Insight Reports 10 minutes PremiumInsights from China: Douyin vs. Kuaishou—Using Short-Video Platforms To Target Consumers Katy Cheng Author By Coresight Research June 9, 2020 What's InsideDouyin and Kuaishou are two major short-video platforms in China, and both have been expanding to incorporate e-commerce functionality. We discuss how brands and retailers can leverage these platforms as part of their digital marketing strategies. In doing so, we explore the following topics: The user profiles of Douyin vs. Kuaishou—considering total active users, as well as city and age demographics The content distribution models of each platform E-commerce capabilities and recent developments, including in livestreaming and strategic partnerships Examples of successful marketing campaigns on Douyin and Kuaishou—including Dior and Midea, respectively Advertising options on each short-video platform that brands can use to gain impressions and drive engagement Implications for brands and retailers Click here to read the previous report in the Insights from China series, which explored how brands can create effective marketing campaigns using China’s largest micro-blogging platform, Weibo. June 9, 2020 Premium This report is for Premium subscribers only. Learn more about subscriptions here. Other research you may be interested in: