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 videos do you think the urbanite has watched for the entire commute?
Watching these videos can be addictive. For example, Douyin’s infinite scroll and auto-play of videos make you binge-watch unconsciously.
The data are based from 2018-2019 aggregated reports from CNNIC and other sources
Here’s the information formatted into a table:
| 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
The Role of Douyin in Luxury Brand Engagement
Christian Dior, Michael Kors, Louis Vuitton, and Chanel are among the global luxury brands actively engaging with audiences via Douyin.
Despite criticism for its mass-facing content potentially impacting brand image, Douyin remains an essential platform for engaging young Chinese users.
Kuaishou’s Unique Appeal
Unlike Douyin, Kuaishou caters primarily to young people from developing cities or rural areas. Its content showcases everyday life under the adage, “anything under the sun,” offering a different vibe compared to Douyin.
This segmented market requires a tailored approach, as Kuaishou might not be ideal for luxury brands but offers other engagement possibilities.
Strategies for Short Video App Engagement
- Create an Official Account and Launch Campaigns
- Michael Kors was an early adopter of Douyin, with a campaign that resulted in 30,000 user-generated videos and 200 million views within a week.
- Use Branded Stickers, GIFs, and Photos
- Douyin offers branded content opportunities like Michael Kors-themed stickers. These, along with open-screen ads, discovery pages, and search boxes, enhance user interaction and direct traffic to brand accounts.
- Collaborate with Key Opinion Leaders (KOLs)
- Partnering with influencers such as Wu Jiaxi, Jie Ge, and Ling Yinyu can significantly expand reach and exposure across multiple channels.
- Leverage Memes and Comic Videos on Kuaishou
- Humor resonates strongly with Kuaishou users. Engaging content includes food, shopping, tutorials, and funny videos that are relatable to its audience.
Effectiveness of Short Video Apps for Conversion and Sales
- Short video apps like Douyin 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 Douyin campaign with above-average click-through rates. However, while the campaign gained visibility, converting clicks into sales was limited.
E-commerce Integration on Douyin
Douyin’s integration of e-commerce features may disrupt traditional platforms, offering more opportunities for sales and promotion. However, according to Kantar WorldPanel, conversion rates for luxury goods remain low despite high viewership.
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!
