Douyin (international version TikTok), is one of China’s primary social media apps, with a range of features that includes powerful inbuilt e-commerce functionality. It’s one of the main brands used in China for brands selling to customers, most of whom shop online by preference.

This point alone is vital for Western marketers to know. E-Marketer carried out a survey in 2022 that found China was the only country – by a significant margin – where people prefer to shop online (54%) rather than in a physical store (16%). The next most enthusiastic nation of online shoppers is the UK at 34%!

Other things to know about Douyin are:

• It was originally created as a short video social media platform.
• Its popularity in China is only exceeded by the ultimate super-app, WeChat. Figures suggest that around 72% of Chinese internet users are on Douyin.
• It’s particularly popular with Gen Z and millennial audiences. Around one in three active users are aged 25 or under.
• Around 45% of the Douyin user base is from Tier 1 and 2 cities in China.
• Douyin’s algorithm is geared towards the Chinese market (unlike TikTok, which is global) and it tends to prioritise verified enterprise accounts and accounts with large followings, making it a great choice for KOL partnerships.

What this means for Western marketers

For Western marketers, the potential of Douyin is huge for growing a brand in China as part of a broader digital marketing strategy. Its multi-functional purpose – from video content sharing to advertising and direct e-commerce, makes it a powerful tool for brands that can get it right. Here are some tips for success.

1. Target your content

In the West, TikTok tends to be lifestyle-based, entertaining, and personal. However, Douyin is more educational, and less personal, using a computerized voice for video narration. It’s important to create video content targeted for Douyin, and localised for your Chinese target demographic.

As an example, remember that Chinese audiences love ‘busy’ on-page content (unlike Western audiences who prefer a less cluttered aesthetic), and Chinese readers also scan content differently than in the West.

2. Fully explore the available e-commerce functionality

Douyin has far more advanced e-commerce than TikTok, with its own in-app function, and the integration of platforms such as Jingdong and Taobao. These functions are tightly integrated with Douyin Live – its live shopping trend – which includes one-click buying buttons within Livestream sales feeds. These functions are vital to explore, master and integrate.

3. Explore the potential mini-programs

Douyin has its own mini-programs, like other supper apps in China including AliPay, WeChat and Baidu. These act as mini apps within the platform, and let users access third-party content and functionalities without needing to leave Douyin.

Again, mini programs are fully e-commerce-enabled. These mini-programs are used for all kinds of branded purposes, from food ordering to AI-driven hair-colour testing. These are well worth considering.

4. Look at paid traffic

Because Douyin’s algorithm focuses on established, large accounts for content recommendation, smaller and newer brands can find it difficult to gain traction at first. A good way to build a following is to make use of the Dou+ paid traffic service which boosts exposure.

As with Google, you can tightly refine your campaign with target demographics, set the campaign duration and exposure time and choose whether you pay for followers or likes and comments. It’s worth paying for likes and comments to begin with, and then focusing on followers. Some accounts simply follow without engaging in content and you need quality follows.

5. Build your content plan

However, before you pay for traffic, build your content plan! Great content will ensure your recommendations are being put in front of relevant followers who will be more likely to engage with it, boosting your account in the algorithm.

6. Consider sponsored posts

You can pay Douyin for traditional ad placement, using Ocean Engine. You’ll need to register a business account on Ocean Engine and provide business registration documentation. Most newer brands will start by paying for shares (which typically has the best ROI.)

7. Use Key Opinion Leaders (KOLs)

KOL partnerships can be very successful on Douyin, and there are different methods to maximise your brand’s exposure. For example, your KOL partner could promote your brand in their content, promote your products with an e-commerce link, launch a hashtag challenge or even sell your products via a live stream. The key is to find the right KOL for your brand and create the right sponsorship arrangement. You can approach KOLs directly or work with an agency.

8. Take it slowly!

Even beyond the focus areas discussed above, there are features that include in-video search, location tagging, enterprise accounts, pinned posts, full-length movies, and brand official account hashtag challenges.

Douyin is a complex platform with tremendous potential for Western brands, but it’s sensible to start with a manageable plan and take it slowly, rather than trying to do everything at once!

Begin with some priorities, measure their success and refine your focus activities as needed. It also helps greatly to have your foundation work in place first, such as existing and repurposable content, a ready Chinese website and target customer persona information.

9. Use a Chinese digital marketing agency

By using a Chinese digital marketing agency, you will gain instant access to the native language skills and expertise you need, as well as fast routes to finding KOLs, setting up campaigns, measuring results and seeing the best possible ROI for your budget.

Find out more

Market Me China works with Western businesses across a variety of industries to help them grow their brand in China. We work on a flexible basis to suit our client’s needs, providing everything from strategic guidance to hands-on support and digital marketing delivery. Please contact us in the first instance to find out more and to discuss your needs!