What are the promotion channels for the second type of direct e-commerce?

There are many promotion channels, please refer to the following figure:

Specifically, how to choose the delivery channel:

If you want to find out which channel is better and which platform is more suitable, you may wish to start from the perspective of "content". What groups do you want to promote? After the content form is text or video, it is clear which platform to choose.

How to choose a "good" platform, I think there are several angles to consider:

Are the people targeted by the platform suitable for the attributes of the product itself?

Give a few specific examples:

The users who use today's X headlines are mostly men (accounting for 78%), and their ages are concentrated between 24 and 40. These people may be interested in cars, marriage, furniture and so on.

In Weibo, the age of users is roughly in the range, and the proportion of boys is greater than that of girls. Users who use Weibo pay much more attention to stars, travel, e-commerce, photography and cosmetics.

What goods are sold? How old are the people who will spend money on this commodity, men and women? Think about these questions and get answers, and then find the corresponding advertising channels.

Platform flow

How many people use this platform is very important.

Wechat has 963 million monthly active users and Tik Tok has 5160,000 monthly active users. The more people use it, the more people will see the advertisement. Moreover, the greater the number of users, the greater the database reserve behind the platform. For example, the big data capabilities behind WeChat and huge engines are extremely powerful, and the precision delivery effect is particularly good, and products can often be accurately delivered to the target users.

Of course, advertising on high-traffic platforms may require more budget. So this needs to be considered in combination with your own budget.

Advertising form

Nowadays, short videos are all the rage. Compared with print advertisements, video advertisements can give users a strong intuitive feeling. But correspondingly, video advertising will be more expensive and the production cost will be much more expensive than print advertising.

Now most platforms can support video and graphic advertisements. But the emphasis may be different.

Tik Tok pays more attention to short videos. The same is true of the WeChat circle of friends. Today's headlines are mostly pictures and texts.