Did you know that Chinese users spend more than an hour watching 15-sec videos on Douyin and similar platforms?
Did you know that Chinese users spend more than an hour watching 15-sec videos?
So, just imagine a typical urbanite working in a megacity spending more than an hour train ride from the apartment to office. How many Douyin videos do you think the urbanite has watched for the entire commute?
Watching these short videos can be addictive. For example, Douyin’s infinite scroll and auto-play make you binge-watch unconsciously. That’s part of what makes Douyin so effective for brand awareness.
Based on 2018–2019 data from CNNIC and other sources (with newer stats trending even higher), here’s how the two leading platforms compare:
| Platform | Douyin (TikTok) | Kuaishou |
|---|---|---|
| Daily Active Users (DAU) | 250 million users | 120 million users |
| Monthly Active Users (MAU) | 500 million users | 400 million users |
| Age of User Base | 18-30 years old; mostly female | 18-30 years old |
| Location of User Base | Mostly from top-tier cities | Mostly from smaller cities, third-tier cities, and rural areas |
How to engage with young Chinese users with short video apps
How Luxury Brands Succeed on China’s Leading Platform
Christian Dior, Louis Vuitton, and Chanel are among the global luxury brands that have found success engaging with China’s younger consumers. While critics argue that mainstream short-video content can dilute premium brand perception, the exposure these platforms offer is hard to ignore.
Kuaishou’s Unique Edge
Kuaishou appeals to users in lower-tier cities and rural regions, focusing on everyday life content with an “anything goes” vibe. This user base values authenticity and relatability, making the platform better suited for lifestyle and daily-use brands than high-end labels
Smart Strategies to Boost Engagement
Leverage Humor on Kuaishou
The app’s users respond well to funny, everyday content. Videos about food, tutorials, and comedy routines often go viral.
Open an Official Account + Run Creative Campaigns
Michael Kors led the way with a branded challenge, generating 30,000 user videos and over 200 million views in just one week.
Use Branded Filters, Stickers, and Ad Spots
The platform offers interactive ad formats—from themed stickers to discovery page banners and search integrations—that drive traffic directly to brand hubs.
Partner with Influencers
Working with popular creators like Wu Jiaxi and Ling Yinyu can significantly increase your brand’s reach and engagement across channels.
Effectiveness of Short Video Apps for Conversion and Sales
- Short video apps drive traffic and boost brand exposure.
- However, sales conversion remains a challenge due to the premium nature of luxury goods and the financial demographics of Douyin users.
Case Study: Louis Vuitton’s Douyin Campaign
In December 2018, Louis Vuitton ran a two-day video campaign on Douyin. It achieved above-average click-through rates. However, while the Douyin campaign boosted visibility, converting clicks into sales remained limited.
E-commerce Integration on Douyin
Douyin’s e-commerce integration may disrupt traditional platforms by letting users purchase directly from branded content. However, data from Kantar WorldPanel suggest that despite high viewership on Douyin, conversion rates for luxury goods are still relatively low.
Should You Use Short Video Apps in China?
- For Engagement and Brand Awareness: Yes, short video apps are effective tools for creative marketing.
- For Sales Conversion: Other platforms like WeChat, QQ, and Sina Weibo may yield better results.
Conclusion: Exploring the Value of Douyin and Kuaishou
Douyin and Kuaishou offer unique engagement opportunities for brands targeting young Chinese users. While effective for brand awareness and exposure, their ability to drive sales conversions is still developing.
Do you think Douyin or Kuaishou can enhance your marketing strategy?
Let us know, and our team can assist you in planning your next steps!
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