Inventory of classic running video types in information flow

Pain point 1: Why should I buy insurance?

Advantages: The advantage of this type of material is that it allows the audience to have a strong sense of involvement and sympathy through the form of a situational drama. It fits the psychology of the lower-class characters and recreates the embarrassing scenes of being sick and hospitalized in life in the form of a story, which allows the audience to have emotional resonance and triggers user anxiety. At the same time, the selling point of free insurance is added to guide users to fill out the form, and the back-end data conversion is good.

Production key:

1. The actor must fit the role and his acting must be moving and contagious.

2. The scenes are real and vivid, fitting the living space of the original characters.

3. The shooting quality should be high, the camera language should be rich, and there should be many emotional close-ups.

4. Editing should convey emotions and impress the audience. (This involves selling misery, and the media is currently restricted)

Pain point 2: Is this insurance real?

Advantages: This is the most common and popular form of running volume material at present. The advantage is that the core interest point is very clear. The whole video conveys one point, that is, you can get insurance (or mobile phone) for free by entering your mobile phone number. It directly shows users the process of giving benefits, which directly affects the number of form submissions.

Production key:

The actor's image should fit the role. The boss’ image should be imposing and should be a traditional 40+ year old boss. Usually a boss comes with a beautiful female secretary, holding a password box or folder in her hand, showing the boss's philanthropic spirit of seeking welfare for the people. Then the people who receive the gifts should be low-class and down-to-earth enough, such as construction workers, deliverymen, Didi drivers, mothers, etc. This will make the audience feel more involved.

The scene must be very original or novel, the more down-to-earth the better, and the more uncommon the better. For example, sewers, construction sites, and rural areas with chickens and ducks in the camera make the scenes and pictures very immersive, which is especially meaningful when targeting people in third to fifth tier cities.

Classic routine three: The boss actively distributes benefits out of social benefit or corporate sentiment and conscience

Advantages: This type of video exaggerates the boss’s selfless dedication, social sentiment and corporate responsibility, making it easy for friends to believe it.

Production key:

The actor's image should fit the role. The role of the boss needs to be very emotional, the kind that plays the emotional card, and his words must be very contagious, because it all depends on the actor's leadership, and the friends will believe it.

The first 3 seconds should create conflict and highlights. For example, the secretary tries to obstruct the delivery, the boss gets angry, the boss goes on a secret visit, the boss goes to the warehouse in person to ship the goods, etc.

Classic routine 4: Street interviews to create real products and activities

Advantages: Street interviews can best reflect reality and are easy for the audience to believe.

Production key:

The actors need to be very real and natural, without too strong traces of performance, as if it were a real random interview.

The choice of actors should be consistent with the portrait of the group of people who need the product. Some special characters can be set up, such as grassroots personnel, to make the experience more immersive.

Classic routine 5: Anti-counterfeiting type may reveal the true inside story of the industry, but it is actually positive Amway

Advantages: The suspenseful form of spoken broadcast makes the audience think that a scam is about to be revealed, but it turns out that the product is really as advertised, and finally the user is prompted to download or fill out a form. The first few seconds are full of gimmicks, which can attract the audience to continue watching, and the result unexpectedly leads to conversion.

Production key:

There should be a contrast between the actors' performances at the beginning and the end. The first part should create a feeling of social news, and the second part should express the feeling of being flattered by such a huge benefit, so that the audience can feel involved and convinced.

Pain point three: What are the advantages of this insurance compared to others?

Advantages: This is the most popular form of editing in recent times, using gimmicks in the first three seconds to attract the audience's attention.

Production key:

The first few seconds of the mobile phone screen should be attractive and make the audience curious.

Pain point 4: Content caters to values ​​and guides users to empathize

This type of behavior can be divided into two types: proactively doing good deeds to test human nature, and passively helping victims to seek justice after seeing an unfair incident.

Taking the initiative to do good things, such as throwing a mobile phone in an elevator, an honest and good person will be recommended products; the second type is more about joining in social topics, such as a delivery man being rejected by everyone in the elevator, and one of them stands up for him and recommends him products.

Advantages: This type of video keeps up with social topics, promotes positive social energy, and is easily accepted by the audience.

Production key:

The script idea should be very topical, able to trigger comments, and end with positive energy.

The above is my own summary of the types of videos that run in the financial insurance industry. It is not completely correct and only represents my personal thoughts. In fact, routines like this are not only applicable to the insurance industry, but also to various industries and various products. This requires directors and screenwriters to study and apply them themselves! Next, I will share my personal summary of the methodology in the video production process~

My methodology in the material production process

Be as clear and direct as possible, and don’t make users guess. One of the main functions of information flow advertising is the dissemination function. It must not only be interesting for the audience to watch, but also be understandable to them in order to be able to be implemented.

The actors must fit the character's image and the scenes must be original and eye-catching. This is the key to determining the quality of the finished video. No matter how well the script is written, it is useless unless the actors and scenes are well found to transform the script from text into a vivid video.

When editing, the highlights should be placed front and center, especially the first three seconds to make sure they attract attention. For information flow advertising, a good beginning is very important. Only by retaining the audience in the first three seconds can there be a chance of conversion later, so the good things must be put at the front.

Okay~ The above are my thoughts and analysis on some of the types of information flow advertising.