Information flow delivery trends of Bytedance, Baidu, and Guangdiantong in 2022!

Today, let’s take a look at the three major information flow giants: Big Data Engine, Baidu, and Guangdiantong, and the latest information flow delivery trends in 2022!

“Big Engine” information flow delivery trend

1. One plan supports the entire account

For most of the headlines accounts, 70% of the conversions come from one plan, and the remaining 30% are from three or five leads from a few plans.

2. The requirements for originality of materials are getting higher and higher

If your material is good, your click-through rate will naturally be high and your completion rate will be high. Then the system will judge that you have high-quality material and give you more traffic.

3. Multiple entities and multiple accounts are the norm

Now Toutiao has higher and higher requirements for accounts, and the difference in performance between different accounts is getting bigger and bigger. Therefore, it is recommended that you invest in all three accounts at the same time, and do not stick to one account.

"Baidu" information flow delivery trend

1. The decrease in daily active users leads to a shortage of traffic

As a tool product, users usually use Baidu only when they have a need. As a result, the number of daily active users decreases, and naturally the traffic will not increase. This is also the reason why everyone is now running Bytedance.

2. The conversion volume brought by a single unit is small and scattered

Because Baidu Information Flow is not like a massive engine that can support the entire account with one plan. It has no plan to create explosive sales, the conversion numbers are too scattered, and there is too much randomness, resulting in the overall conversion being too high or too low.

3. The conversion and traffic effects of different accounts vary greatly

After running Baidu information flow, you will find that the effects between different accounts vary greatly. Therefore, it is recommended that you invest in all three accounts at the same time, and do not stick to one account.

4. Conflict between search platform limitations and intelligent algorithms

Intelligent algorithms require a large amount of user data and user tags to find user needs. However, Baidu's labels for each person are too precise. The more precise they are, the less volume there is. Therefore, in comparison, Baidu's information flow will be difficult to increase in volume.

"Tencent Guangdiantong" information flow delivery trend

1. Different groups of people in different positions lead to different effects

Tencent’s information flow advertising has a lot of placements, and the target audience of each placement is different, which leads to large differences in our performance data, so we need to test the image size and position that best suits our industry.

2. Scheduled advertising has a large amount of traffic, and bidding advertising is squeezed

This one is mainly aimed at information flow advertising in Moments. Due to the scarcity of advertising space in Moments, brand owners often purchase contract advertising, also known as scheduled advertising. The traffic pool of Moments advertising is constantly compressed as contracts are bought out.

3. Precise delivery in the early stage, and unlimited delivery in the later stage

Compared with the huge engine of advanced intelligent channels, Tencent's information flow advertising still needs to use precise targeting methods in the early stage - Roca targeting, which limits behavioral words, interests, and intentions. We must first tell the account what kind of traffic we want.

4. Accumulation of conversion data from multiple ads, and accumulation of conversion volume from ads

Tencent’s information flow advertising relies more on the accumulation of conversion data from multiple advertisements, and the accumulation of conversion volume by the number of advertisements. In short, it means building more plans. This is somewhat similar to Baidu's information flow advertising. Baidu accumulates multiple units and multiple plans.

Author: Houchang College

Source: Houchang College