6 creative ways to use information flow advertising

Operations often complain about poor click-through rates, low conversion rates, and a huge waste of money. I have tried my best, why can't I get recognition? Why can't I come up with any creative ideas? "That's because I don't know how to hand-draw, synthesize, or use C4D." In fact, these are just visual ideas, and most of them are just different in form. Let's take a look at a few cases to understand how to think about creativity.

In 1932, American political scientist Lasswell proposed the "5W analysis method", which was later transformed into a mature "5W+1H" model through people's continuous application and summary.

What——Tell the facts. who I am? What can I do? Accurately and directly express your selling points through the characteristics of the product itself. In today's information-rich world, users' eyes will not focus on a product for more than 3 seconds.

In the left picture, a condom brand uses the shape of its product combined with the characteristics of foam to accurately express that its own condoms are as "thin" as blown bubbles. Ping An Bank’s loan advertisements are expressed in words, which are simple and straightforward. Users don’t need to think at all. This is simply good news for users who really need loans.

Product features include not only shape, but also color, volume, taste, etc., which can all be converted into selling points.

This applies not only to brand advertising, but also to performance advertising. The number of people in the game and the fast speed of the taxi-hailing software are the most intuitive features of the product.

Why——Explain the reason. Why do users need this product? Not wanting to squeeze into the subway during commute; having neck pain from working for long hours, these are the reasons why users need the product. Only when these scenes are expressed in creative ideas and resonate with users will they gain attention. Why must I choose your product? Because it is cheaper than others, has better quality, faster delivery time and better after-sales service, it shows competitive selling points.

Who——The crowd. What kind of people need this product? man? woman? age? d region? Aesthetic level? Only by targeting specific groups of people with creative ideas can we maximize our profits. For example, if you want to place clothing advertisements to male college students, how should you think? Basic characteristics of college students: male, aged 18-22, full of sunshine, income source is living expenses, and little matching experience. Therefore, creative pictures should reflect low prices, simple matching, and sunny and handsome clothes.

Think about it, how can we be creative in targeting housewives? The more detailed the analysis of the audience's characteristics, the more likely it is to maximize profits.

When——time. When will users need to use this product? daytime? night? before? Now? Or the future? On a blind date? It makes sense to showcase the product's features for a specific time.

This is a noise-canceling headphone. The creative idea is that when there are two children crying around you, their exaggerated expressions form the shape of a headset, and you feel relaxed and at ease wearing the headset. This idea is reasonable and appropriate, and it also shows the product's shape characteristics and selling points.

Where——location. What are the different scenarios for using or manufacturing the product? When the product appears in use or during the manufacturing process, there will be a stronger sense of immersion, giving users a familiar scene and increasing their trust in the product.

How——how is it. How does it feel to use the product? Is it a different experience? Do you want to discard it or recommend it to others? Just like when people browse Taobao, they will look at other users’ reviews before deciding whether to buy a product. So other users' reviews and usage experiences are great ideas.

The picture on the left is an advertisement for fitness equipment. It uses contrast to show that the fitness beauty believes that she can achieve a perfect figure and a confident smile through fitness. The beauty attracts the user's attention and at the same time makes the user feel as if they can be like the beauty in the picture by using this equipment.

The picture on the right is a commonly used form of expression in loan advertisements. It uses screenshots of conversations as creative materials to express users' direct feelings about the product and satisfy their curiosity (everyone has a habit of looking at chat records to some extent). At the same time, it also achieves the purpose of communication and plays a unique role in increasing user trust.

Author: Cucumber Morning News

Source: Qinggua Media