What is Toutiao?
Toutiao is an AI-powered news curation platform with high user traffic and targeted advertising solutions
by AdSage
This guest post was contributed by AdSage. AdSage is a leading digital advertising agency that specializes in performance marketing for clients in the China market.
What is TOUTIAO
In Chinese, ‘Toutiao’ means headline. Toutiao is more like a distributor. This channel does not have any original writers. It uses AI technology to organize daily news from partners and give recommendations on their homepage. All the featured articles and videos are selected for each user according to their locations, click and browser history, and even phone models.
Why Should You Stick to the Trend of Toutiao?
1. Magnificent Marketing & Advertising Power
Unlike WeChat and Weibo users, content consumption is the principal focus of Toutiao users. There are no additional functions like chatting to pull users away from the new content. It is undeniable that the hottest trend in Chinese advertising is Toutiao. If your company wants to enter the China market, Toutiao is an excellent choice to go with.
2. Short-Videos-Focused Business
Short videos have arisen as a new popular form of content. The sector is growing fast. DouYin is a platform beloved by Chinese youngsters. It allows users to watch and produce funny music videos. These 15-seconds clips make it easy to catch users attention. Toutiao acquired and later decided to combine with Douyin to expand their user base.
3. Sticky & Young User Base
Chinese users stay on Toutiao for an average of about 76 minutes a day. The data is impressive as the average time people spend on WeChat is only 66 minutes. Most Toutiao users are male, with a gender ratio of 3:2. Over 85% of them are young people ranging from ages 18 to 30 years old and are mostly concentrated in first or second-tier cities.
A Little Marketing Tip
A great brief inspires great ideas. A bad brief inspires nothing but folded up paper airplanes. Here are four things to consider when writing your
next creative brief.
1. Remember your audience.
A creative person can smell a marketing cliche a mile away. Worse, marketing cliches are kryptonite when it comes to a creative person's superpower, creativity.The creative brief needs to be written in a way that will hold the attention of creative people.
2. Keep it to a single page.
If your briefing is 30 pages long, that's a start, but you're not done yet. It's called a "brief" for a reason. Because you don't know who knows what the creatives will respond to, so you show them everything. BUT, everything isn't inspiring. Everything is overwhelming. Forcing yourself to keep the brief to a single page will also force you to avoid redundancies from section to section.
3. Inspire with carefully placed tension.
Creative people love solving problems. It's why they are in advertising. it's important to remember that the creative brief is not the answer, it's a starting point. Creative people don't want answers prescribed to them, they want problems to solve.
4. Don't forget "Tone."
We knew who we were talking to, we had a great angle in our strategy, all the support points lined up, but we didn't discuss the intangibles like the brand's personality, or tone. And so we presented ads with the tone of a beer brand to an educational institution.