Last Updated on December 7, 2024
Advertising is among the fastest strategies for distributing content to your target audiences. In China, businesses have varied options for launching these campaigns, from the local social media landscape to Chinese search engine platforms and e-commerce channels. However, one app that you might not have encountered yet is Toutiao.
This platform serves over 292 million Toutiao users and ranks as the second-largest content-focused app on the Chinese market. Among its content creation tools is its dynamic advertising ecosystem that allows advertisers to reach a relatively young audience segment.
In this article, we’ll uncover why Western businesses need to run Toutiao ads and the step-by-step process of setting up quality campaigns on this platform.
What is Toutiao used for?
Toutiao is developed by a leading tech company, ByteDance. True to its initial function, its Chinese app name literally translates to “Headlines” in English. It is a popular Chinese news and information platform that serves as a content distribution channel and news source app.
Chinese consumers on this platform enjoy personalized content based on their interests, preferences, and reading habits. It employs machine-learning technologies and AI to analyze user search intent and behavior and deliver relevant news articles, videos, and other content mediums.
Key Features and Functions of Toutiao
- Personalized Content Curation
Toutiao’s AI and machine-learning algorithms allow brands to build unique user profiles and customized news feeds that align with your market and interests.
- Rich Multimedia Content
Another reason to start advertising on Toutiao is its wide range of multimedia content, from short videos and articles integrated with images and other media elements. Its live-streaming feature is also connected to Douyin, making cross-platform marketing smoother.
- Monetization Opportunities
Toutiao provides monetization opportunities through advertising and partnerships, so finding a KOL for your conversion campaigns should be relatively easy on this platform.
- Trending Topics and Viral Content
Toutiao app highlights trending topics and viral content through its “Hot Words” section. So, as long as your ad campaign is optimized correctly, the chances of your content getting traction and leading users to your brand’s landing pages are higher than you think.
The platform also features a trending list, similar to Twitter or X, which gives content creators an idea of what topic is driving traffic among Chinese internet users at any given moment.
How to Maximize Toutiao Advertising for Businesses in China
Whether you want to expand your brand’s presence in China or tap into the global market, Toutiao provides a range of advertising options to suit your marketing needs. Here’s how you can utilize Toutiao Advertising to promote your international business effectively:
Targeted Advertising
Keyword optimization and audience-based content play crucial roles in Toutiao advertising. By curating your ads with relevant tags and tailoring them to your target audience’s browsing patterns, you increase the likelihood of your content reaching interested users. These traditional advertising methods result in better lead generation and higher conversion rates.
Using SEO Strategies
Toutiao’s algorithm isn’t just about serving users random content. It’s designed to deliver exactly what they want to see. For example, if you’re selling fitness products, use terms like “home workouts” or “quick fitness tips” in your campaigns. Track your performance and refine your keywords based on engagement.
Toutiao rewards relevance, so keeping your content focused and user-driven will drive clicks and conversions to your advertisements.
Access to Douyin Audience
Toutiao and Douyin are part of the same parent company, ByteDance, which means they share audience data. This connection gives businesses a powerful tool to retarget users.
Start by creating ads on Toutiao to attract initial interest, then transition these leads to Douyin, where visual storytelling excels. With the platform’s live-stream features interconnected with Douyin, this integration can help you build visibility beyond your target audience.
Diversified Content Formats
This integration ensures that your ads blend well with the user experience, increasing the chances of capturing the audience’s attention and generating better results.
Toutiao’s advertising platform also supports various content formats, allowing you to present your brand message differently.
These formats include articles with text and images, video content, live stream options, Q&A, and blogs. Leveraging these diverse formats enables you to create engaging and immersive campaigns that can convert Chinese users into patronizing your brand.
How To Open A Toutiao Business Account?
Setting up your Toutiao account may seem daunting, especially if you are unfamiliar with the Chinese language. However, with a step-by-step guide, the process becomes much more manageable.
Here’s how you can create your account and start managing Toutiao ads:
- Visit the Toutiao official website and click on 头条产品 (Toutiao product) in the top left corner. From the drop-down menu, select 头条号 (Toutiao ID).
- Click on 注册 (Register) to begin the registration process.
- You’ll be prompted to provide and verify your Chinese phone number. If you prefer to register with an email address, simply click on 邮件注册 (Email registration).
- After completing the Toutiao registration, you must fill out essential business information. This includes selecting your account type (such as Educational group, NGO, personal media, etc.) and choosing an account name 2-10 words long and relevant to your business.
- Next, write a brief introduction of your business, consisting of 10-30 characters, along with your contact information or website link. Then, upload your profile picture.
- To verify your business, upload an image of your business license with a maximum size of 2 MB.
- Additionally, you’ll be required to download and complete a document with your company name, website, account name, ID of the account holder, signature, and company seal. Once completed, upload the scanned document.
