A Guide to Toutiao Marketing: The Buzz Feed of China

Toutiao is a rapidly growing content platform in China that is often compared to Buzz Feed in the United States. It’s a personalized news aggregator that offers users a mix of news, entertainment, and user-generated content. Since its launch in 2012, Toutiao has grown tremendously, with more than 120 million daily active users and over 1.5 million content creators.

Marketing on Toutiao offers an opportunity to reach a large and engaged audience in China. In this guide, we’ll explore the basics of Toutiao marketing and offer tips on how to make the most of the platform.

Understand the Algorithm

Toutiao’s algorithm is based on a user’s behavior and preferences. It uses machine learning to analyze user interactions with content and recommends more of what they are likely to be interested in. This means that the more a user engages with a particular type of content, the more likely they are to see similar content in the future.

To make sure your content stands out on Toutiao, it’s important to understand what kinds of content are popular and how the algorithm operates. The three main factors that Toutiao takes into account when recommending content are:

1. User Profile: Toutiao’s algorithm analyzes a user’s profile, including their age, location, and interests.

2. User Behavior: The algorithm considers how long a user spends reading an article or watching a video, whether they share it or comment on it, and what other content they interact with.

3. Content Quality: The algorithm evaluates the quality of the content, including the credibility of the source, the relevance of the topic, and the engagement it generates.

Create Engaging Content

To succeed on Toutiao, you need to create content that resonates with your target audience. Some types of content that perform well on Toutiao include:

1. News and Current Events: Toutiao is a popular platform for people who want to stay up-to-date on news and current events. Articles that provide newsworthy insights or offer a unique perspective on current events are likely to perform well.

2. Entertainment: Toutiao is also a platform for entertainment, especially humorous or heartwarming videos and articles. Short-form video content performs particularly well on Toutiao.

3. User-Generated Content: Toutiao allows users to create and share their own content, which can be a powerful way to engage with your audience. User-generated content can include photos, videos, and stories.

4. Influencer Marketing: Collaborating with influencers and content creators is another effective way to drive engagement on Toutiao. Influencers can help you reach new audiences and create content that resonates with their followers.

Optimize Your Content for Toutiao

To get the most out of your Toutiao marketing, it’s important to optimize your content for the platform. Here are some tips to help you get started:

1. Use Eye-Catching Headlines: Headlines are the first thing a user sees when browsing on Toutiao, so make sure they are eye-catching and pique the user’s interest.

2. Optimize for Mobile: Almost all of Toutiao’s users access the platform on their mobile devices, so make sure your content is optimized for mobile viewing.

3. Use High-Quality Visuals: Toutiao is a visual platform, so make sure your content includes high-quality visuals that capture the user’s attention.

4. Leverage SEO: Toutiao’s algorithm takes SEO into account, so make sure your content includes relevant keywords and meta descriptions.

5. Use Data to Optimize: Toutiao provides analytics data that can help you optimize your content strategy. Use this data to track the performance of your content and make adjustments as needed.


Toutiao is a powerful marketing platform that offers a unique opportunity to reach a large and engaged audience in China. By understanding the algorithm, creating engaging content, and optimizing for Toutiao, you can create a successful marketing strategy that drives traffic and engagement to your brand.