Understand Toutiao’s information flow ads in one article!

As the largest information flow platform at present, Toutiao has integrated the marketing capabilities of products such as Toutiao, Douyin, Huoshan, Xigua, and Pipixia, and brought together partners in traffic, data, and content to provide comprehensive digital marketing solutions for global advertisers.

It has a large number of users and is one of the channels that many companies must consider when placing information flow advertisements.

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High-quality user resources

Toutiao’s audience is quite broad, mainly concentrated in second- and third-tier regions. Among them, 19 first-tier and above cities accounted for 27.51%; 177 second-, third- and fourth-tier cities accounted for 61.79%; and 132 fifth-tier cities accounted for 10.70%.

The main purpose of users is to see social hot spots, satisfy leisure and entertainment, and fill their leisure time. Therefore, the information flow ads placed on Toutiao must be in line with the characteristics of users as much as possible. The content should be light-hearted, interesting and eye-catching, avoid overly "rigid" graphics and text content, and when necessary, be sure to highlight their own professionalism.

As for short video apps, the users of applications such as Douyin and Huoshan are mainly those born after 1995 and 2000. These users have a superior life, independent thinking, a strong ability to accept new things, and a high advertising exposure rate. Tik Tok has over 500 million monthly active users and 250 million daily active users, which can bring massive exposure to advertisers. At the same time, Douyin has high-quality celebrity resources, and its unique social model attracts more celebrities and stars to join, and its advertising promotion is quite amazing.

From a recent perspective, among the top 10 shopping apps with the highest (estimated) advertising spending on Bytedance, Tmall, Taobao, JD.com and other shopping apps have performed well. It can be inferred that as Double 11 approaches, major shopping platforms are leveraging Toutiao’s huge traffic resources to distribute advertisements and direct traffic to their own product matrices, in order to enhance the influence of products during the shopping period.

So the effect is naturally self-evident.

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Personalized Marketing

Taking short videos as an example, the magical expression of Douyin’s personalized videos makes users unable to stop, and it provides entertainment, stress relief, and social interaction, creating a different marketing experience.

Douyin short videos use music as the entry point, combined with creative expressions such as dance, parkour, and performance, to create a rich and diverse way of playing for users, allowing users to easily and quickly create unique and powerful short videos, and interact with many users in the Douyin community, with high advertising conversion rates.

Information flow ads can upgrade users' viewing experience. Here, Douyin's information flow ads are not just creative transfers, but creative customization. Tik Tok’s information flow ads are more native, more upfront, and highly interactive.

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The pros and cons of Toutiao

Toutiao’s algorithm is relatively mature and can also be targeted through word packages.

In addition, whenever a user's usage time on Toutiao exceeds 76 minutes, it can be quickly promoted in 5 seconds, locking in template users, and updating the user model in 10 seconds, making advertising more accurate.

Poor conversion rate is a disadvantage of Toutiao that cannot be ignored!

Since Toutiao has a wide range of users and their quality is relatively low, and there may be a large number of fake orders and false traffic, the delivery effect is often not very good. Companies should be mentally prepared.

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Billing method

Currently, advertisements such as Tik Tok and Huoshan Video can be purchased based on CPC, CPM and CPT billing methods. CPC and CPM billing methods are applicable to the purchase of information flow advertisements, while CPT is applicable to the purchase of splash screen advertisements. The following is a detailed introduction to these three billing methods and their advantages and disadvantages.

1. Billing by CPC

CPC charging means charging by click. Currently, the CPC price of Douyin information flow advertising is 0.2 yuan. That is, when a user clicks on the advertising link placed by the advertiser, the Douyin advertising system will charge the advertiser 0.2 yuan in advertising fees.

2. Billing by CPM

Billing by CPM means charging by thousand impressions. An impression means that the advertising video appears on the user's mobile phone screen. It is counted as an exposure regardless of whether the user watches it or not. Currently, the CPM price of Douyin’s information flow advertising is 4 yuan. That is, if the advertiser chooses to be charged by exposure, Douyin will charge the advertiser 4 yuan for every thousand times the advertisement is exposed.

3. Billing by CPT

Douyin’s splash screen ads are purchased on a CPT basis, that is, they are purchased based on the delivery time. Advertisements charged in CPT format are currently only applicable to the delivery of splash screen ads. Due to the particularity of splash screen ads, splash screen ads can only be purchased in CPT format.

Author: Chuangqi Research Society

Source: Chuangqi Research Society