What Are the Main Differences Between Douyin vs Tiktok?

Introduction

TikTok is known in social media worldwide as a short-form video-sharing app. And even though ByteDance, the Chinese tech giant, owns TikTok, it is not accessible in China. Instead, a search in the Chinese app store brings up ByteDance’s “Douyin” (抖音). Douyin is a similar app that is virtually unknown in the West.

In fact, Douyin looks almost identical to TikTok. Both apps are successful due to their algorithms that recommend content to their users on the “For You” page. These recommended videos pop up without the users liking or sharing the content. And these two apps are so successful that long-form video-sharing platforms, like Netflix, consider them major competition.

There are inherent differences between Douyin vs Tiktok. So, the purpose of this article is to shed some light on Douyin, the short-form video giant in China.

User Content on Douyin vs Tiktok

The most popular posts differ between the two platforms (Douyin vs Tiktok). Douyin’s top posts are based on comedy or pets, while TikTok’s top posts are more arts-based, featuring lip-syncs and trending dances. With posts that have context, a quick caption usually does the trick in TikTok.

Douyin videos are more content-driven than TikTok. And most videos have a computerized voice that narrates. This automated voice offers no personal touch.

In contrast, TikTok posts rely on the poster narrating their own video. This trend has given rise to many TikTok celebrities, like Charli D’amelio and Addison Rae. In fact, many amateur singers, rappers, dancers, and artists have become famous through TikTok.

On the other hand, the most popular profiles on Douyin had large fan bases prior to joining the app. For example, 陈赫 (Micheal Chen) has 72 million followers on Douyin. But he had a successful acting career before joining.

Brand Marketing on Douyin vs Tiktok

Companies in China see how important Douyin is for reaching their Chinese audience. Even more importantly, they know that they must curate and localize their content specifically for their Chinese market.

For example, the official Starbucks account doesn’t post original videos on TikTok. Rather they use the platform to repost customers’ videos talking about their experience with the brand. But on Douyin, Starbucks posts include:

Original content,

Educational videos about coffee,

New product releases.

Sephora also uses different content strategies between the two apps. Like above, Sephora’s TikTok account reposts customer experiences. However, Douyin posts more comedic content to relate to their audience. Recently, Sephora posted a clip showing the difference between women and men buying red lipstick, which garnered over 100,000 likes.

From these two examples, you can see the contrast between Western and Chinese user preferences.

In-app purchases of Douyin vs Tiktok

One of the most notable features Douyin offers is its in-app store. Douyin store capitalizes on impulse buys, with the purchase of an item being just a tap away. Purchases can be smaller products like cosmetics to larger products like home appliances. Therefore, many companies use user-generated ads and directly link products.

The introduction of this feature is due to the growing popularity of online marketing on Douyin. Key Opinion Leader (KOL) marketing has taken over the platform. Users are more likely to trust a brand and purchase a product when recommended by someone they actively engage with.

TikTok, on the other hand, only has a digital coin in-app purchase function. The primary purpose of these coins is to buy digital gifts for friends or creators on the platform. It is relatively barebones and does not facilitate the exchange of money for tangible products like Douyin.

There are rumors of TikTok partnering with large retailers, such as Walmart, to provide an in- app store. But, Douyin leads the way for on-demand in-app purchases.

The most popular KOLs on Douyin tend to partner with brands by posting multiple sponsorship videos a month. These videos usually consist of product features included in each KOL’s creative content.

KOLs feature products on their “suggested products” page. They also have links to the affiliated Taobao Store or the in-app Douyin store on their profile. Douyin is an excellent platform for brands looking to increase their brand awareness. Or, brands who want to utilize social media marketing to generate sales with the in-app purchase feature.

In contrast, TikTok KOLs cannot access the “suggested products” feature and may only mention the sponsored products or attach a link in their bio.

Livestreaming Douyin vs Tiktok

Livestream videos have become popular in the Chinese e-commerce industry, and Douyin has taken on the trend. A small tv icon on the top left corner of the screen directs users to its live broadcast feature. The page mainly features small businesses looking to promote content, build brand awareness, and sell their products directly.

This feature is an excellent way to help businesses with products or services. Furthermore, users pay in the embedded Douyin shop. They are not taken to another site. Thus, live streaming, KOL marketing, and in-app purchases often go hand in hand and complement each other.

Livestreaming is also available on TikTok, although less popular and more hidden. However, unlike Douyin, TikTokers use the feature more to interact with their followers rather than promote their products.

Conclusion

While Douyin and TikTok are both short-form video platforms, they are very different from a social media marketing viewpoint. Most of the differences between the two are market-driven. Whether it is user content, in-app functionality, or brand marketing, you can see how consumer preferences have influenced the platforms.

Therefore, as a company looking to enter the Chinese market, you need to conduct in-depth market research. Then, once you understand your Chinese audience you can outline an effective marketing strategy using social media channels such as Douyin.

Alternatively, we at Gab China are happy to assist you with any marketing needs for the Chinese market. We are a perfect fit for any Western company looking to enter the Chinese market as our international team bridges the gap between East and West. Contact us at [email protected] or https://gab-china.com