Where is the cosmetics advertorial promotion model? Is it worth learning from?

Many people may understand that the ingredients of cosmetics are actually similar, **very opaque, in addition to packaging, there is no way to distinguish the good and bad, most people are perceptual consumption, brand awareness and product stories determine the sales of cosmetics and**, large enterprises are vigorously doing advertorial promotion, in addition to user reading to improve brand trust, bring potential customers, but also be stably included by the cable engine, in the future target customers search for **related content, can be displayed for a long time, Reporting through third parties is more authoritative and credible. Fame. Yipin, there are many cosmetics advertorial promotion models, which may be helpful to you.

Compared with other industries, the cosmetics industry has different characteristics, so when doing advertorial marketing, it is necessary to combine these specific characteristics and its own situation to make corresponding adjustments. In other words, there is a fixed routine for advertorial marketing, but the key lies in reasonable use and adjustment according to the actual situation, which is mainly reflected in three aspects.

First, the selling point of the product.

As a rigid demand, there are already countless brands on the market. Whether it is a big brand or a small brand, there is very fierce competition. However, when it comes to advertorial marketing, the selling points of the products are basically the same.

For large brands that already occupy a certain market share, such publicity is not a big problem, but for small brands, how can the competitiveness be improved?

Therefore, the first thing to do is to have a selling point that can distinguish it from most brands. The selling point comes from the product itself, but it can be extended according to the user group and needs.

The same selling point, such as "deep hydration", if it is aimed at women, then the back and forth that can be written is just "moisturizing", "restoring **elasticity and luster" and so on; However, if you change the angle and change the target group to the male group who want to send cosmetics to women, there are many points that can be extended.

Second, the format of the advertorial.

In order to enhance their competitiveness through advertorial marketing, on top of having a different selling point, it is also necessary to choose the right format of the advertorial, and write the advertorial on this basis. Is it news, or is it storytelling? Or is it commentary?

Generally speaking, this needs to be determined according to the specific promotion content, for example, U Communication has launched a "year-end red envelope recharge activity", and there is no upper limit on how much to charge, because the content is mainly to reduce the cost of groups with publishing needs, so it is suitable for simple and direct news.

However, each industry has its own attributes, because there is the most suitable advertorial format to use. Like the advertorial marketing industry, in the final analysis, it belongs to the service industry, so it is very suitable for using story. So, which format is suitable for the cosmetics industry?

3. The timing of advertorial marketing.

Although publicity and promotion are not divided into periods and should become the norm, a wave of well-prepared advertorial marketing at a specific time will achieve better results. This particular timing usually occurs in two scenes.

The first is festivals, such as "Double Eleven", "Double Twelve", "Valentine's Day", "Tanabata", etc., there are already many people who can seize the festival for marketing, so there is no need to say more.

The second is a hot event, every once in a while, there will be an event that detonates the industry or society, which is another scene at a specific time. Smart marketers will seize the opportunity to carry out advertorial marketing before the heat subsides.

As a rigid demand industry, the competition in the cosmetics industry will only become more and more fierce, and low-cost and high-efficiency advertorial marketing is indispensable to survive and develop in such an environment. To this end, it is necessary to make reasonable use and adjustment on the basis of mastering the fixed routines and according to the specific characteristics of the industry.

Advertorial Writing Method:

The average reader's decision to read a certain content is 70% determined by the headline and subheading. The title is the essence of the whole advertorial, so you should work the title and make it attractive.

2.The beginning should be eye-catching: readers usually have little patience when reading advertorials, if they can't catch the reader's attention within a few lines, the content behind is meaningless even if it is exciting.

3.Body content: When writing an advertorial, you should grasp the hot spots in the market, grasp what the target audience is most concerned about the product, what is the easy-to-accept communication method and other issues. Otherwise, even if you have a brilliant pen, if you can't cater to consumers, you won't have the desired market returns.

4.Advertorial communication should have strategic planning: the purpose of communication should be very clear, whether it is to cooperate with hard and wide extension communication, or to build a brand or to build news momentum.

