These four ways of feed flow advertising can turn your readers from being "raped" to "enjoying"
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The trend of the mobile Internet era is irreversible, and the advertising industry is gradually moving from the original big media era to the mobile Internet . Feed information flow advertising is the product of this trend. Feed ads are a form of advertising inserted between published messages. This type of advertising originated from Twitter and later gradually became the preferred advertising form for some social networking sites such as Facebook. Facebook began testing mobile advertising in the second quarter of 2012, and mobile advertising revenue exceeded that of PC advertising in the third quarter of 2013. Feed stream advertising has become increasingly mature abroad. When it comes to social networking, we have to mention Tencent in China, although Zhang Xiaolong has always emphasized that " WeChat is not a marketing platform." But WeChat is ultimately a product of commerce, and as a business, it must consider issues of profitability and survival, and advertising is the main source of WeChat's revenue. In addition, we will also see such feed ads on other social platforms and mobile app news pages. 1. Most feed ads are “raping” readers Naturally, for users, placing advertisements in Moments is an annoying behavior. Some people even complain: "I give you 100 yuan, can you not place advertisements in Moments?" Such emotions are understandable, but everything is dialectical. Since users have accepted free WeChat, they have also paid a high price in the process of accepting the free service - accepting advertisements. The era of free is gradually passing. Paying or accepting advertising is a very realistic problem facing us. No sugar cane has sweet taste at both ends. For advertisers, although users can only passively accept advertisements most of the time, it does not mean that consumers will be willing to pay for your advertisements after they are released. Because many times the advertisements we put out are like raping consumers. For example, if a boy sees a beautiful woman and feels something for her, you cannot just go up to her and say “I want to sleep with you”, and you cannot just drag her home and have sex with her, because we all know that is rape, which is illegal. At this time, the boy will try every possible way to win the girl's favor, using all manpower and financial resources to win the other party's favor and ultimately achieve his goal. When two people are in love, they need to be in love with each other. Similarly, when doing advertising, you also need to win the favor of consumers. However, many WeChat Moments ads do not take users’ feelings into consideration and crudely instill their own ideology into users. Isn’t this a mental rape of users? It's just that this kind of rape does not require jail time. For example, this WeChat Moments ad: This is one of the first advertisements that appeared in the Moments. We can see that it wants to emphasize the music function of the phone, but the content of the copy is too empty and fails to resonate with the audience. The most important thing is that it is still using traditional advertising methods to do WeChat Moments advertising. You will find that this copy is suitable for being placed anywhere, such as buses, subways, elevators, outdoors, car bodies, etc., and does not have the exclusive characteristics of WeChat Moments advertising. With the advent of the mobile Internet era, user groups, thinking, and habits are changing. If our advertising copy remains conservative and cannot keep up with the pace of change, it will undoubtedly be eliminated by the times. Feed flow advertising started early in foreign countries and has a novel form. It can easily attract customers and bring a large number of reposts. I will introduce you to a specific case below. 2. Your information must first attract consumers There is no doubt that your feed advertising information must attract consumers, attract them at the moment of their fingertips sliding, make them want to buy, and preferably induce forwarding. I would like to share with you three tips on how to attract consumers. 1. What information do people pay attention to for a long time? The public will have an eternal interest in certain types of information, such as sex. Eric Whitman tells us in "How to Make Money in Advertising" that advertising needs to have insight into human's core physiological needs, such as survival, hunger, etc. "Sex" is also a very important physiological need. This explains why articles with somewhat explicit content about sex can easily exceed 100,000+ views. In addition to "sex", the public is also interested in information that involves their own interests. Whether you admit it or not, human beings are always a little selfish and always worry about their own interests. If you tell users in the copy "If Shenzhen people don't know this, it's equivalent to losing millions", Shenzhen people will most likely click on your article. For example, everyone pays attention to the weather forecast, because the weather is related to everyone! In addition to sex and personal interests, shortcuts to success, children, love, hot gossip, unreasonable conflicts, etc. are all points of interest that the public always pays attention to. For details, please refer to my previous article "I analyzed 100 pieces of copywriting and found that 95% of the copywriting did not enter the user's brain." What the copywriter needs to do is to combine his or her own products with the public's eternal interests and attract them to be