Toutiao information flow advertising analysis and delivery skills!

Your familiarity with channels means whether you can choose the right channels for the products you promote; and your familiarity with the channel background means whether you can achieve good results in the promotion. For example, Toutiao has a very powerful algorithm, so how do we choose bids and directions? For example, Guangdiantong has so many pages in the background, how do you choose?

Today, we will take Toutiao as an example to explain its related features and background operations! Because 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 it is also the largest information flow platform at present. Therefore, it is one of the preferred platforms for novices when they first start promoting.

1. Introduction to Toutiao

01. Advertising display method

There are mainly three forms: splash screen ads, information flow ads, and detail page ads.

a. Splash screen ads: Loaded when the app is opened, displayed for a fixed time (3 seconds for static, 4 seconds for dynamic, 5 seconds for video), automatically closed after display and the app is redirected to the main page, and charged on a CPM basis.

b. Information flow advertising: a form of advertising recommendation that relies on artificial intelligence in the information flow of Toutiao.

c. Details page ads: A form of advertising displayed on the article details page, below the copyright article and above the related reading.

02. Crowd portrait

As an information giant, Toutiao has attracted people from all over the world, with most of its users being first-tier cities in the eastern coastal areas.

Toutiao information flow advertising analysis and delivery skills!
From the data, we can see that there are more male users of Toutiao than female users, with males accounting for 56.95% and females accounting for 43.05%. But it is worth noting that the user group on this platform is gradually becoming younger.

Toutiao information flow advertising analysis and delivery skills!
Those under 24 years old account for 22.28%; those aged 25-30 account for 27.39%; and those aged 31-35 account for 26.2%. They are the main active group of Toutiao.

03. Headline Advantages

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

Moreover, relatively speaking, it has many more ways of delivery than Baidu. However, in terms of mobile website building, although it has this function, it does not have as many templates as Baidu.

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.

04. Disadvantages of Toutiao

The biggest disadvantage of Toutiao is its poor conversion rate. Since Toutiao has a wide range of users and their quality is relatively low, the effect is often not very good.

At the same time, there are also a large number of fake orders and false traffic.

It is common to close one deal out of hundreds of leads.

2. Key points to note when launching

01. Target group needs analysis

Only when users pay attention to your products can they make emotional purchases. Therefore, if information flow advertising wants to achieve a high conversion rate, it must first conduct a good user demand analysis.

The following points need to be considered when analyzing the target population:

What pain points does my product (service) solve for users?

Why do users pay attention to my product (service)?

In what scenarios is my product (service) most suitable?

Which solution is my product (service) the user's first choice?

What is the user population profile?

02. Design of advertising materials

Toutiao information flow ads are generally divided into two styles: three small pictures and a large picture. The picture specifications depend on the requirements of the channel.

Each channel is different and the display location is also different. Generally speaking, the click-through rate of three small pictures is higher than that of the large picture. Note that the material selection should be consistent with the title.

03. Landing page design

The information flow landing page directly affects the final conversion rate. After all, the longer the user's visit time and the lower the bounce rate, the greater the possibility of final conversion. Therefore, companies must not ignore the design of the landing page.

The landing page should include the following points:

Description of the user's pain point scenario. (Arouse resonance)

The trouble caused and the consequences it entails. (worrying mentality)

Solutions provided by the product. (User requirements)

Brand endorsement. (Trust Enhancement)

Risk assessment and competitive product comparison (to eliminate doubts)

Third-party evaluation. (Common Psychology)

Note that regarding conversion buttons, avoid situations where it is inconvenient for users to find them. Also, be careful about not letting conversion entrances that are too frequent cause user disgust.