Analysis of major mainstream information flow promotion channels in 2020

This article summarizes the characteristics of mainstream information flow advertising channels and some placement suggestions for your reference when selecting channels for placement.

01. Tencent social platform

Tencent can be said to be the leader in the social industry. It was established the earliest and has occupied a huge amount of traffic with QQ and WeChat, basically covering all Internet users; as well as information flow advertisements based on Tencent News.

Main Products

Tencent News, WeChat Moments, official accounts, QQ Space, browsers, Tencent.com, Tencent Video, Tencent News, Tiantian Express, etc.

Platform advantages and disadvantages

Advantages: No. 1 social application ranking (QQ, WeChat), wide coverage, high daily user activity and stickiness, suitable for brand promotion, concentrated young users, and supports oCPM model delivery.

Tencent News has rich information flow resources, precise target customer positioning, and profitable results from careful calculations.

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 on light industry or daily life products. For WeChat ads, it is necessary to confirm the user group of your product, clarify the product tone, and place ads to the target group.

Hard advertising exposure + soft advertising placement, advertising effect is achieved faster!

02. Zhihu

What impressed us most about Zhihu is its high-class quality. We visit Zhihu whenever we have time. Zhihu's user base tends to be young, white-collar, high-income, and highly educated, concentrated in first- and second-tier cities, and their spending power is also extremely high.

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

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

Industry placement recommendations

It can be applied to real estate, home furnishing, games, finance, education and training, e-commerce, Internet services, tourism and other related industries.

03. Weibo

Weibo can be said to be a gathering place for the spectators. It has an active fan base that tends to be young, with a majority of female users. They are easily influenced by public opinion and love gossip.

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 can achieve secondary dissemination of advertisements and is a very practical marketing tool.

Advertising display format

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, requires high maintenance cost and uncontrollable flow.

Industry placement recommendations

Life products (such as food, clothing, etc.), regional products (such as photography, etc.), games, apps, beauty products, etc. can be biased towards feminine products, but the advertisements should be distinctive to increase the interaction rate.

04. 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.

Main Products

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.

05. Tik Tok

Douyin performs well in big data and has achieved a high level of personalized product push, 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 video, and start to give you continuous

Define tags.

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

06. Baidu Information Flow

As one of the three major traffic giants, Baidu's search engine occupies the majority of domestic users. This is a platform that is extremely suitable for beginners, and can display native advertisements in the information flow of major Baidu 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 delivery operation is relatively complicated, and the traffic and cost are relatively unstable.

Industry placement recommendations

The user coverage is wide, and most products are suitable for advertising. Combined with search advertising, it can better reach the target users in a comprehensive manner.

07. 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.

Advertising display format

Support jumping to H5 page and one-click downloading APP

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. The cost of headline news information flow is high.

Industry placement recommendations

For finance, life, games, apps, etc., you can try the OCPM bidding method and place bids according to the categories in the navigation bar.

08. Google

Google Adwords, a keyword advertising export-friendly program, charges only based on the number of ad clicks, display is free, the initial investment cost is low, and every penny is spent on potential customers.

Advertising display format

Search ads, brand ads, and performance display ads.

Platform advantages and disadvantages

Advantages: wide advertising coverage, no human intervention, coverage of user groups with commercial value, high returns and low costs.

Disadvantage: The bounce rate of the website is too high.

Industry placement recommendations

Cross-border e-commerce, B2B, B2C

The above are some of the mainstream information flow advertising channels and their characteristics. When placing ads, you can do so based on your own product situation and the characteristics of each channel. Otherwise, all efforts will be in vain if the direction is wrong.

Author: Zhao Yang

Source: Zhao Yang