Information flow advertising, what is the effect of such provocative creativity?

Eyeball economy, an advertisement that can attract users’ attention is a good advertisement! Writing creative information flow ads is actually the same as "seducing". How to catch the eye and arouse the other party's interest against a rich background? And make the other party inclined to take further action? Among these, only the "teasing method" that can truly touch the user's heartstrings can win.

Today I will share with you some of the tricks involved.

1. Fear of missing out

People are afraid of missing the opportunity to have a wonderful experience and afraid of taking the pain and risk of losing. Reminding users of the losses they may face is undoubtedly a powerful tool to motivate them to take action.

The results of the A/B test of information flow advertising titles found that the use of descriptions such as limited time/popularity of the event in the title text to arouse users' fear of missing out is 153% more effective than simple descriptions of interest points.

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How can we better mobilize users’ fear of missing out when writing title copy ?

You can try starting from the following aspects and common vocabulary:

1. Write the biggest benefit point into the title. Such as: low discount, low price, etc.

2. Create a sense of urgency, suggesting that users are likely to lose this good opportunity. Such as: limited time, sold out, today, etc.

3. Emphasize a certain degree of scarcity, implying that users may not be able to enjoy this benefit. Such as: last, limited quantity, purchase limit, etc.

4. Remind users of the consequences of missing this opportunity. Such as: regret, wait for ten years, blame yourself, etc.

2. The power of curiosity

Simply put, curiosity is mainly caused by the gap and contradiction between what we know and what we want to know. The former is caused by unknown problems, and the latter is caused by contradictions and differences with existing common sense.

Psychologists believe that people have a natural tendency to connect dots, make wholes out of parts, and look for answers, all of which motivate users to finish reading and click on ads.

The title comparison also found that the upgraded version used questions to stimulate users' curiosity, while the ordinary version did not carry any emotional information. The advertising effect of the upgraded version was 176% higher than that of the ordinary version.

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The test standard for a title that can arouse users’ curiosity is whether the user will generate any psychological reactions after reading the title.

To arouse users' curiosity, you can consider the following three aspects:

1. Ask an interesting question. For example: What is the oil squeezed out of the nose? Why are men more likely to go bald in middle age?

2. Tell a truth that is inconsistent with other people’s understanding. For example: What are the hair dyeing tips that fashion experts use to dye their hair multiple times without damaging the hair quality?

3. Tell a story with a strong sense of conflict and hide the most exciting part. For example: That poor student classmate who often skipped classes earned 10 million last year.

3. Using Negative Emotions

Provoking negative emotions in users is not always a bad thing. Especially when you first trigger negative emotions and then provide a solution to make users happy, you can reap unexpected results.

The A/B test survey of the material found that the effect of the title that triggers users' negative emotions by describing the troubles caused by the problem, attracts users' attention, and thus provides solutions is 176% higher than that of simply providing solutions.

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We can start from the following two aspects to better utilize the utility of users' negative emotions:

1. Remind users of problems by focusing on situations and contexts that bother people on a daily basis to capture their attention (especially for products that can solve the problem).

2. Let users know some minor defects that are insignificant to show that you have nothing to hide or that the product is more valuable. Our products are first-rate in every respect except price.

4. Create a sense of identity

Deep down, people are seeking support and recognition from their friends or groups, and the power of seeking recognition should not be underestimated in the creative production of advertising materials.

A/Btest analyses in different advertising industries have found that titles that enhance a sense of identification are more effective. The upgraded version creates a sense of identification by introducing the characters of “wife” and “husband,” and its effect is 137% higher than the regular version.

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The purpose of the game titles below is to reflect playability, and the effect of including role identification of "men, women, young and old" is 113% higher than directly emphasizing fun.

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So how do you create a sense of identity in advertising?

1. Identify with people you are related to or attracted to

① Identity recognition: recognition of one’s own relevant roles. Such as: wife, husband, man, woman.

② Role model identification: the desire to join a group. Such as: boss, goddess, expert, person with high IQ.

③ Equipment-related identification: identification related to the equipment system owned by oneself. Such as: iPhone, Android.

2. Let users measure based on the base range of people using the product. Such as: gender, age, ownership, number of users.

5. Make users excited/happy

Social consumer psychologist Paloma Vasquez found in her research that it is easier to sell things to consumers when they are excited.

So how should the ad title information make users excited?

1. Create a beautiful and aspirational scene for users and provide a solution. For example: Ever since I dyed my hair, my husband has never taken his eyes off me.

2. Give users something attractive enough, such as discounts or product selling points. For example: Big promotion, only 99 a pair! Yang Yang is also in the game!

3. Use more positive words. Data analysts also discovered this phenomenon when analyzing game titles that highlight playability. Excessive negative emphasis on game playability can actually cause negative emotions. Negative words such as "addictive in minutes" and "can't stop" can have a negative impact on advertising effectiveness.

Final Thoughts

Humans are emotional animals. Anything that can touch users' hearts, whether it is joy, anger, sorrow or happiness, can significantly improve the effectiveness of advertising. From the above 5 aspects, find the most suitable way to interact with the target users of your product, and then wait for the ad click-through rate to increase. Now, let’s go back to the users themselves and flirt with them seriously~~