Information flow advertising creative optimization guide!

The core of information flow advertising lies in the materials, which include picture materials and short video materials. Information flow platforms can be broadly divided into graphic and text information flow platforms and short video information flow platforms. The graphic and text information flow platforms are represented by Baidu and Tencent, while the short video information flow platforms are represented by Douyin and Kuaishou.

From the overall perspective of traffic, the traffic of short video platforms is greater than that of graphic and text information flow platforms. Among them, according to the latest data in July, Douyin's monthly active users have exceeded 740 million, Kuaishou's monthly active users have exceeded 490 million, and Xigua Video's monthly active users have exceeded 170 million. The popularity and usage time of short videos are evident.

Whether it is a graphic and text information flow platform or a short video information flow platform, there are some methods to optimize materials and creativity. Let’s take a look at how to optimize the creative of information flow ads.

1. Copywriting application scenarios

What kind of copywriting is suitable for each platform?

1. Guangdiantong feeds (QQ space)

The platform attributes are native, the population is young, the education level of iOS users is higher than that of Android users, and most Android users are those born after 2005 in junior high school;

Suitable for gourmet O2O users’ personal experience;

2: WeChat MP (public account)

It is relatively hard and wide, small in size, and has many styles;

The copy should be brief and directly highlight the functions and benefits;

3. News and information platforms (such as Baidu, Toutiao, Tencent News, etc.)

Native, the audience is mostly mature (24-40 years old), mainly professionals, and 80% have college or bachelor's degree;

Higher income;

The text does not need to be too long. Write concise and appealing copy, and avoid brainwashing copy.

2. Advertising content

Advertisements should be subtle and original, with the goal of delivering effective information;

Content delivery is essentially about communicating with users. We need to understand what users are thinking, their current situations and their needs, and impress them with creativity.

3. User Psychology Research

1.Everyone likes beautiful things and everyone has aesthetic needs

Online information expression: pictures account for 78% and text accounts for 22%, so advertisements must communicate visually, that is, a picture is worth a thousand words, and the color matching of pictures is particularly important.

1.1 Different color combinations express different emotions

Red: Passion, publicity, confidence, stimulation, expression of selling points

Yellow: Alert, warning

Blue: calm, safe, peaceful, qualified, brand

Gray: Heaviness, maturity, stability, authoritative testimony, brand endorsement

1.2 Different industries have different color schemes and preferences

E-commerce industry: heavy red or red series can stimulate consumption and stimulate purchasing desire

Tourism industry: Blue, expressing poetry and distance, the world is so big, I want to see it

Education industry: Green means it takes ten years to grow trees and a hundred years to cultivate people.

Entertainment industry: Orange, giving people a sense of joy

Note: Text and pictures, color matching and content must be expressed consistently when conveying information.

2. Love the new and dislike the old

In the era of information explosion, users pay less attention to single information, so creativity has a life cycle, and the half-life is very short, about 3-5 days or 5-7 days.

It is recommended that new materials should be sold at high prices to attract sales, and new materials should be released continuously. When the effects of old materials begin to decline, new materials should be used to replace them and iterate the old materials.

3. The Law of Attraction

The images and texts of the material should cooperate with each other to attract the user's attention to key areas and keep them there longer. Establish visual points, set eye trajectories, and use words and pictures to convey visual feelings.

The layout should conform to the "F-type" visual browsing rules. Use a sophisticated testing method - heat map tool (provided by GA and Baidu Statistics) to analyze the degree of user clicks in a certain area. Or eye tracking technology to see how long users stay in a certain area.

4. Creative materials

Three references for creative material selection: visual shock, real scene, and animation hand-painted

The red envelope elements include: voice, WeChat red envelope style, envelope, in-game, real-person handheld scene

When doing material testing (A/B testing principles), you must follow one principle: only change one dimension (variable) to test one by one. Remember not to change the multivariate test, otherwise it will be difficult to know the result.

Creative material layout (typography)

1. Left-right layout: clear hierarchy, clear vision, and adapt to the principle of gathering

2. Top-down layout: in line with the interactive mode of information flow platform, users browse information from bottom to top

3. Diagonal layout: add color blocks to create a strong visual impact

4. Overall layout (core layout): Important information is placed in the core area and framed within the visual range. It is important to follow the principles of noise reduction and white space, avoid piling up redundant elements outside the core elements, and maintain and attract the user's attention.

5. Stitching layout and cutting layout: parallel structure, the group picture effect is also good. Avoid using pure text. Colors and shapes should be staggered or presented in the form of a story. 1, 2, and 3 pictures can express parallel, progressive, reverse, and other relationships.

