Toutiao and WeChat are definitely the platforms that marketers should not miss. Both are mobile content distribution platforms, but what makes them so different? WeChat is social networking, the No.1 platform in China that has attracted the most content contributors, no matter they are companies or individuals. Moreover, a WeChat official account is a must-have to Chinese marketers, sometimes even more important than having a website. In contrast, Toutiao has the most powerful recommendation algorithms, which allows it to find readers that are really interested in your content. Toutiao, on the other hand, is a platform where you can gain new users and advertise. How many exposures your content can get on Toutiao depends on how well the system understands your content.

l and Taobao platforms are the largest eCommerce platforms in China by a significant margin. Tmall primarily focuses on premium brands and is often where larger, more established businesses operate, while Taobao is typically for smaller businesses and individual sellers. Alibaba’s platforms hold the lion’s share of the Chinese eCommerce market, followed by other platforms like JD.com, Pinduoduo, and Suning, among others.

Toutiao is a big deal and should be considered as part of any marketing mix when looking at advertising options. The platform offers a range of options for marketers. There are different ad forms which can be served across two platforms – 今日头条, which is focused on hard news, and 内涵段子, which shares more jokey funny content and viral visuals. Ad forms on Toutiao include an H5 landing page or a Toutiao post. Toutiao is a platform that should be considered as part of the marketing strategy for education professionals who want to recruit more Chinese students. The platform does allow for foreign universities to advertise on the site but as ever, there are licensing, accreditations,  and transcreated content approval processes to go through for any university that hopes to advertise.