- Once you finish the desktop registration, you must complete the ID verification process using the Toutiao mobile app. Simply search for the Toutiao app (今日头条) and install it on your mobile device.
- Enter the mobile number or email address you used during desktop registration and verify your account on the mobile app.
- Upon logging in, navigate to 我的 (My Account). You must go through facial recognition and upload a picture of your ID card. The next step involves reading four numbers in Mandarin from a short video.
- You’ll receive a notification within approximately 5 minutes confirming the success of your application.
Different Formats of Toutiao Ads
When advertising on Toutiao, brands can choose between three ad formats catering to picture and video displays. With its sophisticated targeting capabilities, advertisers can reach their desired audience based on various criteria such as age, gender, interests, keywords, region, weather, time, occupation, phone carrier, phone operating system, phone brand, and type of internet connection.
Let’s explore each ad format in detail:
Full Cover Open Ads
Source: Ocean Engine
Toutiao brands launch screen ads to maximize exposure for their paid campaigns. True to their name, full-cover ads on the platform cover the entire screen. Advertisers can choose from a wide, large-screen banner or a combination of up to three smaller images.
Source: Ocean Engine
They can redirect to different places, landing pages, APPs, and ads in the feed. This gives users an immersive experience and meets the advertisers’ demands for strong exposure and efficient reach.
Feed Ads
Source: Ocean Engine.
While it’s convenient to launch screen ad formats to attract attention, feed ads offer a more diverse advertising style. This approach allows advertisers to opt for Toutiao ads featuring engaging text and an image, a series of three small images, a full-width image, an image with a call extension, or even app downloads.
So, if you want more diverse advertising options, we recommend this format instead of launching screen ads. You can also launch mini-video ads through this selection.
Source: Ocean Engine
Search Ads
Although we don’t discourage brands to launch screen ad formats, remember that obvious Toutiao ads can drive users away from clicking your content. Meanwhile, this search feed format blends seamlessly with the platform’s content, capturing users’ attention without interrupting their browsing or viewing experience.
Source: Ocean Engine
When a user searches for content on Toutiao and hits keywords, the search results will display the advertiser’s promotional information. Search advertising greatly improves the conversion rate as they match user search intent closely.
How Does Toutiao Charge For Advertising?
Toutiao offers a range of advertising charging methods, allowing advertisers to choose the one that best aligns with their campaign objectives and budget. Here are four unique bidding options available on the platform:
- CPM & CPC (Optimized Cost per Millennium/Cost per Click)
These options operate under the same ad method and are akin to the traditional CPC (Cost per Click) model. This optimized approach ensures that advertisers get the most value from their campaigns by targeting audiences likely to convert, optimizing overall campaign performance.
- CPA (Cost per Acquisition)
This new performance bidding mode requires advertisers to only pay when a specific action or conversion occurs, such as a purchase or sign-up. It’s ideal for businesses seeking concrete results and a clear return on investment (ROI).
- CPV (Cost per View)
The CPV model charges advertisers based on the number of views their video ad receives. The billing starts when viewers watch the video for at least 10 seconds.
Benefits of Utilizing Toutiao Ad Formats
● App targeting
Advertising on Toutiao allows brands to target groups specifically installing certain apps on their phones. This is great for brands that want to find niche customers, but this is currently only available for Android phones.
● Geo-targeting
This targeting option can increase sales because people living in the same areas usually have similar consumer habits. This can be good for many offline retailers.
● Seed audience automation
Toutiao’s DMP allows brands to upload audience traits of their existing customers, which brands could then use to find a lookalike target audience.
Tips for Creating Content on Toutiao
- Prioritize Attention-Grabbing Visuals
The first few seconds are everything. Toutiao is a visually driven platform, so invest in high-quality images or short videos that pop. Bright colors, bold text, and clean layouts can draw users in, but authenticity matters too.
Avoid overly polished or corporate designs; audiences prefer relatable and localized aesthetics. A/B tests multiple creative formats to see what resonates most with users.
- Use Headlines That Spark Curiosity
Your headline should be a hook, not a pitch. Questions, surprising facts, or benefit-driven phrases perform well. Toutiao users love content that informs or entertains, so align your headlines with their browsing intent.
Keep it concise and avoid clickbait. While it might work initially, poor content will hurt engagement and trust in the long run.
Your Trusted Toutiao Advertising Partner In The Chinese Market!
Even your hottest campaign ideas can hit a roadblock if you’re not familiar with the platform you’re using. While Toutiao’s user base makes it an attractive option for advertising, its unique interface and algorithm also make it a challenging platform to conquer.
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Don’t let the complexities of the Chinese market hold you back! Our experienced team is here to guide you through every twist and turn, unlocking your brand’s full potential and ensuring resounding success in this dynamic landscape.
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Contact us now to embark on an exciting journey toward remarkable growth for your brand. The possibilities are endless – let’s make them a reality!
