--- title: "\"Today's Headlines Platform Marketing Proposal\" released, four major values help brands grow against the trend" description: "Article reprinted from the official account: DIGITALING (ID: digitaling) Author: Vera In today's business world, there are not many new things. The landscape of major internet giants has been settled," type: "topic" locale: "en" url: "https://longbridge.com/en/topics/26172988.md" published_at: "2024-12-19T02:10:46.000Z" author: "[IPO 早报](https://longbridge.com/en/profiles/16534977)" --- # "Today's Headlines Platform Marketing Proposal" released, four major values help brands grow against the trend Article reprinted from WeChat Official Account: DIGITALING (ID: digitaling) Author: Vera In today's business world, there aren't many fresh stories left. The landscape of major internet giants has been settled, consumer paths and marketing tactics have matured, and red oceans are everywhere. **Yet new brand products keep emerging—where can growth come from?** At the **2024 Toutiao Business Conference** in early December, we saw another possibility. After short-video apps and entertainment platforms (focused on novels, mini-dramas, etc.) have been thoroughly explored and become increasingly competitive—news platforms like Toutiao represent the last blue ocean for brand marketing. The recently released **"2024 Toutiao Marketing Playbook"** further confirms this with its summaries of integrated marketing methods and case studies. It’s clear that leveraging Toutiao and seizing hot content trends has given brands a way to break free from the competition. **01 Three Major Shifts in Marketing, Seen at the 2024 Toutiao Business Conference** From December 4-6, the 2024 Toutiao Business Conference took place in Hainan. **Under the theme "Diverse Ignition, Moving Forward," the event invited platform executives, financial experts, top content creators, and other industry leaders** to share insights on the most critical changes brands and partners should watch. From consumer behavior to content trends and industry discussions, the conference highlighted three major shifts. Understanding and acting on these changes will unlock new growth opportunities. •**Shift 1: Identifying New Consumer Demand Through Social Trends** Today, consumer demand and decisions are closely tied to social trends. **People consume trending content and use it to guide their purchases.** After witnessing how "Paris Olympics-inspired products" and "The Breakup Coach must-haves" sell out, it’s clear that marketing opportunities lie in such trending events. Content platforms are natural hubs for trends. According to Li Li, Toutiao’s Head of Content: **"Among Toutiao’s monthly active users, 120 million are highly engaged with trends, checking the trending list twice daily... Toutiao now generates 30+ major trending events monthly."** These trends continuously reveal new consumer demands, offering brands breakout opportunities. •**Shift 2: Trust-Driven Conversions Through Credible Content** Due to recent brand/industry trust crises, consumers are more cautious. **Building trust now requires credible content creators and media as intermediaries.** As Hong Fei, Head of Brand Ads at ByteDance, noted: "Toutiao hosts 92,000 professional creators whose expertise enhances brand credibility." •**Shift 3: Multi-Touchpoint Strategies in an Integrated Ecosystem** The era of one-size-fits-all marketing is over. **Today’s strategies require integrated, multi-touchpoint approaches.** Brands must explore the content ecosystem to find their optimal mix. Case studies showed how Toutiao’s diverse content (professional articles, original IPs, live streams) and business tools (e-commerce integrations, brand zones, custom channels) create a seamless marketing ecosystem for brands. **02 Toutiao’s Four Core Strengths: New Growth Opportunities** Growth now favors those who adapt. Beyond the conference, Toutiao’s **"2024 Marketing Playbook"** outlines four strengths: **high-value users, premium content, trend-setting power, and full-scenario product coverage.** With case studies, it helps brands solve three challenges: precision exposure, effective outreach, and trust-based marketing. •**Leveraging High-Value Audiences** **Toutiao’s affluent users** are highly engaged and segmented (urban middle class, young professionals, small-town youth, etc.), enabling precise targeting. ![4470d7a79cf2a774388f1b48d00a25b.jpg](https://pub.pbkrs.com/uploads/2024/2ce07e8ec1b76fe252151eb785d36208?x-oss-process=style/lg) Example: OPPO’s new phone launch used Toutiao’s StarPushSearch to target affluent urbanites, driving 50M+ impressions and 129x search boosts. (Source: 2024 Toutiao Marketing Playbook) •**Premium Content = Trust = Results** **Toutiao’s ecosystem** features expert articles, celebrity/media content, and trending IPs—all boosting brand trust and conversions. (Source: 2024 Toutiao Marketing Playbook) Case: The hit cultural show **"Reading on the Island"** (featuring authors like Yu Hua) partnered with JD Books, driving 88.24% higher search traffic and 18.2% audience growth. •**Trend Riding: Low-Cost, High-Impact Outreach** **Trends = traffic + emotional resonance.** Brands can piggyback on predictable events (e.g., auto shows) for maximum impact. (Source: 2024 Toutiao Marketing Playbook) Example: During the Beijing Auto Show, three car brands used Toutiao’s multi-topic campaigns to dominate rankings, achieving 4.3B+ impressions. (Source: 2024 Toutiao Marketing Playbook) •**Product Suite: Creating Brand-Centric Attention** **Toutiao’s ad products** (e.g., premium placements, interactive campaigns, search zones) let brands craft custom attention funnels. (Source: 2024 Toutiao Marketing Playbook) Example: Personal care brand Lefen used Toutiao’s full-funnel tools to boost live-stream searches by 229% and GMV by 501% during promotions. (Source: 2024 Toutiao Marketing Playbook) **03 From Spray-and-Pray to Precision: Reassessing Toutiao’s Value** Market shifts demand refined strategies. **The spray-and-pray approach is dead—today’s winners are precision players.** As one of marketing’s last blue oceans, Toutiao offers unique advantages: mature commercialization, vertical precision, and trend leverage. Its playbook provides brands with high-precision solutions to regain growth certainty. ### Related Stocks - [BYTED.NA - ByteDance](https://longbridge.com/en/quote/BYTED.NA.md) --- > **Disclaimer**: This article is for reference only and does not constitute any investment advice.