Why doesn't anyone like your ad?

I have been thinking about a question recently. It seems that no one likes advertisements, but when you think back to yourself, it seems that many times you can't help but watch the advertisements, and even have a good impression of some advertisements.

If you think about it, do we hate advertisements? I don’t think so. So what do you hate?

Hate that he appears in the wrong place or uses some expression we don’t like.

Apart from the fancy forms of advertising that disgust us, advertising is still meant to meet people's needs and bring people closer to products. Buyers want to buy and merchants want to sell, which is a very reasonable logic in itself.

Since it is a demand of both parties, then we should make the advertisement acceptable to everyone, and of course, go a step further and make users like it.

To sum up, advertisements that are liked by people have the following characteristics.

1. Go with the flow

When you are shopping for shoes on Taobao , do you feel annoyed because Taobao recommends other shoes ads to you in the sidebar of the page?

Won't.

On the contrary, you will feel that the product experience is really good, giving you more recommendation options.

If it recommends other irrelevant things, do you have the urge to close the page at any moment? This is going with the flow. What does he want in the current environment and giving users more choices? Why not do it? Users will definitely like it.

Continuing in this way, you are not browsing Taobao now, but browsing other web pages. From time to time, there are some advertisements recommending shoes to you on the web pages. You still don’t think this is a big disturbance, and you may even click on it to take a look when you occasionally see a pair of beautiful shoes. This is our basic reaction. Advertisements based on user needs are not only not intrusive, but are even a reflection of the product’s excellence.

It is not wrong to meet the needs. From this perspective, the significance of vertical advertising at a certain cost is far greater than widespread notification. This is the meaning of precision. You will be shown what you want, and transactions will occur naturally.

2. Scenario-based

One of the important reasons why we are disgusted by advertising is that it affects the current situation. Yes, when someone calls you when you are sleeping, do you want to kill him? When you are thinking deeply, someone keeps wanting to chat with you, do you want to curse? When you are watching TV, someone keeps checking WeChat messages, don’t you feel annoyed? You see, there is nothing wrong with making phone calls, chatting, and checking WeChat, but if it happens at the wrong time, it will become annoying!

The same is true for advertising. What makes people hate advertising is that it appears in the wrong context and affects the current state of comfort.

When we watch variety shows now, many advertisements are interspersed with funny plots; some variety shows even write a cool song for the advertised product; there are also some creative tidbits at the end of the show. Most of us don’t mind these, and sometimes we even think that the screenwriters are so talented and it’s really interesting.

Similarly, if we think carefully, many WeChat public accounts of big Vs put advertisements in the articles, written in some kind of spoof or surprising way. We really don’t hate this, and there are even many comments playing the game of “Guess what the advertisement is this time”.

Weibo, the Weibo that does a good job in marketing , combines current events and hot topics with product creativity. Fu Yuanhui has used so many Weibo posts to her full potential. However, netizens think she is sincere and many people like her. We are really not that annoying when it comes to riding on hot topics to sell products. Weibo is all about making jokes and playing on hot topics. Durex 's ability to create popularity is so amazing. Are we fed up with it? It can still attract fans by advertising.

Moments , we can imagine what kind of content we like most in Moments, "more sincerity, less routine", so how should we post good advertisements? Describe your product naturally and in the tone of a friend.

No matter what song we sing on the mountain, what we need is the continuity of a good experience that does not affect current things. It does not matter whether it is an advertisement or not. What is important is to allow the current state to continue comfortably.

3. Creativity/Differentiation

Apart from the above-mentioned channel issues, the advertisement itself is also a key factor in its appeal. High-quality advertisements are unforgettable. Maybe we all know this, but it also brings up a question.

Cost: The cost required to achieve the desired effect.

The more mature the advertising market is, the more you will find that the cost of implementing excellent creative ideas is higher. Maybe a creative H5 that was popular on WeChat Moments two years ago may seem boring to you now. As for the advertising expression itself, the more mature the creative market is, the more difficult it is to make good creative designs. There are more and more advertising forms that users can see, and the emerging forms that can be presented have been used by everyone, and users are no longer surprised. Just like if you make an awesome dynamic web now, it will not make much waves anymore.

Therefore, in the creative advertising market, if you need to amaze users and surpass most creative advertisements on the market, you will find that the cost is becoming higher and higher. The creative threshold and implementation cost are rising, and gradually, high-quality creative advertisements have become a game for big companies.

So at this time, we need to re-examine the issue of creativity itself.

Why do we do creative advertising?

"Let users remember us"

Why a creative approach?

Want to stand out from the sea of ​​ads?

But when users are less and less sensitive to creativity and creativity becomes more and more difficult, is creativity the only way to stand out? Actually, it is not. What you need to do is to make users feel different, different from other ads even if they are of the same type. It does not necessarily have to be a good idea, but differentiation.

To sum it up in one sentence: I just want to be outstanding, even if I am just a slutty bitch.

Is Uxin Used Car ’s 30 million-yuan ghost video advertisement creative and of high quality? It really was just a simple editing technique, but the alternative and weird look made the advertisement go viral.

Video address: 2015 Divine Comedy Uxin Used Cars 30 million high-priced advertisement

Similarly, are the creative thresholds high for Toutiao ’s video and poster ads in underground passages and elevators? It’s really not high, just simple and nonsensical, but the effect is very good. Many friends took photos and posted them on WeChat Moments. His excellence does not lie in his creativity, but in his differentiation. When everyone is doing high-end and meticulously crafted advertising designs, his alternative approach makes people remember him.

