The Fastest Growing Social App in China – Douyin

Up to September 2021, the fastest growing social network in China was Douyin, also known as TikTok outside of China.

From its start, Douyin is a short video app that allows users to create and share 15-second videos with music, filters, and other effects.

It has quickly become one of the most popular social media platforms in China, with over 600 million daily active users as of August 2021.

Douyin vs. Facebook and Instagram?

Douyin is different from Instagram and Facebook in a number of ways.

1. Douyin is video-centric. Douyin is primarily a short video app, while Instagram and Facebook are primarily photo and text-based platforms. Although by the end of 2022, Douyin has changed its limitation on video length, allowing users to upload videos over 30min, it is still  mainly a short video aoo full of 15-second videos users created and shared, while Instagram and Facebook videos can be much longer.
2. Douyin has the algorithmic feed. Douyin uses a highly sophisticated algorithm to recommend videos to users based on their viewing history and behavior. In contrast, Instagram and Facebook use a more chronological feed, although they also incorporate algorithmic recommendations to some extent.
3. Douyin has an extensive selection of music and effects. Douyin offers a wide variety of music and effects that users can add to their videos, while Instagram and Facebook offer fewer options.
4. User demographics: Douyin has a younger user base than Instagram and Facebook, with a large percentage of its users under the age of 30. It also has a larger user base in China and other parts of Asia, while Instagram and Facebook are more popular in the West.
5. Advertising: Douyin’s advertising platform is highly advanced and offers a wide range of targeting options, while Instagram and Facebook also offer sophisticated advertising options but with different features and targeting capabilities.
   • Ad formats: Douyin offers a range of ad formats, including in-feed ads, brand takeover ads, hashtag challenges, and branded lenses. Instagram and Facebook also offer in-feed ads, as well as stories ads, carousel ads, and more. Unlike Facebook and Instagram that users can advertise with images or videos, Douyin’s ads format is video centric.
   • Targeting options: Douyin’s advertising platform offers a range of advanced targeting options, such as interest-based targeting, location-based targeting, and behavior-based targeting. It also allows advertisers to target specific user groups, such as users who have engaged with their content in the past. Instagram and Facebook also offer sophisticated targeting options, but with some differences in features and capabilities.
   • Ad placement: Douyin’s in-feed ads are placed in between organic content on the app’s “For You” page, which is where users discover new content. In contrast, Instagram and Facebook in-feed ads are placed in between posts on users’ feeds. Douyin’s brand takeover ads take over the entire screen when a user opens the app, while Instagram and Facebook’s full-screen ads appear in between stories.
   • Cost: The cost of advertising on Douyin can be higher than on Instagram and Facebook, due to its popularity and the high engagement rates of its users. However, the exact cost can vary depending on factors such as the ad format, targeting options, and duration of the campaign.

Douyin vs. TikTok?

Douyin and TikTok are essentially the same app, but they operate in different regions due to regulatory reasons. Douyin is the version of the app that is available in China, while TikTok is the version of the app that is available in other parts of the world.

There are some differences in the features and content available on Douyin versus TikTok, due to differences in user behavior and preferences in different regions.

1. Availability: Douyin is only available in China, while TikTok is available in many other countries.
2. Audience base: Douyin has a larger audience base in China and other parts of Asia, while TikTok is more popular in the West.
3. Content: Douyin users tend to be more interested in topics such as beauty and fashion, while TikTok users tend to be more interested in entertainment and humor.
4. Features: Douyin offers some features that are not available on TikTok, such as the ability to purchase products directly within the app.
5. Advertising: Douyin and TikTok have separate advertising platforms, with some differences in ad formats and targeting options.
6. Regulations: Douyin and TikTok are subject to different regulatory environments in different regions, which can affect their content policies and other features.

However, the core functionality of both apps is essentially the same, and users on both platforms can create and share short-form videos with a wide range of music, filters, and effects. In fact, many of the most popular TikTok trends and challenges originated on Douyin, and vice versa.

So while there may be some differences in the details, Douyin and TikTok are fundamentally very similar apps that offer a similar user experience.

Brand marketing with Douyin?

Douyin can be a powerful platform for brand marketing in China, particularly for businesses looking to reach younger audiences. Ways for brands to do marketing through Douyin include In-feed ads, Brand takeover ads, Hashtag challenges, Branded lenses, Influencer marketing. And with integrated e-commerce functionality, Douyin can be an all-in-one brand marketing and sales channel.

To sum up, Douyin provides a range of options for brands to connect with users, build brand awareness, and drive engagement and sales in China. By leveraging the platform’s advanced targeting options and creative features, brands can create engaging and effective marketing campaigns that resonate with younger audiences.

Contact us today for brand marking using Douyin.

Read more about other fast growing Chinese social media networks.