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Toutiao – China’s most popular News App that you can’t Ignore

Toutiao - China's most popular News App that you can't Ignore


Toutiao, which accurately means “As we speak’s Headlines”, is an rising cellular platform of content material creation, aggregation and distribution, featured by machine studying methods. The identify “Toutiao” originates from the corporate’s perception that “Solely the issues which all of the readers care about could be the headlines.”
Toutiao makes use of AI algorithms to research customers’ studying habits after which generate for them a tailor-made feed record together with articles, movies or advertisements. Totally different from the normal information platforms, Toutiao abandons the previous mannequin of customers in search of info and as an alternative analyzes the options of content material in addition to customers’ interplay with content material to supply a customized studying record of content material custom-made for every consumer.
On this period of data explosion, its new AI content material evaluation methods present a extra handy consumer expertise, elevating Toutiao to one in every of China’s largest cellular platforms of content material creation, aggregation and distribution, underpinned in simply 6 years’ time.


By March 2018, the Toutiao App’s DAU (Day by day Lively Customers) reached over 200 million, with a mean opening it 9 occasions per day and utilizing it 76 minutes per day, which is greater than the typical Fb and WeChat consumer. Referred to as the No. 1 clever content material distribution platform in China, it’s got over 1.1 million writer accounts, which replace over 380,000 items of contents and obtain four.2 billion views per day.


In addition to funding in textual content content material, Toutiao additionally boasts a collection of video platforms, together with “Xigua Video”, “Huoshan Video”, “Douyin”, and so forth.

Amongst them, Xigua Video’s customers reached over 100 million by June 2017, and Douyin’s every day views reached three billion.

Because of the quick progress and leading edge know-how, Toutiao, which was based in March 2012, now values at 75 billion US dollars!



Toutiao initially showcases common content material to a first-time consumer, then makes use of machine studying to study concerning the reader’s shopping habits and pursuits based mostly on how the reader engages with the app, and thus is ready to advocate the articles you need to learn. For instance, you’ll be able to faucet the small “shut” button on each submit to dismiss tales you don’t need to learn; this motion will then be recorded and analyzed by AI system. By monitoring and analyzing such behaviors on the location: What you click on on, how lengthy you spend on a narrative, the place you cease scrolling, the kind of story you’re studying at a sure time of day, even the place you’re bodily situated, Toutiao’s AI algorithms can provide you with probably the most personalised suggestions in your studying. Because the reader begins to make use of the platform extra steadily, Toutiao will get smarter and understands higher customers’ pursuits to offer them extra related content material by time.
Notably, Toutiao just isn’t utilizing suggestions from your mates like Wechat or Weibo however relatively focuses in your particular person preferences.

Keep in mind, in contrast to these social media platforms, Toutiao isn’t about connecting buddies. It has social parts – you possibly can hyperlink your social media profile if you would like – however the tales it serves up come from its AI suggestion system, not from your folks.

The picture under exhibits the personalised feed of two totally different customers.


1. Sticky and Younger Consumer Base
Chinese language customers keep on Toutiao for a mean of 76 minutes per day. The info is spectacular as the typical time individuals spend on WeChat is simply 66 minutes. The dimensions and stickiness of the consumer base has been rising exponentially, clearly showcasing the facility of selling on the platform.

Most Toutiao customers are male, with a gender ratio of 60%. Over 85% of them vary in age from 18 to 30 years previous and are principally concentrated in first or second-tier cities.

The schooling degree of Toutiao customers is sort of excessive as properly, with 41.three% of them holding a bachelor diploma or larger. One other fascinating notice is that 37.eight% of the customers’ occupations are freelancer, self-employed and personal firm house owners.
From the above knowledge, it’s doubtless that a truthful proportion of Toutiao customers are younger Chinese language operating their companies or working as managers. Toutiao may be very useful in terms of B2B advertising in China. The platform can also be appropriate for selling fashionable merchandise to kids.

2. FREE content material publicity to the RIGHT viewers
Toutiao has probably the most highly effective suggestion algorithms, which permits it to simply deliver your contents to probably the most readers. With an enormous and rising base of 200M every day lively customers who’re starvation for info, Toutiao helps entrepreneurs attain new potential clients and get a ton of content material publicity. Since Toutiao serves articles to customers based mostly on their pursuits, every view/attain that you simply purchase on your articles on this platform is very focused. Content material advertising methods that take full benefit of Toutiao’s sensible AI algorithms can undoubtedly obtain a powerful ROI.

