What is the difference between Bytedance/Feed/DOU+? How to choose information flow promotion?

DOU+, Feed and Qianchuan all belong to "paid traffic". What are the differences between them? How should we choose when placing an order?

What exactly is Juliang Qianchuan ? What is its relationship with DOU+ and Feed? How to deploy Qianchuan to achieve the best effect?

I believe this is what many optimizers are more concerned about. Let’s talk to you in detail about the differences between Qianchuan/Feed/DOU+ different paid traffic .

The difference between Qianchuan/Feed/DOU+ paid traffic——DOU+

What is DOU+?

DOU+ is a universal heating tool provided by the platform for short video creators. It can bring more traffic to your videos and live broadcast rooms, effectively increase video playback and interaction, and enhance the exposure of content.

Features of DOU+:

DOU+ can directly drive natural traffic and can be set up based on basic populations, expert similarities, interest tags, etc. The threshold for delivery is relatively low and it is available to all people.

However, one thing that needs to be noted is that DOU+ cannot be used for live streaming to sell goods now . All the stores are either small stores or Qianchuan. If you have products in your live broadcast room or in your videos and want to sell them, you cannot use DOU+. Now it’s all about “small store promotion at will”.

Another point is that DOU+ is currently operated on mobile phones . It does not have a PC background and is all operated on mobile phones.

(There is a "Become Popular" button in the lower right corner of Douyin. Whether it is a short video or a live broadcast room, you can click this button to spend money to invest in traffic)

Qianchuan/Feed/DOU+The difference between different paid traffic——Feed

What is a feed?

Feed stream is a live broadcast promotion model that introduces vertical traffic to the live broadcast room of a product-selling account. There are two advertising styles of feed stream, namely short video traffic-generating live broadcast room and feed stream direct broadcast room.

Feed flow features:

Advertisement words can be displayed, but natural traffic cannot be driven, and the threshold for placement is relatively high.

There is one thing you need to pay attention to, and it’s important! ! !

The live streaming sales process was originally called Feed Stream, and was originally broadcast on the background of Bytedance. Starting from March to June of this year, all of them were moved to Qianchuan, and a background was specially built for it. Feed was just the previous name. Feed no longer exists. Now everything is called Qianchuan.

The difference between Qianchuan/Feed/DOU+ different paid traffic - Huge Qianchuan

Bytedance Qianchuan is a platform that truly serves live streaming e-commerce. Currently, Bytedance Qianchuan has three promotion modes: small store free promotion, PC-side fast promotion, and PC-side professional promotion. The three versions share one account and use the same funding pool.

Qianchuan Features:

What is different from DOU+ is that if you are placing short videos into the anchor room, the massive engine will display advertising words and cannot directly drive natural traffic, so it needs to be maintained well.

It can be adapted to different advertisers through basic populations, expert targeting, Leica targeting, bidding model, dual conversion goals, video and text sales, live streaming, dual version operations, and different modes.

How to choose between DOU+ and Qianchuan?

After understanding the differences between Qianchuan/Feed/DOU+ different paid traffic, how should we choose?

DOU+ is suitable for the following account groups:

1. Creators who intend to operate for a long time, have stable content production and creation capabilities, and aim to increase followers and create popular short videos;

2. An expert or anchor with a certain number of fans;

3. Creators who want to quickly create or adjust account tags.

Qianchuan is suitable for the following account groups:

1. Merchant users with conversion as their goal (including low-fan accounts);

2. Have certain information flow management capabilities and a large budget base;

3. The product is suitable for short video live broadcast, which can effectively control costs and ROI;

4. Have a relatively mature anchor who has professional ability to handle traffic and conversion.

Now that we have learned about the differences between Qianchuan/Feed/DOU+ paid traffic and how to choose between DOU+ and Qianchuan, the question is, how can a large number of Qianchuan accounts be deployed to achieve the best results?

Author: Houchang College

Source: Houchang College