As a more and more popular form of advertising, information flow advertising has the characteristics of fast propagation, high exposure, strong user participation and so on, so it has attracted the attention of enterprises. However, in the information flow advertisement, the displayed content needs to have a very accurate customer acquisition ability. Therefore, there must be a certain standard for the production of advertising materials. Which kind of materials is easier to increase the amount of inquiries has become an urgent issue.
Next, we will analyze from six points, and summarize the characteristics of the information flow advertising materials to bring the ideal inquiry volume for enterprises.
1、 The material content should highlight the highlights of advertising
The purpose of highlighting highlights is to improve the attractiveness of target users. For example, video ads, front The 5 second playback rate and completion rate are very important, which can be said to be the key to locking users. However, if we use content unrelated to the product to improve the playback rate in the first five seconds, when the real product content comes out, it will cause users to jump out. In this way, the click rate and conversion rate of advertisements will be very low.
stay In the ocpm launch mode, the first five seconds are really important, but more important are the click through rate and conversion rate of advertisements. Therefore, the first five seconds of advertising content should not only have the ability to attract accurate customers, but also screen out inaccurate customers.
In order to improve the attractiveness of advertisements to customers, it is very important to say what they want to hear, in other words, to tell the selling points of their products in the language customers like.
2、 The material content should be simple and easy to understand when introducing the product
In advertising, the product power of publicity is actually what we call the product selling point. Any product will have its unique selling point. The question is whether we use an expression that is easy for customers to understand when displaying the advertising content.
When customers browse the information on the network and see the promotional content of our enterprise, the product force will play a role in guiding customers to choose us.
Therefore, telling the selling points of the enterprise's products well is very effective for improving the click rate and conversion rate of advertising.
① Promote selling points, less is more
The content of the material only talks about one advantage selling point at a time, and try not to stack too many selling points of the product.
High quality advertising content can leave a deep impression on users, but if too many product selling points are mentioned in an advertisement, it will make the advertisement not highlight selling points. An advertisement should be as clear as possible about an advantage selling point, so as to leave a deep impression on users and have a high recognition of enterprise products.
Keep in mind that too many selling points may not significantly weaken users' trust in the product, but it is bound to enhance users' trust if a selling point is explained thoroughly and brilliantly.
② Advertisements should show the effect directly
Learn to visualize the product's selling points directly, which is called selling point visualization in professional terms. The more intuitive the content, the easier it is to hit the user.
③ Use user language
It must be simple and easy to understand. Remember to use professional words frequently. This can easily cause users not to understand and directly delete them. It will also increase users' thinking time, but ignore the selling points in the advertising content.
III Material content should play a role in enhancing customer trust
When improving the conversion of target customers, we also need to consider reducing their concerns and enhancing their sense of trust.
① The image, identity, seniority, endorsement, etc. of the characters in the advertisement should be suitable for the brand. For the oral advertising content, special attention should be paid to the characters who appear on the screen, which itself is to provide customers with trust.
For example: financial projects, oral advertising video characters, generally Category 2: middle-aged successful male image and refined female image.
The core feature of the character image in the advertisement is to make customers feel that the person speaking must be an expert in the industry, so that users can have a sense of trust in the content and the enterprise.
② If the enterprise brand has a certain popularity, it is necessary to strengthen the role of the brand in advertising; If the enterprise brand has not yet gained popularity, then there is no need to strengthen the brand in the advertisement. Instead, it is necessary to strengthen the high-quality selling points of its own products and the positive effects of users after using the products.
③ It should also be noted that the advertising image must be refined and beautiful. If the content of the material is vague or confused, it is not conducive to creating a sense of trust among users.
4、 Material content should be consistent with the brand image
Whether the brand style is lively and interesting or stable and professional, our advertising materials must be consistent with the brand image. This means that we need to use appropriate language style, vocabulary selection and sentence structure to ensure that the message conveyed by the advertisement is consistent with the brand image.
The presentation of advertising content is also very critical. If the brand image emphasizes innovation and modernity, then the advertising form should use novel design style or creative effect; If the brand image is more traditional and reliable, then the advertising form should be simple and clear, or professional expression.
5、 Material content should be suitable for the characteristics of the advertising platform
In the production of advertising materials, we must understand the characteristics of each platform and user needs. The user groups and usage habits of different platforms will vary, so we need to match the content of the material according to these characteristics.
The production of material content should also take into account the flow and exposure of the platform. For platforms with large traffic and high exposure, we can choose more creative and interactive advertising content to attract users' attention and participation; For platforms with low traffic and low exposure, we can choose more accurate and effective advertising content to improve the conversion rate.
6、 Material content should have the ability to guide users' actions
In the same traffic environment, if the material content has slogans to guide users' actions, the transformation effect is often better than those without guiding actions. For example, when we are brushing short videos of dithering, dithering experts will guide users to like or pay attention to them from time to time.
Of course, users with an active personality will not have conversion behavior due to the addition of words to guide action. However, they will be attracted by the selling points of the advertising display, and take the initiative to understand the products themselves, so as to convert them into orders. Most users in the network are passive. Especially in the current short video marketing environment, users are impulsive consumers. At this time, enterprises need to rely on advertising content to guide users and encourage users to consume, rather than delete.
The above six points for attention on the content of information flow advertising materials need to be considered by enterprises in combination with the actual situation. At the same time, advertising materials also need data feedback in order to constantly optimize and adjust, so as to summarize the advantages of advertising, selling points, language style, video rhythm, etc., and improve the effect of information flow advertising step by step.
Xingtian Derun has a professional information flow advertising operation team. We will plan a dedicated advertising agency operation plan according to your corporate brand positioning and publicity effect needs. Professional team service, more effective, clear operation execution, regular delivery rhythm, and visible and effective data. If you have a demand for information flow advertising, please contact us. Xingtian looks forward to working with you to empower your enterprise.
