TikTok vs. Kuaishou in China and Southeast Asia: Which App Rules the Short-Form Video Market?
Short-form video content has exploded in popularity, with platforms like TikTok and Kuaishou at the forefront of this digital revolution. In mobile-first regions such as China and Southeast Asia, these apps have emerged as crucial channels for user engagement, entertainment, and brand marketing. But which platform dominates the short-form video market in these regions?
The Rise of Short-Form Video in China and Southeast Asia
Short-form video platforms have transformed the way people consume media, especially in regions where mobile internet usage is soaring. As of 2023, China’s internet penetration rate stands at over 73%, with 1.06 billion active users, and short-form videos have become the go-to source of entertainment. TikTok and Kuaishou, both born in China, have extended their influence beyond the mainland, making significant inroads into Southeast Asia.
Both TikTok and Kuaishou target these mobile-first audiences but do so with distinct approaches, appealing to different user bases and implementing varied strategies for brand engagement.
TikTok: Global Phenomenon with a Stronghold in Southeast Asia
TikTok, known as Douyin in China, has become a global cultural phenomenon since its launch by ByteDance in 2016. As of 2023, the app boasts over 1 billion monthly active users worldwide. Its quick rise to prominence is largely due to its highly addictive, algorithm-driven feed of entertaining, bite-sized videos. In Southeast Asia, TikTok has secured its place as a leading social media platform, deeply integrated into the region’s digital landscape.
Indonesia: Over 109 million users as of 2023, making it TikTok’s second-largest market globally.
Thailand: More than 35 million active users, with growing use cases in e-commerce and influencer marketing.
Vietnam: Another significant market with fast-growing TikTok adoption, particularly among younger audiences.
Southeast Asia has become a critical market for TikTok’s expansion, with countries like Indonesia, Thailand, and Vietnam ranking among its top markets outside China. TikTok’s success in Southeast Asia is largely driven by its ability to localise content. This localisation strategy, combined with its addictive user experience, makes TikTok a powerful tool for brands looking to engage with Gen Z and millennial audiences.
Campaign Example: e.l.f. Cosmetics on TikTok
Source: e.l.f. Cosmetics
An excellent case study of TikTok's influence in Southeast Asia comes from e.l.f. Cosmetics, which launched its viral #EyesLipsFace campaign on TikTok. Initially focused on Western markets, the brand quickly adapted the campaign for Southeast Asia, partnering with local influencers and tweaking the challenge to align with regional pop culture.
This campaign demonstrates TikTok's immense potential for brand exposure through viral content and influencer collaborations. By understanding and incorporating local trends, brands can harness TikTok’s algorithm to drive engagement and convert views into tangible business outcomes.
Kuaishou: The Underdog Champion of Rural China
Kuaishou, TikTok’s primary competitor, holds a unique position in the Chinese market. Known for its deep-rooted community engagement, Kuaishou has built a loyal following in China’s rural areas and lower-tier cities, differentiating itself from TikTok’s more urban-centric appeal. Launched in 2011, Kuaishou initially started as a platform for users to share life moments, growing to 640 million monthly active users as of 2023.
Source: Kuaishou
Unlike TikTok’s fast-paced, viral-driven content, Kuaishou focuses on cultivating close-knit communities and fostering long-term relationships between content creators and their audiences. Kuaishou’s focus on community engagement rather than virality allows it to maintain a more intimate and trustworthy atmosphere.
Kuaishou’s Growing Presence in Southeast Asia
Kuaishou’s influence in Southeast Asia is more modest compared to TikTok, but the platform is making strategic moves to capture market share. Operating under the name SnackVideo in regions like Thailand and Vietnam, Kuaishou appeals to users who favour authentic, raw content over the high-production, algorithm-driven videos found on TikTok.
In Thailand, SnackVideo has experienced double-digit growth in 2023, becoming a go-to platform for more community-oriented content.
Vietnam has also seen a rise in SnackVideo usage, particularly among users seeking live-streaming content and interactive experiences.
Kuaishou’s live-streaming e-commerce feature, which has seen massive success in China, is gradually gaining traction in Southeast Asia. The platform’s community-driven ethos makes it an ideal space for brands to engage in live-streamed product demos, allowing users to interact with sellers in real time—a strategy that has already proven successful in rural China.
TikTok vs. Kuaishou: Key Differences in Content and User Experience
While TikTok and Kuaishou may seem similar at first glance, their approaches to content creation, user experience, and audience demographics differ significantly.
Content Strategy and Algorithms
TikTok: Relies on its hyper-efficient algorithm to push viral content to users. The platform is designed for fast-paced consumption, with users scrolling through an endless feed of bite-sized videos tailored to their interests.
Kuaishou: Takes a more community-oriented approach, focusing on user interactions and creator-follower relationships. Content is often more relatable and down-to-earth, fostering a sense of trust and intimacy between users.
Audience Demographics
TikTok: Appeals to younger, urban audiences, particularly Gen Z and Millennials, who are drawn to trend-driven, high-production videos.
Kuaishou: Captures a more diverse audience, including older users in China’s lower-tier cities and rural areas. Its emphasis on authentic content resonates with those seeking more genuine and relatable experiences.
Monetisation and Brand Opportunities
TikTok: A global leader in influencer marketing and e-commerce, TikTok offers brands a robust platform for social commerce. The success of features like TikTok Shop highlights the platform’s ability to drive sales directly through video content.
Kuaishou: Known for its dominance in live-streaming e-commerce, Kuaishou provides brands with opportunities to build trust through interactive, real-time engagements. It is particularly effective in regions where live-stream shopping is becoming more popular.
What Brands Can Learn from TikTok and Kuaishou
Understanding the unique strengths of TikTok and Kuaishou can help brands tailor their marketing strategies for China and Southeast Asia. Depending on the target audience, each platform offers distinct advantages:
TikTok: Ideal for brands targeting younger, trend-driven consumers in urban areas. The platform excels in fast-paced, viral marketing campaigns and influencer-driven content.
Kuaishou: Better suited for brands looking to build trust with more rural or community-focused audiences. Its strength in live-streaming e-commerce offers brands a unique way to engage users in real-time interactions.
Who Rules the Short-Form Video Market?
TikTok’s dominance in Southeast Asia is clear, but Kuaishou’s stronghold in rural China and its strategic expansion into Southeast Asia make it a formidable contender. Ultimately, the platform you choose depends on your brand’s goals, audience, and the type of content you wish to create. Platforms like InfluenConnect further empower brand owners by connecting them with a diverse network of KOLs, global reach, and data-driven insights. Click here to learn more about InfluenConnect.
For more in-depth insights, follow Comms8 where we help your brand expand into foreign markets.
At Comms8, we specialise in helping businesses leverage the power of cross-border marketing in Asia. With our expertise, we can assist you in harnessing the influence of social commerce strategies to boost your brand’s credibility and awareness. Contact us today to learn more about empowering your brand in the dynamic Southeast Asian market.