起底微X伴侣圈宣传：创意、样式与意见
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">运用</span><span style="color: black;">制品</span>过程中，遇到<span style="color: black;">宣传</span>时大<span style="color: black;">都数</span>人都会<span style="color: black;">选取</span>跳过不看，但在<span style="color: black;">微X</span><span style="color: black;">伴侣</span>圈<span style="color: black;">宣传</span>中，打通社交链、轻互动等特点让<span style="color: black;">微X</span><span style="color: black;">伴侣</span>圈<span style="color: black;">宣传</span>变得颇富创意与趣味，<span style="color: black;">乃至</span><span style="color: black;">诱发</span>不少用户在<span style="color: black;">宣传</span>下进行互动。</p><img src="https://p3-sign.toutiaoimg.com/pgc-image/RtfpCLT3oqBchn~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723516475&x-signature=ZxExsmR6ZK7c4xi%2BC2Tu4bezacs%3D" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">在腾讯的<span style="color: black;">商场</span>版图中，<span style="color: black;">宣传</span>业务无疑占据着重要的位置。而在腾讯的<span style="color: black;">宣传</span>业务中，<span style="color: black;">伴侣</span>圈<span style="color: black;">宣传</span><span style="color: black;">起始</span>早、探索多，<span style="color: black;">作为</span>现金流的重要<span style="color: black;">源自</span>。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">2015年至今，<span style="color: black;">微X</span><span style="color: black;">伴侣</span>圈<span style="color: black;">宣传</span>从无到有，先后上线了基于地理位置（LBS）<span style="color: black;">宣传</span>、全幅卡片、沉浸式视频、原生化开评论等样式，从粗糙到精细，越来越频繁地参与到<span style="color: black;">微X</span>用户的<span style="color: black;">平常</span>生活中。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">这篇<span style="color: black;">文案</span>，将聊一聊<span style="color: black;">伴侣</span>圈<span style="color: black;">宣传</span>的3个方面：</p>起底<span style="color: black;">伴侣</span>圈<span style="color: black;">宣传</span>的前世今生，归纳<span style="color: black;">伴侣</span>圈<span style="color: black;">宣传</span>发展的3个大趋势<span style="color: black;">伴侣</span>圈<span style="color: black;">宣传</span>的创意探索——打通社交链、轻互动<span style="color: black;">宣传</span>对<span style="color: black;">伴侣</span>圈<span style="color: black;">宣传</span>的两点个人<span style="color: black;">意见</span>，重点是商品组合<span style="color: black;">方法</span><span style="color: black;">宣传</span>，以及轻互动<span style="color: black;">宣传</span>的进一步探索<h1 style="color: black; text-align: left; margin-bottom: 10px;">01 <span style="color: black;">伴侣</span>圈<span style="color: black;">宣传</span>的前世今生</h1>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">2015年1月21日，<span style="color: black;">微X</span>宣布公测<span style="color: black;">伴侣</span>圈<span style="color: black;">宣传</span>，<span style="color: black;">导致</span><span style="color: black;">伴侣</span>圈海啸。从<span style="color: black;">第1</span>个宝马品牌<span style="color: black;">宣传</span><span style="color: black;">迄今</span>，<span style="color: black;">伴侣</span>圈<span style="color: black;">宣传</span><span style="color: black;">已然</span>走过了5个年头。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">这5年间，无论是样式上还是创意玩法上，<span style="color: black;">伴侣</span>圈<span style="color: black;">宣传</span>进行了许多探索，迭代出一套对品牌<span style="color: black;">宣传</span>主较为友好的<span style="color: black;">宣传</span>投放<span style="color: black;">方法</span>。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">梳理2015年<span style="color: black;">迄今</span><span style="color: black;">伴侣</span>圈<span style="color: black;">宣传</span>发展，得到以下关键节点迭代线图：</p><img src="https://p3-sign.toutiaoimg.com/pgc-image/RvSUgtBBiGyyk8~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723516475&x-signature=RXeyaoZNnN8dqm0MRW4vxb04mtU%3D" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">经过梳理，<strong style="color: blue;"><span style="color: black;">伴侣</span>圈<span style="color: black;">宣传</span>的整体发展有以下3大趋势：</strong></p>
