AppInChina presents an overview of the most common media and social media platforms in China, and how we can help you leverage these resources to acquire users for your mobile app or game in the Chinese marketplace.
2. Media Platform UA
CPM(Cost Per Mille) CPC (Cost per Click) CPA (Cost per Action)
H5 landing page Application download
Acquire user
Our system covers the three largest media platform operators in China: ByteDance, Tencent, and Baidu. Their
products cover a wide range of types including: social media, news apps, search engines, browsers, and video
apps. There are two key methods of user acquisition available: H5 landing page and App download (either
through redirect or a direct app download within the ad), and three key pricing models: CPM, CPC, and CPA.
Paid promotion model
3. Key Factors
The effectiveness of Media Platform UA depends on these key factors
Materials
Landing
Page
User
Targeting
Bid Price
A clear description
of your product,
including high-
quality images and
advertising banners.
A clear, high-quality
landing page that
highlights the key
features of your app,
special offers if
appropriate, and a call
to action.
Carefully selected
demographic tags
including interests,
age, gender, location,
and purchasing
record.
A higher bid price
results in more
conversions, but the
price will also vary
according to factors
such as app category
and competing bid
levels.
4. Optimization Strategy
Mapping and a clear strategy is key to achieving effective results through media platforms.
Product positioning Unique Selling Points Key Metrics Goal
Category selection
Target audience
Product suitability
Product lifecycle
Product advantages
Special offers
Price advantage
Traffic
ROI
CPA
Reach target audience
Reach target categories
Reach potential audience
Research
Determine key
measurements
Achieve
Results
5. Media Platform Introduction
Bytedance
Toutiao is China’s most
popular information
recommendation engine
and boasts over 240 million
monthly active users and
an average in-app time of
76 minutes.
Tomato Novel is one of
China’s most popular
reading apps and enables
users to both read and
listen to whichever books
they choose.
Tomato Novel
TikTok, also known as Douyin in
China, is a video-sharing social
network and is currently the third
highest-grossing app in China. Its
users are generally young, with
90% under the age of 30.
Tiktok Toutiao
6. Media Platform Introduction
Tencent
QQ Browser is one of
China’s leading mobile
browsers with 280 million
monthly active users.
The highest grossing
entertainment app in China,
providing a service similar
to Netflix. It has over 900
million monthly active users
and 89 million paying
subscribers.
Tencent Video
WeChat is China’s most popular
app, with over 1 billion monthly
active users. It’s core functions
include messaging, social media,
and payments.
WeChat QQ Browser
7. Media Platform Introduction
Baidu
One of China’s largest
online communities
Daily pageviews: 3.5 billion
Monthly active users:
300 million
Among the top short video
apps
Average in-app time:
70 minutes
Monthly active users:
200 million
Haokan video
China’s Leading Search Engine
Market share: 76%
Daily active users: 190 million
Baidu Search Baidu Tieba
8. Recommended Process
We usually recommend that our clients try Media Platform UA as a secondary option after App Store UA, due to
its high number of monthly active users and the ability to conduct accurate user targeting.
Testing Expansion Stabilization
We recommend testing UA across
Toutiao and Douyin, and Baidu
initially, in order to determine the
key metrics for each channel.
According to the results of the testing
phase, the next phase is to expand the
scale of the Media Platform UA campaign
by increasing your budget, in order to
ensure that the results achieved in the
testing phase are repeatable at scale.
Once expansion phase is proven to
produce a positive return on investment,
we move to stabilization. We confirm an
Media Platform UA strategy for your app
to ensure we maintain these results over
the long-term.
9. • phone
• email
• messaging
• client dashboard
About AppInChina
Our English-speaking, Beijing-based team makes a complicated process simple.
Constant communication and expert guidance
10. Our clients include many of the world’s largest companies and most valuable brands.
Our Clients
11. Dashboard to manage UA campaigns, distribution, payments and more.
The AppInChina Platform
