Help, are copywriters going to lose their jobs to poets?

Nowadays, copywriting is becoming more and more difficult. Poets have emerged to write copywriting. Let's take a look at what kind of copywriting there is.

It is not easy to be a copywriter. In addition to being tested by the market and challenged by clients on a daily basis, you also have to worry from time to time about losing your job. For example, when your job is lost to artificial intelligence (AI), you even have to follow hot topics with tears in your eyes.

Nowadays, copywriters may lose their jobs to poets again...

With the revival of poetry culture on Xiaohongshu last year, a group of online poets emerged on Xiaohongshu. They were creative and wrote poems in every corner of life, on the roadside, on the walls, and next to trash cans, creating a wonderful tension between the words and the scenes, and their poems frequently went viral on the Internet.

For example, the poet "Gehuaren" on Xiaohongshu went viral last year with a group of outdoor poems.

The positive feedback from users has made brands smell a new blue ocean of traffic, and thus a trend of "poetry and advertising" has begun to emerge on Xiaohongshu. With only one-Nth of the budget of a normal advertising company, poets can be invited to write advertising copy on Xiaohongshu and publish it with exquisite pictures.

With the help of the poets' inherent fans and Xiaohongshu's recommendation mechanism, many of these works can reach hundreds or even thousands of likes. When the data is good, it is not a problem for a note to achieve tens to hundreds of thousands of exposures.

In addition to exposure on the Xiaohongshu platform, these fresh and interesting advertising poetry copywriting will also receive a lot of tap water traffic on various social platforms and be included in various forms of copywriting selections.

After “The Man Behind the Flowers” ​​became popular last year, it received many invitations from brands to create works. Let’s take a look at the quality of the advertising copies written by the poets.

1. Taobao Life Season | Outdoor Life Festival

When flowers learn to look in the mirror

The world blooms

Another flower

I saw the real mountain

The mountain in my heart is gone

Lying on the floor at home

When you go out, the earth is lying

2. Moleskine Notebook Gift Box

A garden that you carry with you on your notebook

First row of roses

The rest is me looking for you

Step out of the open space

——《Flowering Life》

Crush someone

It's writing poetry with shadows

From a distance, it's pitch black

I found it when I got closer

Every word is for your coolness

——《The Tree of Secret Love》

No matter how heavy the heart is

It will also become lighter if you record it

One pair of hands can hold

——《Support》

3. Tmall x Taobao x Cainiao APP delivery reservation

I stand between the couriers

Pretend to be a courier

Then in this world

Is there someone waiting for me?

1. Wishful Thinking

What are you pretending to be?

Wait a minute

Expose me

I learned that the courier will be delivered to my home soon.

I also sent myself home early

The power to tear your house apart

All used to open express

4. aojo lifestyle glasses

The glasses are hanging in front of my eyes

A light moon

You sometimes want to take it off

It helps you light up

Blurred World

——《The Moon Before My Eyes》

2:45 p.m.

Me and the clock

We stretched together

——《Stretching waist》

I have seen the chaos of the world

But still stay awake

You are so tenacious.

Me and my glasses

Said this to each other

——《Looking at Each Other》

It has a clear purpose and is poetic. After being filtered through the poetry filter, ordinary notebooks, glasses, and express deliveries become more high-end.

Some brands like to find multiple poets to create on the same theme. When these Xiaohongshu poets stand on the same starting line, I even feel a sense of "competition". Some have their own characteristics, while others show some differences between each other.

A poet can give life to ordinary things and make everything dance poetically, but if he can still dance gracefully under the shackles of advertising, then he is a top-notch copywriter.

Let’s take a look at the works produced by Xiaohongshu poets under the same brand proposition.

5. Ele.me

#Liqiu Milk Tea Poetry Collection#

1. @The Flower Man

With a cup of afternoon tea

Reminder: It's afternoon.

Otherwise the day is too long

Stuck me in the morning meeting

--"schedule"

When I raised my milk tea

Cheers to Autumn

There must be another person in this world

Responding in an uninformed way

--"resonance"

Leaf placed an order

Wind will deliver

autumn

——《Delivery》

2. @Nonsense Auntie Wang

Dongdong likes to be with Grape.

Bobo likes to be with watermelon.

And I just like it with taro paste.

——Together

Work,

There is no end to it.

I've let it go.

Just finish the milk tea first!

——《Let it go》

Autumn is here but the weather is still hot

The milk tea has arrived

But it's still open

--"wait"

Some things

We didn't expect

Some material

We can absorb

——《There is something》

3. @Qi Baishi

In this complicated world, there are many troubles in my heart.

Don't let it overwhelm your happy bubbles.

——《A Cup of Aftertaste》

I watched the autumn approach,

I told her my story.

She said she brought me a gift.

It is a cup that leaves an infinite aftertaste between my lips and teeth.

--"Gift"

Let's toast together.

Savor every detail of fall.

--"end"

#Takeaway Red Envelope Literature#

1. @politepoet

Compared to "How are you doing lately"

“Are you hungry?”

It's a simple and happy question

Let’s eat together

--"question"

People in a short time

Will forget some

A greatly discounted relationship

For a cup

50% off milk tea

But the memory is still fresh

——"Strange Things"

The 18 yuan red envelope is a magic

Can turn one cup of milk tea into two cups

If you were here, I'd buy you a drink.

If you weren't here I'd have a couple of drinks

Don't invite others to drink

--"magic"

Hate life

Doing something in vain

But if it hits me, it's free.

The full reduction has become futile

I also enjoy it

——《In vain》

2. @caocaoleshi

50% off with takeaway

And your today

Unhappy

Coke with ice

Only good to drink

Used red envelope

Takeaway is delicious

Red envelope sent by mosquito

All refused

18 red envelopes

I take the initiative to collect

3. @小涛CHENTY

Takeaway red envelopes are a great condiment

Add one when ordering

I feel like the food will be more delicious

I heard that only children ask for red envelopes.