One instance is ” 欢子tv“ ( Huanzi TV). This creator creates brief movies about people’ lives and customs within the countryside of China. Every of his movies has a mean of 700,000 views, whereas the views in his Wechat official account is lower than 1/40 of that on Toutiao. Toutiao has enabled the lengthy tail of contributors to succeed in their most related viewers extra cost-effectively than some other platform in China.

Moreover, Toutiao has additionally begun providing social options. Customers can share articles they like underneath a separate tab. That provides publishers the prospect to go viral each socially and thru the Toutiao Algorithm. Turning into a registered writer with Toutiao is an easy and straightforward strategy to open your enterprise to the potential of going viral. Turning into registered on the platform must be on each enterprise planning to enter China’s guidelines. So long as they’re good, your tales will get seen and go viral despite the fact that you don’t make investments a lot time in content material distribution (since this occurs naturally for you on Toutiao).

three. Numerous content material codecs means numerous instruments for advertising
Apart from information, Toutiao additionally supplies movies to additional entertain the customers. Subsequent to the homepage button, you can see a hyperlink to ‘Xigua Video’.
The button titled ‘Brief Movies’ on the backside proper offers humorous brief movies and jokes to customers. Toutiao manages to maintain customers busy with these partaking clips. It’s straightforward for customers to observe one after one other in a collection.

The web page of ‘Xigua Movies’ (Left); The web page of ‘Brief Movies’ (Proper)

Today with the abundance of data, it’s onerous to maintain individuals’s consideration. Customers depart and go in cut up seconds if they don’t seem to be . Consequently, brief movies have arisen as a brand new widespread type of leisure. Toutiao has taken benefit of this development by integrating nicely with Chinese language customers’ most favourite brief movies apps akin to Douyin, and aggregating these movies multi functional place, enabling customers to eat totally different contents in a really handy method.
DouYin is a platform beloved by Chinese language kids. It permits customers to observe and produce humorous 15-second music movies. Customers can lip sync or dance to the music, whereas the app supplies particular results or filters for modifying. Even the newest trending meme- ‘Karma is a bitch’ problem is from DouYin, displaying how influential the platform may be. Toutiao is now the “go-to platform” for brief video content material. Greater than half of Toutiao’s 76 minutes every day utilization for every consumer is spent watching short-form movies.

In the meantime, Xigua Video and Huoshan serve totally different video wants. Xigua Video has over 100 million customers whereas Huoshan has gathered hundreds of highly effective Chinese language KOLs (Key Opinion Leaders).

Toutiao’s integration with these platforms not solely provides customers extra decisions for media consumption but in addition extra instruments and methods for manufacturers to get artistic and have interaction higher with the purchasers in addition to improve model consciousness.


1. Promoting on Toutiao can have distinctive impact

In contrast to WeChat customers, content material consumption is the first focus of Toutiao customers. The app has no further options resembling chat messaging to distract customers from viewing new content material. Manufacturers considering utilizing the platform would now have entry to hundreds of thousands of customers which are always utilizing the app to seek for new and high quality content material. Putting ads on the platform or releasing advertorials can have distinctive results on model consciousness and credibility.

Highly effective concentrating on performance
Because of its machine studying algorithm and the character of the platform, Toutiao is ready to supply a richer, extra highly effective viewers concentrating on performance just like that of Fb.

Listed here are a number of the methods you’ll be able to goal your viewers on Toutiao:

  • Viewers gender
  • Viewers age
  • Viewers curiosity
  • Key phrases
  • Metropolis/area
  • Time of day
  • Climate
  • Occupation
  • Telephone service
  • Telephone system
  • Telephone model
  • Web surroundings

Re-targeting based mostly on a collection of viewers behaviors: Toutiao tracks readers behaviors like studying by means of, clicking, video watching and so on. So, an advertiser can select to show the advert solely to viewers who’ve clicked on beforehand launched advertisements. Furthermore, totally different charges could be set for various ranges of buyer engagement.

Auto increasing on seeds viewers: Entrepreneurs firstly add an “viewers pack” as a seed pack and the system would routinely acknowledge the similarities (age, geo,pursuits and so on.) of the viewers and increase on it to seek out extra “lookalike” viewers. Audience base will double or triple simply by leveraging this software.

three hottest codecs are Streaming feed Advert, Information banner Advert, and App open-up Advert. It helps each footage and movies show. The app makes use of synthetic intelligence to personalise advertisements for its customers.

