Last Updated on June 11, 2024
If you’re looking for a live-streaming platform with remarkably steady popularity in China, look no further than Kuaishou. With over 700 million monthly active users in 2024, this video-sharing channel is one of the fastest-growing social media platforms in the country.
In this article, we’ll examine Kuaishou’s history, features, user base, trends, and marketing opportunities in more detail. We’ll also provide tips for opening an account and advertising on the platform.
All About Kuaishou as a Digital Marketing Tool
What is Kuaishou used for?
Kuaishou was founded in 2011 by a group of engineers from the Chinese Academy of Sciences who wanted to create a platform for capturing and sharing 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, the platform 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 like chat rooms, photo sharing, and e-commerce to create a more immersive and engaging user experience.
Is Kuaishou popular in China?
Let’s examine some numbers to better understand Kuaishou’s popularity in China. According to recent reports, the platform reached a market cap of $31.42 Billion in 2024, making it one of the highest-earning Chinese video-streaming channels.
Furthermore, Kuaishou’s user base is highly engaged, with users spending an average of 86 minutes per day on the platform, according to a QuestMobile report. It means that users are not only watching videos but also interacting with content creators and each other through live streaming and comments.
The platform’s popularity can be attributed to its focus on authentic, relatable content that reflects its users’ daily lives. This has resonated particularly well with people from rural areas, who often feel overlooked by mainstream media and entertainment.
In addition, Kuaishou’s user-generated content (UGC) approach has given people a platform 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 commerce infrastructure where users can buy products directly from merchants on the platform. It has made Kuaishou a source of entertainment and a shopping destination for many users.
The prevalence of its usage in the country can also 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 major urban areas.
Who are Kuaishou’s competitors?
Kuaishou’s main competitors in China include other short-form video platforms such as Douyin (抖音) and Bilibili (B站). However, the app managed to differentiate itself by targeting a different user demographic and emphasizing live-streaming and e-commerce features.
Who Uses Kuaishou?
Kuaishou’s user base is diverse and spans different regions, age groups, and interests. The platform’s user base is split evenly between male and female users, with the majority aged between 25 and 44.
Kuaishou also attracts more users from lower-tier cities and rural areas, making it a valuable platform for brands and businesses targeting these demographics.
Top Kuaishou Trends in China
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 the platform include:
- Farming and countryside life
Kuaishou’s user base comprises 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
This video-sharing platform has a thriving community of users who love singing, dancing, and performing for their followers. Many users have gained popularity and even signed record deals thanks to their performances on the app.
- Food and cooking
Like many other social media platforms, Kuaishou is home to various 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 consumers of the Chinese online gaming market, with many users streaming live gameplay and participating in esports competitions.
Kuaishou Features, Marketing and Advertising solutions
What are the best social 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 Kuaishou’s key features is its live-streaming capabilities. Users can broadcast their daily lives, share their talents, and connect with others in real-time. The app also allows users to create short-form video content with tools like image filters, music, and other effects.
Through social networking functions, Kuaishou users can follow, like, comment on, and share content with others. The platform’s algorithms recommend content based on user preferences and behavior, helping consumers discover new content and connect with others who share similar interests.
What are the different types of Kuaishou accounts?
In Kuaishou, brands can open several different types of accounts, each with its 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. It allows you to 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 verified badges, customer service tools, and e-commerce integration features. 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 and access to advanced analytics and reporting features.
When creating an account on Kuaishou, you must choose an account type based on your goals and objectives. Remember, each type has different features and capabilities to 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 in 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.
The platform 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 control the entire screen temporarily.
- Interactive ads are the latest addition to Kuaishou’s advertising options, offering users a more engaging and immersive ad experience.
Brand takeover ad redirecting to the product page on the e-commerce platform JD.COM
Several brands have already launched successful marketing campaigns on Kuaishou. For example, L’Oréal Paris successfully utilized the platform’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 such as Dior and Gucci, which are seeking to engage with younger audiences in China.
However, it’s important to understand that Kuaishou’s audience is primarily 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 the platform’s general 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:
- Choose the suitable 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.
- Target the right audience
Kuaishou allows advertisers to target their ads to specific audience segments based on age, gender, location, interests, and behavior. By targeting your ads to the right audience, you can increase the chances of reaching users most likely to be interested in your products or services.
- 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.
- Test and optimize your ads
Like most advertising platforms in China, Kuaishou requires testing and optimization to achieve the best results. Monitor your ad performance regularly and adjust your targeting, creativity, and budget to improve your ROI.
- Follow cultural norms
With a user base filled with people from rural areas and lower-income groups, it’s important to understand and respect regional cultural norms and values when using Kuaishou as a marketing tool. 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 various 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.
What are the Best Kuaishou Marketing Practices?
Timing of content publication
One crucial 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.
How does E-Commerce work on Kuaishou?
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 companies looking to expand their reach and tap into its growing user base.
With e-commerce integration, brands can showcase their products through video content and seamlessly direct users to purchase pages, resulting in a more streamlined and efficient shopping experience.
Moreover, Kuaishou’s integration with Chinese e-commerce giant JD.com enables brands to access a broader range of products and services, further enhancing the platform’s e-commerce capabilities.
Key Features:
- Live streaming shopping lets users watch live product demonstrations and make real-time purchases.
- The product search function allows consumers to search for products by name, brand, or category.
- Users can leave reviews and ratings for products they have purchased.
- Businesses can offer coupons and discounts to incentivize purchases.
Live streaming section and shopping
Cross-Border E-commerce on Kuaishou
Kuaishou is one of many cross-border e-commerce channels in China that allows foreign businesses to sell their products to Chinese consumers without needing physical locations.
This feature, called Kuaishou Global, was launched in 2020 and has gained traction ever since. With this function, foreign businesses can set up a virtual storefront on the app and sell products directly to Chinese consumers, with Kuaishou handling payment and logistics.
If you want to use Kuaishou Global, foreign businesses must apply and meet specific requirements, such as a business license, a tax registration certificate, and a Chinese bank account. Once approved, they can start selling products on the app.
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, brand takeover ads, influencer collaborations, and other marketing strategies.
Overall, Kuaishou’s cross-border e-commerce feature provides an excellent opportunity for foreign businesses to tap into the Chinese market and reach a wider audience.
Your Trusted Kuaishou Marketing Partner in China!
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 popular platforms, Kuaishou has positioned itself differently by targeting older age groups and integrating e-commerce features.
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If you want 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 want to open a Kuaishou business account, advertise on the platform, or learn more about its features and audience, feel free to contact 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.
