Understanding Douyin

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Douyin is the most popular sub-15 sec. short video platform in China. Douyin is a Musical.ly copycat that has become popular with Chinese Gen Z mobile users. As the major Chinese social media platforms Weibo and WeChat become saturated and give users declining organic reach while charging increasingly large sums for advertising, brands are starting to turn to platforms like Douyin. To learn more about Douyin, please read – Big Brands Use Douyin to Reach China’s Gen Z Consumers

Douyin just announced an e-commerce linking deal with Taobao. A shopping cart icon has been added to the user interface which content publishers can use to link to product pages on Taobao. To learn more about Douyin to Taobao linking, please read – Douyin Announces E-commerce Linking Taobao

In the past, Chinese social media platforms had very few requirements when it came to sponsored content. Brands merely needed to connect with the KOL, or the KOL’s agent, to arrange the campaign and set pricing (a process which is confusing enough in and of itself). However, now platforms are inserting themselves in the middle of that process, creating their own KOL agency-type channels which brands and KOLs are required to navigate to publish sponsored content. To learn more about Douyin’s KOL agency, please read – New Chinese Social Media Platforms’ Rules Raise KOL Marketing Costs

Geotagged content is set to be one of the defining trends for location marketing in the coming years—and it’s not even on the radar of many marketers. While Chinese travelers can access Google Maps when they are traveling outside the country, they’re more likely to discover geotagged content using services like Xiaohongshu (Little Red Book or RED) and Douyin. Chinese travelers research destinations and plan their itineraries extensively prior to departure, so they’re often exploring and making decisions about where they want to eat, shop and visit before they leave home. To learn more about Douyin geotagging, please read – Geotagged Content is an Understated Location Marketing Tactic

Viral video-sharing app Douyin (known internationally as TikTok) has been among China’s most talked-about social platforms of the past year or two. Yet amid all the hype, some are voicing doubts about viral video apps’ long-term prospects as China’s social video landscape undergoes future shiftsWill Douyin’s survive?, to learn more please read – Will Douyin Survive? The Drawbacks of Viral Video Apps