Detailed explanation of the characteristics of information flow promotion channels such as Toutiao and Weibo!

If we want to do information flow promotion , channel selection is a very important part for us. If you want to do a good job of information flow promotion, you have to understand the characteristics of each channel. Only by understanding each channel can you choose the one that suits you best. Next, I will introduce to you some of the more mainstream channels today.

Let’s first understand what types of channels there are.

Social

Native ads that appear in users’ friends’ updates on social platforms. Such as Guangdiantong (appearing in the form of pictures and texts in the feed flow of QQ space, etc.), Fanstong (appearing in the form of blog posts in the user's Weibo information flow), Moments ads, Momo...

Information

Native advertisements interspersed in the information flow of news and information media. Today's headlines, UC Headlines, NetEase Youdao, NetEase News, Phoenix Wireless, Yidian Zixun, Sohu Huisuan...

Search Class

Native advertising with a search engine background and mainly targeting keywords. Such as Baidu Native (native ads that appear in Baidu Mobile, Baidu Browser, Baidu Tieba), 360 Mobile Promotion...

Video

Ads that appear natively within video platforms. Such as Kuaishou, iQiyi, Youku, Miaopai, Xiaokaxiu...

Manufacturers

Native information flow ads in the mobile phone’s built-in browser/app store. Such as vivo browser information flow, Xiaomi App Store, OPPO...

It can be seen that the channels of network information flow today are diverse and countless. Next, I will tell you about some of the most popular channels at the moment.

Baidu Information Flow

With the revision of Sogou and Baidu's investment in technology and traffic in information flow advertising, the performance of Baidu's information flow is getting better and better, integrating the resources of Sogou, Baidu Tieba and Baidu Browser.

Its main products : Baidu Mobile, Baidu Tieba, Baidu Mobile Browser

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

Disadvantages : The delivery system is similar to SEM, the delivery operation is more complicated, and the traffic and cost are relatively unstable

Advertising suggestions : With a wide user coverage, most products are suitable for advertising. With search advertising, you can better reach the target users.

Today's headlines

Toutiao is a recommendation engine product based on data mining and is still one of the largest information flow advertising platforms.

Main advertising products : Toutiao, Xigua Video, Huoshan Video, Douyin, Pangolin

User characteristics : Wide range of groups, mostly in second-tier and third-tier cities and below

Advantages : mature algorithm, sophisticated targeting options, support for oCPM model, Douyin short video advertising format is novel and has good effects

Disadvantages : High cost of headline news flow

Advertising suggestions : Finance, life, games, apps, etc. Try oCPM bidding. Douyin has a lower cost.

GuangDianTong

Tencent is the leader in the social networking industry. It was established the earliest and has huge traffic through its two super platforms, QQ and WeChat. It can be said that it basically covers all users on the Internet.

Its main advertising products include: Tencent Video, Tencent News, QQ Space and Browser, Mobile Native, QQ, WeChat Official Accounts, and Tiantian Express.

Advantages : large number of users, wide coverage, high user stickiness, suitable for brand promotion, concentration of young users, and support for oCPM model.

Disadvantages : Because it is a social platform, products that have anything to do with social media are generally not allowed.

Advertising suggestions : Identify the user group of your product, clarify the product tone, and target the target group.

Weibo Fans

Weibo's "Fanstong" is a marketing product that accurately delivers corporate advertisements to fans and potential fans based on user attributes and social relationships. Because the advertisements delivered have all the functions of ordinary Weibo, such as forwarding, commenting, collecting, and liking, secondary dissemination of the advertisements can be achieved. This will significantly increase advertising conversion rates.

User characteristics : active group, relatively young, mostly female users, easily influenced by public opinion, gossip

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 and requires high maintenance cost.

Advertising suggestions : It is recommended to use lifestyle products (e.g. food, clothing, etc.), regional products (e.g. photography, etc.), games, apps, etc. The advertising content should be unique to increase the interaction rate.

Tik Tok

Douyin can be said to be the most popular platform in the past two years. Although Douyin is just a product of Toutiao, we still want to talk about it separately.

In terms of product push, Douyin has achieved a high level of tailor-made products for each user, 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 videos, and start to constantly define labels for you.

Crowd portrait

The overall population of Douyin tends to be young, and the gender ratio is extremely unbalanced, with women accounting for as high as 66% and men accounting for only 34%.

In terms of age, 75.5% are under 24 years old, 17.5% are between 25 and 30 years old, and only 7% are 31 years old and above.

According to big data statistics, this group of people is mainly distributed in second-tier and fourth-tier cities, with first-tier and third-tier cities accounting for 11.4% and 19.1% respectively, and second-tier and fourth-tier cities accounting for 33.9% and 35.6% respectively. APP download

They are also average in terms of income and education level. The majority of people have an income between 3,000 and 8,000, accounting for 50.5%, while those with an income below 3,000 are 34.8% and those with an income above 8,000 are 14.7%.

In terms of educational background, 41.9% have a bachelor's degree or above; 7.7% have junior high school or below; 24.5% have high school; and 25.9% have junior college. Although educational level and income are both average, this is also related to the relatively young age group. APP ranking

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.

For information flow advertising, please contact Qinggua Media official