<h2 style="color: black; text-align: left; margin-bottom: 10px;">1. 沉浸式体验</h2>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">无论是全屏视频，还是全幅卡片，都朝着为用户<span style="color: black;">供给</span>沉浸式<span style="color: black;">宣传</span>体验的方向发展。</p><img src="https://p3-sign.toutiaoimg.com/pgc-image/RvSUgtT9L3n0j5~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723516475&x-signature=vvr8rfmyBKhEsorf87OXCbmiKM4%3D" style="width: 50%; margin-bottom: 20px;">
<h2 style="color: black; text-align: left; margin-bottom: 10px;">2. 结合社交<span style="color: black;">优良</span></h2>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">在社交链沉淀上，<span style="color: black;">微X</span><span style="color: black;">宣传</span>团队<span style="color: black;">拥有</span>独家<span style="color: black;">优良</span>，顺势<span style="color: black;">研发</span>了打通社交链的<span style="color: black;">宣传</span>。这一点放在下面讨论。</p>
<h2 style="color: black; text-align: left; margin-bottom: 10px;">3. 优化转化链路</h2>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">伴侣</span>圈<span style="color: black;">宣传</span><strong style="color: blue;">从对最为传统的转化漏斗模型“展示（<span style="color: black;">通常</span>是头图）- 落地页 – 转化页”逐项优化：</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">展示页<span style="color: black;">海量</span><span style="color: black;">运用</span>视频替代<span style="color: black;">照片</span>，<span style="color: black;">或</span>组图取代单图；</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">落地页优化，<span style="color: black;">包含</span>精彩文案处<span style="color: black;">增多</span>诱导转化按钮、<strong style="color: blue;">采用“小视频-大视频-H5”递进引导转化</strong>；</p><img src="https://p3-sign.toutiaoimg.com/pgc-image/RvSUguM4fsVD9U~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723516475&x-signature=puTXgSVUfNkVefgmL1mkdIIJjqc%3D" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">调起商家小程序完成结算，无需跳出<span style="color: black;">微X</span>就<span style="color: black;">能够</span>完成转化；</p><img src="https://p3-sign.toutiaoimg.com/pgc-image/RvSUguhDhfVFBr~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723516475&x-signature=p%2BJnG5g9mSQdRZD1ctowxVWYpf0%3D" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">引导关注公众号推动<span style="color: black;">长时间</span>营销</p><img src="https://p3-sign.toutiaoimg.com/pgc-image/RvSUhMmBUefE8M~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723516475&x-signature=CY6CutDIXAO1roEM45qj6bJ7Voc%3D" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">和小程序、公众号的打通，为<span style="color: black;">微X</span><span style="color: black;">伴侣</span>圈<span style="color: black;">宣传</span>注入了新的活力。看一看、搜一搜、视频号……<span style="color: black;">微X</span>手上还有不少能打的牌。</p>
<h1 style="color: black; text-align: left; margin-bottom: 10px;">02 营销诚可贵，创意价更高</h1>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">宣传</span><span style="color: black;">重点</span>分为两大类：品牌<span style="color: black;">宣传</span>和效果<span style="color: black;">宣传</span>。前者按<span style="color: black;">揭发</span>收费，后者按点击计费。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">伴侣</span>圈<span style="color: black;">宣传</span>无疑聚焦在品牌<span style="color: black;">宣传</span>上。<span style="color: black;">因为</span>品牌<span style="color: black;">宣传</span>强调<span style="color: black;">揭发</span>的特性，请流量明星代言<span style="color: black;">成为了</span>最为稳妥的<span style="color: black;">选取</span>。<span style="color: black;">然则</span>，只打明星营销这一张牌，恐怕很难从<span style="color: black;">宣传</span>红海里杀出来——<span style="color: black;">宣传</span>真正的口碑，<span style="color: black;">必定</span>来自于创意。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">在<span style="color: black;">微X</span><span style="color: black;">宣传</span>团队上新的<span style="color: black;">宣传</span>创意中，给我印象比较深刻的有2类。</p>
