Reasons to Read

Douyin and Kuaishou are two major short-video platforms in China, and both have been expanding to incorporate e-commerce functionality. 

We discuss how brands and retailers can leverage these platforms as part of their digital marketing strategies. In doing so, we explore the following topics: 

• The user profiles of Douyin vs. Kuaishou—considering total active users, as well as city and age demographics 
• The content distribution models of each platform 
• E-commerce capabilities and recent developments, including in livestreaming and strategic partnerships 
• Examples of successful marketing campaigns on Douyin and Kuaishou—including Dior and Midea, respectively 
• Advertising options on each short-video platform that brands can use to gain impressions and drive engagement 
• Implications for brands and retailers 

Click here to read the previous report in the Insights from China series, which explored how brands can create effective marketing campaigns using China’s largest micro-blogging platform, Weibo.