1. What is the difference between Douyin and Kuaishou?
Douyin and Kuaishou are two major barriers to short video platforms. Kuaishou has a deep mass base, while Douyin is more fashionable and cool. There are essential differences between the two, which are reflected in the following aspects:
1. Different product positioning Kuaishou: The former "GIF Kuaishou" was born in March 2011. It is a mobile application for making and sharing G" pictures. In November 2012, it transformed from a pure tool application to a short video community, positioning as a platform for recording and sharing everyone's lives.
Douyin: A music creative short video social software under Toutiao was launched in September 2016. It is a 15-second music short video community focusing on young people, positioned as a new generation of short video music community platform.
2. Different user groups Kuaishou: The target users are mostly third- and fourth-tier and rural users. Kuaishou users are concentrated in the age group of 25-34, of which the number of users is the largest, accounting for 43% of the total number of users. The proportion of male and female users on Kuaishou is relatively coordinated, with female users accounting for 57.8% and male users accounting for 42.2%. In terms of education, Kuaishou users are relatively balanced, with high school and undergraduate and above accounting for the largest proportion, accounting for 32.8% and 31.9% respectively, and generally low education level.
Douyin: The target users are first- and second-tier and young users, mostly born in the 1995 and 2000s. Douyin users are mainly concentrated in the age of 19-24, accounting for 40% of the total number of users. In terms of gender, women account for a higher proportion, reaching 66%, and male users account for only 34%. Douyin users' income and education are concentrated in undergraduate degree or above, and their consumption capacity is strong.
3. Video style Kuaishou: The video style is down-to-earth, the video content is mainly to record daily life. Content creators are mainly ordinary people, closely related to life, and have strong social attributes. long-tail users' videos have more opportunities to expose videos. Kuaishou's decentralized positioning helps diversify video content, easily resonate with the audience, form a sense of identity and strong community cohesion.
Douyin: The video content is more trendy and personalized. Douyin's beauty filters, funny stickers and VR special effects are paired with high-rhythmic music of "magic" and "ear-grabbing", making it more "trendy" and "personalized". Douyin's centralized positioning is eye-catching, while popular content has high similarity and repetition, so the audience will only pay attention to a few KOLs, and the users have weak relationships with each other.
4, monetization mode Kuaishou: Relying on live broadcast revenue, relying on short video traffic diversion and more lifelike content, it has emerged in the live broadcast industry.
Douyin: Relying on traffic monetization, with its huge user base and algorithm-based traffic distribution system, the marketing system is complete, and Douyin's advertising revenue advantage is obvious.
2. What are the advantages of Douyin and Kuaishou?
Although Kuaishou and Douyin are obviously different in the above aspects, both of them have their own advantages in advertising promotion, as the best among short videos, they both have their own advantages in advertising. Both Kuaishou and Douyin have a massive user base, and they can also achieve precise positioning in advertising targeting. However, the Kuaishou platform takes the civilian lifestyle route with curiosity, fun and funny as its eye-catching points. The user group is concentrated in third- and fourth-tier cities, which is suitable for industry promotion that needs to penetrate into third- and fourth-tier cities.
Douyin users are mostly first- and second-tier cities, with a huge traffic system, suitable for advertisers with larger budgets, and are more popular among big brands.
does not mean that the promotion effect must be better if you choose Kuaishou or Douyin. The quality of the promotion effect is closely related to the shooting of video, copywriting design and background data monitoring and adjustment.
