Learn how to leverage TikTok to build a strong brand presence and reach a young, active user base in the Chinese market.
Explore marketing strategiesTikTok (Chinese version) is a globally popular short video platform. Videos are typically 15 seconds long, but can also be created up to 60 seconds. The platform offers a rich music library and filter options, allowing users to easily create personalized video content.
In 2018, TikTok experienced explosive growth, becoming the most downloaded iPhone app and hailed as the "Chinese version of Snapchat." Chinese people use it to showcase their lives, passion, and talent.
Douyin's user base is extremely young and active. According to a survey by iResearch Consulting, nearly 67% of Douyin users are under 30 years old, of which 56% are students. Meanwhile, data from Aurora Mobile shows that 43% of Douyin users live in first- and second-tier cities, i.e., developed metropolitan areas.
The user base is diverse, and almost any brand can find its target audience here, while any creator can find their own audience.
Unlike Vine in the US, TikTok boasts more complex features and stronger financial backing. TikTok's parent company, ByteDance, is one of the world's highest-valued tech startups, with a valuation of $75 billion.
TikTok currently boasts approximately 500 million active users, more than double the number at Vine's peak. Leveraging its popularity in China, TikTok has established a solid foundation and possesses enormous potential for future growth.
Global monthly active users
Percentage of users under 30 years old
User proportion in first- and second-tier cities
Student user percentage
People love videos; they provide immense relaxation. In China's fast-paced life, TikTok seems to be a platform that offers entertainment without complicated operations.
Downloading the Douyin app will open up a whole new world of Chinese lifestyle and culture. It's a great way to understand the needs, expectations, and habits of Chinese people. Just spend some time browsing the videos, and you'll quickly grasp the mindset of your potential audience.
15-second videos are a minimalist way to promote ideas, make people laugh, and spark interest. People love these videos because they are easy to understand and can help them relax.
By documenting their daily lives and sharing unique perspectives, insights, and stories, business leaders and entrepreneurs can enhance their personal brands and fill educational, inspirational, or entertaining gaps in their industries.
TikTok users are mostly between 13 and 24 years old, primarily female, making it an excellent platform to reach Generation Z. These users are creative and active, and if they like your brand, they will actively promote it to their friends and family.
TikTok users are very friendly, and you'll receive feedback quickly after posting content. The fastest and easiest way to attract them is through daily challenges and a wide network of hashtags. Some major Western brands have already created popular brand challenge campaigns.
If you are building a personal brand, whether you are an artist, musician, dancer, or have other talents, simply showcase them.
If you live in a beautiful and interesting place, showcase your daily life and surroundings.
If you have your own business or work for a brand, showcase your internal workflows, colleagues, workspace, daily routines, and small achievements.
Create short videos about yourself, your life, and your work to let people know you and thus trust you.
With TikTok, you can stay connected with your followers and easily get helpful feedback.
You can post videos with questions or ask your fans to make choices to make them feel involved and valued.
They will quickly become loyal followers of your videos, which is exactly the marketing effect you need.
Regularly ask open-ended questions to understand where improvements are needed.
Partnering with other brands will bring you new audiences.
Successful brand collaborations can be just as powerful as influencer marketing.
Seeking partners who share your goals, values, target markets, and business objectives.
They might reveal things you've never tried before, thus completely transforming your traffic.
Guess launched the #InMyDenim hashtag challenge, becoming TikTok's first brand partner. Guess released several "official" videos with Bebe Rexha's "I'm a Mess" and then let content creators get creative.
NBC Tonight Show host Jimmy Fallon praised the app and created the #TumbleweedChallenge. Users have posted over 8,000 videos using this hashtag.
More and more international brands are using Douyin to reach young Chinese consumers, building brand awareness and user engagement through creative challenges and hashtag campaigns.
Currently, TikTok is still relatively new territory for marketers. Many companies are hesitant to venture into this seemingly volatile market. However, for brands targeting Chinese users, especially young users, the return on investment in the coming months could be very high.
TikTok has the potential to become a major platform like Instagram and Snapchat and should not be easily overlooked. The app is still in its early stages, but its user growth is impressive. It's too early to judge the app's future; it may continue to be popular or it may decline rapidly.
If you are looking for a way to enter the Chinese market, this may be the easiest way to understand the Chinese market and gain attention.
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