The most comprehensive analysis of headline information flow advertising! Delivery tips included!

As the largest information flow platform at present, Toutiao has a large number of users and is a must-consider for companies when choosing information flow channels.

But for any delivery platform, if companies want to achieve ideal marketing results, understanding the characteristics of each delivery platform is key . Therefore, today Houchang Network will conduct a comprehensive analysis of Toutiao’s information flow ads for you, and summarize the best delivery techniques for you.

1. Analysis of Toutiao Information Flow Advertising

01Channel Understanding

Toutiao’s information flow advertising platform includes four media delivery channels: Toutiao, Xigua Video, Huoshan Video, and Douyin. When delivering, you can choose one of the channels or all of them.

The choice of channels requires enterprises to decide based on factors such as development status, investment goals and financial budget.

02 User Characteristics

Toutiao’s audience is quite broad, mainly concentrated in second- and third-tier regions. Among them, 19 first-tier and above cities accounted for 27.51%; 177 second-, third- and fourth-tier cities accounted for 61.79%; and 132 fifth-tier cities accounted for 10.70%.

The main purpose of users is to see social hot spots, satisfy leisure and entertainment, and fill their leisure time. Therefore, the information flow ads placed on Toutiao must be in line with the characteristics of users as much as possible. The content should be light-hearted, interesting and eye-catching, avoid overly "rigid" graphics and text content, and when necessary, be sure to highlight their own professionalism.

03 Headline Advantages

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

Since Toutiao has a wide range of users and their quality is relatively low, and there may be a large number of fake orders and false traffic, the delivery effect is often not very good. Companies should be mentally prepared.

05 Advertising suggestions

Since Toutiao has a wide audience, it is recommended to launch some products in the categories of finance, lifestyle, e-commerce, and games. Of course, you can also launch them based on the navigation bar at the top of Toutiao.

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.

3. Advertising skills

01Find the right audience

Toutiao has carried out very in-depth and accurate positioning and classification of users, with more than 2.2 million interest tags. Therefore, when placing advertisements on Toutiao, it is possible to find suitable and accurate users based on user interest tags.

02The more natural the scene cuts in, the better

Toutiao is a personalized information distribution platform where users actively read content rather than passively accept it. The more natural the entry into the scene, the more user immersion can be enhanced.

03 Resource combination

The combination of resources such as stars and celebrities and personalized resources can quickly attract the attention of a large number of target people.

04. Have a good content strategy

Whether it is the copywriting, materials or the final form of expression, it needs to be closely linked to the brand image and convey the brand values.

That’s all we have to say about Toutiao’s information flow advertising today.

If you have no practical experience in information flow advertising, I am afraid that you will find it difficult to understand if I talk about too many practical details. Therefore, I will directly sort out the useful practical operations and share them with you.

If you really use information flow ads in the future, you can just try it out and compare it with the actual operations mentioned today.

1. Toutiao allows you to open multiple accounts. With one company qualification, you can open several accounts . Opening several accounts can increase the total lead production. And it is beneficial for stabilizing the overall promotion costs.

2. The same set of materials (videos and pictures) will have different effects in different accounts, which is why multiple accounts are chosen.

3. Different targeting combinations have different actual effects. However, since information flow advertising selects the appropriate audience based on interest tags, different combinations of targeting must be tested, and the same targeting will have different actual effects, which is also a normal situation .

4. Generally speaking, the creative category is to choose the field to which it belongs, but if the actual effect is not good, you can try other creative categories .

For example: Our company is engaged in customer source marketing system, so we should choose the investment and franchising category. Then there was a period of time when the promotion effect was particularly poor, so we chose the city partner, agent, and customer development and drainage categories, which also eliminated some customers.

5. Toutiao has cooperation with third-party platform APPs and platforms. The subsequent cooperation platform is called Pangolin, which is similar to Baidu Alliance a long time ago. The actual effect is that in the Toutiao promotion background, you can choose to place advertisements on third-party platform APPs outside the Toutiao system.

Pangolins have practical effects and can generate customers. In terms of cost, there is not much difference compared to promoting on Toutiao’s own APP.

In the promotion of headline information flow advertising, these are relatively useful and effective practical operations. In the actual operation of information flow advertising accounts, the workload is relatively large, which is to constantly create/pause plans. The difficulty mainly lies in when to start/pause the plan.

Of course, data analysis is also an important work task. That’s all for today’s sharing. I hope that everyone in Yingcai Pavilion can acquire useful knowledge, learn from each other and grow together.

If you want to advertise, please contact: Qinggua Media Official

Author: Rain Xiaomang

Source: Houchang College