With its comprehensive user coverage, full-scene coverage and powerful social functions, the WeChat advertising platform provides brands with a comprehensive content product matrix, all-round brand penetration, and innovative advertising formats to help brands achieve maximum exposure. In the current liquor market, the use of WeChat advertising platform for marketing has huge advantages: WeChat can achieve one-to-one interpersonal communication, fast information dissemination, accurate advertising, low cost, cost-effective, and convenient operation.
So, how should the liquor industry use WeChat advertising for promotion and marketing?
1. Delineate the crowd positioning of liquor
WeChat's user base is very broad, including people of all ages and occupations. Therefore, the liquor industry must accurately target consumers and carry out refined operations according to their consumption habits and preferences when advertising on this platform.
The average age of liquor consumption in China is around 39 years old, but it is still dominated by 30-55 years old. Through the placement test of multiple liquor brands, it was concluded that users over the age of 45 were more interested in advertising, so the age range of advertising was expanded from 30-55 years old to 35-60 years old. Only by targeting the target group of the ad more accurately can the advertising effect be more ideal.
2. Sharing in the form of Moments advertising
During the New Year's holidays, meeting elders, leaders, social gatherings and other occasions, liquor is the preferred gift, and it is also the best time for advertisers to place advertisements.
1. Outer material form
If you want to advertise in Moments, you can refer to the following forms of external materials:
1) Single image/card ads:
When making the regular large-picture materials of WeChat advertising in the liquor industry, the following aspects can be considered:
Visuals: The visuals of the footage should be instantly appealing. Vibrant colors, beautiful designs, and high-definition images, as well as appealing typography and layout, can be used to enhance the visual impact of your ads.
Outstanding discounts: The liquor industry often has promotions or preferential policies, and these offers can be highlighted through materials. For example, include a discount label, special offer sign, or offer display in your assets to capture consumers' attention.
Conversion buttons: Include prominent conversion buttons in your creative, such as "Buy Now", "Learn More", etc., so that shoppers can directly make a purchase or learn more. Buttons should be designed to be eye-catching, easy to click, and able to guide consumers to the next action.
2) Three-picture, four-picture, six-figure multi-picture:
When making multi-picture materials for WeChat advertisements in the liquor industry, the following aspects can be considered:
Outstanding advantages: The advantages of the product can be highlighted by showing the uniqueness of the product, quality assurance, taste description, etc.
Scene display: The purpose and consumption experience of the product can be displayed through different scenes. You can choose scenarios related to your target audience, such as those related to family gatherings, friend gatherings, business banquets, etc., to enhance consumers' empathy and sense of identity.
Optimize the headline and copy: The ad copy should be closely related to the features, so that users can clearly understand the content and features of the product at the first time when they see the ad, so as to attract users.
3) Video Ads:
Video content: Choose content that appeals to your target audience, such as showcasing the liquor making process, brand story, product features, and more. Content should be interesting, engaging, and resonate with consumers.
Video length: Generally speaking, the length of a WeChat ad video should be controlled between 15 seconds and 30 seconds, without being too long, to keep the audience's attention.
Copywriting: Copy is concise and straightforward, can directly convey the features and benefits of the product, and use appropriate background music and sound effects to enhance the atmosphere and emotion of the video.
Brand display and conversion buttons: Include branded display and conversion buttons in your videos to drive brand awareness and conversions.
2. Copywriting and image selection for the outer advertisement
1) Copywriting strategy
With the help of the visual effect of the appearance, through the dual expression of pictures and copywriting, combined with the current holiday promotions and preferential measures, such as: "only 10 boxes of special price, only this one event", "limited time X discount", etc., to attract users to actively fill in the form.
2) Visual choices
In the choice of color tones, gold, red and black are usually chosen to create a high-end and exclusive sense of branding. At the same time, the selection of items in the picture, such as goblets, liquor bottles, cup collisions, etc., shows the high quality of the product and the ritual sense of drinking. In order to resonate with consumers, some elements of daily life, such as food and party scenes, will also be added, so that consumers can connect the product with the actual situation of their own life.
In terms of font design, liquor advertisements often choose concise and atmospheric fonts to highlight the professionalism and stability of the brand. At the same time, the slogan needs to be carefully chosen, simple, clear, and attractive, and can attract the attention of consumers in a short period of time.
3. Landing page material production direction:
A well-planned landing page can significantly increase the frequency of clicks from users, strengthen your brand, and increase conversions. For the landing page of liquor ads, how to make them to attract more users?
1) Highlight the selling point: Use the most impactful images with concise text to let users understand "what you are" in 3 seconds;
2) Outstanding discounts: It is necessary to target the needs and interests of liquor users; Attract users with a large discount strategy
3) Provide solutions: In the third part, provide the solutions to your needs, introduce your liquor in detail, and then display the product and details in order, the production process, the award certificate, the customer praise map, the repurchase picture and various test report certificates, etc., and then show the applicable scenarios of the liquor to stimulate the customer's desire to buy.
4) Conversion button: Users can click the "Click to get more discounts" button to jump to the purchase link, providing potential users with purchase channels and corresponding preferential activities to achieve conversion. There are buttons and form components at the bottom of the landing page. The form component is designed to collect sales information from potential users, making it easy for salespeople to connect with this segment of the population and drive further conversions.
5) Promotion atmosphere map: Finally, you can add a promotion atmosphere map on the Home or last page of the ad page to guide users to make a purchase at any time.
4. Continuously optimize with data analysis
We need to use data analytics to deliver accurate ads and make sure they reach the people who are most likely to become our customers. Finally, we need to continuously optimize the performance of our advertising and adjust our advertising strategy based on feedback to keep our advertising dynamic and competitive. Only in this way can our in-feed advertising really highlight the advantages of the liquor brand and help us win in the market.