Your information flow ads are not converting well? 2 big problems!

As a practitioner of information flow advertising , I often have this question: I feel that the creativity of this advertisement is very good, but the CTR data shows that it is not ideal. Why is this?

After a long period of observation and summary, I found that good creativity does not necessarily bring good CTR data performance, nor does it necessarily suit the audience's taste.

Information flow advertising is closely related to data, so how do we make an advertisement that is truly loved by the audience and can bring high CTR?

1. The content should correspond to the selling point

No matter which industry category we are in, we must first be clear about who our product is for, that is, the target audience of the product.

Take a look at our cases. Through early analysis, we learned that in our social product Mosheng, we are targeting older men. For them, women with good figures and good looks are the points that can attract their interest. So in this case, it is obvious that we choose such actors and content design based on the interests of users. At the same time, we are promoting our selling point: you can find many good-looking people of the opposite sex on Mosheng. The function of the product is to make friends. It is very clear and there is no doubt about it. The same is true in other categories of cases. You can tell what I am going to do at a glance.

Of course, we must have seen a lot of information flow advertisements. When designing creative ideas, they only care about how to attract attention and do not consider what the selling point of my product is. This will cause your audience to not know what you are doing, and the end result is that the traffic you bring will not be able to achieve the conversion you want.

2. Make information flow advertising content-based

Finding the selling point of your product is a prerequisite for information flow advertising. It is just a stepping stone for you to catch the audience's attention. How can you keep your audience interested in the first three seconds and want them to continue exploring your content? This requires you to handle your content skillfully.

1. Differentiate your content direction according to the platform’s tone

From this we can see that the keywords of Douyin are interesting, trendy and youthful.

Let’s think about Tik Tok’s slogan again.

Tik Tok: Recording a Beautiful Life

This shows that Tik Tok is a centralized product. Through such analysis, we can clearly see that the Douyin platform has its own unique character. This unique character leads to fixed user portraits and user usage habits. After such analysis, do you still think that advertising content can be produced arbitrarily based on the author’s preferences?

Obviously, Douyin's aesthetic tends to be younger, trendier and more novel. Kuaishou is more down-to-earth

Laotie culture. If you are making a social product, you can use artistic conception to elicit emotional resonance on Douyin, while on Kuaishou you can be direct and pursue sensory and visual stimulation.

2. Match your content format to your product’s tone

There are various forms of information flow advertising, such as PPT type, oral type, storyline type and so on. So, among the various forms, what can we use to achieve the best effect? This cannot be blindly speculated. We must conduct in-depth research on the product tone in the early stage.

After analyzing the products, we can see that most OTC products have a more rigorous tone, and are therefore suitable for Amway videos. If you design a plot, it is also suitable for plots with simple acting and close to real life situations.

But in advertisements for highly entertaining products such as games, we don’t need to be too conservative. You can use greening, special effects, exaggeration and other forms to show the selling points of the product.

In fact, the most important thing in producing information flow ads is to understand these two aspects, which requires practitioners to be careful and keenly insightful. I hope this will be helpful to everyone.

Author: Qi Xin Interactive

Source: Qixin Interactive