Which Chinese Video Sharing Site Suits Your Brand?

Key points to remember:

  • The monthly active user (MAU) count of the three platforms has increased to 200 million based on recently released data, but Bilibili is still experiencing a period of user expansion and has fewer MAUs.

  • Douyin has advantages in Tier 1 and Tier 2 cities. On the other hand, Kuaishou enjoys more support from followers living in rural areas.

  • Douyin and Kuaishou are dominated by post-80s and post-90s generations, while Bilibili says around 78% of its users are between 18 and 35 years old.

“I know video sharing platforms are popular in China, but which one fits my brand the best?” This is the question that many have asked themselves when first trying to promote their brands in the Chinese market.

Douyin, Kuaishou, and Bilibili are undeniably the top emerging platforms in China today, and it’s clear that they all offer tremendous opportunities for brands wanting to reach target audiences. However, the three platforms are incredibly different in many ways, especially in this rapidly changing post-pandemic environment.

Right here, Daily Jing dives into the differences between these three platforms, so you can choose the best one for your brand.

Douyin values ​​quality content and has a high engagement rate

Douyin uses a single-column display format in its “tracking” and “recommendation” sections.

Similar to TikTok, the majority of videos on Douyin are less than a minute long. Under the slogan “records the wonderful life”, Douyin places more emphasis on the quality of video content. Therefore, most top-ranking accounts feature professional KOLs and celebrities.

Kuaishou, another short video aggregator, emphasizes “authenticity”

Kuaishou, Douyin’s biggest rival in China, was the first short-video social media app in China. Compared to Douyin, Kuaishou emphasizes “authenticity” and “ordinary people”, as its slogan is “embracing all kinds of life”. Kuaishou’s positioning could lead to deeper user engagement, as Topklout’s report shows that it had a higher percentage of viewers who left comments than on Douyin.

Bilibili is a long-video interactive community with a superior emotional connection

First launched in 2009 as a content community for Cartoons, Comics and Games (ACG), Bilibili has now upgraded to a full-spectrum online entertainment platform that covers video, live streaming and mobile games. As a video sharing platform, Bilibili mainly offers long videos. However, it should not be seen as a Chinese version of YouTube.

Live video chat is the unique feature of Bilibili.

Instead, many see Bilibili as a community because of its bullet chat feature – a live commenting feature that can be used while watching videos. This feature creates a strong emotional bond between users and meets the younger generation’s demand for self-expression. However, as Bilibili’s user groups quickly expand beyond its original ACG subscribers, conflicts between the ACG community and newcomers have become a challenge for Bilibili.

Side-by-side user comparison

The monthly active user (MAU) count of the three platforms has risen to 200 million based on recently released data. Using QuestMobile’s searches of the three sites from June 2020 as a benchmark, we can see that Douyin and Kuaishou lead in MAU numbers. Although it continues to advertise a user growth rate of over 50% YOY, Bilibili is still experiencing a period of user expansion and has fewer MAUs.

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In terms of user gender, Bilibili and Kuaishou have more male users while Douyin has more female users.

Regarding penetration in different cities, Douyin still has advantages in Tier 1 and Tier 2 cities, even though Kuaishou has been aggressively campaigning to recruit urban users in 2020. On the other hand, Kuaishou is gaining more support followers living in rural areas, with nearly 40% of its users coming from Tier 4 or lower cities.

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Bilibili’s user profile is somewhat similar to Douyin’s. Bilibili claims that 55% of its users come from the most developed regions of China: East China and North China. Additionally, Bilibili users are more likely to be educated with a bachelor’s degree, and their undergraduate ratio was 10% higher than other platforms.

When it comes to user age, Douyin and Kuaishou are dominated by the post-80s and post-90s generations, which account for nearly 50% of the total number of users for both apps. Additionally, Bilibili claims that around 78% of its users are between the ages of 18 and 35, having grown up with Bilibili.

Video Content Comparison

Under the slogan “records the wonderful life”, videos that feature handsome boys and girls or celebrities are more likely to have more likes on Douyin. According to TopKlout research, the top five categories of videos on Douyin are handsome boys and girls, food, music, humor, and games. Celebrity videos receive the most engagements per video.

Even though videos on Kuaishou are more about basic life than glamorous life, videos featuring beautiful people, games, humor, music and food are also its top five themes. popular, but with a slightly different ranking than Douyin.

In Bilibili’s Q3 2020 financial presentation, he revealed that lifestyle topics like vlogging and fashion are the most popular, followed by celebrity pop culture/entertainment, anime, and tech topics. /awareness.

Trending video categories Points to share:

  1. Douyin and Kuaishou have become trending platforms where Chinese people receive social news. Topklout shows that around 11% of the top 1,000 KOLs on Douyin are “social news” accounts. Additionally, People’s Daily and CCTV News, which are China’s two major state-run newsgroups, each have over 100 million subscribers on Douyin and about 50 million subscribers on Kuaishou.

  2. There is a growing trend towards knowledge-based content. For example, 回形针PaperClip, a Bilibili KOL, uses simple graphics and animations to illustrate the concept of general science, attracting over one million subscribers in Q1 2020 to become one of Bilibili’s top 100 KOLs. Last year.

  3. The number of gaming and recipe tutorial videos has increased rapidly due to COVID-19.

Recommendation Algorithm Comparison

Douyin favors quality videos and celebrities and KOLs with huge fanbases. Meanwhile, Kuaishou and Bilibili share some common characteristics regarding content distribution. Both distribute videos taking into account the interests of the network and users. Compared to Douyin’s centralized algorithm, Kuaishou only allocates 30% of its traffic to major KOLs.

Other potential competitors to watch out for

WeChat Video Channel

The WeChat video channel entry is directly in the discovery section of WeChat

First launched in January 2020, the WeChat Video Channel has since seen a significant increase in users. Additionally, with its ability to leverage WeChat’s existing user base (and zero migration costs for users), we believe WeChat Video Channel will be a potentially strong contender.

Weibo video

Although Weibo hasn’t made huge strides in developing its video sharing industry, it is still a top social media platform in China with an abundant amount of celebrities and KOLs.


  • Douyin was once a market leader with the most active users, and it’s the platform that tends to show the most high-quality content from top KOLs. Douyin could be one of the best options for brands wanting to target young audiences living in Tier 1 and Tier 2 cities, especially if their products have spectacular visual effects in a short video format.

  • Kuaishou is another good short video site. Kuaishou’s emphasis on “authenticity”, while having more users from rural areas remains its most distinctive feature. Kuaishou may be a good choice if a brand’s promoted products sell at low prices and target an audience in small towns or male consumers.

  • Bilibili is a long-form video sharing community with a unique feature – “bullet chat” – which leads to a stronger emotional bond between users. The majority of Bilibili users are young, and they are likely to be well-educated with significant purchasing power. It could be an ideal platform to promote fashion, beauty or technology products.

Shirley K. Rosa