Fans, stop hating Lu Han and Guan Xiaotong. I’ll give you 21 tips for reducing costs!

Okay, don’t be heartbroken and don’t scold Guan Xiaotong anymore. Today, the editor has compiled 21 fan channel detail optimizations for you. Use them to reduce costs!

1. Prioritize images and videos

Because according to the browsing habits of Weibo users, they are generally attracted by pictures or videos first, and then go back to read the text .

In addition, in order to highlight the material more clearly in the information flow , it is necessary to pay attention to forming a sharp contrast with the pictures of the two information flows above and below.

Highlight method:

(1) Color: Use bright colors such as red and green.

(2) Style: Use screenshots of the system’s native interface (such as the live broadcast interface and system interface). Using an interface that users are familiar with as the illustration will make it appear more realistic and can increase users' trust in the product.

2. Use result presentation

Directly present to users the changes and results that can be achieved after using this APP. More intuitive, more believable, more engaging.

3. Multiple images give users a sense of choice

Generally, APP customers use the nine-square grid format for the application home page, because each picture can give users different choices, and each picture can be the entrance to APP download.

At this point, users can click on pictures related to themselves to download the APP and learn more details based on their own characteristics.

▼ Thirteen copywriting skills

1. Presentation in the form of information

Advertisements that are presented in the form of information are more easily accepted by users. That is, the designed copy should be informative and make customers feel that it is related to themselves, so that they can obtain some content that is beneficial to them from this information.

For example, advertisements that teach knowledge and strategy-based advertisements.

2. Make the information relevant to the user (select the group with copy)

For example:

(1) When the delivery scope is limited to a certain region, directly mentioning this region name in the copy will make users feel that the information is more relevant to them.

(2) When targeting a certain age group, you can also directly point out this age group so that users feel that it is directed at them.

(3) When the target audience has certain characteristics or is particularly interested in a certain product element, you can point out this element directly. As shown in the picture below, by clicking on "39 yuan", the group that cares about saving money and hopes to buy good things at low prices will be selected.

(4) Use the word "others" to attract users to "our side", which reduces the user's resistance and makes the user feel that the information is written for him. That is to give users a tailor-made feeling.

3. The copy should be differentiated

That is, the copy can stand out among the promotional copy of other similar products.

Highlight method:

(1) Differentiation of focus.

For example: The copy on the left picture below will be more attractive to those who do not feel a strong sense of urgency to get married; the copy on the right picture will be more attractive to those who are about to get married. Therefore, the audience of the left picture will be wider than that of the right picture.

(2) Style differentiation.

For example, the commonly used copywriting mode on the left picture below may be more attractive to users if it is replaced with a new expression form like the one on the right.

4. Let users have psychological expectations

How to prompt the user:

(1) Specify in the copy that this is an APP. If it is not obvious from the accompanying picture that the app to be promoted is an APP, or if the entire advertisement does not mention it, people will not know at first glance that the app to be promoted is an APP, then you must clearly point out in the article that this is an "APP" and needs to be downloaded.

Because if users are suddenly redirected to the App Store while browsing Weibo, they will feel very confused.

> Positive example: The words "Recommend this APP" are highlighted in the left picture above.

> Negative example: The copy on the right side of the picture above does not specify that this is an APP. So after the user clicks on the link, he finds that he is not redirected to the page for obtaining the man’s contact information, but is directly redirected to the App Store, which causes a huge psychological gap. They feel cheated and don’t download the app, so the actual conversion rate of this ad is not high.

5. Give users a sense of security and trust

Especially for products such as social apps and financial apps that need to obtain personal information, when users obtain app-related information in information flow ads and are guided to download them, they are likely to have doubts about the security of the download channels .

Therefore, when promoting APP advertisements, it would be better to directly mention "official download" in the copy, or write the jump link name directly as "App Store".

6. Use the time factor wisely

Pointing out the needs of the entire process can highlight the powerful functions of the product.

For example: In the picture below, “After chatting for a week, we finally got together”, the word “a week” highlights the high possibility and speed of successful matching using this app.

7. The copywriting should stimulate the user’s competitive psychology

For example: The picture below can trigger the desire to compare with other players.

8. Use copywriting to create a false impression of popularity and attract people to follow it

For example, the “Play like crazy” in the picture below makes users feel that they are out of touch if they don’t play while others are playing.

9. Branch Narrative

Each line contains one sentence, and each sentence expresses one meaning. This will make the step-by-step description clearer. But don't use too many words overall.

10. Use step-by-step instructions

The instructions are clear and persuasive.

11. Take advantage of the trend

For example, adding #topic# is equivalent to adding an additional "hot topic" channel for promotion, which can increase indirect exposure and thus increase the possibility of effective customer conversion .

12. Smart white space

The copy uses a concise introduction in one line, cleverly leaves blank space, and creates suspense, which allows users to download or click on the product out of curiosity, thereby increasing interaction.

13. Use the third person

By retelling the information in the third person, users feel that the information is more credible.