In recent years, Douyin (known as TikTok outside of China) has emerged as one of the most influential social media platforms in China. With its increasing popularity and innovative features, it is now essential for international brands to leverage this platform to reach a broad audience. Deep Digital China will provide insights into how overseas businesses can effectively use Douyin for marketing purposes in 2025.
What is Douyin? Is it TikTok?
Douyin is a Chinese social media app that allows users to record and share short videos. Launched in 2016 by Beijing-based tech company ByteDance, it quickly gained traction among Chinese internet users. In 2017, ByteDance launched its international version, known as TikTok, which merged with Musical.ly in 2018 to expand its global reach.
While Douyin and TikTok share similar functionalities, they are distinct platforms. For instance, Chinese users on Douyin have access to different feeds and features compared to their counterparts on TikTok, aside from the obvious difference in operating language.
Douyin: The No.1 Short Video Platform in China
By June 2024, China had over 1 billion short video platform users, accounting for approximately 93% of total internet users, according to the latest Statistical Report on China’s Internet Development by CNNIC. Douyin alone boasts 700 million daily active users, with an average user spending over 2.5 hours online daily.
A recent report by Statista Research (2024) indicates Douyin and its speed version were leading the pack by at least seven hours when it comes to monthly user time spent. These statistics underscore Douyin’s dominance in the Chinese digital landscape.
Reaching the Right Audiences
Douyin offers extensive online coverage and higher engagement rates compared to other platforms. Businesses can benefit significantly by utilizing Douyin’s precise targeting solutions to reach the right audiences.
For example, a brand like Nike leveraged Douyin’s data pool, shared across ByteDance group platforms, to understand its audience better. By analyzing data from 1.9 billion monthly active users, Nike was able to push tailored content to specific demographics, resulting in improved conversion rates and return on investment (ROI).
KOL and KOC Marketing Opportunities
Douyin is not only a powerful tool for reaching large audiences but also an excellent platform for finding and recruiting influencers. As of 2024, Douyin has over 50,000 registered influencers, according to Sika Data. These resources make KOL (Key Opinion Leader) and KOC (Key Opinion Customer) marketing more accessible, helping brands connect with broader potential consumers.
An international brand that successfully utilized KOL marketing on Douyin is Estée Lauder. They collaborated with several high-profile influencers to promote their new skincare line. Through engaging content and live-streaming events, Estée Lauder saw a significant increase in brand awareness and sales.
E-commerce and Sales Opportunities
E-commerce is one of the key features of Douyin. According to CNNIC’s 2024 data, 48.9% of internet users in China have shopped via live-streaming videos. Douyin itself achieved a gross merchandise volume (GMV) of ¥1.6 trillion RMB (approximately £192 billion) in 2024.
International brands like L’Oréal have capitalized on Douyin’s e-commerce capabilities. L’Oréal conducted several live-streaming shopping events, featuring popular influencers and offering exclusive discounts. These efforts resulted in a substantial boost in sales and customer engagement.
Content Creation: Crafting Engaging and Relevant Content
High-Quality Visuals and Storytelling
High-quality visuals are essential for capturing the attention of Douyin users. Short videos need to be visually appealing and engaging. Brands should invest in professional video production to ensure content stands out.
Example: Apple has been successful in creating high-quality short videos showcasing their products. Their “Shot on iPhone” campaign featured user-generated content, demonstrating the quality of photos and videos taken with iPhones. This approach not only highlights product features but also creates emotional connections with viewers.
Localization and Cultural Sensitivity
Localization is critical when targeting Chinese audiences. Brands must adapt their content to resonate with local culture, language, and preferences. Understanding cultural nuances can help avoid missteps and build stronger connections with the audience.
Example: Starbucks localized its content by featuring traditional Chinese festivals and customs in its Douyin campaigns. During the Mid-Autumn Festival, Starbucks released videos showing their mooncake offerings, accompanied by heartwarming stories about family gatherings. This approach helped them connect emotionally with their audience and boost sales during the holiday season.
User-Generated Content (UGC)
Encouraging UGC can significantly enhance brand engagement. By inviting users to participate in challenges or share their experiences, brands can create authentic and relatable content.
Example: Coca-Cola launched a summer campaign called “Share a Coke,” where users were encouraged to share their moments enjoying Coca-Cola products. The campaign included hashtags like #SummerWithCoke, which led to thousands of user-generated posts. This not only increased brand visibility but also fostered a sense of community among followers.