<h2 style="color: black; text-align: left; margin-bottom: 10px;">1. 在打通社交链上发力</h2>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">2018年10月，<span style="color: black;">伴侣</span>圈<span style="color: black;">宣传</span>上线评论区@好友邀请好友围观<span style="color: black;">宣传</span>。然而，朋友圈<span style="color: black;">宣传</span>和<span style="color: black;">伴侣</span>圈本身之间，存在着调性上的矛盾：<span style="color: black;">伴侣</span>圈本身是保守的，<span style="color: black;">然则</span><span style="color: black;">宣传</span>链条是扩张的，用户交流越频繁看的人越多，<span style="color: black;">宣传</span>收益越丰厚，这<span style="color: black;">亦</span>是<span style="color: black;">为何</span><span style="color: black;">伴侣</span>圈<span style="color: black;">宣传</span>刚一推出就<span style="color: black;">诱发</span>广泛质疑。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">这<span style="color: black;">亦</span>解释了，@好友新交互一出来，评论区热门评论是这么感慨的：<strong style="color: blue;">我连在<span style="color: black;">伴侣</span>圈动态@好友都办不到，<span style="color: black;">微X</span>居然让我叫好友<span style="color: black;">一块</span>来看<span style="color: black;">宣传</span>？</strong></p><img src="https://p3-sign.toutiaoimg.com/pgc-image/RvSUhNFIFxLcwu~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723516475&x-signature=eMzwKAM0R8rk8%2BcLrcutpcR2poA%3D" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">虽然话是这么说，网友们还是<span style="color: black;">热情</span>参与<span style="color: black;">宣传</span>，齐心协力地把“python训练营”炒<span style="color: black;">成为了</span>年度热款。啊，真香！</p><img src="https://p26-sign.toutiaoimg.com/pgc-image/RvSUhNcIRlsW1l~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723516475&x-signature=dQl%2BsZxJlZ46ZIc%2FwgR0T%2BRtLhE%3D" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">针对</span>打通社交链，新探索则<span style="color: black;">可靠</span>的多。2019年<span style="color: black;">安全</span>夜，<span style="color: black;">伴侣</span>圈<span style="color: black;">宣传</span>上线评论区一楼引入明星评论。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">这个新创意，在评论区<span style="color: black;">增多</span>了明星营销的触角，是<span style="color: black;">宣传</span>原生化（这个题目很大，之后的<span style="color: black;">文案</span>细说）下边的一个比较成功的尝试。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">于是，饭圈文化在<span style="color: black;">伴侣</span>圈多了一个着力点。流量明星的粉丝们对自家偶像出<span style="color: black;">此刻</span>自己<span style="color: black;">伴侣</span>圈欣喜若狂，在<span style="color: black;">宣传</span>下方和“偶像账号”互动，在<span style="color: black;">伴侣</span>圈为爱豆打call，顺便和志同道合的<span style="color: black;">伴侣</span>展开讨论、间接向列表可见的所有人<span style="color: black;">暴露</span>自己的<span style="color: black;">爱好</span>。</p><img src="https://p3-sign.toutiaoimg.com/pgc-image/RvSUhPwHuV9INg~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723516475&x-signature=NW2srNnYUcLpc7Dyq8pt650s3Iw%3D" style="width: 50%; margin-bottom: 20px;">
<h2 style="color: black; text-align: left; margin-bottom: 10px;">2. 轻互动<span style="color: black;">宣传</span></h2>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">做为</span>用户，<span style="color: black;">咱们</span>天然对参与感怀有热情。换个<span style="color: black;">方向</span>，一个能够诱导用户参与的<span style="color: black;">宣传</span>，能够<span style="color: black;">快速</span>消解用户对<span style="color: black;">宣传</span>的排斥。这类<span style="color: black;">宣传</span>在点击转化上的数据表现，极有可能比普通营销<span style="color: black;">宣传</span>好看，<span style="color: black;">乃至</span>能够<span style="color: black;">得到</span>用户口碑。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">轻互动<span style="color: black;">宣传</span>的<span style="color: black;">另一</span>一个<span style="color: black;">优良</span><span style="color: black;">便是</span>筛<span style="color: black;">选择</span>户。<span style="color: black;">仅有</span>对代言明星<span style="color: black;">或</span><span style="color: black;">制品</span>宣传视频内容感兴趣的用户，才会<span style="color: black;">根据</span>屏幕提示，沿着特定滑屏轨迹进行交互。而这类用户是最可能产生转化的群体。