Toutiao account optimization plan, conversion rate exceeds 200%!

"Whatever does not destroy me will make me stronger."

I think it is the most appropriate way to describe the headlines. From a small porter to a big boss in the information industry, and finally to one of the giants in information flow.

All of this is largely due to Toutiao’s algorithm, which has enabled it to quickly grow into one of the fastest-growing product services in the Internet field.

The end result is that Toutiao’s advertising revenue continues to increase. Although we all know that Toutiao’s traffic quality is poor and there is a serious problem of fake orders, we still succumb to the dividends of Toutiao.

So, today I will talk about how to use Toutiao from the five aspects of " crowd portrait, creativity, materials, landing page, and frequently asked questions ".

1. Headline Crowd Profile

As an information giant, Toutiao has gathered people from all over, but most of them are from second- and third-tier cities.

On this platform, the gender ratio is seriously unbalanced, with men accounting for 61.74% and women only 38.26% . But it is worth noting that the user group on this platform is gradually becoming younger.

Those under 24 years old account for 23.15%; those aged 25-30 account for 29.91%; and those aged 31-35 account for 26.4%. They are the main active group of Toutiao.

2. Industry recommendations for headline promotion

What industries are suitable for headlines?

This may be the issue that everyone is most concerned about.

According to relevant data, there are many advertisers in industries such as finance, lifestyle, e-commerce, games, and apps on Toutiao, especially e-commerce and games.

But specifically speaking, Toutiao is a general audience platform, and there are no special restrictions on the audience, and it can be delivered according to the navigation bar.

However, special attention should be paid to gender differences. Industries that are too suitable for women may not be suitable for headlines, and their conversion rates may not be as good as those on platforms such as Mayu.

3. Creative writing of headlines

The above are the creative ideas with higher click-through rates among the advertisements placed on Toutiao.

What do you think are the characteristics of these texts? Rabbit summarizes as follows:

1. Storytelling. (My girlfriend hid in bed in the middle of the night and giggled. It turns out she was watching this!)

2. Description of target group. (Another highly addictive game from Apple, Android will have to wait!)

These two points can be said to be the main themes of headline advertising creativity. The story fits the nature of all groups of people, while the target group description makes the real target group stop and pay attention to the creativity.

But that alone is not enough. A good idea also needs corresponding skills. I summarize the formula as follows:

A good idea = description of the target group + product selling points (product features + value provided) + writing skills

For example.

Suppose that the product you are promoting is a self-study education training institution, and the target users are office workers who need education, mostly concentrated in Beijing, Shanghai and Guangzhou. When placing information flow, the creative can be written like this:

People working in Beijing, please take note: without a bachelor's degree, your salary will be much lower than your colleagues.

You may have read a lot about creative techniques. Here I would like to recommend a few that are more useful for Toutiao.

1. Emergency Notification Template

Just add the prompt words to the original advertisement. For example: urgent notice, new news, it is said that...

For example.

• Use Ctrip to grab tickets during the Spring Festival travel rush. You can get tickets accurately and place orders quickly, helping you return home efficiently.
• Friendly reminder: The time limit for Spring Festival train tickets has been reduced from 60 days to 30 days. Use this APP to efficiently grab tickets to go home.

2. Question template

If you want to sell rice, first create hunger

For example.

• When traveling, you must choose a conscientious travel agency and travel with peace of mind with xx Travel.
• 6 ways to avoid being cheated when traveling, the fourth one is used by celebrities.

3. Compare templates

Describe the user's status before and after using the product.

For example.

• Shockingly low prices, luxury shoes and bags starting at 10% off.
• I saw it many times in the counter but couldn't bear to buy it, so I bought it at a 10% discount here.

4. Prompt change template

By informing users of changes in the outside world and providing solutions, you can attract clicks.

For example.

• How do ordinary working class people manage their finances?
• Money is becoming more and more like paper. How do ordinary working people manage their finances?

5. Create scarce templates

Those who cannot get it are in turmoil.

For example.

