SNS promotional copywriting is copywriting posted by copywriters in a group to induce group members to produce the commercial behavior they expect. A community is a semi-familiar circle for group members, with both familiar people and completely unfamiliar netizens, but this kind of group organization is easy to cultivate a sense of familiarity, and posting copywriting in a group atmosphere is more likely to produce an impulse buying effect that infects people.
(I) The meaning of SNS
SNS (Social Networking Services) refers specifically to social network services, which refers to a social relationship network built on a network platform by users based on common interests, hobbies, and activities. It can also be called a community. SNS is carried out with the help of social software and social networking sites.
Strictly speaking, in my country, SNS is not Social Networking Services, but Social Network Sites, represented by SNS platforms such as Renren (Xiaonei), Kaixin, QQ, Zhongzhong, and Gagamatch, and has now extended to various communities.
(II) Characteristics of SNS
1. Aggregation
SNS users have a large user base and naturally aggregate. The massive users of SNS websites are extremely widespread, covering various regions and industries. Among these massive users, they are aggregated according to certain rules to form multiple groups. These groups are the precise groups that are indispensable for marketing.
2. Authenticity
Since SNS websites adopt the real-name system, they have added more trust to the unfamiliar and cold online interpersonal relationships, and at the same time actively filtered out a large amount of false information, which naturally brought the relationship between online users closer. The real personal connections reflect the return of the community to the real world, which provides great convenience for online marketing and solves the basic trust problem.
3. Stickiness
The solid real social circle and SNS website social circle can keep the vast majority of users firmly on the SNS website and maintain sticky communication. The stickiness between such users is much higher than that of other non-social websites. The stickiness of such users will greatly improve the effectiveness of online marketing.