1. Creative copywriting

The core of information flow lies in creativity and landing pages.

The core of creativity lies in click-through rate. There are actually three ways to increase click-through rate. The first is copywriting, the second is material (pictures, videos), and the third is form (large picture, three pictures, etc.).

From the perspective of copywriting, our information flow promotion is mainly based on forms. Of course, there are also many industries that mainly promote through consulting, app downloads or adding followers on WeChat. Regardless of the conversion method, the role of copywriting is to guide the conversion.

For example, creative titles for academic education information flows often include a sentence like "Test how much it costs to get a bachelor's degree", and then guide visitors to fill out a form. This simple example tells us that the core functions of copywriting are actually two: one is click-through rate, and the other is guiding conversion.

There are actually many ways to write copy, such as digital method, news style, special symbols, stimulating curiosity, herd mentality, chicken soup for the soul, matching oneself to the person, fear psychology, emotional resonance, etc. Due to limited space, I will not list them all here.

Here I mainly want to tell you that these two points are very critical, and all methods must revolve around them - high click-through rate and guided conversion.

2. Creative Materials

Creative materials mainly refer to pictures and videos.

Regarding pictures, there is only one purpose, which is to increase the click-through rate. High-definition, beautiful or pseudo-official pictures are all fine, as long as they are relevant to the business. Do not use clickbait pictures as this is meaningless.

Regarding what kind of pictures are good pictures, generally speaking, whether it is art design or promotion, everyone has their own aesthetic taste, and pictures that everyone is satisfied with are definitely better pictures. And many times, the quality of a picture depends mainly on the conversion effect rather than subjective feelings. Therefore, once you have made a good picture, the key is to launch the campaign.

Here I would like to focus on video materials.

For video materials, the most popular ones right now are vertical screen short videos, which is also the second half of short videos. When we create creative materials for short videos, we generally have a lot of requirements. Its purpose is to increase click-through rate and conversion, so its content must be repeatedly considered.

Let’s talk about the time first. Generally, 15-25 seconds is enough. The cover image must be highly relevant to the video material, and it is best to capture the material in the video. The content of the material is of paramount importance. Whether it can achieve good results depends directly on the content of the video. So what should be done with this content?

The content of a general short video is to raise a question at the beginning, solve the problem in the middle, and guide conversion at the end.

Taking academic education as an example, if the video is divided into three parts, the first part explains the disadvantages of low academic qualifications (low salary, finding a job based on academic qualifications, difficulty finding a partner, difficulty in getting promoted), the middle part begins to transition to the benefits of academic qualification improvement and institutional information, and then it says "Click the button below to do xx", and then guides the conversion. This is just an example of academic education business, it is true for any business.

Short videos require early planning, including script writing, mid-term shooting, and finally post-production, editing, recording, etc. It is a relatively important job. Especially in the early stages, if you plan well and prepare adequately, it will be easier in the later stages and the results will be much better.

As an optimizer, if the company has a dedicated team to do this, you can communicate more with them. If not, you need to learn this yourself. It is always better to have more skills. The knowledge you have learned will definitely be beneficial to you. In terms of short video creative planning, there are many courses on Julelexue, Kuaishou University, and AiKe Online that you can learn from.

For video materials, it is generally recommended to produce more and update them in a timely manner. Because many information flow platforms nowadays actually require a lot of materials. If you only rely on one or two videos, it is difficult to have a big breakthrough. Especially for large industries, new materials need to be uploaded every week, so the short video material is still very critical.

There are many third-party platforms in the industry that can be used to view picture materials and short video materials. To avoid being suspected of advertising, this article will not list the names of these platforms. There are several larger information flow material platforms in the industry, and friends who do information flow advertising know them. If the company does not have an artist or editor, it will need to make some simple materials itself. The main tools for producing materials are PS and PR, which are professional platforms. Domestic software includes MeituXiuXiu and Jianying, which can process some simple materials. There are also some third-party dubbing software, material generation tools, etc., which are not listed here one by one. Optimizer friends can search more on the Internet and find a lot.

As for materials, you can improve your production capabilities by producing more and doing more research. You won’t find the method unless you make it yourself. Each information flow advertising background has some picture or short video material production tools, and there are also many courses on the Internet to learn some simple editing knowledge. For example, platforms such as Juliangxue and Tencent Classroom. You can take the time to learn and put it into practice.

The above is the content of this article about the material optimization of information flow advertising. Hope this helps.

Author: Shuto

Source: Digital Information Flow Advertising Skills