All You Need to Know About Douyin Marketing
Overview Douyin, the original version of TikTok, was launched in 2016 by ByteDance in China. With more than 600 million active users, Douyin is the most successful app yet and is expected to grow further. The platform was initially used for making 15-second lip-syncing videos to bring out one’s creative side. Today, it’s used by premium brands to reach affluent Chinese consumers – the demographic that uses Douyin. Luxury brands such as Prada, Tiffany & Co., Gucci, and Michael Kors have already been very successful in using Douyin as part of their marketing strategy. Douyin marketing is an exciting opportunity for brands to expand their reach and leverage visibility in the world’s largest market. In fact, Douyin launched its first online store in March 2021 that offers brand and product recommendations.
Who Are Douyin Users? The primary users of Douyin are young. Predominantly female with high incomes and academic backgrounds, about 85% of Douyin users belong to major cities such as Beijing, Shanghai, Tian jin. This is what essentially makes Douyin an excellent marketing platform for businesses whose target audience are affluent consumers with high spending power.
Why Do Brands Need Douyin Marketing? 1. Impressive consumer base The majority of Douyin users are between the ages of 24 to 45, come from well-educated backgrounds, and are curious and well-informed. They are open to international brands and worthy products without hesitating over price. This is why premium and luxury clothing, makeup and accessory brands like Gucci, Estee Lauder, and Michael Koers have included Douyin marketing in their brand strategies. 2. Leverage viral advertising With its highly engaging and entertaining user-generated video content, Douyin can make any brand go viral. Douyin marketing helps brands increase their web traffic, consumer engagement, and brand awareness. To this effect, Douyin has embarked on a marketing roadmap for business advertising in the pipeline. Several certified digital agencies are already collaborating with companies for advertising campaigns on the platform.
3. Douyin e-commerce Douyin introduced Douyin Pay in January 2021 to compete with other giants like WeChat Pay and Alipay. With its new e-commerce policies, brands have to use Douyin’s own digital marketing matching service to determine key opinion leaders (KOLs). 4. Affluent Chinese population About 5.3 million millionaires reside in China. Brands want to take advantage of this population with growing spending income and therefore are developing marketing strategies around Douyin to leverage exposure. Michael Kors, Gucci, Pizza Hut – just to name a few.
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