Maybe you’ve heard that “Douyin is not Tiktok” even if they look almost the same. There’s a fundamental difference for Chinese users of 抖音 (Douyin) there’s plenty of incredible features and great opportunities for brands to shine in the Chinese market!
Douyin growth in China seems unstoppable. Still being the most downloaded app in China, has recently crossed the 828 million monthly active user milestone (eMarketer) and over 600 million daily active users. This is considered one of the most engaging platforms with millions of content uploaded by enthusiast users.
Bytedance’s TikTok is a great engagement tool, but on the other hand, Douyin is much more, for example, you can give rewards to the best creators, this is called “Mission for All”.
Douyin is becoming one of the biggest social commerce platform with tools for brands including not only advertising but also brand pages, eCommerce inside Douyin and so much more. Not to mention live streaming and sale streaming experiences built-in the platform.
So how can brands take advantage of this huge platform?
Today, we want also to give you some useful tips on Douyin and the right marketing strategies you need to adopt:
Create a lot of creative content: marketing on Douyin is an important step to take! High engaging campaigns can support you in reaching a wide and targeted audience thanks to open splash, brand takeover or top view ad. Those can grant a whopping increase in brand awareness and boost purchase intention.
Collaborate with KOL and medium sized influencers (KOC). This is quintessential in order to reach a wider audience. Some big names like Luo Yonghao garnered over 48 million views and his live streaming session generated over 16 million US$ in revenue. On the other hand, good KOC strategy can result in higher ROI.
Promote hashtag challenge: those can generate a ripple effect, and can make users generate UCG. For example Michel Kors contents view topped 5 million views and the challenge involved over 30k users, who created their own contents. If you want to know more about Douyin and how it can help your business, don’t forget to check our report beyondCNY.
The Chinese market is an unmissable opportunity for brands aiming to expand: the explosion of the upper-middle-class in China will be the driving force for luxury brands, leading to an almost doubling of luxury spending by 2025, when Chinese consumers are expected to account for 40% of the global luxury market…
#BeyondCNY is a comprehensive report aiming to give you a deeper overview of Chinese Festivals, digital & social trends, and be on the right path of the Chinese consumers digital journey.
The second match of our EGGsist digital game see on the field two players:
Chinese KOL vs influencer
Kol (Key Opinion Leader) or KOC (Key Opinion Consumers) are the effective communicators to sponsor and attract in-target audience to your brand or business. How?
Before talking about the KOL marketing strategy, let’s understand how the Chinese digital behavior is changing and why influencer marketing is no longer working in China.
Starting from the origins of the two terms, we can understand how the culture, digital mindset and digital behavior play an important role in China’s digital advertising.
The term ‘Influencer’ was adopted for the first time in the early 1600’s and describes
“someone or something with the power to alter the beliefs of individuals, and as a result, impact the course of events”.
During the latest years, the term has become viral in Western brand strategy to influence the belief of consumers and attract them to buy a product or a service.
While the idea of KOL (Key Opinion Leader) born in 1940s it established a concept that:
“people could change their views and preferences more because of trusted figures in their networks than because of Some more conventional forces such as advertising”.
Taking into consideration these assertions, and the fact that Chinese consumers are becoming more sophisticated, with a fragmented social media landscape, it is, therefore, obvious that once you have the Chinese users’ attention it is harder to keep it.
What Does a KOL Do?
KOLs have a broader impact and influence over their audience. They are experts in their subject and possess due credibility in order to be relied upon.
Which are the best channel to do KOL marketing campaign?