Which industries are suitable for the Qutoutiao platform? July advertising overview

Qutoutiao focuses on "light reading", focusing on operation rather than content, attracting users by making money by reading news, and further promoting the business through social methods such as red envelope fission and "tribute" between masters and apprentices. This direct "cash incentive" model has enabled Qutoutiao to gain a large number of users in a short period of time.

As of August 2018, the total number of App installation users has reached 181 million, and the number of daily active users is growing rapidly. On September 14, 2018, Qutoutiao was officially listed on the Nasdaq in the United States. It took Qutoutiao only 2 years and 3 months to go from obscurity to successful listing, making it a "dark horse" in the mobile content aggregation industry.

According to third-party data at the end of 2018, the average user of Qutoutiao app opens the app 5.9 times per day, ranking first among the top 4 aggregation information apps. It has strong user stickiness and has attributes such as loving live chatting, loving local social networking, loving playing games, loving shopping, and loving entertainment.

The latest public data shows that Qutoutiao's net revenue in the first quarter of 2019 was 1.1188 billion yuan, a year-on-year increase of 373.3%; advertising and marketing revenue was 1.0872 billion yuan, a year-on-year increase of 371.3%.

As an advertising platform that focuses on the sinking market (third- and fourth-tier cities and below), which industries or products does Qutoutiao have better results in? What are the characteristics of high-conversion materials in various key industries? What are the hot-selling second-category e-commerce products?

Based on the advertising intelligence of Qutoutiao's traffic platform tracked by App Growing in July, we provide advertisers with reference and reference for Qutoutiao from aspects such as advertising overview, analysis of popular advertising creative points in key industries, and direct e-commerce product promotion rankings .

1. Overview of popular ads on Qutoutiao Enter title

1.1 User Profile of Qutoutiao Platform

According to iResearch data, the number of monthly independent devices of Qutoutiao in the first half of 2019 was over 80 million, and the product is in a relatively mature stage.

According to Aurora Big Data, the male-to-female ratio of Qutoutiao users is close to 4:6 ; the age range is mainly between 36 and 45 years old , and users over 36 years old account for more than 60%; 60% of users are located in third-tier and below cities , among which Guangdong, Jiangsu and Shandong users account for the highest proportion.

1.2 Top 8 industries where Qutoutiao’s advertising is focused

App Growing advertising intelligence shows that among the top eight industries in terms of advertising volume of Qutoutiao in July, skin care and beauty, real estate, and franchise ranked the top three, accounting for 12.18%, 12.06%, and 9.89% respectively.

2. Introduction to Qutoutiao Advertising Platform Resources

Qutoutiao’s native ads mainly include three types of ad positions: small pictures in the information flow, large pictures, and picture groups. The effects of different styles of ads vary. Small pictures are usually attached to the recommended reading items at the bottom of the detail pages of articles and videos. Large pictures and picture groups are the most common forms of information flow ads in the Qutoutiao app, and are marked with the word "advertisement" in the lower left corner. They are pushed based on the user's reading interests.

When the editor was browsing Qutoutiao, he also found that the density of Qutoutiao advertisements was quite high, appearing on almost every screen, which was quite rampant. It is speculated that under the guidance of the red envelope rewards, users have a higher tolerance for advertisements. The advertisement has obvious visual effects, strong impact, and a high probability of being clicked. It can jump to landing pages, software download pages, etc.

3. Creative inventory of advertising materials in various popular industries

The advertisements on the Qutoutiao platform are mostly eye-catching, down-to-earth, and have a weak sense of design. They are mainly based on real objects/actual renderings + large font texts. The texts often use notification reminders, guidance to try, shock and exclamation, fear of loss and other routines. The following will analyze the advertising copy and advertising materials from the top 5 industries respectively.

3.1 Creative analysis of the skin care and beauty industry

Advertisement type: black hair, hair growth, hair transplantation, wrinkle removal, acne removal, freckle removal, weight loss ads

Copywriting promotion points and popular copywriting:

• General Knowledge

-Oh my god! No wonder I can’t lose weight, I should have watched this earlier!

-Do eye bags make you look 10 years older? Actually, there is only one trick to get rid of eye bags, but you just don’t know it!

- Add one thing to your hair after washing it, and your hair will grow like crazy in 3 months? Unfortunately, few people know this method!

• Tips

-Don’t dye your gray hair randomly. Do it three times a day and your gray hair will turn black!

-Nine out of ten people with hair loss are due to lack of self-confidence. Here is a trick to teach you how to grow hair!

Elements: product display, real-life before and after use, highlighting the healing function, and copywriting close to the original

The recently released "Overview of Advertising on Bilibili Platform in July" also includes an analysis of acne-removing ads. Such advertising materials on Bilibili are all cartoon images , which are quite interesting. While reflecting skin problems, they also ensure aesthetics, making them easier for users to accept.

Currently, many advertising platforms have banned such advertisements from using real-person creatives to reduce user disgust, but it is clear that Qutoutiao’s requirements in this regard are not strict.

