ot onlyTikTok 不只是抖音
Other Short-videoApps That Increase Your Opportunities In Marketing
In our previous article, we analyzed the advantages and disadvantages of one of the most popular emerging Chinese short video applications – Tik Tok (抖音). Today we will present insights on another two popular Chinese apps for short videos, named Kwai (快手) and BuzzVideo (西瓜视频).
Kwai’s user base divides relatively evenly along gender lines, with 51 percent male users and 49 percent female users. 64 percent of the platform’s users live in third and fourth-tier cities and smaller towns and cities.
What’s the content like? 热门内容有哪些？
Because Kwai KOLs are primarily made up of communities of authentic consumers and micro-KOLs, as opposed to large scale KOLs and celebrities, the content has a very strong grassroots, raw feel to it. For instance, a lot of the content features home cooking or playing pranks on friends. Kwai users pursue personality, fun, and prefer leisure and entertainment.
Kwai’s “Follow” page is the platform’s main content hub. As well as giving Kwai a genuinely “live” feel, the "Follow” page helps amplify KOL content, exposing influencer content to more users.
The platform’s users are also “sticky”, in that they spend a lot of time on the platform. Compared to Tik Tok users, Kwai users are generally more engaged, willing to not only “like” content from their favorite KOLs, but also to comment, and share.
The short video App Kwai has established an exclusive interactive partnership with CCTV (the National TV Channel) for the annual New Year’s Gala and with the Chinese Spring Festival, Kwai‘s daily active users have reached 300 million.
Kwai connects itself with e-commerce platforms like Taobao, Pinduoduo, and JD by taking advantage of the platform’s inter-operability. For short video e-commerce, it is characterized by product introduction, large flow, strong interactivity, and high conversion rate.
As one of the most popular Chinese short-video apps, Kwai’s biggest disadvantage is a comparative lack of higher-quality user-generated content. The quality of content on the platform tends to be relatively low. In terms of commercialization, the platform is still in its infancy, and its ability to monetize content is far weaker than Tik Tok.
作为中国最受欢迎的短视频应用程序之一，快手的最大缺点是相对缺乏用户生成的高质量内容。 平台上的内容质量往往相对较低。 在商业化方面，该平台仍处于起步阶段，其通过内容获利的能力远不如抖音。
Personal care brands are the biggest investors in KOLs on Kwai – and they see the best conversion rates. However, most of these are local personal care brands. There are predictions that this year will see Tik Tok in decline and Kwai on the rise. One outcome could be that we’ll see international beauty and makeup brands promoting their products on Kwai, which could bring surprising results.
The majority of users of BuzzVideo are male, accounting for two thirds of the total. Lower-tier cities are heavily represented in the BuzzVideo user base. Though the proportion of 18-30-year-old users increased by 4.4% in 2019 compared with the previous year, and the proportion of users living in higher-tier cities is also increasing.
What’s the content like? 热门内容有哪些？
Like other Bytedance-owned products, including its forerunner TopBuzz, BuzzVideo relies on the company’s powerful algorithms. The app is focused on delivering highly personalized algorithm-driven recommendations, and there’s no time limit on videos.
BuzzVideo attaches great importance to high-quality content and clearly provides support to this end. Both algorithmic recommendations and user sharing help drive traffic to high-quality content (especially to videos longer than one minute long).
Collaborations covering the automotive industry, fashion, parenting, and dining have all proved very popular with viewers.
Content creators can insert product links to e-commerce platforms such as Tmall, Taobao, daily deals platform Juhuasuan, JD.com, and Koala.com.
The current daily video supply of BuzzVideo is about 300,000, which is obviously not enough. A lack of creative content is another issue, and user “stickiness” is fairly weak. What’s more, searching is one of the important functions of BuzzVideo, but its function is far worse than the functions of recommending and following.
Short videos are more suitable for brands in certain categories. According to their users’ characteristics (most of the users are young people), they’re particularly effective for brands in the FMCG (fast-moving consumer goods) category, fashion, cosmetics, and IT.
Through audience interactions with short videos, brands can better understand their preferences, rapidly improve their user experience, and come up with effective marketing plans quickly.
Share your videos through other platforms such as social media and your website. Attaching hashtags on popular topics may also prove useful for spreading the word.
For more information on how to best take advantage of Chinese apps for marketing purposes, the Eastant team is here to assist you and your company.