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TikTok vs. Kuaishou: The Battle for Dominance in Short-Form Video Across China and Southeast Asia

The short-form video boom is reshaping the global digital landscape, with platforms like TikTok and Kuaishou leading the charge. These apps have emerged as the go-to destinations for both entertainment and brand engagement, particularly in China and Southeast Asia, where mobile-first audiences are driving digital consumption. But when it comes to capturing the hearts of users in these regions, which platform holds the upper hand?

The Rise of Short-Form Video in Mobile-First Markets

As mobile internet usage continues to surge, short-form video has become the dominant form of content consumption in regions like China and Southeast Asia. With over 1 billion internet users in China as of 2023, this market represents one of the largest consumer bases for digital content globally. Short videos have become integral to daily life, and TikTok and Kuaishou, both born in China, have expanded far beyond their domestic borders into Southeast Asia. These platforms cater to mobile-first audiences, yet they take different approaches in terms of user engagement and content creation. Let’s explore how these two platforms differentiate themselves, especially in Southeast Asia.

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TikTok: The Global Titan with a Strong Southeast Asian Presence

Launched in 2016 by ByteDance, TikTok (known as Douyin in China) has become one of the world’s most popular apps, with more than 1 billion monthly active users as of 2023. TikTok’s addictive, short-form videos, powered by its highly effective algorithm, have transformed the social media experience.

In Southeast Asia, TikTok has become a cultural phenomenon, particularly in countries like:

  • Indonesia: Home to over 109 million users as of 2023, Indonesia stands as TikTok’s second-largest market.
  • Thailand: With over 35 million users, TikTok is gaining traction in e-commerce and influencer marketing.
  • Vietnam: The app has seen rapid growth, particularly among younger, digital-native consumers.

TikTok’s localization strategy has been key to its success in Southeast Asia. By adapting content to fit regional preferences, TikTok has become deeply embedded in the digital culture of these markets. For brands, TikTok offers an unparalleled opportunity to engage Gen Z and millennial consumers.

A prime example of TikTok’s ability to drive massive engagement is Gymshark, a UK-based fitness apparel brand. Gymshark leveraged TikTok’s viral challenge format by collaborating with fitness influencers to create the #Gymshark66 challenge. The campaign encouraged users to post workout routines and fitness goals, creating an authentic, community-driven experience that resonated with TikTok’s audience. This challenge not only went viral but also helped Gymshark increase its brand awareness and sales significantly, particularly in markets like the US and Southeast Asia.

The success of #Gymshark66 illustrates TikTok’s power to boost brand visibility, create viral engagement, and connect brands to highly motivated, trend-driven consumers. This approach demonstrates how brands can harness TikTok’s algorithm to spark a viral marketing campaign that directly drives consumer behavior.

Kuaishou: A Community-Driven Platform with Roots in Rural China

While TikTok may grab the global spotlight, Kuaishou remains a formidable player in China, especially in rural areas and lower-tier cities. Launched in 2011, Kuaishou has developed a loyal following in China’s rural areas and lower-tier cities, focusing more on community-building rather than viral content. As of 2023, the platform boasts 640 million monthly active users. Unlike TikTok, which thrives on viral trends and high-production videos, Kuaishou’s strength lies in its authenticity and community-driven approach. The app fosters stronger creator-audience relationships, and its content often feels more relatable, which resonates deeply with users looking for trust and intimacy.

Kuaishou’s Quiet Push into Southeast Asia

While Kuaishou’s influence in Southeast Asia is still in its early stages, the platform has made notable inroads with its app, SnackVideo, in countries like Thailand and Vietnam. SnackVideo offers a stark contrast to TikTok’s highly polished videos, focusing on more authentic, raw content that resonates with users looking for unfiltered, relatable experiences.

  • Thailand: SnackVideo saw double-digit growth in 2023, becoming increasingly popular for community-driven content.
  • Vietnam: The app has gained traction, particularly among those interested in live-streaming and interactive content.

Kuaishou’s live-streaming e-commerce feature, which has already proven highly successful in China, is slowly gaining traction in Southeast Asia. This feature allows brands to engage users in real-time, showcasing products and facilitating direct interaction with consumers. This model, which has proven successful in rural China, is making its way to Southeast Asia, providing brands with a unique way to drive sales and engagement.

TikTok vs. Kuaishou: A Tale of Two Content Strategies

Despite both platforms focusing on short-form video, TikTok and Kuaishou are very different in terms of content strategy, user experience, and audience demographics.

Content Creation and Algorithms

  • TikTok: Driven by a sophisticated algorithm, TikTok excels in promoting viral content. Its design fosters quick, engaging content consumption, where users scroll through an endless feed of videos tailored to their interests.
  • Kuaishou: Kuaishou places a stronger emphasis on community interaction. The app prioritizes long-term relationships between creators and followers, making content feel more genuine and intimate.

User Demographics

  • TikTok: Primarily attracts younger audiences, especially Gen Z and millennials from urban centers. The content tends to be trend-driven and highly produced, catering to a more fashion-forward, digital-native demographic.
  • Kuaishou: Appeals to a broader range of users, including older individuals from smaller cities and rural areas. Kuaishou’s focus on authentic content resonates with those seeking genuine and relatable stories.

Brand Opportunities and Monetization

  • TikTok: TikTok leads the way in social commerce. Its TikTok Shop feature allows brands to seamlessly integrate products into their content, driving both awareness and sales. Influencer marketing thrives on the platform, with brands leveraging viral content to promote products to millions.
  • Kuaishou: Specializes in live-streaming e-commerce, where brands can engage directly with consumers in real-time. This interactive model allows for immediate product demonstrations and live feedback, fostering trust and credibility with the audience.

Key Takeaways for Brands in China and Southeast Asia

By understanding the strengths of TikTok and Kuaishou, brands can tailor their marketing strategies for different markets. Depending on the target demographic, both platforms offer distinct advantages:

  • Kuaishou: Ideal for brands looking to engage community-focused audiences, especially in rural or smaller cities. Its strength lies in live-streaming e-commerce, allowing brands to build deeper relationships with customers.
  • TikTok: Best suited for brands targeting young, urban consumers who are driven by trends and digital experiences. TikTok excels in viral marketing, e-commerce integration, and influencer collaborations.

Kuaishou’s Quiet Push into Southeast Asia

TikTok has firmly established itself as the dominant player in Southeast Asia, but Kuaishou’s strong presence in rural China and its strategic expansion into Southeast Asia make it a tough contender. The platform you choose ultimately depends on your brand’s objectives, target audience, and the type of content you wish to produce.

If you’re looking to increase your brand’s visibility and engagement in the dynamic Southeast Asian market, Four Media can help you navigate the evolving digital landscape with a network of KOLs and actionable insights.

Get in touch today to learn how we can help drive your brand’s success in this thriving region.

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