3.2 Creative analysis of the real estate industry

Advertisement type: New property launch, second-hand housing transaction

Copywriting promotion points and popular copywriting:

• Highlight the main selling points of the property: beautiful environment, retirement, investment

- Guangming Rongfu, Yixin Lake is worth a large courtyard house

- Huludao Dongdaihe building, suitable for retirement vacation investment, enjoy a healthy life

- We sincerely recruit exclusive agents for new and second-hand houses in the city, no agency fees, and visible profits

• Price concessions

- Local top ten decoration companies, two bedrooms and one living room, fine decoration starting from only 51,000 yuan

- Low down payment, starting from 400,000 yuan per unit in Yunnan (Kunming) in 2019, fully furnished and ready to move in

-Don’t rush to buy a house in Hangzhou! Look at the prices of new and second-hand houses, you won’t suffer any loss

element:

Real estate launch: display the overall environment and appearance of the real estate

Second-hand houses: focus more on displaying interior decoration and room type

3.3 Analysis of the creativity of the franchise industry

Advertisement type: Catering franchise (especially cold drink milk tea shop), home furnishing and building materials advertising is the focus

Copywriting promotion points and popular copywriting:

• High monthly income

-A retired man opened a pancake shop and made NT$30,000 a month? Click here to learn the secrets of starting a business

-Open a cake franchise store, with an investment of 10,000 yuan, and a store of 10 square meters can be opened, with support from the headquarters!

• Low threshold, few staff required, full guidance and assistance

-The investment for joining the light steel villa franchise is small, and there is no franchise fee. One person can operate the franchise and start the business!

-Local light steel villa agent, sell first and settle later, one person can run the business freely!

-Wall panel franchise, 0 foundation, 0 stores, 1 person can do it, and the manufacturer will provide support throughout the process!

-Open a central air conditioning cleaning shop. The headquarters will provide customers, and only one spot is allowed per county!

Element: Product Display

3.4 Creative analysis of the catering and food industry

Advertisement type: Mostly health food ads

Copywriting promotion points and popular copywriting:

• Popular Science/Common Knowledge

-Pour white wine into honey, and the fake honey will immediately reveal its true colors. You will never have to worry about buying fake honey again!

-Fake honey is harmful to people and the body. You can identify real and fake honey with a glass of water. A must-read for honey lovers!

-Can you identify real and fake honey with just a pair of chopsticks and a piece of toilet paper? Old beekeeper reveals secrets of the honey market!

-Don’t be silly and eat fake donkey-hide gelatin cakes! Real donkey-hide gelatin cakes look like this, don’t eat them wrong again!

• Amplify fear/truth, commonly used keywords: "I regret it before I know it", "The truth is", "Must see"

-Don't drink honey carelessly anymore. Insiders traveled to the mountains to uncover the truth about the industry

-The "peach gum" commonly seen on tree trunks and branches actually hides such a big secret! Women must watch...

-Is it harmful to drink fake honey? How much of this fake honey have you consumed? ?

Elements: Product photos

The main target audience of health-preserving foods is the elderly, who appear frequently on TV

3.5 Creative analysis of the education and training industry

Advertisement type: Mostly K12 training courses, self-taught undergraduate courses, professional certificates, etc.

Copywriting promotion points and popular copywriting:

• Improve children's academic performance

-The more you yell at your child, the worse their grades will be. This is more effective than yelling ten thousand times. The sooner parents see this, the better!

• Low cost of time and money

-Don't buy fake diplomas anymore. You can get a regular bachelor's degree for 1,680 yuan locally.

-Instead of playing with your phone in your free time, you might as well become a psychological counselor!

- Improve yourself by spending only 10 minutes a day, and take the psychological counselor exam. One certificate can be used for multiple purposes, and you don't have to worry about money.

• Certificates increase income

-Local wages are too low? Take the exam to become a fire protection engineer and challenge yourself for high salary!

Elements: children’s smiles, university gates, young ladies/brothers working and studying, photos of certificates

4. Creative points of Qutoutiao advertisements

4.1 Advertising copy

① The copywriting is close to the characteristics of Qutoutiao information platform, usually packaged as news, notifications, reminders , etc. Commonly used keywords include: notification, unexpectedly, revelation, secrets, and the reason is actually XX.

② The copywriter often uses exaggerated descriptions or content that easily arouses the user's curiosity to attract attention. Question sentences and exclamatory sentences are more commonly used.

③ The copywriting needs to be combined with the pain points of the target group, enhance the sense of immersion, and be close to the user's life, especially for skin care, health care, and training advertisements.

4.2 Advertising materials

① Highlight the biggest selling point of the product, such as: usage effect, product feature display, profit amount, etc.

② High degree of originality, mostly real photos, no fine-tuning, and relatively simple elements.

③ Real people appear frequently on screen, highlighting the effects of product use.

5. Top 10 Qutoutiao App Promotion Rankings in July

Based on App Growing data, the editor has also compiled the top 10 apps (non-games) and game rankings with the highest cumulative advertising spending on the Qutoutiao platform in July:

6. Qutoutiao’s direct e-commerce product promotion rankings in July

Advertisements for direct-operated e-commerce companies are also common on the Qutoutiao advertising platform. Qutoutiao targets users in third-tier and fourth-tier cities and below, whose ages range from 36 to 45 years old and above. They have little online shopping experience and a strong desire to buy, which is more in line with the target group of direct-operated e-commerce. Therefore, more and more second-tier e-commerce advertisers are also keen to place advertisements on Qutoutiao.

According to data from App Growing, the single product promotion rankings of Qutoutiao in July are as follows, with reading glasses, air coolers and shampoo being the key products.

The above is a quick overview of advertising on the Qutoutiao platform in July.

Related reading:

1. Introduction to Qutoutiao advertising

2. Qutoutiao advertising price

3. Advantages of Qutoutiao advertising promotion

4. How to place ads on Qutoutiao

5. Qutoutiao advertising resources

Author: Little Lion

Source: Optimize Lions