Kuaishou Marketing Guide in China

Last Updated on May 5, 2023

If you’re looking for a live-streaming platform that’s gaining popularity in China, look no further than Kuaishou. With over 300 million daily active users, Kuaishou is one of the fastest-growing social media platforms in the country. In this article, we’ll take a closer look at Kuaishou’s history, features, user base, trends, and marketing opportunities, as well as provide tips for opening an account and advertising on the platform.


Kuaishou Introduction

What is Kuaishou ?



Kuaishou was founded in 2011 by a group of engineers from the Chinese Academy of Sciences who wanted to create a platform that could capture and share life’s small moments. Originally called “GIF Kuaishou,” the app focused on animated GIFs and quickly gained popularity among Chinese users who enjoyed creating and sharing short, looping videos.

In 2013, Kuaishou expanded its features to include live streaming, which became a hit with users who wanted to interact with others in real-time. Over the years, Kuaishou has added more social networking functions, such as chat rooms, photo sharing, and e-commerce, to create a more immersive and engaging user experience.


Is Kuaishou popular in China?



To give a better understanding of Kuaishou’s popularity in China, let’s take a look at some numbers. According to a report by QuestMobile, Kuaishou had over 480 million monthly active users (MAUs) as of September 2021, making it the second-largest chinese short video platform in China after Douyin. This number is even more impressive when you consider that China’s total population is around 1.4 billion, and not everyone has access to the internet.

Furthermore, Kuaishou’s user base is highly engaged, with users spending an average of 86 minutes per day on the platform, according to the same QuestMobile report. This means that users are not only watching videos, but also interacting with content creators and each other through live streaming and comments.

Kuaishou’s popularity can be attributed to its focus on authentic, relatable content that reflects the daily lives of its users. This has resonated particularly well with people from rural areas, who often feel overlooked by mainstream media and entertainment. Kuaishou’s user-generated content (UGC) approach has given a platform for people to share their stories and connect with others who have similar experiences.

Another factor contributing to Kuaishou’s popularity is its integration with e-commerce. The app has a “social e-commerce” model, where users can buy products directly from merchants on the platform. This has made Kuaishou not only a source of entertainment, but also a shopping destination for many users.

Kuaishou’s popularity in China can be attributed to its focus on authentic UGC, connection with users from rural areas, and integration with e-commerce. These factors have made Kuaishou a valuable platform for businesses looking to expand their reach in China, especially outside of major urban areas.


Who are Kuaishou’s competitors?

Kuaishou’s main competitors in China include other short-form video platforms such as TikTok, Douyin, and Bilibili. However, Kuaishou has been able to differentiate itself by targeting a different user demographic and emphasizing live streaming and e-commerce features.


What is the difference between Kuaishou and TikTok? 


Kuaishou VS. Douyin


While Kuaishou and Douyin (the Chinese version of TikTok) both offer short-form video content and social networking functions, they have some key differences. For one, Kuaishou’s user base tends to be more rural and less affluent than Douyin’s, which tends to attract younger, urban users. Additionally, Kuaishou’s content tends to be more diverse and less polished than Douyin’s, which focuses on viral challenges and high-production value content.

However, Kuaishou’s user base is growing rapidly, and the platform has been successful in attracting brands and advertisers who want to reach a wider audience. Kuaishou also offers a more immersive and authentic user experience, which can be appealing to Kuaishou users who value connection and community.


Listing of main differences:

  • User Interface

Kuaishou’s user interface tends to be more cluttered and crowded compared to Douyin’s, which has a more streamlined and minimalist design. Kuaishou also features more functions on its main screen, such as live streaming and community features.

  • Kuaishou Advertising solution

Both Kuaishou and Douyin offer advertising opportunities for brands, but Kuaishou tends to be more focused on performance-based ads, such as direct response ads that drive sales or leads. Douyin, on the other hand, focuses more on brand awareness and influencer marketing.

  • Social Ecommerce Functions

Kuaishou has a stronger focus on social ecommerce functions, such as livestream shopping and group buying, compared to Douyin. Kuaishou has also launched a dedicated e-commerce platform called “Kuaishou Buy” which allows users to purchase products directly from the app.


Kuaishou’s User Base 

Kuaishou’s user base is diverse and spans across different regions, age groups, and interests. According to a report by QuestMobile, Kuaishou’s user base is split evenly between male and female users, with the majority of users aged between 25 and 44 years old. The report also found that Kuaishou has a higher proportion of users from lower tier cities and rural areas, making it a valuable platform for brands and businesses targeting these demographics.


