Launched in 2016, Douyin is on the path of becoming the most popular short video app in China. Owned by ByteDance the app is based on another app owned by ByteDance i.e. Musical.ly which is very popular in rest of the world especially in the US. The app allows the users to create 15-second videos and provide a huge collection of background songs and dialogues. It has amazing filters and editing tools which help the users to create high-quality content. There are many other features which are attracting more users like Live videos.
The increase in popularity
There are many other applications that run on the same concept but the strategically planted advertisements and better features helped Douyin to grab the topmost position in the market leaving other apps like Kuaishou, Miaopai, and Haokan Shepin behind. In August 2017, the app crossed 1 billion views on videos which were a great achievement in a very short span of time.
There are many other applications that run on the same concept but the strategically planted advertisements and better features helped Douyin to grab the topmost position in the market leaving other apps like Kuaishou, Miaopai, and Haokan Shepin behind. In August 2017, the app crossed 1 billion views on videos which were a great achievement in a very short span of time.
KOL love Douyin
The team behind the app did not leave any single chance to attract Key Opinion Leaders or KOLs. As the app gained popularity more KOLs started using the app which further attracted more users in form of their followers. Douyin has special events for KOLs and also give them monthly incentives in form of gifts etc.
The team behind the app did not leave any single chance to attract Key Opinion Leaders or KOLs. As the app gained popularity more KOLs started using the app which further attracted more users in form of their followers. Douyin has special events for KOLs and also give them monthly incentives in form of gifts etc.
The Generation Z’s favorite app
As the technology is getting advanced, the younger generation with age group 18-24 better known as the Generation Z wants to have applications that provide entertainment but do not waste their time as well. This young generation loves to multitask and longer videos are a big hurdle in it. Thus apps like Douyin became their preferred app. Douyin’s user base has around 33% of Generation Z users. Also, the application is famous in all sections of the society and even in smaller cities as well. It has attracted women from all age groups as well and a good percentage of KOLs are women on the app.
As the technology is getting advanced, the younger generation with age group 18-24 better known as the Generation Z wants to have applications that provide entertainment but do not waste their time as well. This young generation loves to multitask and longer videos are a big hurdle in it. Thus apps like Douyin became their preferred app. Douyin’s user base has around 33% of Generation Z users. Also, the application is famous in all sections of the society and even in smaller cities as well. It has attracted women from all age groups as well and a good percentage of KOLs are women on the app.
Cheaper options
Using Douyin is not at all expensive for anyone. All income groups can use Douyin to make quality content without using any additional software etc. The app provides a special platform for the brands and companies to promote their goods and services on the app via short videos. These brands often collaborate with KOLs and take advantage of their reach. In return, the KOLs are paid in terms of goods and money.
Using Douyin is not at all expensive for anyone. All income groups can use Douyin to make quality content without using any additional software etc. The app provides a special platform for the brands and companies to promote their goods and services on the app via short videos. These brands often collaborate with KOLs and take advantage of their reach. In return, the KOLs are paid in terms of goods and money.
The live video feature is gaining popularity among the KOLs especially for promoting brands. They combine their entertainment streak and subtlety promotes the brand while interacting with the followers. Some of the live videos are direct promotions as well. Even the big brands like Audi, Pizza Hut, and Michael Kors are exploring the platform in extreme possible ways.
The problems with Douyin
Although the platform is perfect for brand promotions there are many issues which are worrisome for the brands, KOLs and general users. It has been noticed in past that apps disappear from the market without any notification. The way Douyin gained popularity is not normal for any market and despite being backed by a large corporate house; there will always be some fear that app will leave the market.
Although the platform is perfect for brand promotions there are many issues which are worrisome for the brands, KOLs and general users. It has been noticed in past that apps disappear from the market without any notification. The way Douyin gained popularity is not normal for any market and despite being backed by a large corporate house; there will always be some fear that app will leave the market.
Another problem which brands are facing is the fake KOLs. There are a lot of people who are exploiting the loopholes in the code of the application to gain followers unethically. There are services who charge for providing followers as well. The problem is that majority of them are fake profiles. Paying heavy amount to these fake KOLs result in a major financial loss for the brands. The app has to take drastic steps to remove such fake accounts.
Conclusion
Douyin is one of the best ways for the brands to explore social media platforms and reach new groups of customers at a very affordable price. However, it is still not as big as WeChat which has way more active users than Douyin. We can only hope that in coming days the app will gain more users and address the problems faced by brands and KOLs.
Douyin is one of the best ways for the brands to explore social media platforms and reach new groups of customers at a very affordable price. However, it is still not as big as WeChat which has way more active users than Douyin. We can only hope that in coming days the app will gain more users and address the problems faced by brands and KOLs.
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