Friday Forum – We bring the hottest questions from the Chinese Social & Digital space to our brightest minds.
周五论坛——让中国社交与数字领域最热门的话题碰撞出思维火花

What's the biggest difference between Kuaishou and Douyin that brands should be aware of?
品牌方应该了解的快手和抖音之间的最大区别是什么?

West Xu
Senior Account Manager / We Are Social

快手主要是经营社区,而抖音是在做潮流。在地域方面,南方人更多的喜爱抖音,而北方人更多喜爱快手。对于品牌主来说,垂直类品牌更加适合抖音传播,因为抖音更偏向于垂直领域的内容推送并且注重设计,娱乐。反观更强调“以人为本”的快手,slogan是:“每个人的生活值得被记录”,从而更加注重底层和社会。在商业化方面,目前抖音正在加紧部署商业布局,比起快手,抖音在商业化上更加激进,而快手一直以平稳的商业模式运作,对于小企业来说,快手的带货成本要远远低于抖音,所以用快手带货,用抖音做品牌是个不错的选择。

Kuaishou's mainly community-driven, while Douyin is a trend-oriented platform. In terms of geography, southerners like Douyin more, while northerners like Kuaishou more. For brand owners, vertical brands are more suitable for Douyin, because Douyin is more inclined to push content in specific areas, especially within design and entertainment. On the contrary, Kuaishou emphasizes on being a platform for the people, or as its slogan says, "everyone's life is worth being recorded", thus paying more attention to the everyday life and society. Douyin is more aggressive in building a commercial suite than Kuaishou. However, Kuaishou has found a stable business model, attracting smaller businesses with lower costs than Douyin. In short, use Kuaishou for product sales and Douyin for brand development.

Xiaoxiang Cao
Account Manager / We Are Social

快手以“关注“为核心,抖音以”推荐“为核心。
抖音的用户会在很短的时间内被推荐算法“困”在信息茧房中,平台从而获得极大的用户粘度,对于品牌而言可以更精准的进行广告投放,获得更好的曝光效果。并且抖音是从一线、新一线城市开始扩张,“城里人的生活”是平台的DNA,面向城市用户的品牌可以更容易获得关注。
快手更强调人和人之间的关联,更像是短视频的朋友圈。在熟人之间进行发酵传播。主打“农村包围城市”的道路,土味和接地气是平台的主要特色,从人群数据上看,四线、五线城市是最大的受众地区。鉴于内容和人群特点,更适合某一地区的强势地方品牌进行小范围的推广。

Douyin
focuses on "recommendation" while Kuaishou is all about
"following". What does that mean? Douyin users are highly influenced
and dependent on the recommendation algorithm. That gives brands the
opportunity to create more accurate advertising for better exposure. "The
life of the inner city" is the platform's DNA.

Kuaishou puts more emphasis on connecting people, where they share moments with friends and family. The rural areas are the main focus of the platform with a rustic style. According to the data analysis, the 4 & 5-tier cities represent the biggest audience on Kuaishou. Additionally, the platform is more suitable for small-scale promotions of local brands in certain areas.

Ocheal Su
Account Manager / We Are Social

两者最大的不同在于‘品味’。‘品味’是由平台调性所决定的,平台调性决定着各自能吸引的受众。抖音无疑是出海品牌和时尚快消品牌的首选;快手走的是以猎奇、趣味为吸睛点的平民生活化路线,更适合需要向三四线城市渗透的行业推广。
抖音已经率先吸引兰蔻雅诗兰黛等高端品牌的入驻,对准的就是抖音上追寻高端生活的年轻受众;快手平台的‘老铁文化’,品牌形象已无法避免的与‘土味’强挂钩,但其社交的属性更强,更能反映中国下沉市场面貌的人间烟火。品牌在选择平台推广时,最先需要考虑的是是否符合品牌的受众,以及目前平台上所有的内容风格是否与品牌调性一致。

The tonality
of the two platforms attracts different audiences. Douyin is undoubtedly the
first choice for overseas brands and fashion FMCG brands. Kuaishou highlights
everyday life with fun and eye-catching topics and is more suitable for
promotions aimed for third- and fourth-tier cities.

Douyin has
taken the lead in attracting high-end brands such as Lancome, Estée Lauder, and
others, aimed at young audiences who are pursuing high-end life. The "Lao
Tie (brother)" culture of Kuaishou inevitably links brands to a more
"rustic style". But its social attributes are stronger and can
reflect Chinese people's lifestyles better.

When brands choose a platform for promotion, the first thing to consider is whether it meets the brand's requirements and whether the existing content styles on the platform are consistent with the brand tone.

Reece Xiang
Account Executive / We Are Social

在我看来,快手离生活更近,抖音离时尚更近,核心用户的不同造就了品牌在两个平台不同的推广策略:抖音以一二线城市年轻群体为主要用户,更像是一个种草的源头地,它能更轻易地打造爆款、引领潮流,从而扩大知名度;而快手因为使用群体多为2.3.4线城镇/农村人群,教育水平、消费理念的不同使其更适合品牌进行爆款的分销,尤其是物美价廉的产品。

In my opinion, Kuaishou is closer to life, and Douyin is closer to fashion, which creates two very different core user demographics, and by effect different promotion strategies for brands. Douyin has young people from first- and second-tier cities as its main core group, which is great for product seeding, giving opportunities for brands to create new styles, leading trends, and expanding their popularity. Kuaishou on the other hand is mostly used by people from tier 2, 3, and 4 cities, so the difference in education level and consumption needs makes it more suitable for brands to distribute already trendy products, especially high-quality and inexpensive products.

Max Fang
Account Executive / We Are Social

首先,快手和抖音的内容风格就很不同。快手的内容偏日常化,反映的是用户们的真实生活。抖音则不同,魔性的音乐与时下的流行语的结合快速的成为了十分洗脑的内容。内容决定了抖音吸引的是聚集于生活节奏快的一二线城市中富有活力的年轻群体。而快手通俗易懂的内容更容易吸引到三四线城市的用户。最后,抖音和快手的算法不同。抖音的算法会急速捧红一些优质、洗脑的内容。而快手的算法的“热度权重”机制则能让更多的用户的作品得到平等展示的机会。

Firstly, Tiktok and Kuaishou have different styles of content. The majority of the content on Kuaishou are reflecting the real life of users. But for Douyin, the combination of dramatic music and popular internet gags tend to be easy to become brainwashing contents. Such a difference in the content has directly led to the two platforms having different target audiences. Douyin attracts young people with vitality, who are usually located in the first and second-tier cities. The audience of Kuaishou is more extensive with content that is easy to understand which is more attractive to the three or four-tier city users. Finally, the algorithm of the two platforms is also different. The exposure mechanism will quickly boost some of the high-quality videos on Douyin. On the other hand, Kuaishou's algorithm has a "popularity weighting" mechanism, which helps more users to get equal opportunities to display their works.