I quickly grabbed a few takeaway red packets

Turn yourself into a happy child

——《Becoming a Child》

Takeaway red envelope

Like a beacon

Let all the food in the list

Sparkling

——《Light》

6. Lancome

#“Butterfly Kiss” Limited Edition Chinese Valentine’s Day Gift Box#

1. @Nonsense Auntie Wang

If a butterfly wants to protect a flower

It’s simple

You just need to kiss it

--"guard"

Love someone

Like growing a flower

Butterfly wishes to be a flower

Move gracefully

And I want to do it for you

Everyday Heartbeat

——Heartbeat

The butterfly suddenly flew away

Look up

It's you

In front of me

--"suddenly"

2. @politepoet

Butterfly flies into the mirror

Don't look at me

Don't want me to look at you.

Stand in front of me

Eye contact

We will find the meaning of the butterfly adventure

--"Butterfly"

I want to play with you

Take a morning walk together

Find the song hidden in the butterfly's left wing

Dusk Game Hill

Addicted to the orange swaying maze

Dreaming under the stars at night

Becomes two folded half moons

Being with you will give me a gradual day

When I was playing by myself,

It's dark

——《Gradual Change》

You melt into me

I melt into you

If we haven't disappeared yet

That must be

The best hug

--"romantic"

7. Amap

#高德车骑文学#

The point is to take a taxi without taking a detour.

Advance payment of abnormal expenses

1. @politepoet

Take a walk with someone you like

People will sneak around

But to meet someone you like

I'll worry on the road

Did you take the wrong path?

--"secret"

You can choose

Stop and look at the world

But no one can

Let those who are ahead take a detour

——《Response》

I don't recognize the scenery outside the window

No worries about taking the wrong path

Because I hit a

A car that won't take a detour

--"bodyguard"

2. @caocaoleshi

Be bold

Where you want to go

Someone will take you

Arrived safely

--"arrival"

Alive

Always take some detours

But take a taxi

No detours allowed

——《Detour》

The path you take

Every step counts

But the detour part

Will return it to you in seconds

——"Don't suffer loss"

8. Buy medicine on Meituan

#Meituan Medicine Box#

1. @小涛CHENTY

Just went out

This face is red

They said I was allergic.

Actually, I know

Just by spring

A kiss

--"allergy"

If you have allergies, remember to keep allergy medicine in your Meituan medicine box

early morning

Dew drops dripping from the petals

Me and my flowers

Everyone has a cold

——Runny Nose

Happiness is like dandruff

After a brief disappearance

Coming back in large numbers

9. Meituan Takeaway

#Share the first cup of milk tea in autumn#

1. @Polite Poet

The world sometimes

Tell me lies

Until my milk tea

Touch your cup

The lies disappeared

Like a flower

Open in the sky

——《Autumn of a Friend》

Words transfer from the pen to my paper

Milk tea from a straw

Transfer to my stomach

Today's work is starting to go smoothly

——《Autumn of Transfer》

I live in a small grid

At first there was only one color

The one who spoke to me with all his heart

Make this place colorful

It turns out that every time I share

There are traces

——《Autumn of Sharing》

For Xiaohongshu, with so many "good copywritings", it will naturally not let go. In fact, the promotional copywriting of many of Xiaohongshu's activities is now directly created by bloggers on the platform, and these poets can often be seen among them.

10. Little Red Book

#This is Chongqing#

1. @Polite Poet

You're out

Never mind, I took you by surprise

--"teahouse"

Like it if you like it

If you don't like it, just say so

Ropeway for work

Hanging others

--"cableway"

The way home

It's hard to walk

You hold my hand

But I dare

Two steps in one

——《Tikan》

The Book

Old and beautiful

Forgetting while reading

It seems like a lifetime

Getting longer and longer

--"goldfish"

Baba Dance

No compartments

Because art is universal

Baba dance has no mirror

Because we appreciate each other——Dance

#Changsha Street#

1. @The Flower Man

Go up to the sky and down to the earth, long Samadhi

Changsha is not big, but it is very spicy

Speak in a Mandarin accent and be reliable in work

Drinking wine in the first half of the night to keep alive, and drinking noodles in the second half of the night to revive

#Little Sweet Potato Pop-up Store#

1. @Nonsense Auntie Wang

When eating ice,

The tongue is cold.

But the corners of his mouth are upturned!

——"Sweetie"

#LittleRedBookOutsiderFestival#

1. @焦野绿

The earth has no end,

I have walked too few roads.

Mistakenly thought there was no way out.

——"Go to the Wilderness"

#Xiaomalu Poetry Exhibition#

1. @小涛CHENTY

wind

I drank coffee secretly

Want to escape

But my nose

Caught

——《The Wind That Smells Like Coffee》

The staggering man at night

Turned into wine

Proud works

--"liquor"

2. @The Flower Man

When flowers learn to look in the mirror

The world blooms

Another flower

——《Happy Blooming》

3. @politepoet

When you are afraid

Take a deep breath

There are many in the wind

Encouragement from afar

--"fragrant"

4. @Nonsense Auntie Wang

In the washing machine

Turn around

Just for this moment

Sunbathing

——《Drying Clothes》

After reading it, I couldn't help but sigh that this world is really too competitive. What defeated instant noodles was takeout, and what defeated chewing gum was mobile phones. Will poets replace copywriters in the future?

The world is already so competitive. As a copywriter, if you don’t want to lose your job, the way to deal with it is to not be competitive. Instead, experience life more and let your senses breathe again. Then the copywriting will naturally emerge.

Author: Kuang Shisan WeChat Official Account: Free shipping