![]() ![]() Although many compare the app to WeChat and suggest they are the biggest competitors to each other, the two apps have vastly different features and user demographics. Launched in 2016, Douyin is a short video platform developed by Chinese Internet giant ByteDance. Growth of DAUs of Dpouyin in 2019 Source: WeChat Public Account What Is Douyin? What exactly about the app that makes it so viral? How do brands leverage Douyin to maximize the effects of their social campaigns? As of January 5, 2020, Douyin has reached the hallmark of 400 million daily active users (DAUs), which is almost half of China’s online population. Douyin owns a closed loop of e-commerce marketing formed by innovative challenge gameplay, platform diversion marketing and KOL live streaming.You have probably heard of Douyin, the fastest-growing short video app that has won the hearts of some of China’s youngest online population. Short video is becoming an increasingly important content for brands and Douyin’s huge traffic is used for their precision marketing. Although dance and lip sinc videos still dominate on Douyin, the popularity of “story time” or everyday report videos is increasing. This often results in trends that go viral on Douyin and are imitated countless times by other users, who post slightly different and individualized versions. Users preferably upload dance or lip sinc videos to Douyin. Once a video has been uploaded, Douyin’s algorithm ensures that it is sent to other interested users and becomes visible on its so-called “For You – Page”. These videos can be backed with songs and edited with various effects as desired. Douyin allows its users to upload short videos. On average, they spend 52 minutes a day actively browsing the app. About 82% of the 600 million daily users are under 35. Known as TikTok in western countries, the short video portal Douyin is particularly popular among a younger community. In the meantime, RED has established itself as an indispensable part of cross-border e-commerce. For any brand that decides to create a brand account or store on Little Red Book, content seeding is considered an absolute must-have marketing activity. Additionally, brands have the ability to open stores on RED and even offer cross-border e-commerce. Through content operations, companies can better connect and engage with their consumers, and thus build brand loyalty. ![]() After completing the authentication process, brands can start posting commercial posts and launching KOL campaigns. Nowadays, brands can set up brand accounts and customize them to suit their own style. ![]() When the platform was founded in 2013, it was not yet a traditional e-commerce platform, but with its growing reach and resulting social influence, RED expanded its business model in 2017 and integrated e-commerce features. The high number of users also reflects the increasing added value that the platform offers its users through sharing opportunities of consumption and lifestyles. The number of monthly active users (MAU) already exceeded the 100 million mark in October 2019. Thus, RED’s success is based on a strong advertising effect through word-of-mouth and the majority of consumption is generated through user-generated content (UGC). Together, they create a great collaborative atmosphere by sharing whatever interests them. The majority of users are young women from Chinese Tier 1 and 2 cities. Users are encouraged to post their own photos and tag clothes, accessories or other products used accordingly. You can consider it’s features as a combination of Pinterest and Amazon. With 200 million users, Little Red Book (RED) is the most popular content sharing platform in China. (Want to learn more about WeChat? Then also check out this article: How to sell to China via WeChat). Thus, WeChat is not only interesting for private use, but also for business accounts. They allow service providers to strengthen ties with their customers through advanced features such as their own e-commerce store. These mini-programs are “sub-applications,” effectively apps within the app. ![]() WeChat’s mini-programs reached a transaction volume of RMB 800 billion. On average, each user opens the app 10.6 times a day and 34% of users are on WeChat for far more than 4 hours a day. More than 1.2 billion users are active on WeChat every month. Chatting, posting articles, ordering food, calling cabs, booking tickets, paying – WeChat enables all this and much more in just one app. You could describe WeChat as a combination of Facebook, WhatsApp, Uber, Tinder and many more. There is almost no situation in life where WeChat could not be useful to its users in China. But why we list it in our article about the most popular social media platforms? It’s simple – WeChat developed over the years to become the absolute super app of China. Originally, WeChat was developed as a simple messaging app. ![]()
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