January 29th, 2020
Chinese PPC marketing: TouTiao (今日头条) 2019 data report
According to the TouTiao (今日头条) 2019 data report released in early January, TouTiao users posted 450 million pieces of content in 2019, which cumulatively received 9 billion likes. Among them, over 18 million users posted content on TouTiao for the first time in 2019.
Data shows the search preferences of different age-group users. The most searched keyword for a post-90s generation was “recipe of the fish head with chopped chili”, showing their interest in food and cooking. Post-80s mostly searched for crosstalk performance by comedians Guo Degang and Yu Qian. The most searched keyword for post-70s and post-60s were “weather forecast for 3 days” and "retirement pension calculation formula" respectively.
Content with good quality has been motivated and rewarded on TouTiao. The total revenue for all creators on TouTiao reached RMB 4.6 billion in 2019. The top 3 categories of paid content are business & finance, job market skill, and parenting education.
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