Friends circle ads to play social? This new wave of operation is stable enough!
You've seen scenes of lively discussions around the plot and selection corners when the movie doesn't go live, and you've seen people's disputes about gossip events under the Sina "explosion" point topic. But have you ever seen a great friend in your circle of friends talk a lot about advertising at the same time?
Recently, a creative stripGuide to Social Attests to the Circle of Friends, it will be people to share a brand advertising show the different forms of expression, heart-wringing but also repeatedly remind us that WeChat circle of friends advertising comment area can be watched by friends together!
So what's the business logic behind this creative strip? What new inspiration can weChat's circle of friends, which seems to be just "fine-tuning", be for advertisers? Let's take a closer look.
Creative strip according to different labels to divide the crowd into invisible rich group, sister-in-law group, folk science and technology products think tank and makeup grass machine and other types, a kind of "similar" gathering scene caused by WeChat friends circle advertising based on accurate insight into consumers and personalized push.
This is a way to amplify the user's social value by built up a new interactive scene, and this kind of gathering based on precise radiation to achieve the target population is precisely the premise of WeChat's circle of friends advertising , friend comment interactive function value embodiment.
In fact, behind the open-up of the Friends Circle ad comment area, the interactive feature of friends comments is the release of the ecological social potential of WeChat advertising.
Because compared with other streaming media, WeChat circle of friends has been a lot of challenges, and the circle of friends advertising by adding interactive opportunities to the advertising comment area subtly to the entire circle of friends advertising ecology to add more fun and freshness, can give users daily communication with friends more than a topic discussion space, to increase product activity.
Therefore, from the user level, the application of this feature has the role of perfecting the social chain.
As we all know, friends circle advertising has always been the existence of a clear stream, based on detailed insight to users for accurate push, pay attention to the user experience and strictly control the number and quality of ads, since the first friends circle ads online four years ago, its platform advertising value and word-of-mouth has been highly recognized by the public and advertisers.
When the Friends Circle Ads and Friends Comment Interaction feature actually actually redefines the value of accurate ad delivery from a social level.
(1) Help high-quality advertising ideas unlock the potential of social topics
In general, advertising lags behind throughout the creative chain, and it's hard to get ahead of creative output.
However, the online and fresh way of playing the interactive feature of the friend comments will give advertisers new inspiration, will pay more attention to the matching of creative content and advertising form, with the help of new advertising form innovation, upgrade the social topic potential of the good content creativity itself.
This ecologically positive incentive makes advertisers more willing to spend more energy on content and more willing to actively experiment with advertising innovation.
For example, using this new product feature, Tencent Video and Chen Xiaoqing team to create the annual food IP "flavor of the world" with "good content and advertising innovation" combination of play to obtain the effect of the first red.
The use of selective card ads to highlight the "food" and "meet" these two can fully mobilize the user's senses of the theme, in the circle of friends "late-night newspaper", the addition of the interactive function of the friend comments is to make this advertisement become those days of brush screen-level "national topic."
(2) Brands that are prone to being "sunburned" will have more opportunities
Now young people like to sunbathe, and among them, female users will be more active sharing, which will directly drive the circle of friends advertising women's consumer goods and luxury goods, such as the user more desire to sun out of the brand discussion heat, thus forming an Amly trend.
YSL and Cardia, two "with goods" brand delivery effect for us to fully interpret the new features brought about by the increase in advertising value.
YSL black gold temptation limited this product on Halloween launched a very expressive video footage, quickly won the user's high praise, the comment area appeared a large number of friends comment interactive grass behavior, this kind of spontaneous consumer "plant grass" and "pull grass" lively discussion atmosphere for a new round of explosion has laid a good reputation foundation.
With full-length cards, Khadija showcases the "big picture" advertising ideas, matching the star-effects of Zhang Zhen and Annabelle Wallis, and the visual impact of the ads, while the vertical full-screen video on the landing page provides a more intuitive display of the luxury and noness of the Cheetah series. According to official articles, the ad reaped a total interactive click-through rate of 2.5 times the industry average.
In summary, the online feature of the Friends Comment Interaction feature has once again shown us the super social interaction ability and social value potential of the Friends Circle ad.
At the user level, friends circle advertising to create a new interactive scene, but also optimize the feeling of the advertising experience, so that advertising is not only a one-way, tough information output behavior, but also with the value of sharing and communication. This is also in line with WeChat advertising products have always been "restraint" and respect for the user experience.
For advertisers, this new feature helps brands expand the secondary spread of ads with the help of "mutuals" among friends, unlocking the potential of the topic of "swinging" fans. Can also help each brand combined with their own tuning, play all kinds of "differentiated" marketing, three-dimensional dissemination of brand image at the same time, but also to achieve "four or two kilos" real advertising exposure effect.
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