interested in the copy you write. This is the most basic step. 2. Thousands of people have different faces, use big data to infer user preferences Nowadays is the era of big data. Our ordinary search records on the Internet will be recorded in the background. When you browse other web pages again, advertisements related to your previous search records will appear next to them. Such advertisements are undoubtedly more targeted. When we are browsing Taobao, you will find that the products on everyone’s account homepage are different. This is also because Taobao’s backend has recorded your consumption habits and browsing history, and then analyzed your needs and hobbies, and then made targeted product recommendations. Moreover, the more browsing history you have, or the more comprehensive information the background can collect about you, the more accurate the inference will be. WeChat now adopts a real-name system, and most of our specific information such as gender, age, hobbies, geographic location, etc. has been recorded by Tencent. Moments ads are generally only targeted at fixed customer groups, and the number of groups served each time is limited. Through these big data, we can infer users' consumption levels and product preferences, helping merchants to target user groups more effectively. We don't want to recommend razors to little girls or sanitary napkins to men. This will only result in a waste of costs and cause users to be disgusted. Therefore, the more we know about target customers when writing copy, the better. In addition to our own understanding of users, we can also obtain target user information through questionnaires and various Internet channels to maximize profits at the lowest cost and be targeted. However, no matter how powerful big data is, it can only lock in user groups. It is difficult to make advertising copy popular with all readers. This still requires certain copywriting skills and foundation. 3. Ads need to be interesting to be shared The public has become numb and even disgusted by ordinary advertisements. Think about it, when we are browsing our Moments, do we always expect something new and interesting to appear? Even advertising users are happy to share this kind of information, such as the BMW screen-sweeping incident that was very popular some time ago: First, an attractive title was used to arouse the reader's curiosity and create a gap. Then, various cool stunts were used to make every audience willing to help with secondary dissemination. In just about an hour, the number of readers reached over 100,000. This is a very successful and typical marketing method that combines copywriting and technology. As long as readers find something interesting and novel, they will be happy to share it. There was also the Xue Zhiqian H5 screen-sweeping incident some time ago. In fact, this is just an advertisement made for Tencent Animation, but is there anyone in your circle of friends who curses the advertiser? On the contrary, everyone will be amazed by such superb technology and will forward it one after another. In addition to technology, we must not forget that this H5 ad also tells a story from a person's perspective, which is also a point that is often emphasized in the copy. A similar example is Tmall’s Double Eleven H5 page advertising, which also caused a lot of exclamation in the circle of friends. This can be seen from the analysis of the above examples. Users will always tend to share interesting and creative information, even if they are advertisements. On the contrary, advertisers will win the favor of users and quickly attract fans for the brand. If advertisers invest enough effort and creativity in copywriting and technology, they will always get unexpected returns. I advise you not to place orders for old-fashioned and boring ads, because not only will it fail to win the favor of users, it will also have the opposite effect. 3. Make your feed copywriting a chameleon The brilliance of feed copywriting lies in its clever disguise. For example, in feed ads that appear in news apps, the copywriting is generally very "soft" and good at disguise so that readers don't realize that it is an advertisement. The masters of advertising have long since come to a consensus on how to write news copy. They call it "editorial advertising" and praise it highly in their books. David Ogilvy said that advertorials reach 50% more readers than regular ads. This view is shared by advertising gurus such as Eugene Swartz and Eric Whitman. This type of advertisement should be integrated with the news in the newspaper and placed in the news section instead of the advertisement section. Set the font to the same as news, the width of each column to the same as news, the line spacing to the same, and process the title in the same way as news. Write in the voice of a journalist until your readers can no longer tell which is news and which is an advertisement. When I talk about this, many readers will think of the classic case of Shi Yuzhu. The success of Melatonin is not just due to the slogan "I won't accept any gifts this year, the only gift I will accept is Melatonin". Shi Yuzhu had already created enough momentum in newspapers across the country: he asked soft-text writers to write a large number of popular science articles about Melatonin, and then published them in the health and technology sections. Ordinary people have been intrigued by this mysterious thing and did not realize that this was a carefully planned advertisement. This is the change that copywriting needs to make in the era of mobile Internet. The copywriting information must be disguised well so that customers do not realize that this is an advertisement. It is worth reminding that you should never make your copy read too enthusiastically, because news is always objective. Some time ago, there was a test on feed flow copywriting in Li Jiaoshou’s official account . You can compare the following two copywriting titles: ●Urgent need for money? The loan limit is up to 300,000 yuan. Unsecured ● The Wall Street Journal published a full-page report that Feidai has become popular in the United States Obviously, if this ad is placed in a news app, the second headline will be more effective because it reads more like a news article, and the latter is actually read much more than the former. We can deliberately practice this in our future copywriting. 