What is China’s most popular app in 2024 ? Douyin, not WeChat
2h average per day, Douyin Tiktok is Addictive
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You’re probably thinking about WeChat but no WeChat now has a serious competitor whose meteoric rise has taken WeChat owner Tencent by surprise.
Best Tips for TikTok in China
Successfully navigating Douyin, the Chinese counterpart of TikTok, requires a deep understanding of its unique ecosystem and user base. Here are 10 essential tips for brands looking to excel on this platform:
- Entertainment Understand the Audience: Douyin = entertainment . The App has a predominantly younger user base who are looking for entertaining, creative, and relatable content. Tailor your content to resonate with this demographic.
- Short, Engaging Videos: The platform is built around short-form video content. Ensure your videos are concise, visually appealing, and able to capture attention within the first few seconds.
- Leverage Trending Music and Effects: Utilize popular songs, effects, and trends on the platform. This not only makes your content more relatable but also increases the likelihood of it being featured on users’ For You page.
- Collaborate with KOLs: Partner with Douyin influencers who align with your brand. They can help amplify your message and reach a wider audience through their established followings.
- Interactive and Authentic Content: Encourage user interaction through challenges, hashtags, or interactive polls. Authenticity in content is key; users tend to favor genuine and relatable posts over overtly commercial ones.
- Douyin’s eCommerce , best ROI 2024: If applicable, use Douyin’s integrated eCommerce capabilities. This includes in-app shops and links to products in video descriptions, making it easier for users to make purchases directly.
- Consistency: Maintain a consistent posting schedule. Regular uploads can help keep your audience engaged and increase your brand’s visibility on the platform. hard but necessary
- High-Quality Production: While authenticity is crucial, so is the quality of your content. Invest in good production values to make your content stand out.
- Localized Content for Chinese Audiences: Tailor your content to the cultural nuances and preferences of the Chinese audience. This could include local trends, festivals, and culturally relevant humor.
- Analyze and Adapt: Utilize Douyin’s analytics tools to track the performance of your posts. Pay attention to the metrics and feedback, and adapt your strategy accordingly to optimize engagement and reach.
This competitor is Douyin (Tiktok), one of the most popular short video applications in China and the world with its western version: TikTok. It is owned by ByteDance, a media company focused on AI (artificial intelligence) in China, valued at $34.3 billion (2020).
I) Douyin-Tiktok: a worldwide success
Douyin is one of the few applications that has enjoyed wild popularity inside and outside China. As of 2024, Tiktok is now the most used social media in the world front of Facebook!
a) Douyin users’ base keep growing
This app has become so popular that a user spends an average of 20.5 minutes a day on the app, according to Jiguang Data. Since each video lasts 15 seconds, that’s 82 videos a day. Douyin also had to develop an “addiction system” in April to remind users when they spent too much time on the app.
b) How does Tiktok work?
Unlike most video apps, there is no “play” or “pause” button on Tiktok. Once you open the app, a video starts immediately. You scroll through a 15-second bottomless stream of videos, as does how you scroll through photos on Instagram.
The most popular types of content on the Chinese version of Tiktok are news, mother and baby, comedy, celebrity, photography, dance, seeding, food, pets, pranks, and stunts.
c) Interesting data on the short video app users
- Daily active users are 600 million (as of January 2021 – up 200 millions compare to the same period in 2020)
- More than 50% of users are over the age of 24
- Nearly 60% are women
- About 16% of them live in first- and second-tier cities and 27% of Douyin users live in fourth-tier cities.
II) How to explain Douyin’s ascent
So what makes the Chinese short video app so popular not only in China but the world? Here are eight lessons that Western companies can learn from the application.
1) UGC app that allows creators growth
Douyin treats his best influencers almost like his employees. It actively promotes them by subsidizing their trafficking. In November 2017, ByteDance hosted a conference celebrating its content creators and announced that it will spend $300 million to help them increase subscriber numbers and generate revenue.
2) Unleashing the creativity of ordinary people
Many viral videos about Douyin are not created by celebrities, but by ordinary people who create creative or impressive content.
3) Thematic marketing
Some videos created regularly launch hashtags that serve as trend themes or themes on the platform. Hundreds of thousands of people took part in the production of videos on the same theme.
4) Its Easy to create content on Douyin
The platform provides tools that allow anyone with a smartphone and a good idea to create a 15-second video that could potentially go viral. These tools include a large library of background music, a variety of filters, and even phone accessories that help users hold their phones in place while they shoot videos.
5) Turn Douyin comments section into a social hub
The Chinese mobile app allows users to watch a video and read their comments at the same time, so you don’t need to pause the video to see the comments.
Some people say that the only reason they use Douyin is to see its comment section, which has become a social center where users interact.
6) A personalized recommendation is essential
Douyin’s basic feature is to make use of machine learning and algorithms to determine what type of content would appeal to particular users based on their past viewing behavior. In this way, every user can constantly discover new creators and almost all will realize content that will please them.
7) When there is content, there is a trade
Creators can integrate product links into their videos, allowing a seamless transition from content to commerce.
Livestreaming is such a thing in China
III) Some recommendations for doing marketing on Douyin in 2024
Don’t know all the possibilities a brand has to let its account become popular ? Read below to know all the instruments you can use for a successful marketing campaign on Douyin.
1) Douyin Live streaming & KOLs
There is no doubt that investments in Key opinion leaders and live streaming are the best for making the number of your social media accounts boosting. An example of Kol marketing on Douyin is represented by Antoine Bunel, a french chef that collaborated with more than 45 brands and retailers. From the beginning of its presence on social media totalized about 50 million views. Its suggestion? Interaction with followers is the best way to win in Douyin.
Also, live streaming is particularly appreciated by the Chinese nowadays. Douyin saw an increase of live streaming sessions (with ‘shopping cart’) of 876% in June 2023.
2) Douyin Hashtag & Hashtag challenges
Talking about hashtags, we cannot think about Instagram. The importance that hashtags have on Instagram is the perfect example for understanding how much this tool can be important on Douyin. to increase brand awareness and let users know about their existence on the platform, brands must use the hashtag and keep up to date on which are trendy.
In addition, brands absolutely must create or, at least, participate in hashtag challenges. It is one of the favorite activities of Douyin users and can give the possibility to brands to strictly connect with them. Brands can also pay ads to grow the chance of boosting their hashtag challenge. These challenges can be also encouraged with the promise of a prize.
3) Douyin Stickers and filters
When a user lands on Douyin he has the main objective of spending some time chilling creating or seeing some funny video. Considering this intention, companies must understand that if want to gain visibility, must play with the Douyin community. Creating particular hashtags and filters can be an occasion to engage followers or reach their attention.
In conclusion in “Everything, you need to know about Douyin”
We hope our suggestions can be useful for companies that want to enter the Chinese market and so learn more about conquering Chinese and foreign consumers in China. An omnichannel strategy that includes this social media can be the solution you’re looking for to be a winner in China.
We are a marketing agency based in Shanghai and specialize in the Chinese Digital market, and Douyin Partner. We understand this complex market and have the keys to help you grow your business in China.
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