There are “tricks” to making popular products, here are the creative secrets for Internet finance advertising!

In the attention economy, high-quality creativity can effectively arouse emotional resonance among user groups and become an important plus point for advertising to achieve effective conversion. For Internet finance advertisers, with the advent of the video creativity era, they need to accelerate the exploration of new scenarios and new hot spots to meet the rapidly iterating creative needs and achieve differentiated breakthroughs in industry competition.

This issue starts from the current creative trends in the Internet finance industry , and analyzes the characteristics of the target audience of advertisements, leading everyone to learn the key points of producing creative advertisements and product application skills in the Internet finance industry, and get on the "fast track" of explosive materials.

1. Keep a good creative “steering wheel”

Understand the creative trends in the Internet finance industry

1. Traffic: Entering the era of video creativity, video inventory continues to increase

Data from Tencent's advertising delivery side shows that the proportion of video delivery in the Internet finance industry continued to increase in the first half of 2020, and the video inventory of various traffic flows continued to grow. Internet finance advertisers need to pay close attention to the new opportunities brought by video creativity.

2. Content: Seeking innovation and change, rapid iteration, and enriching content to activate cognition

As the market competition environment becomes increasingly fierce, the advertising creativity of the Internet finance industry pays more attention to "seeking innovation and change", gradually discovering more eye-catching scenes from the original straightforward advertising content, pursuing new hot spots , highlighting the convenience of daily use, stimulating the empathy and personal involvement of the user group, and attracting more clicks and conversions.

· The creativity of live-action sitcom video ads is no longer limited to the existing framework, but is constantly expanding scenes, enriching plots and characters. By showing scenes close to real life, focusing on the needs of user groups at different stages, explaining things logically and appealing to their emotions, the core benefits of the product are highlighted.

· The creative ideas of animated video ads have evolved from the credit score circle to various carriers, highlighting key points such as credit score and credit limit in various ways, and using jumping numbers to activate user group cognition.

In addition, new styles and elements are constantly emerging in picture-based advertising materials, which, combined with concise and eye-catching copy, can quickly hit the pain points of target users.

3. Platform: Strengthening creative production capabilities and building a content and efficiency ecosystem

In the face of many pain points in the creative output of Internet finance advertisers, Tencent Advertising's creative customization platform and creative center have built a content and efficiency ecosystem to effectively improve the efficiency of creative output of Internet finance advertising.

2. Creative production “accelerator”

Master the creative methodology of hot-selling materials

1. Basic learning: Insights into the target audience of Internet financial advertising

Understanding the characteristics of the target population is an essential foundation before producing creative Internet financial advertisements. According to Tencent Advertising data insights, the target population of Internet financial advertisements is mainly male, with ages ranging from 18 to 44 years old. They can be roughly divided into six groups: workplace newbies, hedonists, busy blue-collar workers, climbing middle-aged people, small business owners, and people in crisis . Users at different stages of life have different responsibilities, and their economic conditions and loan needs also vary greatly.

Based on the common loan path of " creating a gap - forming motivation - considering solutions - promoting action ", advertising creativity can focus on the motivation formation link when producing, and conduct creative divergence in plot settings to produce popular videos with high conversion efficiency.

2. Creative practice: How to successfully create popular materials?

In order to create a popular Internet financial advertising material with high-quality content and excellent sales, it is necessary not only to master different expression techniques of video and image creativity, but also to be able to adapt the materials according to different traffic and specification characteristics.

1) Video Creativity

Fully explore motivations and highlight core interests

When making creative video ads for Internet finance, you can fully explore the "needs", "concerns/pain points" or "expectations" of the target audience based on their characteristics, develop creative scenes and increase attention.

Demand: You can attract the attention of the target group through "urgent benefit points" such as credit score and credit limit. You can also emphasize the product's short and fast application process, or the convenience of daily consumption, to show that it meets urgent needs.

· Concerns/Pain Points: You can directly address the concerns or pain points of the target group, such as high interest rates, and then show the core benefits of the product to meet their needs for low interest rates and interest transparency. Using dramatic plots to highlight conflicts and emphasize product selling points is also an effective creative production method.

