A marketer’s guide to Toutiao 今日头条

Toutiao is often seen as the most “serious” of China’s social media apps. Translated as “Headlines”, the news aggregator is used by over 220 million daily active users, utilizing a powerful AI engine to serve users with an endless stream of relevant news content resulting in very high user engagement and a high average of time spent in-app. Toutiao’s primary focus is content consumption; there is no direct messaging available of the website, so how can marketer’s get their message across on such an endlessly busy newsfeed?

Designed by Marketing-Interactive, a pan-Asia media & events brand that is passionate about the progression of marketing, this online course aims to equip you with the necessary knowledge and skills to:

Learn how to create content tailored for Toutiao’s readership
Understand Toutiao’s audience pack feature to help you best execute a campaign
Use the tools and features on the platform effectively
Optimize your ad campaigns on Toutiao

Attend this course if you want to:

Learn how to best partner with Toutiao to orchestrate effective campaigns
Get an understanding of Toutiao’s reach and potential
Learn how to create an effective channel for your brand
Run an effective campaign with KOLs unique to this platform
Learn from case studies on launching effective Toutiao marketing campaigns

Video recordings and teachings from a leading expert
Prepared simulation and exercises
Materials for reference and self study
Case studies and best practices that prepare you for situations you may face

Course Syllabus

Module 1

Module 1: Setting up on Toutiao

A review of Toutiao’s core usership
Setting up an account: What accounts are available and what is best for you
Reviewing Toutiao’s core functions and layout
A breakdown of Toutiao’s abilities

Module 2

Module 2: Targeting on Toutiao

Breaking down Toutiao’s audience targeting capabilities
How to fully utilize Toutiao’s geo-targeting features
Seed audience tools: A look at how Toutiao’s audience packs work
Tracking user behaviour on Toutiao

Module 3

Module 3: Advertising on Toutiao

A look at the two news platforms available on Toutiao: 今日头条 (hard news) and 内涵段子 (fun content)
An overview of the ads available
- Open screen ads
- Information flow ads
- Detail page ads

Module 4

Module 4: Paying for ads on Toutiao

Optimised cost per click
Optimised cost per millennium
Cost per acquisition
Cost per view

Module 5

Module 5: Creating content for Toutiao

How to utilize Toutiao’s KOLs effectively
Getting the most out of branded accounts
Creating content directly with Toutiao
Getting the most out of Toutiao’s short video format
Client diversion: using Toutiao in conjunction with WeChat accounts

You will take part in