Douyin Marketing and TikTok Marketing: What’s the Difference?

Although both Douyin and TikTok are developed by ByteDance and share a similar interface and functions, their content promotion and user engagement strategies differ significantly due to the distinct landscapes they operate in. For Chinese companies looking to enter the overseas market, or foreign businesses aiming to navigate the Chinese market, understanding these differences is crucial for establishing a strong brand presence. Here are some key differences between Douyin and TikTok presented by Cerberus Marketing that businesses should be aware of when looking into Douyin marketing.

Content Segregation

Douyin content is restricted to Chinese audiences, and TikTok content is not visible on Douyin. This segregation ensures compliance with local regulations and prevents Douyin from being blocked in China.

Content Localization

Localized Content: Businesses cannot simply reuse TikTok content on Douyin. It requires localization to fit the cultural and regulatory environment of China.

Content Control: Douyin exercises stricter control over content. For example, children in China may experience a modified version with more educational content compared to adults, while it is the same for both children and adults on TikTok.

_{Teaching knowledge in a livestream on Douyin}

Content Trends and Algorithms

Affiliate Marketing is more prevalent on TikTok than on Douyin.

Content focus: TikTok favors viral and entertainment content, while Douyin promotes content related to animals, cooking, lifestyle, beauty, and fashion tips. Global TikTok leans towards artistic content, while Douyin focuses on skills and lifestyle, often with automatic voiceovers. Douyin also attracts a broader age range of users, with more older users and viewers compared to TikTok, where 50% of users are youngsters under 24 years old.

_{Lifestyle and motivational content on Douyin}

Trending Features: Douyin has additional features like rankings of top accounts by categories, which aid brands significantly.

Virality: On Douyin, larger accounts hold more weight, whereas, on TikTok, even smaller accounts can go viral on the “For You” page.

Livestreaming and Video Length

Livestreaming: Douyin offers advanced livestream features like screen recording and voice comments, whereas TikTok provides basic livestreaming functions.

Video Length: Douyin allows videos up to 15 minutes, while it is 10 minutes for TikTok.

Engagement Metrics: In China, the emphasis is on the number of likes a video has, whereas internationally, TikTok highlights the number of views.

Paid Advertising

Both platforms offer paid advertising options, but there are notable differences from Douyin:

Top View Ads: Known as “Splash ads” in China, these full-screen ads appear when a user opens the app, lasting a maximum of 5 seconds without links and billed per 1000 clicks (CPT).

In Feed Ads: These ads appear in the user’s feed and can be up to a minute long, containing links to stores or products, and are shareable by users.

Custom Stickers: These allow brands to add branded stickers or filter-type effects onto videos, generating user content that can be tracked and incentivized with prizes.

Conclusion

TikTok is approximately two years behind Douyin in terms of brand and creator monetization capabilities. Navigating Douyin requires businesses to learn and adapt to its unique environment, which includes stricter content controls and different user engagement strategies compared to TikTok. It is advisable for businesses to seek professional support and consultation from local agencies with expertise in Douyin’s marketing to maximize their efforts in this billion-citizen market.

If you’re looking for a partner to help you expand your business in China, Cerberus Marketing is here to assist! We can customize your brand image and marketing plan to seamlessly integrate into the Chinese market. From market research and strategy development to social media management and influencer partnerships (WeChat marketing services, Little Red Book marketing, Douyin marketing), we provide end-to-end solutions to ensure your brand makes a lasting impact in China. Partner with Cerberus Marketing today and let us help you unlock the full potential of the Chinese market!

Check out our Social Media Marketing Services!

Take a look at our Content Marketing Services!

Contact us today to receive consultation and other services!