China's Short-video Market: Douyin vs. Kuaishou – China Internet Watch

Source: https://www.chinainternetwatch.com/24516/tik-tok-kuaishou-2018/


Kuaishou Trends in China

Kuaishou trending contents


As with any social media platform, Kuaishou has its own set of trends and viral content that dominate the platform. Some of the current trends on Kuaishou include:

  • Farming and countryside life

Kuaishou’s user base is largely made up of people from rural areas, so it’s no surprise that content related to farming, agriculture, and countryside life is popular on the platform. Users share videos of themselves working on farms, raising animals, and showcasing their rural lifestyles.

  • Singing and performing

Kuaishou has a thriving community of users who love to sing, dance, and perform for their followers. Many users have gained popularity and even signed record deals thanks to their performances on the platform.

  • Food and cooking

Like many other social media platforms, Kuaishou is home to a wide variety of food-related content. Users share recipes, cooking tips, and videos of themselves preparing and enjoying different dishes.

  • Gaming and esports

Kuaishou has also become a popular destination for gaming enthusiasts, with many users streaming live gameplay and participating in esports competitions.


Kuaishou Features, Marketing and Advertising solutions

What are the features of Kuaishou? 

Kuaishou offers a range of features to users, including:

  • Short-form video creation and sharing
  • Live streaming
  • Social networking and messaging
  • E-commerce integration
  • Facial recognition technology for video editing

One of the key features of Kuaishou is its live streaming capabilities. Kuaishou Users can broadcast their daily lives, share their talents, and connect with others in real time. Kuaishou also allows its users to create short-form video content, similar to TikTok, which can be edited with filters, music, and other effects.

Another feature of Kuaishou is its social networking functions, which allow Kuaishou users to follow, like, comment, and share content with others. Kuaishou’s algorithms recommend content based on user preferences and behavior, which helps users discover new content and connect with others who share similar interests.


What are the different types of Kuaishou accounts ?


Kuaishou Types of Accounts


Kuaishou offers several different types of accounts, each with their own features and benefits. Whether you’re a content creator, a brand, or a regular user, there’s an account type that will suit your needs.

There are four main types of accounts on Kuaishou, each with different features and capabilities:

  • Personal account

This is the most basic type of account and is free for all users. With a personal account, users can upload and share videos, follow other users, and interact with content.

  • Creator account

A creator account is designed for users who want to monetize their content and build a following on Kuaishou. Creators can earn money through virtual gifts from fans and by participating in ad campaigns. They also have access to advanced analytics and promotional tools.

  • Official account

Official accounts are intended for businesses and organizations. They offer features such as verified badges, customer service tools, and e-commerce integration. Official accounts can also run advertising campaigns and participate in Kuaishou’s livestream shopping events.

  • Agency account

Agency accounts are designed for marketing agencies and other third-party service providers. They offer tools for managing multiple Kuaishou accounts and campaigns, as well as access to advanced analytics and reporting features.

When creating an account on Kuaishou, it’s important to choose the right type of account based on your goals and objectives. Each account type offers different features and capabilities that can help you build a following, promote your brand, and drive sales. (An image showing the four types of accounts can be added here to enhance the readability of this section.)


What are the Marketing Opportunities on Kuaishou?

With Kuaishou’s rapidly growing user base, the platform has become a promising marketing channel for businesses seeking to expand their reach in China.

Kuaishou offers a range of advertising options:

  • In-feed ads are the most common advertising format, appearing between user-generated content in the feed.
  • Brand takeover ads, on the other hand, allow brands to take over the entire screen for a period of time.
  • Interactive ads are the latest addition to Kuaishou’s advertising options, offering users a more engaging and immersive ad experience.

Kuaishou in-feed ad

In-Feed advertising redirecting to the product page on the e-commerce platform Taobao


Several brands have already launched successful marketing campaigns on Kuaishou. For example, L’Oréal Paris used Kuaishou’s live streaming feature to host a virtual makeup tutorial session, which generated over 3 million views and 130,000 likes. Additionally, Kuaishou has been effective for luxury fashion brands seeking to engage with younger audiences in China, such as Dior and Gucci.

However, it’s important to understand Kuaishou’s user base and cultural norms to create effective marketing content. Kuaishou’s audience is largely made up of people from rural areas and those with lower income levels, who value authenticity and community. Therefore, brands that can create content that resonates with Kuaishou’s audience and aligns with the platform’s values have the potential to achieve great success on the platform.


How to Advertise on Kuaishou?

Tips and best practices for advertising on Kuaishou, including information on ad formats, targeting options, and budgeting:

  1. Choose the right ad format

Kuaishou offers a variety of ad formats, including in-feed ads, brand takeover ads, and interactive ads. Each format has its own advantages and disadvantages, so choose the one that best fits your advertising goals and budget.

  1. Target the right audience

Kuaishou allows advertisers to target their ads to specific audience segments, based on factors such as age, gender, location, interests, and behavior. By targeting your ads to the right audience, you can increase the chances of reaching users who are most likely to be interested in your products or services.

