Occupying the social advertising C position, what exactly did he do right?
During the World Cup, in addition to the snub, brainwashing advertising also caused a heated debate. Following Hengyuanxiang, brain platinum, brainwashing ads are red again, no longer because of its dissemination effect, but instead users of the viewing experience complaints.
User awareness is growing in sync with the mobile Internet, and their consumer experience is becoming more and more demanding. Whether it's brand offering product services or marketing communications,Focusing on the user experience has become a prerequisite that cannot be ignored。
So how do brands make the form of content they output enhance the user's experience? In the mobile Internet, especially social networks as the main channel of communication today, brands have to think about this problem.
WeChat, which is deeply in social advertising, should be a leader in providing solutions in this area. On June 25, WeChat Advertising Assistant announcedFriends Circle full-length card ads go online, to explore the next WeChat circle of friends advertising iterative trends, perhaps can give the brand more places to learn from.
In July, the climax of the World Cup marketing, WeChat this advertising form of the update main user immersion experience. As you can see from your published full-length card ads,Its card outer text and video integration into one, greatly enhance the visual impact of the advertising outer layer。 At the same time, it supports the vertical version of full-screen video for the first time, more in line with the user's information flow acquisition habits, to provide users with a more immersive advertising experience.
It's not hard to find that walking around the user experience may be the reason WeChat advertising is favored by the market.
Since the launch of the first Circle of Friends ad on January 25, 2015, WeChat ads have been innovating solutions in the form of advertising presentation, hoping to give users a better and better visual experience and help businesses improve their conversion performance. Every iteration updated on the user experience over the past three and a half years has been very popular with users.
When BMW China and WeChat advertising partners in the first ad circle of friends, they try to do the form of advertising similar to the content of the user's circle of friends. This allows the brand to WeChat friends posture, appear in the user's circle of friends, reduce its impact on the user's normal circle of friends browsing experience.
On August 6, 2016, NIKE's Friends Circle ad removed the "View Details" link. Directly put the brand native promotion page into the circle of friends, the user browsing experience is smoother. At the same time, good content can inspire users to comment on content under advertising, and the brand for in-depth communication.
On May 8, 2017, a different card-style ad landed in a circle of friends. More extreme UI design, enhance the user's visual experience, but also attract the user's attention. Subsequently, the selection card advertising, flip card advertising through a variety of interactive forms in the continuous improvement of the user experience.
By June 25, WeChat had launched several versions of its Friends Circle ad. From the beginning of the link entry, to the later native page, as well as user comments... WeChat advertising has been working the user's visual experience and brand interaction.
Of course, the same is true of this updated full-length card ad.
Through Uncle Pin's observation, for the newly launched full-length card, WeChat advertising mainly from two aspects to create the ultimate user experience.
1, visual design, full-length, more attractive to the user's eyes;
2, full-screen video, immersive experience to increase user sentiment.
First of all, WeChat advertising will be the outer text and video perfect integration, effectively enhance the visual impact.From the user's perception, the integrated image of the advertising page display space is larger, more to provoke their desire to click.
You know, the visual experience of the circle of friends is different from that of other streaming content platforms. Users in the ordinary forwarding public link, original content, sharing pictures and other application scenarios can be found that the nine palaces of the picture sharing can catch the attention of friends circle friends. By the same to nod, brands are more likely to occupy the focus of the user's vision by presenting large images in the diverse visual experience of the circle of friends.
The presentation of full-format cards is that WeChat helps maximize the user's visual focus. In this way, the user and the brand form a weak relationship, so that strong connections, promote transformation.
BMW China brings the cross-border image of the BMW X2 to life through the graphic fusion of the outer layers of full-length card advertising. In the recent marketing season, still attracted users in the circle of friends to read more attention. It's not hard to imagine that BMW China's total interactive click-through rate should be good.
BMW China through full-length card advertising to users to read the visual experience of a new attempt, from stimulating the visual to guide the interaction of the marketing mystery will certainly bring a lot of dissemination effect.
Second, WeChat advertising is the introduction of vertical full-screen video, to create an immersive experience.
I have to praise the product team of WeChat advertising, all its details are polished with the user's mind, to enhance the user experience. A good example is the vertical full-screen video.
In a social information flow environment, the user's vision (or usage habits) is actually vertical browsing from top to top. In the outer jump of brand advertising, users will have to cross the phone to watch the video if they are presented in the past. This seemingly simple step that a large number of users may not cooperate with, they are likely to back off in seconds.
And the vertical version jumps directly, which not only conforms to the user's inertia of the visual experience, but also saves the flip phone this link. This detail will retain a large number of target users for the brand that would have been lost.
This is a video of Uncle Pin's own circle of ARMANI's full-length card ads. Armani Lip Maestro's line of lipsticks is more fully and concretely displayed through vertical full-screen video floor-to-ceiling settings, such as the color on the actress' lips and the minimalist design of her lipstick.
And the impact of the vertical screen immersive visual experience, people want to stay in the current page. No doubt, a longer stay will certainly enhance the user's active interaction with the brand effect.
Through the comments in Uncle Pin's own circle of friends can be seen, the comments are not short of praise ads beautifully crafted, such as "advanced texture" and other words, but also can be seen that this is a user's recognition of this form of display.
"It's beautiful to have a newly opened animation open full screen."
"I buy, buy, I like Armani, call."
In the usual advertising communication, as a leader in the fashion industry, ARMANI's creative content will be more attractive to users than their peers. ArmANI's video experience is even more immersive, with the help of vertical full-screen video landing pages, adding to the connectivity between content and users.
Know the user's WeChat ads best, can be the first to discover the details to improve the user experience and brand conversion efficiency. WeChat advertising continues to optimize these solutions, will help brands in the dissemination of cost-effective.
It has to be said that this time the launch of full-length card advertising, WeChat advertising will target the user experience to a new level, which comes from WeChat advertising on the continuous iteration of the user experience. As the user experience improves, ad exposure and conversion rates will be higher, and brands with clicks and activations will be better, and advertisers will naturally be more likely to favor it.
Therefore, the spiral of user and advertiser size will become a reality.
According to weChat advertising assistant push message, July 6 - July 15, beauty, clothing, automotive, food, digital and other industries brand advertising, will be through the full-format card advertising form online. We'll see!
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