An inventory of the characteristics of 12 major information flow channels including Tik Tok, Baidu, Momo, etc.!

In 2019, optimizers, have you made good channel layout?

In 2019, which channel do you plan to focus on? Which channel is most suitable for your product?

In this regard, the editor summarizes the characteristics of the current mainstream channels for your reference when selecting channels for delivery.

1. Tik Tok

Tik Tok performs well in big data, after all, it is a product of ByteDance.

In terms of product push, Douyin has achieved a high level of tailor-made products for each user, especially for new users who have just registered an account. It will push 10-20 different video contents, and then record your behavior based on the number of times you watch the videos, and start to constantly define labels for you.

• Crowd portrait

The overall population of Douyin tends to be young, and the gender ratio is extremely unbalanced, with women accounting for as high as 66% and men accounting for only 34%.

In terms of age, 75.5% are under 24 years old, 17.5% are between 25 and 30 years old, and only 7% are 31 years old and above.

According to big data statistics, this group of people is mainly distributed in second-tier and fourth-tier cities, with first-tier and third-tier cities accounting for 11.4% and 19.1% respectively, and second-tier and fourth-tier cities accounting for 33.9% and 35.6% respectively.

They are also average in terms of income and education level. The majority of people have an income between 3,000 and 8,000, accounting for 50.5%, while those with an income below 3,000 are 34.8% and those with an income above 8,000 are 14.7%.

In terms of educational background, 41.9% have a bachelor's degree or above; 7.7% have junior high school or below; 24.5% have high school; and 25.9% have junior college. Although educational level and income are both average, this is also related to the relatively young age group.

• Advertising display format

In terms of information flow advertising, it mainly relies on video ads placed by advertisers to be displayed in the information flow of Douyin’s recommended channel.

It also supports jumping from video ad clicks to the landing page set by the advertiser, helping advertisers achieve their marketing promotion goals on Douyin.

• Platform advantages and disadvantages

Advantages: Douyin officially claims that there are 500 million daily active users, which shows how huge the number is. Therefore, there is a large amount of exposure in advertising and the awareness of the new brand is also good . After all, many brands have become popular because of Douyin.

Disadvantages: Douyin is expensive, which is beyond doubt; and it has extremely high requirements for materials, the overall level of interest among the public is low, and the requirements and restrictions on the industry are also relatively high.

• Industry placement recommendations

Tik Tok’s entertainment positioning limits it to certain industries and makes it unsuitable for advertising. In terms of investment, it is recommended to invest in games, apps, e-commerce and other general traffic products. At the same time, brand exposure on Douyin is also an excellent choice

2. Kuaishou

In fact, there is no need to talk about Kuaishou again because its nature is the same as Douyin. But given that their population profiles are slightly different, I will only briefly discuss them.

• Crowd portrait

The Douyin community also skews younger in age, with 62.5% aged 25 and below, 29.2% aged 26-35, and 8.3% aged 36 and above.

But the gender ratio is particularly balanced, with 50.8% males and 49.2% females.

The distribution of cities in the group is also relatively balanced, but it tends to be second-tier cities and below. First-tier cities account for 6.3%, second-tier cities account for 29.9%, third-tier cities account for 24.9%, fourth-tier cities account for 23%, and fifth-tier cities and below account for 15.8%.

In terms of academic qualifications and education level, it is similar to Tik Tok, which is lower middle.

In terms of consumption preferences, people pay more attention to shopping guides, group buying, and cost-effectiveness; among consumer brands, 86.4% are mass brands, 38% are fashion brands, 17.7% are high-end brands, and 7.4% are luxury brands.

• Industry placement recommendations

Kuaishou is not very suitable for brand awareness, but is more suitable for product sales. In terms of investment, catering, APP, retail, e-commerce, etc. are recommended.

3. Weibo

Weibo can be said to be a gathering place for the spectators. It is a real-time bidding advertising product based on massive users, which widely delivers advertising information to fans and potential fans. Then, information is delivered accurately to the target group based on user attributes and social relationships. At the same time, Weibo's "Fanstong" also has all the functions of ordinary Weibo, such as forwarding, commenting, collecting, liking, etc., which is a very practical marketing tool.

• Crowd portrait

Weibo is a holy place for star-chasing, so naturally the proportion of women is higher. The approximate proportions are 61.1% and 38.9%.

In terms of age, the majority are 20 years old, with 20-29 accounting for 70.2%, 30-29 accounting for 20.2%, under 20 years old accounting for 4.8%, and over 40 years old accounting for 3.8%.