Collaborations: Partnering with Influencers and KOLs
Identifying the Right Influencers
Choosing the right influencers is crucial for the success of your marketing efforts. Brands should look for influencers whose values align with their own and who have an engaged following within their target demographic.
Example: Estée Lauder collaborated with several beauty influencers on Douyin to promote their new skincare line. One notable partnership was with Li Jiaqi, a top beauty influencer known as the “Lipstick King.” Li Jiaqi’s endorsement helped Estée Lauder reach millions of potential customers, resulting in a significant increase in brand awareness and sales.
Micro-Influencers and KOCs
While macro-influencers can provide broad reach, micro-influencers and KOCs often offer higher engagement rates and more targeted audiences. These smaller influencers can create authentic and relatable content that resonates deeply with their followers.
Example: Uniqlo partnered with several micro-influencers to showcase their latest clothing collections. These influencers created casual, everyday looks using Uniqlo items, which felt genuine and relatable to their followers. This approach helped Uniqlo connect with a broader audience and drive sales.
Live-Streaming: Leveraging Real-Time Engagement
Hosting Interactive Sessions
Live-streaming allows brands to engage directly with their audience in real-time. Hosting interactive sessions such as Q&A segments, product launches, and live demonstrations can foster stronger relationships with viewers.
Example: L’Oréal conducted several live-streaming shopping events featuring popular influencers. During these events, influencers demonstrated L’Oréal products, answered questions from viewers, and offered exclusive discounts. These live streams attracted millions of views and drove significant traffic to their product pages.
Virtual Try-Ons and Experiences
Augmented reality (AR) features enable users to virtually try on products before making a purchase. This technology enhances the shopping experience and increases the likelihood of conversions.
Example: Adidas integrated AR features into their live-streaming campaigns. Users could virtually try on shoes and apparel, allowing them to see how products looked on them without needing to visit a physical store. This innovative approach led to increased user interaction and higher conversion rates.
Analytics: Monitoring Performance and Refining Strategies
Tracking Key Metrics
Regularly monitoring performance metrics is essential for understanding what works and what doesn’t. Key metrics to track include engagement rates, follower growth, click-through rates, and conversion rates.
Example: Nike used Douyin’s analytics tools to track the performance of their campaigns. They analyzed data on user demographics, interests, and behaviors to refine their targeting strategies. By understanding which types of content performed best, Nike was able to optimize future campaigns and improve ROI.
A/B Testing and Experimentation
A/B testing different versions of content can help identify the most effective strategies. Brands should experiment with various formats, messaging styles, and calls-to-action to determine what resonates best with their audience.
Example: Samsung conducted A/B tests to compare the performance of different video ad formats. They found that shorter, more concise ads with clear calls-to-action performed better than longer, more detailed ones. This insight allowed Samsung to adjust their content strategy and improve overall campaign effectiveness.
Future Trends on Douyin: Staying Ahead in 2025
AI-Powered Personalization
Advances in AI technology will enable brands to deliver highly personalized content to individual users based on their preferences and behaviors. AI-driven insights can help tailor recommendations and offers, enhancing the user experience.
Example: Sephora uses AI-powered personalization to recommend products based on users’ skin type, concerns, and preferences. By leveraging AI, Sephora can provide personalized skincare and makeup suggestions, increasing customer satisfaction and loyalty.
Augmented Reality (AR) Integration
AR features will become more prevalent, allowing users to interact with branded content in immersive ways. Virtual try-ons, gamified experiences, and interactive storytelling can create memorable brand interactions.
Example: Gucci launched an AR feature that allowed users to virtually try on shoes and accessories. This feature not only enhanced the shopping experience but also generated buzz and increased brand engagement.
Sustainability Focus
Consumers are increasingly concerned about sustainability. Brands that incorporate eco-friendly practices into their marketing strategies will likely gain favor with environmentally conscious audiences.
Example: Patagonia emphasizes sustainability in all its marketing efforts. On Douyin, Patagonia shares content highlighting its commitment to ethical manufacturing and environmental conservation. This focus on sustainability has helped Patagonia build a loyal customer base that values the brand’s mission.
Conclusion
Optimizing your Douyin strategy requires a multifaceted approach that includes high-quality content creation, strategic collaborations, leveraging live-streaming, and continuous performance monitoring. By adopting these strategies and staying attuned to emerging trends, international brands can effectively reach and engage Chinese consumers in 2025.