· Expectation: You can start with the target user group’s expectations for future life, express the consumption demand generated by the pursuit of a better life, and arouse the emotional resonance of the target user group.

Adapt to different traffic and optimize material style

Internet finance video advertising materials also need to adjust and optimize their style and presentation according to different traffic characteristics in order to better exert traffic effects.

WeChat advertising traffic: The video is short and the window is small, which is more suitable for animation materials or real-life situation drama videos with concise content. When making it, you need to pay attention to the clear structure and the "scene" at the beginning, strengthen the color contrast, increase the subtitle font, and improve the picture texture.

QQ and Tencent News/Tencent Video advertising traffic: The video is long and the window is large. It is suitable for real-life sitcom videos with complete character motivations and plots. When making videos, you can use interesting and humorous expressions and present rich visual materials. The motion effects should not be too exaggerated.

2) Creative pictures

Adjust creative styles to suit different specifications

Common image creative ideas include large image materials (including splash screens), small image materials and group image materials, which need to be adapted according to traffic and specifications during production.

Learn high-quality ideas and pay attention to the use of elements

Key points for splash screen materials: Use landscape or cartoon designs for the background to highlight the texture and brand tone; follow the splash screen design specifications to reveal the brand name and core product information (such as credit limit, installment, interest, etc.); highlight the clickable guide button.

Key points for graphic design: Focus on copywriting, mostly use geometric graphics to assist in design, and use call-to-action buttons to guide users to complete the click. The structural style effects of cards, emphasized icon elements and amount are more prominent, and some gold coins or banknote elements can be added to enrich the picture.

Key points for physical display: Use a handheld mobile phone to place a simple and clear application interface on the phone to increase its sense of reality and immersion. It is presented in the form of left text and right image or left image and right text, and uses buttons with strong action calls such as "click now", "apply now", "receive in one hour" to guide users' conversion behavior.

Key points for beauty endorsement: Use beautiful women and life-like scenes, adopt a left-right structure, give clear descriptions, include a guiding click button, and highlight the main copy. Please note that when the material involves portraits of people, personal portrait authorization is required.

Tips: Pay attention to details and avoid creative mistakes

Do not use loan application descriptions that do not conform to objective facts

Do not describe or imply that loans do not involve personal credit

Do not use false account descriptions

No commitment to loan amount

Do not use repayment descriptions such as "easy repayment, no pressure, 0 pressure"

For micro-loan advertisements, the following two warnings must be added to the creative or landing page:

-Loan amount, loan release time, etc. are subject to actual approval

-Loans are risky, so be cautious when borrowing. Please borrow money reasonably according to your personal ability.

3. Make good use of platform products

Creativity can also "overtake on the curve"

Tencent's creative customization platform prioritizes production resources and provides standardized service processes, making the input and output of the production process controllable and ensuring efficient and stable video supply.

The video will be automatically synchronized to the delivery management platform after acceptance, and the delivery results can be viewed and analyzed within the platform. Creative experts, operations teams, and review teams will provide full green channel support to ensure the video effect.

Since May this year, the consumption of the financial industry has ranked first in the industry on Tencent's creative customization platform, becoming an additional boost for advertisers. An Internet finance advertiser produced a video ad through Tencent Creative Customization Platform, which cost over 2 million yuan and had a CTR of 4.7%.

In addition, Internet finance advertisers can view creative rankings through the Creative Center, which supports viewing creative rankings for specific industries, placements, and sources, and supports sorting by exposure, click-through rate, and conversion rate. The Creative Center has launched a new template video tool that supports replacing images, videos, text, music and other elements within the template after selecting a template, helping Internet financial advertisers to quickly generate videos in batches.

It is not easy to create popular advertising materials. Only by memorizing the creative methodology, making more attempts in practice, and constantly summarizing experience can you gradually grow into an "experienced driver" in creative production.

Author: Tencent Advertising

Source: Tencent Advertising