In terms of education level, most have bachelor's degrees or associate degrees, accounting for 71.2%; 23.2% have high school or below; and 5.6% have a master's degree.

• Advertising display format

Weibo's "Fanstong" is a marketing product that accurately delivers corporate advertisements to fans and potential fans based on user attributes and social relationships.

At present, the main advertising forms are divided into: blog promotion (single picture + multiple pictures + nine-square grid), application promotion, account promotion, video promotion

• Platform advantages and disadvantages

Advantages: You can specify the user group that interacts with blog posts and daily life. At the same time, the proportion of daily active users on mobile terminals reaches 91%. It can be flexibly used in various forms such as blog posts, applications, accounts, videos, pictures and texts, and nine-square grids, and native communication can be achieved through mobile social networking!

Disadvantages: high cost and uncontrollable traffic.

• Industry placement recommendations

Lifestyle products (e.g. food, clothing, etc.), regional products (e.g. photography, etc.), games, apps, beauty products, etc. can be more feminine, but the advertisements should be more distinctive

4. Baidu Information Flow

Baidu Information Flow is a platform that is extremely suitable for novices.

Baidu is also one of the three major traffic giants, and its search engine occupies the majority of domestic users. Native ads can be displayed in the news feeds of Baidu’s major platforms.

• Advertising display format

Baidu's information flow platforms mainly include Baidu, Tieba, and browsers. Their display forms are also diverse, but they can basically be divided into two categories: picture, text + video information flow.

• Platform advantages and disadvantages

Advantages: search foundation, keyword targeting, and the ability to target forums

Disadvantages: The audiences of the three platforms are completely different, which increases the difficulty of advertising. Most advertisers are search conversions, so the SEM thinking is seriously rigid.

• Industry placement recommendations

Baidu search engine occupies the majority of domestic users, with no specific industry placement boundaries

5. Toutiao

Toutiao is a recommendation engine product based on data mining. It is also one of the fastest growing product services in the domestic Internet field, and is currently the largest information flow platform.

• Crowd portrait

The group is extensive, concentrated in second-tier and third-tier cities and below

• Platform advantages and disadvantages

Advantages: The algorithm is mature, the word package is targeted, it is very convenient to build a mobile website, and the ocpm and cpa system algorithms have good effects. Users use the app for more than 76 minutes a day. At the same time, the app can be quickly promoted within 5 seconds to lock in target users, and the user model can be updated within 10 seconds, making advertising more accurate.

Disadvantages: poor traffic quality and serious fake order behavior

• Industry placement recommendations

Finance, life, games, apps, etc., and can be placed according to the categories in the navigation bar

6. Zhihu

What impressed us most about Zhihu is its high-class quality. We visit Zhihu whenever we have time. Of course, Zhihu’s consumption capacity is also extremely high.

• Crowd portrait

Young, white-collar, high-income and highly educated are the most obvious characteristics of Zhihu users.

Most of Zhihu's users live in first- and second-tier cities and are relatively young. Users aged 25-35 account for more than 61%. They have considerable incomes and are quality life pursuers and new generation humans.

80% of users have a bachelor's degree or above. They are the backbone of various industries in society and pursue personal improvement.

• Advertising display format

Zhihu’s advertising space is mainly divided into four sections: recommendation page, question page, answer page and follow-up page .

Zhihu’s creativity is mainly divided into: large pictures, texts, videos, small pictures, and picture groups.

• Platform advantages and disadvantages

Advantages: high quality traffic, relatively rational, and high purchasing power

• Industry placement recommendations

7. Tencent Social Platform

Tencent Social Platform (formerly Guangdiantong), Tencent can be said to be the leader in the social industry. It was established the earliest and has huge traffic with the two super IPs QQ and WeChat. It can be said that it basically covers all users on the Internet.

• Crowd portrait

WeChat: It covers a wide range of people, almost everyone, young and old.

QQ: Over 900 million monthly active users, with a male-to-female ratio of 1:1, and users aged 18-35 are the main active group.

Tencent News: The exposure inventory has reached 800 million, and the monthly active users exceed 250 million, most of which are highly educated and high-income users, and iOS users account for the highest proportion of the three traffic.

Tencent Video: It has a profound influence on the pan-entertainment crowd aged 18-30, with nearly 500 million monthly active users and 900 million exposure inventory. E-commerce categories such as mobile phones, clothing, and beauty and skin care products will achieve better results here.

