Public Traffic
In one sentence
Traffic accessible to everyone across platforms—such as search, recommendation feeds, and AI search—which brands acquire through content or advertising.
Public traffic has broad reach and serves as the primary source for acquiring new customers, but it is not owned by the brand, so platform rule changes directly affect performance.
A common approach is acquiring leads from public traffic, then directing interested users into private domains for long-term engagement.
Example
A brand posts short videos on Douyin to gain exposure, and users add Enterprise WeChat when visiting the profile to download resources.
Related terms
- Private domain traffic
- A customer audience that a brand can repeatedly reach directly without paying per touchpoint, such as WeCom contacts, community groups, and WeChat Official Account followers.
- AI Search
- Users ask AI directly, and the AI synthesizes an answer from multiple sources instead of returning a list of webpage links.
- Content Marketing
- A marketing approach that consistently publishes valuable content for target customers to attract attention, build trust, and ultimately drive inquiries and purchases.