4. Reduce user disgust A few days ago, a reader on Jianshu asked me a question: I feel that the advertisements I put on WeChat Moments have little effect, and they also cause disgust among friends, and I am often blocked. What should I do? Indeed, micro-business is prevalent nowadays. When you are browsing your circle of friends and a whole screen is occupied by advertising information, it is difficult to resist the urge to block them. Then why do people hate micro-businesses in their circle of friends? This is because this information hinders our goal of browsing our Moments. We browse Moments to learn more about our friends' personal dynamics and get some interesting information. If a dry advertisement suddenly appears at this time, it will interrupt our target behavior and naturally disgust the readers. Furthermore, most advertising copy in the circle of friends is too purposeful. You want to empty the pockets of readers before they even know you. How can you prevent users from being disgusted by you? So how can we reduce user disgust while achieving our advertising goals? Since users browse Moments to learn about their friends’ personal updates, our copy should appear in a personal tone, simulating a friend’s way of speaking, making them speak more like a friend. At the same time, do not show too strong a purpose. First establish trust and goodwill with readers, and provide them with as much helpful information as possible. For example, this foreign feed flow advertisement: This copy has a completely personal tone, which is in line with the user's habit of browsing social networking sites. When users see such copy, they will have much less psychological resistance and will actively interact, just like a conversation with old friends. It will naturally enhance brand favorability. Good copywriting is just a superficial review; haste makes waste. 5. Social Attributes In addition to simulating a person's way of speaking, ads in the Moments feed are also highly social and interactive. This is what I mentioned in my previous article about the changes that feed copywriting needs to make in the mobile Internet era. After we share and forward the latest information we have seen, we can quickly receive feedback from others. This is also one of the fascinating powers of mobile Internet. Therefore, our feed copy also needs to focus on interaction with readers and enhance its social attributes. Instead of creating traditional copy that works everywhere, like this ad that appeared on WeChat Moments before: Such copywriting is suitable for any traditional media, including TV advertisements, newspapers, bus and subway platforms, etc. It does not have the social and interactive attributes that are unique to feed copywriting. Moreover, it does not conform to the reading habits of readers when they are browsing their Moments, and will not be popular among readers, and its influence will be limited. Also for social networking site feed ads, let’s take a look at a relatively successful case abroad: As the 2013 NBA Finals approached, Walmart launched a poll on Facebook to stimulate sales of its NBA T-shirts, using T-shirts to represent teams and allowing users to vote for them. But unlike in the past, here the issue behind the Heat vs. Spurs is like vs. share. We will find that no matter which team the user chooses to support or which method they choose, it will greatly increase the target user's sense of participation and be highly interactive, which will naturally bring good results. VI. Conclusion At present, most of the feed flow copywriting in China is still in its infancy. Simply pasting the copywriting of other media in the circle of friends or other apps is indeed a kind of spiritual "rape" to readers. How to change it? By studying classic foreign feed copywriting, summarizing the experience of advertising masters, and combining it with current mainstream marketing theories. I personally summarize four points: 1. First, make your feed information attractive to consumers, which includes paying attention to the public's long-term attention, using the technology of thousands of people and creating interesting copywriting; 2. Secondly, let the feed flow copy become a chameleon and let it blend perfectly with its own delivery environment; 3. Thirdly, reduce user disgust, try to provide interesting and useful information, and write the circle of friends copy in a personal tone; 4. Finally, pay attention to the social attributes of the feed flow copy. Enhancing interaction with readers is a strong guarantee for advertising success. Mobile application product promotion service: APP promotion service Qinggua Media advertising The author of this article is @Amateur Copywriter Compiled and published by (Qinggua Media), please indicate the author information and source when reprinting! Site Map |
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