2. The purpose of advertising (innovation, drainage, promotion, brand promotion, etc.). );
3. To understand competing products, you can look at the recent promotion methods of competing products, and whether they can be used for reference or innovation;
4. Has it been promoted in the past, how to do it, and whether it can be optimized on the original basis?
5. Highlights, styles and other characteristics of the picture material in the circle of friends.
Copywriting skills 1, interaction
Mostly questions and rhetorical questions. For example, "How many points can you get?" "How many people thought of XXX?"
Step 2 describe
Attract people with stories/paragraphs with a sense of scene, and finish the story by yourself, which is not interactive. For example, "a hairdresser I have known for two years can only take time to eat a takeaway in the corridor, and people are not easy to drift."
3. Anxiety
So as to obtain a longer page residence time. For example, "I must see the last one" and "The last one laughs me to death. Ha ha ha ha "
Paragraph 4
Even it has nothing to do with the video, but it has a strong sense of scene.
5. "intimidation"
In addition to ordinary users, brands and businesses have also made great efforts in the field of short video, and advertising and content have become more difficult to distinguish.
If the purpose of advertising is to create inferiority complex, then "threatening" copywriting is the only way to make you doubt yourself. For example, "Do you really know the fruit we eat every day?"
6, * * *
Inspirational, sympathetic, true, kind and beautiful ... Everyone wants others to see what they want, so if you can collude with Ta, who will refuse to be better?
For example, "three months has been reduced from 160 to 1 12 ... so we can all do it ~ ~"
Aside from the video content, the copywriting itself still conforms to the basic principle of copywriting: tonality determines the form and aims at the user's pain points.
You can refer to the recent hot copy statistics of DataEye-EDX big data platform.
How to write a high-quality copy 1, rub hot spots
Every operator knows the hot spots, which is a cliche. Hotspots can be said to be the simplest way of learning, which can incite very high traffic in a short time, which is beyond the reach of ordinary topics.
2. Low threshold
A deep logic behind the explosion is called low threshold, and anything that explodes has such logic. A short video that is suitable for all ages or can be understood by a square dance aunt is likely to become an explosion, because its communication cost is very low, not just for a specific group of people.
3, produce * * * sound
If you want to make your short video an explosion, you must have a * * * sound and fans of users. * * * sound can be divided into forward * * * sound and reverse * * * sound.
Positive * * * sounds are others' recognition of you, while negative * * * sounds are others' disapproval of you. Identity will bring the embodiment of identity value, and disagreement will bring controversy, both of which are easy to cause hot discussion among fans, which in turn will lead to topics, and the probability of outbreak is even greater.
4. Star effect
Stars have enough influence on our lives. It is a good way to interact emotionally with users through entertainment, so that users can enjoy the spirit and convey our own value at the same time.
In addition to entertainment gossip, you can also write other content related to stars, and cooperate with stars for live interviews and chats. Such content is actually enough for users.