• Half-year undergraduate degree, get a bachelor's degree quickly
• Half-year undergraduate degree, urgent enrollment at the end of 2016, if you miss it you will have to wait another year!

4. Headline material writing

In the information flow world, there is a rumor circulating: Whether the CTR is high or not depends entirely on the quality of the material .

Indeed, sometimes it’s not that your creativity is not good enough, maybe it’s just that you lack a picture.

The human brain processes images 60,000 times faster than it processes text. A clear and powerful picture can not only quickly attract users' attention and enhance user experience, but also convey information to users and increase user click-through rate.

When making materials, we need to first understand: what is your user group like?

High-demand brand-aware users OR low-motivated potential users?

• High demand brand awareness users

This type of user often has a strong sense of purpose, and they are clear about their own needs and product brands.

For example, in the picture below, it is easy for users who are looking to buy a Huawei phone to click in. Not only will users not be disgusted, they will also be easily attracted.

Therefore, for users like this, it is OK to directly display the product effects with pictures and texts when making materials.

• Low motivation potential users

This type of user is difficult to convert. They have low product intention and no urgent or strong demand. Therefore, when making materials, we need to use real photos to disguise the advertisement as a real piece of information to attract them to click.

Generally, for such users, we should follow three principles when making materials:

1. Vivid and colorful.

Use a specific scenario to impress users, remind them of similar scenarios, and make them realize a problem in life that needs to be solved.

As shown below. The creative idea is "Don't teach your children English, everything you teach is wrong", and then it is accompanied by a picture of aggrieved people to guide users to reflect.

2. Have a reason

Present a fact that proves the product's selling point, win the user's trust, and make the user believe that this product can solve the problem he just thought of.

As shown in the picture below, the creative idea is "Latest news: up to 50,000 loans, credited to your account in as little as 30 minutes, come and see how much you can borrow", and then it is accompanied by a real screenshot of the credited account to convince users.

3. Look good

Read the entire copy, grasp the style and pair it with an image of a similar style.

As shown in the picture below, the creative idea is "A decorator's personal experience: joining the integrated wall business and becoming his own boss, he earned 50,000 in the first month." This feels a bit like news, so it is accompanied by a news screenshot, a real-life photo, and a deposit balance, which greatly increases the user's credibility.

5. Headline landing page

For Toutiao users, the environment immersion is very strong, so when making a landing page, it must be strongly related to creativity and smoothly connected to the first screen. Avoid selling dog meat under the guise of sheep meat.

As shown in the picture below, not only the copywriting echoes each other, but the color tone is also harmonious.

Toutiao started out as an information platform, but later with Xigua Video, we discovered that it is no longer a pure information platform, but is mixed with many 3-5 minute variety shows, video clips, etc.

Therefore, users’ sense of immersion in text will not be that strong. The display format of the landing page is video > text .

Another example is the picture below. Although you are browsing the news, are you curious about Xu Zheng’s latest New Year film? Do you want to see it? After clicking, you will see a seamless short video + landing page.

VI. Frequently Asked Questions

Finally, let’s talk about the issue of “ Toutiao accounts have no volume ”.

Lack of volume may be the most common problem encountered by everyone. Here, Tuzi has summarized some common reasons for the loss of volume for your reference.

Generally speaking, the above factors can be used to explain why headlines have no volume.

What if "My account traffic fluctuates greatly?"

In fact, traffic fluctuation is a normal phenomenon. Toutiao is like a traffic pool. We place advertisements in this pool. As more advertisers gather together, an advertising pool is formed. It is like a traffic pool, with competitors constantly coming and going, so it will naturally adjust, so fluctuations in different time periods are normal.

It is recommended that you calculate the average cost in a 3-hour cycle. If the cost is about 3 times the expected cost, then you can say that my traffic fluctuations are large.

In the information flow, a good idea or material can indeed attract users to a great extent and have an immediate promotional effect. But on the headlines, early modeling is more important!

It is no exaggeration to say that everything else is auxiliary, and “modeling” truly determines the effectiveness of your subsequent delivery!

Source: Houchang College