筛选出这类用户重点营销，比起落地页内容无差别触达的大水漫灌式推广，必然更为<span style="color: black;">有效</span>。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">伴侣</span>圈<span style="color: black;">宣传</span>的轻互动<span style="color: black;">宣传</span><span style="color: black;">重点</span><span style="color: black;">包含</span>滑屏画线、画框、画字母，画完形状后<span style="color: black;">转</span><span style="color: black;">宣传</span>落地页。<span style="color: black;">由于</span>落地页是<span style="color: black;">经过</span>自己“<span style="color: black;">奋斗</span>”得到的，<span style="color: black;">咱们</span>对<span style="color: black;">宣传</span>的反感可能在无形间被弱化。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">例如</span>下边这个，给大表姐的脸画一个方框，这个交互<span style="color: black;">亦</span>很符合拍照场景，就<span style="color: black;">能够</span>进入VIVO手机的落地页。<span style="color: black;">倘若</span>对落地页内手机感兴趣，<span style="color: black;">能够</span>直接调起小程序进行购买。</p><img src="https://p3-sign.toutiaoimg.com/pgc-image/RvSUhSRE79vPBs~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723516475&x-signature=ZvSln6ll6bicSvYkoebZfFFbfQs%3D" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">再<span style="color: black;">例如</span>大疆的<span style="color: black;">宣传</span>。互动更为简单，画一条直线就<span style="color: black;">能够</span>。有说到的是互动<span style="color: black;">转</span>视频，视频播放到末端，会弹出转化卡片。<strong style="color: blue;">“由动到静”</strong>的逆常规<span style="color: black;">次序</span>，还是蛮有趣的。</p><img src="https://p3-sign.toutiaoimg.com/pgc-image/RvSUi5B8DmYyrZ~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723516475&x-signature=VSjdUxxB%2B5c2s%2B22k1pDWaXG7zo%3D" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">轻互动<span style="color: black;">宣传</span>的<span style="color: black;">另一</span>一个重要分支是<strong style="color: blue;"><span style="color: black;">选取</span>卡片式<span style="color: black;">宣传</span>。</strong>这类<span style="color: black;">宣传</span>中，引入游戏元素——<strong style="color: blue;"><span style="color: black;">选取</span><span style="color: black;">区别</span>的卡片，解锁<span style="color: black;">区别</span>的</strong><strong style="color: blue;">剧情</strong><strong style="color: blue;">（有<span style="color: black;">无</span>想到隐形<span style="color: black;">保护</span>者）。用户从被动看<span style="color: black;">宣传</span>，变为主动参与<span style="color: black;">宣传</span></strong>，从而更可能为商品买单。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">选取</span>卡片式<span style="color: black;">宣传</span>还<span style="color: black;">能够</span>用在社交裂变。<span style="color: black;">例如</span>下方腾讯NBA的<span style="color: black;">选取</span>卡片式<span style="color: black;">宣传</span>，给雷霆冲一票之余，可能还会转发到办公室群里“引战”，大胡子的球迷们可能就<span style="color: black;">成为了</span>下一批宣传节点。经过几轮传播，这条<span style="color: black;">宣传</span>的<span style="color: black;">揭发</span>目的就达到了。</p><img src="https://p3-sign.toutiaoimg.com/pgc-image/RvSUi6m6A5g6c2~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723516475&x-signature=nB9RDcBYDq2EPW2nU9q4VRd0px8%3D" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">说到这，不得不提敦煌博物馆公益<span style="color: black;">宣传</span>。这条<span style="color: black;">宣传</span>我个人很<span style="color: black;">爱好</span>。<span style="color: black;">宣传</span>整合了360度全景图、自定义地点、长按实时展示岩壁风化动效，配上敦煌壁画风格的H5和配乐，真正让我看到了创意的力量。</p>
<h1 style="color: black; text-align: left; margin-bottom: 10px;">03 2020，对<span style="color: black;">伴侣</span>圈<span style="color: black;">宣传</span>2点不成熟的小<span style="color: black;">意见</span></h1>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">在提<span style="color: black;">意见</span>之前，不妨先<strong style="color: blue;">对<span style="color: black;">微X</span><span style="color: black;">伴侣</span>圈<span style="color: black;">宣传</span>的<span style="color: black;">平常</span>样式做一个梳理</strong>。