Analysis of major mainstream information flow promotion channels in 2020!

With the development of social media, information flow advertising has become one of the most popular marketing methods. The native characteristics of information flow advertising make users "unconsciously" accept advertising information while browsing information. Therefore, information flow advertising is becoming more and more popular among companies.

Correspondingly, there are more and more information flow channels to choose from in the market, such as Toutiao, Douyin, Zhihu, Baidu, Weibo, Bilibili, etc. Understanding the characteristics of major information flow channels and selecting information flow promotion channels suitable for the release of their own products has become a compulsory course for every company.

1. 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 it is also the largest information flow platform.

Advantages: mature algorithm, keyword targeting, convenient mobile website building, and support for CPA. At the same time, users spend a long time online every day, with a daily usage time of more than 76 minutes. They can also quickly promote within 5 seconds to lock in target users, and update user models within 10 seconds, making advertising more accurate.

Disadvantages: Toutiao’s promotions have a high exposure and click-through rate, but a low to medium conversion rate.

Industry recommendations for placement: finance, life, games, apps, etc. Placements can be made according to the categories in the navigation bar.

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

The advertisements delivered also have all the functions of ordinary Weibo, including forwarding, commenting, collecting, liking, etc., which can achieve secondary dissemination of advertisements and thus greatly improve the conversion rate of advertisements.

Advantages: It has 650 million registered users, 390 million monthly active users, and can be used flexibly in the form of blog posts, applications, accounts, videos, pictures and texts, and nine-square grids, achieving native communication through mobile social networking!

Disadvantages: high cost and uncontrollable traffic.

Industry recommendations: Life products (e.g. food, clothing, etc.), regional products (e.g. photography, etc.), games, apps, etc. The advertising content should be distinctive to increase the interaction rate.

03. Douyin Information Flow Douyin is currently the most popular short video App, with a large number of loyal users. It performs well in big data, records user behavior through the videos they watch, and constantly defines labels for users. In terms of product push, it has achieved a high level of marketing that is tailored to each individual.

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

Advantages: Douyin has a huge number of users, making it easy to create popular products. It is also an excellent choice for brand exposure.

Disadvantages: Tik Tok is relatively expensive and has extremely high requirements for content. The overall level of interest among the population is low, and the industry requirements and restrictions are also relatively high.

Industry recommendations: Games, apps, e-commerce and other general traffic products.

04. Baidu Information Flow Baidu Information Flow can display native advertisements in the information flow of Baidu platforms such as Baidu Tieba, Baidu homepage, Baidu mobile browser APP, etc.

Advantages: It has a search basis, keyword targeting, and can target forums.

Disadvantages: The delivery operation is more complicated, and the traffic and cost are relatively unstable.

Industry recommendations for advertising: Baidu search engine occupies the majority of domestic users, and most industries are suitable for advertising.

05. Tencent Information Flow

Tencent can be said to be the leader in the social industry. With its two super IPs, QQ and WeChat, it has huge traffic and can be said to basically cover all users on the Internet.

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

Disadvantages: The review of advertising materials in Moments is strict, the price is too expensive, and the competition is fierce.

Industry recommendations: It is recommended to invest in light industry or daily life products.

06. Zhihu Zhihu is a real online question-and-answer community whose user base tends to be young, white-collar, high-income, and highly educated, concentrated in first- and second-tier cities, and with extremely high spending power.

Advantages: high traffic quality and high purchasing power.

Disadvantages: Platform users are relatively rational and have high requirements for advertising materials.

Recommended industries for placement: real estate, gaming, finance, education and training, e-commerce, internet services, tourism and other related industries.

The above are some of the mainstream information flow advertising channels and their characteristics. Enterprises can choose the appropriate information flow channels based on the actual situation of their own products.

Finally, the purpose of our marketing is conversion, and when choosing channels, everything must be results-oriented.