up to date! An inventory of the characteristics of channels such as Tik Tok, Tencent, and Weibo!

“How do I optimize my account?”

“How to solve the conversion gap?”

“What if there are clicks but no dialogue?”

The above are some of the most common questions. From the above, we can see that everyone’s questions are very targeted, which also proves that everyone has a clear understanding of their own pain points.

But I want to say that you have overlooked a very important point: channel .

The choice of channel is very important, especially for information flow optimizers, as the channel often determines everything.

So how do you choose the channel? First of all, you need to understand the characteristics of each major platform so that you can place information flow ads , determine the content to be placed, and set conversion points in a more targeted manner.

Therefore, the thoughtful Qingguajun has specially compiled the platform attributes of some mainstream information streaming media .

Toutiao is a product based on data mining and recommendation engine.

It started to grow explosively in 2016 and 2017, but due to a series of recent events, it has had a great impact. However, overall, since Toutiao already has the support of a large group of people, the effect will not be greatly affected.

• Crowd attributes

The users are quite widespread, mainly concentrated in second-tier and third-tier regions.

• Channel Analysis

From the perspective of information flow delivery , it has one of the better backend operations and pages in China.

Usually, it can be placed based on user historical data (such as articles read, accounts followed) and keywords and product words.

• Advantages

The algorithm is precise and has a very high accuracy rate for big data . It can also provide more user models, making it easier to find your own user groups when launching.

• Disadvantages

The conversion effect may be poor. Since October last year, Toutiao has seen a large number of fake orders and false traffic , and the situation has not improved significantly so far.

• Product recommendation

Since Toutiao has a wide range of users, it is more suitable for mass products such as finance , life, games , apps, etc.

Baidu has always used bidding as its mainstream promotion method. But in recent years, Baidu has been continuously injecting traffic into the information flow, and with Baidu's support in technology and traffic, it may have a relatively good performance in 2018.

• Crowd analysis

Wide range of users

• Channel Analysis

Baidu itself is a mainstream bidding company, so the keywords with a wider range of users are also search-based in their placement, so it is very suitable for users who have just converted to information flow through bidding.

• Advantages

Since Baidu has many products that cover almost everything we eat, wear, live in and travel, it has a huge amount of data.

At the same time, no other platform can have as many keywords as Baidu.

• Disadvantages

The delivery is complicated. Baidu has many information flow products and the audiences are different.

• Product recommendation

Since Baidu has many products, most of them are suitable for advertising.

A comprehensive product based on Tencent, Tiantian Kuaibao , QQ chat window, etc.

• Crowd analysis

With the two major social products WeChat and QQ, the user group coverage is relatively wide

• Channel Analysis

Tencent is a comprehensive product, but its traffic has declined in recent years. As for QQ, there are fewer users who insist on playing it. The user group may be teenagers, who are younger.

• Advantages

Large volume, high daily activity

• Disadvantages

The product coverage is wide, so the user accuracy is poor and the audience pays more attention to price

• Product recommendation

It is recommended to launch mass products such as daily life

The platform is built on entertainment, gossip, celebrities and influencers and has strong user interactivity.

• Crowd analysis

The users tend to be younger, with more female users and high quality.

• Channel Analysis

Due to the characteristics of Weibo users (gossip, curiosity), even if your name is an advertisement, people may be attracted to click on it, so the requirements for advertisements to be interesting are extremely high.

• Advantages

The quality of users is high, and the users are more accurate in the delivery. Delivery can be based on a certain hobby or influencer that the user follows.

• Disadvantages

The cost is high and uncontrollable.

The biggest feature of Weibo is hot topics. If your product accidentally hits a hot topic, the conversion rate will increase rapidly.

• Product recommendation

Weibo users are numerous and diverse, with a majority of them being female and more gossipy. We recommend launching some popular and female products, such as food, photography, beauty products, and apps.

This is the most popular APP at the moment, no doubt about it.

Moreover, Douyin has done a great job among operators , almost achieving the level of having a thousand faces for a thousand people.

• Crowd analysis

The overall traffic is small, and the traffic characteristics are more personalized and centralized.

• Channel Analysis

It is more suitable for brand awareness and has extremely high requirements on the quality of advertising content. At the same time, due to a series of recent events, there are also many product restrictions.

• Advantages

The exposure is huge, and it inherits the advantages of the parent algorithm, with the characteristics of thousands of faces for thousands of people, making the delivery more accurate

• Disadvantages

The cost is relatively high. Douyin has a large number of users, which means that the exposure will be large. If there is no conversion, it means that we have been spending money to buy recognition.

A vertical women's product community.

• Crowd analysis

female! female! female!

• Channel Analysis

The user quality is high, and the user's identity, interest preferences, etc. can be accurately located, which is more in line with the needs of female users.

• Advantages

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

It is no exaggeration to say that a beautiful picture and a touching copy are enough to convert

• Product recommendation

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

A high-end question-and-answer community!

• Crowd analysis

Users have a higher level of education

• Channel Analysis

Zhihu is positioned as a knowledge sharing platform and Douban is positioned as a platform for literary and artistic youth. Overall, their users are relatively well educated. Therefore, in terms of the form of delivery, we must take data as the keynote, have reason and evidence, and use data to convince users.

• Advantages

Due to the product's own attributes - topics, user targeting is more accurate

• Product recommendation

Products such as education, finance, and APP.

Since the above two products are similar in channel characteristics, they are introduced together.

• Crowd analysis

Wide range of users

• Channel Analysis

Due to the limitations of its own platform and the limited content, the traffic and user time consumed are fixed, which will have certain limitations on the delivery effect.

• Disadvantages

User positioning is not accurate enough, and the user usage time is short, resulting in less display and exposure.

• Product recommendation

Since the frequency and duration of user use are limited, it is recommended to launch some mass products and make materials based on the points that people pay most attention to.

above.

The author of this article is @兔子. It is compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting!

Product promotion services: APP promotion services, advertising platform, Longyou Games