</p><img src="https://p3-sign.toutiaoimg.com/pgc-image/RvSUi70D2fuQCr~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723516475&x-signature=JK4RO5V8ckB9Qec%2BaR2wPrK5bJM%3D" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">在<span style="color: black;">伴侣</span>圈<span style="color: black;">宣传</span>的曝光页、落地页和转化页，分别有<span style="color: black;">区别</span>类型的样式。<span style="color: black;">针对</span>这些样式本身的优化<span style="color: black;">非常</span>受限于网页技术的发展，<span style="color: black;">日前</span>只能想到H5升级为H6，但<strong style="color: blue;">在样式的呈现方式上，还有着<span style="color: black;">很强</span>的操作空间。</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">无论是<span style="color: black;">选取</span>卡片式<span style="color: black;">宣传</span>还是互动式<span style="color: black;">宣传</span>，一旦有效果良好的样式呈现方式，<span style="color: black;">宣传</span>主都会<span style="color: black;">快速</span>跟进。<strong style="color: blue;">然而，<span style="color: black;">这般</span>的跟进<span style="color: black;">亦</span><span style="color: black;">引起</span>一个问题：同质化内容太多。营收的繁荣掩盖不住创意的匮乏。</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">例如</span>看2019年<span style="color: black;">伴侣</span>圈年度<span style="color: black;">宣传</span>榜单（传送门见文末），前10名有7条是互动式<span style="color: black;">宣传</span>。而这些<span style="color: black;">宣传</span>互动的方式<span style="color: black;">非常</span>同质——画直线、画图形。<span style="color: black;">独一</span>一个有<span style="color: black;">明显</span>新意的，是水井坊化用“画龙点睛”典故的品牌<span style="color: black;">宣传</span>。</p><img src="https://p3-sign.toutiaoimg.com/pgc-image/RvSUi7O6dIBmqB~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723516475&x-signature=wSh8gM0h8%2FmR59MgSTRseM5sArs%3D" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">处理</span>同质化严重的问题，得从创意上下功夫。不妨<span style="color: black;">瞧瞧</span>国内外同行有<span style="color: black;">那些</span>优秀尝试。</p>
<h2 style="color: black; text-align: left; margin-bottom: 10px;">1. 参考优秀案例，<span style="color: black;">连续</span>推出有创意的<span style="color: black;">宣传</span>样式</h2>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">这一部分分3块进行：为<span style="color: black;">伴侣</span>圈轻交互<span style="color: black;">宣传</span><span style="color: black;">供给</span>优秀案例；<span style="color: black;">意见</span>引入<span style="color: black;">商场</span>组合<span style="color: black;">方法</span><span style="color: black;">宣传</span>；对游戏类<span style="color: black;">宣传</span><span style="color: black;">意见</span>采取电影预告片式剪辑。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">以下案例来自Facebook。多说一句，Facebook<span style="color: black;">全世界</span><span style="color: black;">宣传</span>业务的ARPU达到7.05美元，是<span style="color: black;">微X</span><span style="color: black;">宣传</span>业务的3倍。<span style="color: black;">宣传</span>业务的变现能力<span style="color: black;">提高</span>将是较长时间段内腾讯<span style="color: black;">必要</span>面对的大课题。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">1.1 轻交互<span style="color: black;">宣传</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">1）轮播动画</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">利用<span style="color: black;">区别</span>画面的故事延展性，引导用户参与交互。下边MM豆的这个<span style="color: black;">宣传</span>，你想不想<span style="color: black;">亦</span>帮忙扯一扯？</p><img src="https://p3-sign.toutiaoimg.com/pgc-image/RvSUi7w3Fvg0Zo~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723516475&x-signature=xWUuAM%2FbhqXt1dy6tATVEjzzHmk%3D" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">2）轮播视频</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">一段视频内容分为若干段有<span style="color: black;">规律</span>延续关系的视频切片，引导用户滑动解锁剧情。适合把情景剧高潮情节打散<span style="color: black;">安置</span>，软<span style="color: black;">移植</span>商品。</p><img src="https://p3-sign.toutiaoimg.com/pgc-image/RvSUiaM5KEAU52~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723516475&x-signature=spGu%2BXSABDyS5BN7qy8tSJa63Oo%3D" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">1.2 商品组合<span style="color: black;">方法</span><span style="color: black;">宣传</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">从推广效率上，“卖单品”不如“卖商品组合”，后者聚合<span style="color: black;">类似</span>属性的商品，构造出更为实在的购物场景。