Among a group of white sheep, black sheep are the most conspicuous. Many times advertising creativity wants to stand out from the crowd, which is actually very difficult. However, among a group of chickens, a unique chicken can often attract attention, hehe.

4. Storytelling

It is better to tell a story than to explain the truth.

Regardless of the religion, popular religious ideas are spread through a series of stories. Only in this way can people of all types understand and remember them.

The same goes for popular legal readings, which will tell you the legal issues and how to deal with such problems through fascinating stories. We read the stories, but what we learn are the laws. Although those who seek knowledge need practical information , practical information alone is difficult for most people to swallow.

Advertisements are similar, they are meant to promote one’s own products, and often times they may not be what users really need. So when doing advertising, you have to make a good soup, and it is necessary to put the medicine in the soup. If the soup is well made, you may forget the taste of the medicine and remember the deliciousness of the soup. If you remember the taste of the soup, you will remember the advertisement.

There are two common types of storytelling advertisements: chicken soup and funny. Everyone loves chicken soup, and everyone hates funny things.

Chicken soup-type advertisements generate recognition of things and products by conveying small inspirations, small touches of emotion and some similar resonance. If you look at the articles that we have shared on WeChat Moments, you will find that chicken soup is always the most vital, and the most widely spread ones are generally of this type.

It's funny, needless to say. How can we not like something that makes people happy?

Whether it is video, text advertising (soft copy) or some print advertising, there is such a routine.

There is a public service advertisement in Japan, "Life is not a marathon". I believe many people have seen it and it almost dominated the screen at that time. The advertisement actually tells a very simple truth. We don’t all need to work hard, compare, and live a tiring life. There are many wonderful things in life. Most of us have probably heard words like this a lot, but so what? Do you resonate with them psychologically? Maybe you will even feel disgusted. However, this inspiring video makes you identify with the story of running a marathon, which leads to a large number of reposts and clicks.

Nongfu Spring’s recent video commercials tell the stories of some ordinary employees of Nongfu Spring who are committed to producing high-quality mineral water. This is particularly rare in this impetuous society, and ordinary little stories and touching moments are the most touching. Although the commercials are long, I guess many people have seen this series, although not all of them. If he says, "Our grassroots employees work very hard, the company has done a lot for the product, and we have paid a lot," it's useless. It's just a concept and cannot form a psychological consensus among users. Only when we see the little things and a little bit of sweat, can we appreciate their efforts. Only then can you recognize the advertisement and continue watching it.

I won’t talk about the funny ones, there are a lot of them. Of course, storytelling is definitely not just about chicken soup and comedy, but these two are the most commonly used. There are many types of stories. Identifying your audience and using timely and soft advertising is a good direction.

Of course, there is a common problem with storytelling ads: it takes time to tell a story. Users may give up before they have finished reading, so this may require planners to have stronger expression skills to make the content concise and attractive from the beginning. Of course, there are also some more advanced approaches that describe the story through one or a small number of scenes, giving users a broad space for imagination.

5. Feelings/technology, details of the product.

There are so many things we come into contact with every day, and many users do not understand what kind of product is considered a good product, and they rely more on their senses.

Product details are displayed through advertisements, which is also an opportunity for users to learn more about the product.

In fact, every user is willing to accept new knowledge, but there are so many categories in life that it is impossible for users to take the initiative to learn about everything. On the one hand, there are problems with learning threshold and energy, and on the other hand, there is the issue of the importance of this knowledge to current users.

Most of the time we can only learn from some scattered articles, pictures, and videos. For most users, learning these is an unintentional process.

Therefore, this leaves a larger space for advertising and popular science.

Successful advertising has two great characteristics: being visible and being intuitive.

From this perspective, we can attract users' attention to a certain extent by describing the details of product functions, product selection, and our detailed efforts for the products. When users watch your ads, in addition to understanding your products, it is also a process of popularizing science.

For example, Xiaomi’s artistic journey of a piece of steel plate.

Why do we need to talk about details, technology and feelings? In fact, the details of a product and feelings are linked. How can you talk about feelings without details? Product details and technological barriers are the best weights to become feelings. Sentiment may have been talked about too much, but it is really important. We just may need to consider other expressions. Maybe sometimes we don’t have to say it, but we have to establish a sense of emotion in users.

The level of detail in the production process (of course, in a way that is easy for laymen to understand) can achieve the following effects:

1. Facilitate the closing of transactions.
2. Create alternatives.
3. Establish product features.
4. Establish product promotion barriers.

Summarize

1. Go with the flow. This is very helpful for targeted advertising . We can spend some time on this and achieve better returns with less money.
2. Scenario-based. Let users accept advertisements in a comfortable way.
3. Creativity/Differentiation. It is difficult to come up with good screen-sweeping ideas, so what we need to do is to do something different. It doesn’t have to be elegant or stunning, but it just has to be different.
4. Storytelling. Thought-provoking stories give users spiritual identification, and we always like to listen to stories.
5. Feelings/technology, details of the product. Create popular science advertisements to let more people know what a good product is and know your craftsmanship in your products.

Of course, you can try to use these 5 points in combination, which may have better results.

Mobile application product promotion service: APP promotion service Qinggua Media advertising

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