Value-effective in comparison with Wechat: When it comes to value, promoting in Toutiao is sort of affordable as in comparison with WeChat. The fee per click on on most codecs ranges between RMB in comparison with WeChat promoting prices ranging between RMB 2-5 CPC.

Geo concentrating on right down to 6km: Geo concentrating on on Toutiao is right down to enterprise district with default radius being 6km. Advertiser can launch one marketing campaign in a number of enterprise districts throughout totally different provinces in China. That is very useful for offline retailers, and advertisers which have clients with particular geo-location.

Complete advert community: With the recognition of its’ different apps, Bytedance has created a reasonably complete advert community which covers Douyin (Tik Tok), Xigua Video (A competitor to Tencent Video/Youku), Toutiao, and a variety of different publishers, making it very engaging to entrepreneurs.

2. Content material advertising is the whole lot on this No.1 content material distribution platform

Create an official account and share your content material

Toutiao created the perform of Toutiao Hao or Good Headline, which permits totally different customers to register an account based mostly on their very own class and submit articles or movies on their very own web page to realize followers. That is an interesting playground for entrepreneurs on the lookout for new methods to amplify their voice via nice contents.

As of Q3 2018, Toutiao had over 1.1 million writer accounts registered on the platform! These publishers embrace media organizations, authorities establishments, particular person web sites/bloggers, and corporations. In accordance with almost half one million tales are revealed on Toutiao daily.

You’ll be able to create and share insightful contents in your Toutiao account to determine/ reaffirm your model positioning as an business skilled. Learn extra about the way to create an official account on Toutiao

Give attention to nice concepts

On this age of stiff competitors, good content material will not suffice. Your content material needs to be above common, as a result of your audience is aware of higher now. They’re desperately looking for nice content material that may clear up their issues. So long as they’re good, your tales will get seen by individuals who in any other case wouldn’t have been uncovered to your content material despite the fact that you might not make investments an excessive amount of in content material distribution (it occurs naturally for you on Toutiao). Attempt your greatest to offer info clients can’t discover anyplace else.

Different techniques your enterprise can implement as a way to excel on Toutiao

1. Don’t restrict your self to writing: attempt different content material codecs since not all tales must be expressed in writing. Why not create a comic book, illustration, infographic, brief movies… and see how individuals reply? Toutiao’s ecosystem supplies numerous instruments for entrepreneurs to strategy goal clients in several methods.
three. Share Toutiao content material on different social media platforms: Don’t depend on Toutiao’s algorithm alone to get your content material in entrance of latest readers. You also needs to share your content material in your established social media channels. Ultimately, you may even see nearly all of your content material views coming instantly from the platform, however an preliminary nudge might be extraordinarily useful.

four. Share your articles to be revealed by different established accounts: Prestigious information reminiscent of CCTV and have tens of millions of followers on Toutiao. You’ll be able to strategy and organize with them on your articles to be revealed on their account and attain their big variety of eager readers.
5. Re-publish content material out of your weblog or web site on Toutiao to get extra exoposure.
6. Use UTM parameters to measure visitors out of your posts: Whenever you hyperlink to your web site, touchdown web page or weblog in a Toutiao article you must use UTM parameters in an effort to monitor which articles are performing the perfect.

7. Improve e-reputation at Wukong Q&A: Toutiao developed a conversational discussion board referred to as Wukong, a group just like Quora. With Wukong, customers can publish questions and obtain responses from the consumer group, on subjects starting from journey to retail to well being and wellness. Manufacturers ought to contain themselves in clients’ discussions to know them extra and assist them clear up issues, by way of which affirm its place as an professional within the area.

To emphasise as soon as extra time, Toutiao is a medium platform with a suggestion system. What number of exposures your content material can get on Toutiao is determined by how nicely the system perceive your content material. This requires the creator to have a superb understanding of its goal customers and create content material that accommodates reader- and system-friendly key phrases.





We’re a workforce of native digital specialists based mostly in Shanghai, we now have a deep perception into this fascinating market and keep forward of the curve.

If in case you have a critical undertaking for the Chinese language market you’ll be able to contemplate this information app, contact us for a gathering with certainly one of our consultants.

We additionally work extensively within the following areas:

✔️ Baidu web optimization/PPC
✔️ WeChat Improvement
✔️ Weibo Advertising
✔️ Chinese language Content material
✔️ PR/Media Publicity
✔️ Focused Boards & Blogs (area of interest markets)
✔️ Ecommerce arrange & branding
✔️ Lead Era Providers on A number of Platforms



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