<span style="color: black;">另一</span>，“卖商品组合“换句话说<span style="color: black;">便是</span>“打包售出”，本质上是在贩售<span style="color: black;">方法</span>，而售卖<span style="color: black;">方法</span>有几点好处：</p><strong style="color: blue;">压缩用户<span style="color: black;">选取</span>路径</strong>。<span style="color: black;">例如</span>我很怕麻烦，点外卖时<span style="color: black;">爱好</span>直接要套餐；<strong style="color: blue;">聚合单品</strong>。即使不想吃套餐，<span style="color: black;">亦</span><span style="color: black;">能够</span>浏览套餐里的菜品，套餐没卖出去，里头的菜品<span style="color: black;">亦</span>得到了充分的<span style="color: black;">揭发</span>；<strong style="color: blue;"><span style="color: black;">方法</span>不仅能做个性化，还<span style="color: black;">能够</span>做定制化</strong>。参见养生套餐、减脂套餐。<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">事实上，<strong style="color: blue;"><span style="color: black;">日前</span>的<span style="color: black;">伴侣</span>圈<span style="color: black;">宣传</span>还<span style="color: black;">处在</span>卖单品的<span style="color: black;">周期</span></strong>。<span style="color: black;">这儿</span><span style="color: black;">举荐</span>2类商品组合<span style="color: black;">方法</span><span style="color: black;">宣传</span>优秀样式，<span style="color: black;">包含</span>情景剧+落地页和轮播映射新样式，最后为游戏行业<span style="color: black;">宣传</span>提1个优秀案例。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">1）情景剧+落地页</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">在情景剧下方，<span style="color: black;">摆设</span>剧中<span style="color: black;">显现</span>的商品链接。这些单品和剧情强<span style="color: black;">关联</span>，同属一个主题下。短剧展示了约会剧情，视频下方附有剧中男女佩戴的手环、手表等物件。</p><img src="https://p3-sign.toutiaoimg.com/pgc-image/RvSUibNH8PYUwO~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723516475&x-signature=AlG842yivaQLPL1Iwnb%2BIHwDo4A%3D" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">类似的一个案例，延时拍摄视频展示一家人在为<span style="color: black;">安全</span>夜装饰房间，视频下方是装饰房间用到的地板、灯具、墙贴。点击视频进入落地页，仍是小视频+物品<span style="color: black;">摆设</span>墙。</p><img src="https://p6-sign.toutiaoimg.com/pgc-image/RvSUibq38jl6xZ~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723516475&x-signature=AzAOkIgdsuUliF5EXenPRApARDM%3D" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">2）轮播映射新样式</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">大图加轮播图的形式，大图中展示整体家具<span style="color: black;">安装</span><span style="color: black;">方法</span>，下方轮播图分别展示大图中的单品。<strong style="color: blue;">随着轮播图单品的变化，大图中单品所在位置<span style="color: black;">显现</span>映射白点。</strong></p><img src="https://p3-sign.toutiaoimg.com/pgc-image/RvSUicRAfj3Ioz~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723516475&x-signature=sOMzc%2B61w%2BPm%2FvEakRgZDexgyMw%3D" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">3）电影预告片式剪辑（对游戏类<span style="color: black;">宣传</span>）</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">大部分大型游戏和大片都<span style="color: black;">拥有</span>刺激肾上腺激素分泌的特质，<span style="color: black;">能够</span>把电影预告片元素剪进游戏宣发视频中去，<span style="color: black;">表现</span>游戏<span style="color: black;">特殊</span>。</p><img src="https://p3-sign.toutiaoimg.com/pgc-image/RvSUifCCqtmCxL~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723516475&x-signature=DeWxEW9ScX1ae7wXRs3WsEbKoHY%3D" style="width: 50%; margin-bottom: 20px;">
