty, voyeurism, taking advantage, and laziness to attract users to click;

4. The title adopts the ten major writing styles: how-to style, revealing style, exaggeration style, negation style, digital style, local today style, attributive symbol style, inductive style, welfare style, and news style, which can effectively attract users to click to download;

5. Replacement frequency: Every 3 to 5 materials are a batch, with a 3-day cycle. Keep the materials with good effects and continue to promote them. For those with poor effects, suspend or adjust the price based on the actual situation.

Brand owners usually evaluate the effectiveness of native advertising based on dimensions such as CTR, traffic , interaction, and exposure duration. Marketing personnel need to think in multiple dimensions when doing marketing . This article is especially suitable for people in marketing, operations , channel promotion , etc.

An advertisement should integrate categories, brands, and marketing purposes, and influence customers' purchasing behavior with breakthrough innovations and content innovations. Brands that want to expand new information flow channels can try it, especially in the brand, automobile , finance, e-commerce, tourism, and education industries.