Once the purpose is determined, a communication plan can be formulated according to the purpose: what content is in the early stage, what content is in the middle stage, and what content is in the later stage, and with the change of the market, the plan and content will be adjusted accordingly, and it must not be blind.

1. Highlight the selling points of cosmetics

In fact, the selling point is the existence of the product itself, and it is necessary to find the selling point according to the function of the product or the user group. Take, for example, hydrating products. In fact, most cosmetics have such an effect.

Here it is necessary to find out the efficacy that similar cosmetic products do not have, so that it is conducive to customers to make comparisons, for example, it can be used by women to unisex use, so that it is better to extend the advantages.

2. Determine the type of article3. Put an end to hard advertising

The so-called hard advertising is to introduce the product very directly, straight to the topic, the advantage of this kind of beauty advertorial is to go straight to the conversion, and the probability of transaction will be higher. But the disadvantage is that most of the ** are disgusted with this kind of text, the nature of the advertisement is too obvious, it is difficult to review and publish, and now the more popular is the soft article, and it will be easier to review and publish.

5. Don't exaggerate the effect

When creating beauty advertorials, do not exaggerate the effect of the product, this deliberate exaggeration, will be disgusted by consumers, in the advertorial to cleverly implant marketing content, the biggest success of the advertorial is the soft word, in the writing of the advertorial, there must be valuable content for consumers, which is the advantage of marketing advertising can not be compared.

6. Novel ** activities

When completing an advertorial article, you can use some ** activities to attract consumers. I would like to remind everyone that the ** activities in the advertorial must be consistent with the real activities, so as not to leave consumers with a sense of deception. Before writing, you must have a full understanding of your product, including the raw materials, efficacy, usage methods, precautions, etc., so that you can write the advertorial in a targeted manner, and the quality of the advertorial can be improved, and the ensuing effect will be better.

Several techniques of advertorial writing:

The supplementary narrative method is mainly used to supplement the above narrative, which is generally fragmentary and concise, and does not have a complete event, and can also be put in front of the text of the explanation or explanation to cause the following. The role of supplementary narration generally does not develop plots and events, but only enriches and complements the original narrative.

Direct lyrical method.

Direct lyricism can make feelings expressed simple and true, shocking and unswerving. Direct lyricism is generally suitable for expressing strong and tense feelings. Direct lyricism is characterized by strong emotions when narrating, fast and tense rhythms, direct emotions, and easy to grasp.

Discuss first, then narrate.

Adopting the method of first discussing and then narrating, first put forward the main points and central points of the narrative straight to the point, and then unify the whole text in this way, so that the significance of the events recorded in the whole text can be clearly understood after discussion. When narrating, it is necessary to focus on the main point of the argument.

Change in thought.

In this way of writing, the main line of ideological development should be clear. The various stages of ideological change should be natural and the comparison should be clear.

The dynamic of the imaginary object should be combined with the static depiction, so that it can be contrasted. The article shifts from static description to imaginary dynamic or from dynamic to imaginary static, and the description must be explained clearly, otherwise it will be unclear which part is seen and which part is thought of. The dynamics of the object imagined in the article should be in line with the characteristics of the object, so that people can read it and be credible.

Growth Change Method.

To describe animals by the method of growth and change, it is necessary to pay attention to writing down the main stages of the whole process of animals from small to large, and not to use the method of writing running accounts. When describing the main stages in the growth process of animals, it is necessary to pay attention to explaining the causes and consequences clearly, so as to avoid the inability to connect in the middle, which makes the reader inexplicable. The growth process of animals is a long process, so when describing animals in this way, it is necessary to pay attention to systematic observation, and consciously write a series of observation diaries to write down the observations.

Finally, the diary of observations can be trimmed to create an essay that reflects the growth process of the animal.

Categorical descriptiveness.

Categorical descriptions are written in the order of different categories of the depicted objects, such as heaven and earth, mountains and rivers, plants and trees, insects and fish, etc., or different aspects, such as shapes, colors, sounds, etc. Therefore, it is not necessary to describe the observation points, nor does it have to be in the order of time or space.

Take a look at how other people's advertorials are written, and then absorb the essence of the middle by yourself, and add your own opinions! Just OK!