<h2 style="color: black; text-align: left; margin-bottom: 10px;">2. 完播调起蒙层，避免<span style="color: black;">宣传</span>资源浪费</h2>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">伴侣</span>圈<span style="color: black;">宣传</span><span style="color: black;">日前</span>的“无限循环播放“的样式，很可能浪费<span style="color: black;">宣传</span>资源，对<span style="color: black;">宣传</span>主<span style="color: black;">导致</span>不必要的损失。<span style="color: black;">由于</span>按展示收费的话，出一轮<span style="color: black;">宣传</span>就得结算一轮<span style="color: black;">宣传</span>的钱，<span style="color: black;">然则</span>这类<span style="color: black;">宣传</span>真正触达用户的效果<span style="color: black;">没法</span>得知。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">不<span style="color: black;">晓得</span><span style="color: black;">微X</span><span style="color: black;">宣传</span>团队采用了<span style="color: black;">那些</span>预防<span style="color: black;">办法</span>（可能是调CPM）。<span style="color: black;">这儿</span>提一个开脑洞的改进：<span style="color: black;">宣传</span>连续出两三轮（长视频1轮）后，<span style="color: black;">无</span>点击，就调起蒙层。蒙层展示“重新播放”和“查看详情”，点击后者仍<span style="color: black;">能够</span><span style="color: black;">转</span>落地页。加上蒙层，不仅<span style="color: black;">能够</span>减少<span style="color: black;">宣传</span>资源浪费，<span style="color: black;">增多</span>了一个新动效，还可能拿回用户负反馈数据，用于后期频控，可谓一箭三雕。放上抖音的完播蒙层样式<span style="color: black;">做为</span>示例。</p><img src="https://p3-sign.toutiaoimg.com/pgc-image/RvSUj6b2qzpabj~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723516475&x-signature=qsYkFvtj5Yj%2BKRQPCduAj%2FVvZok%3D" style="width: 50%; margin-bottom: 20px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/RvSUj744dEL03p~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723516475&x-signature=XMLVtqQ7CB6sVtzBtZW1dOODkf8%3D" style="width: 50%; margin-bottom: 20px;">
<h1 style="color: black; text-align: left; margin-bottom: 10px;">写在最后</h1>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">传统划分方式上，<span style="color: black;">宣传</span>分为品牌<span style="color: black;">宣传</span>和效果<span style="color: black;">宣传</span>，但<span style="color: black;">更加多</span><span style="color: black;">状况</span>下，应该讲一个“品效合一”。品牌<span style="color: black;">宣传</span>不要一味砸钱，得兼顾效果；效果<span style="color: black;">宣传</span><span style="color: black;">亦</span>不要一味只求点击转化效果，应该适当<span style="color: black;">注重</span>品牌建设。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">微X</span><span style="color: black;">伴侣</span>圈<span style="color: black;">宣传</span><span style="color: black;">重点</span>聚焦在品牌<span style="color: black;">宣传</span>上。越发激烈的同行竞争、平台<span style="color: black;">宣传</span>主盈利诉求、用户对<span style="color: black;">宣传</span>的“耐受性”，都在倒逼<span style="color: black;">宣传</span>素材样式的优化。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">请明星站台可能是高性价比的<span style="color: black;">选取</span>，采用<span style="color: black;">各样</span>营销手段<span style="color: black;">亦</span>是获胜的必要手段。<span style="color: black;">然则</span><strong style="color: blue;">从<span style="color: black;">长时间</span>来看，某几支<span style="color: black;">宣传</span>的取胜，<span style="color: black;">基本</span>的<span style="color: black;">原由</span><span style="color: black;">必定</span>是创意。</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">读几句打油诗<span style="color: black;">做为</span>结尾：</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">营销诚可贵，创意价更高。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">若为品牌好，两者都<span style="color: black;">必须</span>。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">本篇剧终，下一篇敬请期待</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">参考：</strong>2019用户最<span style="color: black;">喜欢</span>的<span style="color: black;">伴侣</span>圈<span style="color: black;">宣传</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">作者：杭<span style="color: black;">也</span>白；<span style="color: black;">微X</span>公众号：杭一白</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">本文由 @谢杭烽 原创发布于人人都是<span style="color: black;">制品</span>经理。未经许可，禁止转载</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">题图来自Unsplash，基于CC0协议</p>
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