Douyin, also known as TikTok, is the best application in China right now, yet can this brief video system be used effectively by traveling brands? We evaluate the cons as well as pros.
Why is it important?
According to numbers launched by Douyin in November 2018, the application has 200 million everyday energetic users, and also 400 million regular monthly active individuals 72% of Generation Z open Douyin each day, as well as 32%, spend more significant than an hour a day on the platform.
The system started as a way to create a brief video, and also still has excellent deals of dancing and lip-synching, along with children and even young puppies, yet the material has branched out, as well as travel-related videos are abundant, primarily including tourist attractions as well as food. For example, a look for ‘Paris’ brings up lots of video clips of the Eiffel Tower, purchasing, and also fashion programs.
Douyin initially just enabled video clips with a maximum length of 15 seconds, now users with over 1,000 fans can produce one-minute videos, as well as by the end of 2018, Douyin had also trialed some two-minute videos.
(Left) A Douyin look for ‘Paris’ raises lots of user-created video clips of the Eiffel Tower. (Right) A user-created Douyin video clip from Auckland, New Zealand.
Who is using it?
On the whole, Douyin’s base is exceptionally young. Presently, 40% of Douyin’s users are aged 24-30, and also this shows that the application’s audience is getting older than it made use of to be. While users are changing from post-95s much more to post-90s, they are additionally moving away from first-tier as well as second-tier cities, which used to make up the majority of Douyin individuals.
Douyin to generate four video clip campaigns to elevate recognition of Xi’an’s society, food as well as beauty as a visitor location. Even before the campaign announces, one Douyin video on making Xi’an’s specialty shredded meat sandwich– had gotten over 100,000 sights, and also a student-made video including songs of Xi’an overcame 180,000 views. In a meeting with Chinese traveling media Lvyou Kan, Brand Name Supervisor for CYTS (China Youth Travel Service), Hao Yu’ang stated that Douyin was helping to bring fresh, vibrant interest to a city recognized for its ancient background and traditions.
(Left) The Xi’an Tourism Compensation’s Douyin account. Note the validated checkmark for an official statement, circled. (Right) A Douyin video of sandwiches made in Xi’an.
Xi’an’s videos will undoubtedly show off both the old and modern-day sides of the city, and also benefit from Douyin’s preferred ‘Challenges.’ A Douyin ‘Difficulty’ is a hashtag that customers produce video clips about, completing to get one of the most sights– which usually incentivizes. It is an excellent means to drive user-generated web content, which can function exceptionally well for a travel brand name (see Tourism Australia’s 2017 #MeInAustralia WeChat campaign) as well as aid boosts positive word-of-mouth promotion.
What are the advantages?
Douyin is expanding at an astronomic price, and it’s a fantastic platform for placing your brand name as young and also fashionable and getting to as well as inspiring young Chinese. The application has gained a great deal of attention lately, yet in terms of travel– particularly outbound tourism, it’s not chock-full yet and supplies a new means of getting the interest of brand-new customers. And also, jumping on a system or into a market before it’s over-saturated can bring benefits for many years to find.
What are the drawbacks?
Thinking about that the majority of Douyin freetiktok video clips are just 15 secs, you don’t have very long to send your message to customers, and a lot of will certainly see numerous videos in one resting, you can be conveniently shed among clips of viral dances, adorable pups and also trending food. The young, temporary nature of the system suggests that until now, the industrial success it’s motivated focused around junk food– so this could not be the best location to convince somebody to prepare a worldwide long-haul journey.
It has to do with Douyin’s compliance with Chinese video clip censorship laws. The result is that to get to Chinese users of the application; you will need to open your Douyin account in China.
Douyin can also be somewhat insular. Douyin video clips recently prohibited on WeChat, whose moms and dad company, Tencent, sees ByteDance as a competitor. Weibo has also accused of blocking Douyin videos. It suggests it won’t be straightforward to release a Douyin video and also share it on every one of your various other platforms. And although this platform supplies an excellent opportunity for overseas travel-related firms to influence and bring in Chinese site visitors, the future of Douyin is still unclear, as there have been many government crackdowns on short-video and also live streaming applications in the previous year.