The idea of advertorials is basically the same, first of all, you must have enough understanding of the products you want to promote and the industry you are engaged in, and secondly, you must master some writing skills of advertorials, so that you can write high-quality advertorials.

Everyone understands that the era of hard advertising has passed, no matter how awesome your product is, a hard pure advertisement will also cause disgust to others, and the most important thing is that no matter how much you send it, the probability of being deleted is quite large, so, micro-business drainage is a realm, and at the same time, it can also attract readers to look down while the advertisement is not deleted, which is the "story-type" advertorial drainage. In addition, now is the era of reading pictures, and many times what can be expressed with ** is not in words, which is more intuitive and easier to remember.

845480066, many people will not be able to promote micro-business, including myself, I am looking for him to push, and the front is to deduct Wei.

I did a micro-business a year ago, at that time for the promotion and did not understand, after the goods can not be sold at all, only later to know that it is necessary to do promotion, but now the free promotion has no effect, but also did a lot of comparison, combined with the actual situation to let Jin push to do, the current home page still has information.

Does micro-business promote this piece? I see a lot of people chatting about Jin Suitui, the person in charge over there is my friend, you can also refer to it.

Skincare-related content is subject to strict review, and the requirements are high, that is, if you want to do this, you don't have to look for it one by one, because it is very tiring, and you can't directly contact the main site, and it is difficult to develop quality without industry resources. In addition, a single user cannot connect with a large site. Because the big site is basically connected to some large ** service providers.

It's up to them to serve the users who need it.

Now there are platforms in the industry that provide this kind of site aggregation, and large and small sites can be used as the parameters required for user screening. It's a lot easier and less troublesome, and the overall cost will come down.

Advertorial, more suitable for product promotion, not so direct, let your brand get a good reputation, if it is for the effect, you have to do the form of hard and wide soft text, these two models are not the same, for example, soft and wide is released on the major mainstreams, these are mainstream practices, because the authoritative image is good, the feeling to users will be better, for the expansion of channel providers and direct customers are commonly used methods in various industries, advertorials are commonly used in their own brand optimization, can send a lot, You can submit requirements to some advertorial aggregation platforms, and they will provide some rules and ways to deal with problem content, etc., which is not realistic to find one by one, and the big platforms are not likely to connect with individuals, and the process is relatively long. It will be better on the big **platform, and there are fewer people who see it after the release of the small **, and it can't play the role of **, and most companies choose the four major portals + central media + industry** These ways. It also depends on what stage your business is currently in.

You can go to the ** platform of aggregation, you don't have to look for them one by one.

Let's give you a general idea.

1. First of all, you must clarify the theme of your content, that is, what content you plan to do, you can combine product launches, events, holidays, new product releases, cooperation news, etc.

2. Clarify the conditions when it is released, such as when it will be sent, and the people who implement it will also know in their hearts.

3. The time and frequency of release, such as how many times a week, how many times a week.

4. Released, such as large, medium, endemic, etc. As long as the big ** is under the conditions of the time of the annihilation, the medium is under what conditions and so on.

Advertorial Promotion Skills 1 Design the structure of the article, grasp the overall direction, control the trend of the article, and choose a strong headline. Such a title has no impact and does not arouse the reader's interest.

2. There can't be too many links in the advertorial, 1-2 is enough, more than 2 is more, and search engines don't like it. 3. The product function should be visualized, not just a simple description, otherwise it will be weak and weak. 4. The language of writing is popular, and the popularity of the language lies in the popularization of the language, which should be able to take care of the comprehension ability of most readers.

5 It is also important to write well. 6 To write an advertorial, you must first choose the entry point, that is, how to perfectly embed the product, service or brand information that needs to be promoted into the content of the article. It is likely to cause disgust among readers, and the effect is not good.

At this time, we have to choose a bright spot, such as "are you worried about how to expand the overseas marketing market" to attract the reader's attention, so as to unconsciously lead him into our ** to understand the services we provide. 7 Persistence, patience In fact, everything needs these two points, and it may be a little difficult to write at first, but as long as you persevere, we will all succeed.