  1. Create engaging content

Kuaishou users value authenticity and connection, so make sure your ad content is engaging, entertaining, and relevant to their interests. Use creative and visually appealing content, and consider partnering with Kuaishou influencers to increase your reach and credibility.

  1. Test and optimize your ads

Like any advertising platform, Kuaishou requires testing and optimization to achieve the best results. Monitor your ad performance regularly and adjust your targeting, creative, and budget as needed to improve your ROI.

  1. Follow cultural norms

Kuaishou’s user base is largely made up of people from rural areas and lower-income groups, so it’s important to understand and respect their cultural norms and values. Avoid controversial or offensive content, and focus on creating content that resonates with their daily lives and interests.

When it comes to budgeting, Kuaishou offers a variety of pricing options, including cost-per-click (CPC), cost-per-impression (CPM), and cost-per-action (CPA). Advertisers can set their own budgets and bidding strategies, and Kuaishou also offers optimization tools to help maximize your ad performance.

By following these tips and best practices, businesses can effectively advertise on Kuaishou and reach a wider audience in China.


Kuaishou Best practices explained

Timing of content publication

One important factor to consider is the timing of posts. According to Kuaishou’s data, the most active times on the platform are during lunch breaks (around 12:00-13:00) and in the evening (around 20:00-22:00). Posting during these peak times can help increase visibility and engagement.


Content angle and authenticity

Another important consideration is the type of content being posted. Kuaishou users value authenticity and personal connection, so content that feels genuine and relatable tends to perform well. Businesses should also consider using Kuaishou’s unique features, such as filters, effects, and music, to make their content stand out and appeal to users.


Working with Chinese influencers

Finally, collaborating with Kuaishou influencers or Key Opinion Leaders (KOLs) can also be an effective way to reach a wider audience and build brand awareness. KOLs can help create and promote content that resonates with their followers and encourages engagement.


Kuaishou e-Commerce Integration


Kuaishou e-Commerce function


E-commerce features and benefits

Kuaishou’s e-commerce integration is a powerful feature that allows brands and businesses to sell products directly to users on the platform. This feature is particularly valuable for businesses looking to expand their reach and tap into Kuaishou’s growing user base.

With e-commerce integration, businesses can showcase their products through video content and seamlessly direct users to purchase pages, resulting in a more streamlined and efficient shopping experience.

Additionally, Kuaishou’s integration with Chinese e-commerce giant JD.com enables brands to access a wider range of products and services, further enhancing the platform’s e-commerce capabilities. For businesses looking to drive sales and increase revenue, Kuaishou’s e-commerce integration is a valuable tool to consider.


Kuaishou & JD.COM


Key Features:

  • Live streaming shopping: allows users to watch live product demonstrations and make purchases in real-time.
  • Product search function: allows users to search for products by name, brand, or category.
  • Product reviews: users can leave reviews and ratings for products they have purchased.
  • Coupons and discounts: businesses can offer coupons and discounts to incentivize purchases.


Cross-Border E-commerce on Kuaishou

Kuaishou also has a cross-border e-commerce feature that allows foreign businesses to sell their products to Chinese consumers. This feature, called Kuaishou Global, was launched in 2020 and has been gaining traction ever since. With Kuaishou Global, foreign businesses can set up a storefront on Kuaishou and sell products directly to Chinese consumers, with payment and logistics handled by Kuaishou.

To use Kuaishou Global, foreign businesses need to submit an application and meet certain requirements, such as having a business license, a tax registration certificate, and a Chinese bank account. Once approved, they can start selling products to Kuaishou’s massive user base in China.


Kuaishou e-Commerce stores


Kuaishou Global also offers support for marketing and promotion, making it easier for foreign businesses to reach Chinese consumers. This includes advertising options such as in-feed ads and brand takeover ads, as well as influencer collaborations and other marketing strategies.

Overall, Kuaishou’s cross-border e-commerce feature provides a great opportunity for foreign businesses to tap into the Chinese market and reach a wider audience.


Joining the Kuaishou Community: Why Brands Should Consider the Platform?

Kuaishou is a popular live-streaming and short video platform in China, with a wide range of users and a focus on authentic content. While it faces competition from other platforms like Douyin and TikTok, Kuaishou has positioned itself differently by targeting older age groups and integrating e-commerce features.

If you are looking to expand your brand’s presence in China, Kuaishou can be a valuable platform to consider. By working with a Kuaishou marketing agency in China, you can develop a strategic approach to reach your target audience and increase your brand’s visibility on the platform.

Whether you are looking to open a Kuaishou business account, advertise on the platform, or simply learn more about its features and audience, feel free to reach out to Sekkei Digital Group. With its growing popularity and unique positioning, Kuaishou is a platform worth exploring for businesses looking to succeed in China’s dynamic digital landscape.

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