Strategies for placing ads on 6 major information flow channels such as Douyin and Kuaishou

What I have shared with you before were some optimization techniques for individual channels, but I rarely shared the delivery suggestions and channel characteristics of information flow platforms, so I will do that today.

Information flow platform - Tencent

Main products: Tencent News, WeChat Moments, official accounts, QQ Space, browser, Tencent.com, Tencent Video, Tencent News, Tiantian Kuaibao, etc.

Advantages: It ranks first among social applications, has a wide user coverage, high stickiness, a relatively young user group, is suitable for brand promotion, and has rich information flow resources such as Tencent News.

Disadvantages: multiple platforms, multiple positions, mixed cooperation traffic, relatively low accuracy

Advertising suggestion: It is better to use hard advertising exposure + soft advertising implantation.

Information flow platform - Weibo

Main product: Weibo

Advantages: Daily active users on mobile terminals reach 91%, and user activity is high. Blogs, applications, accounts, videos, pictures and texts can be used flexibly, and user groups that interact with blogs can be specified.

Disadvantages: high cost, requires high maintenance cost, and the traffic is uncontrollable.

Advertising suggestions: Advertisements should be more distinctive to increase the interaction rate with users. Products can be more feminine.

Information flow platform - TikTok

Main product: Tik Tok short video

Advantages: A large number of active users, considerable user usage time, large advertising exposure, relatively good awareness of new brands, and a high level of platform intelligence.

Disadvantages: relatively high cost, relatively high requirements for materials, and relatively high restrictions on industry requirements.

Advertising suggestions: It is recommended to advertise in games, apps, e-commerce and other general traffic products, and try to use original materials. Generally speaking, large-budget accounts will be easier to run.

Information flow platform - Kuaishou

Main product: Kuaishou short video APP

Advantages: Most of the users are from China's third- and fourth-tier cities and rural areas, and the age group of users is mainly concentrated between 12 and 35 years old. The traffic is large, the penetration rate is high, and the user stickiness is high. 80% of the users are young, and there are also a large number of middle-class users.

Disadvantages: Advertisement review is relatively strict, and social and live broadcast related products are generally not allowed to be posted

Advertising suggestion: Kuaishou is not very suitable for brand awareness, but is more suitable for product sales. In terms of investment, catering, APP, retail, e-commerce, etc. are recommended.

Information flow platform - Sina Fuyi

Main products: News center, finance, blogs, women, sports, etc.;

Advantages: Most users are male, older, more educated, and have strong spending power

Disadvantages: low targeting accuracy, many promotional positions, and difficult to control placement;

Advertising suggestions: Most of the target audience is male, so it is recommended to invest in stocks, finance, games, cars, male health, etc.

Information flow platform - Phoenix.com

Main products: Phoenix.com, Phoenix Mobile and Phoenix Video;

Advantages: Users are highly educated, highly employed, high-paid, and high-spending, and user resources are high-quality.

Disadvantages: Average effect, low click-through rate, most of the consumption is on PC

Advertising suggestions: The furniture and building materials, decoration and renovation, sea cucumber and other industries can be advertised.

In addition to the several information flow platforms I listed above, there are many more. The most important thing for advertising is to understand the platform and the users.

There are only channels that are not done well, but there are no users that cannot be found, so as long as you dare to try and make mistakes, and try more information flow platforms, you will always be able to find the most suitable delivery strategy.

Author: Houchang College

Source: Houchang College