With the blowout growth of Internet content products, consumers are increasingly distracted. In this environment, The information dissemination environment is simply summarized as:
Big explosion of information content : Everyone can be a creator; High fragmentation of media : High penetration of mobile Internet media; High user information threshold: All kinds of entertainment short videos are painted every day. The result is: Brand advertising needs to be placed in a massive information environment, competing with the vast number of high-quality content on the same platform to compete for user attention. So how can brand created ads compete better with content creation? one Get rid of traditional advertising thinking, learn content creation thinking The strategist has a saying: defeat the enemy by defeating us. Therefore, the most important thing for advertising to compete with content is to get rid of traditional advertising thinking and learn content creation thinking. Brand based /Creative interpretation of product benefits. Content creation is always preceded by content story text, and brand/product is integrated into it as a key role. This is why more and more brands invite well-known film directors to shoot advertisements. In communication theory, users' psychological processing after facing information input includes 2 modes: One is the centralized path, whose ultimate purpose is to persuade users. Just like traditional advertising thinking, all kinds of creative interpretations are ultimately aimed at convincing consumers how good their products are; The other is the peripheral path, whose ultimate purpose is to make users feel. Through content immersion, the final user is moved.
two Beyond the aesthetic content of advertising films, the presentation of works quality Brand advertising, in order to compete with high-quality content, Not only the creative thinking should be content oriented, but also the presentation of texture should be close to the style of content works. Because this will affect the user's perception of the product value, that is, the peripheral decision-making path mentioned above. However, in today's creative environment where masters and grassroots can coexist and have audiences, the texture of content works can also be divided into two categories, representing two most popular extremes: One is based on mobile Internet Popular and grounded texture represented by KOL creators , like many popular online jokes; The other is the texture with relatively style and artistic atmosphere represented by film and television directors, singers, etc Like many films and TV plays on the screen. There is no such thing as good or bad content texture. The key is to see the tone of the brand itself and which one is more acceptable to the corresponding target audience, and then try to present this style of texture. 03. Breaking the boundaries of creators Cross border high-quality content creators They all say that man makes everything. Especially for advertising creation, which is mostly based on brain power, people become more important. In the traditional advertising creation mode, the creative department of the advertising company occupies the absolute dominance. But today, the boundaries of content creation are increasingly broken, If advertising wants to be content oriented, it needs more high-quality content creators across borders. They can be film directors, screenwriters, photographers, musicians, and online celebrities KOL， It can also be every real user. The role they play in it can be as content creators behind the scenes or as content performers in front of the stage 。 However, the ultimate goal is to present high-quality content works. There is no doubt that we have entered an era of cultural mixing. In this era, the boundaries between content and marketing become blurred. But one thing is always clear and unchanging: Good content has its own vitality.
