Special effects and make-up are included to allow users to look like their idol. But its secret weapon lies in the challenges issued to all users on a weekly basis, such as trying different outfits or shoes on in 15 seconds… This scheme develops addictive behavior. TikTok’s main feature is nothing fancy, since the app is basically a karaoke machine. TikTok is no exception to this, and has recently been under criticism due to the disconcerted facility to publish content that then spreads like wildfire onto various other platforms. Many foreign countries have tried to alert their youngsters to the dangers of the dark sides of social media (narcissistic behavior, bullying, addiction). It is therefore easy to see the benefit for marketers in using such a platform to push brand content and trigger sales. Social selling is a real phenomenon in China, and viewers can easily transform into impulsive buyers. Christian Dior, for example, added a store on the app that allows users to place orders. But in recent months, Douyin has also started to expand its e-commerce functionality to allow brands and retailers to capitalize on their traffic. It would be easy to think that such a platform create a mismatch between Douyin’s audience and luxury clients. In general, Douyin content is fairly down-to-earth and even sometimes distasteful. A good video should motivate followers to regenerate secondary content for secondary communication. Photo: Jing Daily illustrationĬontent and format are key in determining if a video will go viral on Douyin. Leveraging its massive popularity among Chinese millennials, the app has obvious value to luxury marketers like Christian Dior, Louis Vuitton, and Chanel which are placing advertisements on the platform in China.īeyond ad placement, Christian Dior has an official account on Douyin with a posting schedule synced to the brand’s operations in China. The sweet: huge marketing value for advertisers It has 2.5 million users in France alone, and has recorded more downloads than giants like Snapchat, Facebook and Instagram in recent months.
Outside of China, the app is known as TikTok and targets users aged 10 to 18. 60% of Douyin users are female, and around 70% reside in China’s top-tier cities. The app currently has 250 million daily active users (DAU) and 500 million monthly active users, and is gaining millions of new users every month.
Since then, the app has seen exponential growth over the last 3 years, becoming hugely popular among China’s young social media users.
In November 2017, ByteDance, the holding of Douyin, bought the US Musical.ly app for 1 billion USD. Secret recipe of this “sweet and sour” app.ĭouyin is a hip short video app launched not so long ago in September 2016. Douyin, aka TikTok, has become the leading Chinese social media app.
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