Douyin : The social app moving faster than WeChat !
Douyin in Chinese, Tik Tok in English (The copywriter must have been inspired on that one!) was originally a copycat of Musical.ly (also Chinese founded), and has seen its popularity blown up over the past few months. Launched in 2016, but only gaining popularity in 2017 following a Chinese reality rap competition, the app used to have 2 million users as of Aug 2017. Dedicated to edit short buzz videos, it has become the most dowloaded app WORLDWIDE on App Store (2018Q1) and has reach 150 million users this month. Most are under 25 and female. Users often browse Douyin by keywords and get topics really well targeted to their interest, so it’s naturally driving massive social sharing.
Why has it become so popular ? Because it turns anyone using it into a content creator with easy tools to promote their passions. Once your video starts to be noticed, you will quickly appear in user’s highly personalized video recommendations. Your fanbase will grow quickly and once a KOL (Key Opinion Leader, asian influencer) noticed your video and comment on it, you’ve hit the top of social admiration in your community ! Last but not least, many established KOLs are using it to promote exclusive content and offer live streaming sales to their fans, because the model is much open than WeChat to « value » your account’s worth and sell it to advertisers.
More brands are using it as alternative to WeChat & Weibo using #, buzz words, challenges and influencers as relays to promote their last products. Leads generation is much cheaper and easy to quantify if you work with the right KOL to target your high engagement clients.