Tiantian Kuaibao: It is an interest-based reading product with great influence in second- and third-tier regions. It has an exposure inventory of 100 million and its material selection suggestions focus on categories such as clothing, sports, and home appliances.

• Platform advantages and disadvantages

Advantages: No. 1 social application ranking, wide coverage, high daily activity, high user stickiness, suitable for brand promotion

Disadvantages: Many platforms, a wide range of people, and difficult to accurately identify

• Industry placement recommendations

For QQ ads, it is recommended to place ads in light industry or daily life products; for WeChat ads, since they target a wide range of people, there are no obvious industry restrictions.

8. Pomelo

A vertical women's product community.

• Crowd portrait

female! female! female!

• Platform Advantages

Advantages: Due to the unique attributes of women (impulsive, irrational), the conversion rate is extremely high.

• Product recommendation

Launch products that women like, such as clothing, health care, etc.

9. iQIYI

iQiyi’s effective promotion - Qilin Shensuan, relying on the iQiyi platform, huge user base and high-quality traffic resources, combined with the industry characteristics of business owners, provides business owners with a cross-platform, multi-terminal online promotion service platform. The platform's big data also provides a basis for advertisers' promotion.

• Featured Ads

Information flow ads (channel information flow, social information flow, news information flow, playback information flow), in-frame ads (patch ads, pause ads, floating ads), display ads (open screen ads, focus picture ads)

• Crowd portrait

Young users under the age of 35 account for more than 80%, with high knowledge level and economic income, high education and high consumption capacity.

• Platform Advantages

The average daily coverage of independent devices is 150 million, the average monthly coverage of independent devices is 550 million, the effective time of a single machine is 11.5 hours, and the monthly viewing time is 6.38 billion hours. By leveraging Baidu's big data and strong technical strength, iQiyi's effective promotion seamlessly embeds advertisements into relevant videos.

• Industry placement recommendations

Advertisers in gaming, e-commerce, medical, online earning, home improvement and other related industries.

10. Beautiful pictures

Meitu's commercialization has been fully launched, connecting to five high-traffic platforms, including Meitu XiuXiu, Beauty Camera, Beauty Camera, Chao Zipai, and Meipai. Different APPs meet the needs of different user scenarios, continuously improve artificial intelligence, etc., to enhance Meitu's reputation!

• Featured Ads

The videos are mainly trendy selfies and beautiful photos.

• User Profile

Young people born between 1980s and 2000s, 70% of users earn over 10,000 yuan, and most of them are female users

• Platform Advantages

It has 480 million monthly active users and 500 million total overseas users, with the majority of its consumer groups being female and having strong purchasing power. At the same time, it has 1.5 billion independent device installations worldwide and processes 68 billion photos annually.

• Industry placement recommendations

E-commerce, beauty, online services, wedding photography and other related industries.

11. Momo

Momo short video platform has entrances in both "Nearby" and "Follow". At the same time, Momo platform has tens of thousands of celebrities, 1 billion exposures, and each commercializable celebrity has 600,000 fans per person. The total active user penetration rate of short videos is 58%, which is enough to show the power of Momo as a short video platform!

• Featured Ads

Topic marketing, filter advertising, Momo celebrity videos, live video interactive products such as anchor promotion, video topic marketing, etc.

• User characteristics

Young people born between 1980s and 2000s, 70% of users earn over 10,000 yuan, and most of them are female users

• Platform Advantages

The average daily number of short video uploads is over 1 million, with a penetration rate of 46%. Original content, creativity-driven, and precisely targeted.

• Industry placement recommendations

Apps, games, finance, e-commerce, beauty and plastic surgery and other related industries are for reference only.

12. 360 Products

360 information flow advertising realizes the coordinated development of information flow advertising on PC and mobile terminals, and perfect integration with tool products. It has three major advantages: massive cross-end resources, world-leading personalized redirection technology, and functional and sophisticated delivery models.

It mainly includes 360 browser, security guard and other products.

• Platform advantages and disadvantages

Advantages: Large PC traffic, high coverage, web games based on 360 search, can be placed according to keywords

Disadvantages: Multiple and diverse cooperative media, poor traffic quality

• Industry placement recommendations

Large audience industries such as web games and medical care

The above is an introduction to the channel characteristics of some mainstream industries.

When placing ads, you must first analyze the characteristics of each channel and place them according to your own situation. Otherwise, all efforts will be in vain if the direction is wrong.

Source: Houchang College