TL;DR – Douyin (Chinese TikTok) Marketing
Douyin is China’s leading short-video and livestream platform, designed for fast discovery and strong engagement — and it’s also built for conversion through native social commerce. While Douyin and TikTok look similar, Douyin operates within China’s local ecosystem with different user behaviour, distribution mechanics, and a more commerce-integrated experience.
For brands, Douyin marketing works best when you treat it as a full-funnel system: content drives awareness, creators and social proof build trust, and conversion happens through a clear store/product path. In practice, most brands grow on Douyin through a combination of three approaches: (1) influencer collaborations (KOL/KOC) to gain credibility quickly, (2) an official brand account for consistent always-on content, and (3) Douyin ads to scale what’s already proven to work.
To execute successfully, use a structured rollout: build foundations and test content angles in the first 30 days, refine your conversion path and creator strategy by days 31–60, then scale with campaigns and ads in days 61–90. Track performance beyond views by measuring retention/watch time, engagement, follows, clicks to store, conversions, and creator performance per post.
Many of the Chinese social networks have a similar version in the West, one of the most apparent cases being the Chinese version of TikTok, Doyin, which we will discuss in detail in this article.
Chinese social networks have become one of the most important marketing tools in the Asian country. Being present in them is essential for any brand or company that wants to enter the Chinese market effectively, so knowing them is highly relevant.
Chinese social networks have become one of the most essential marketing tools in the Asian country, Douyin the Chinese version of TikTok, has become one of the most relevant.
1. What is Douyin? The Chinese version of TikTok
The Chinese version of TikTok, called Douyin, is a Chinese social network that has become one of the most important and widely used platforms in recent years. It was created in 2016 by the large company called ByteDance, the same developer of TikTok, the mainland Chinese counterpart was called Douyin.
The Chinese version of TikTok is one of the most used social networks by the youth of the great Asian country. It already has more than 800 million users active monthly, with 56% of the total being men and the remaining 44% being women, according to the Oberlo report.
On the other hand, from the application itself they have stated, thanks to various demographic studies, that 41% of active users are between 16 and 24 years old, which underlines the high relevance of Generation Z for the Chinese version of TikTok.
The Chinese version of TikTok Douyin already has more than 800 million monthly active users, with 41% of the total being people between 16 and 24 years old.
How do you use the Chinese TikTok?
The main function of the Chinese TikTok is to share and create short videos, in addition to being able to broadcast live. On the other hand, the Chinese version of TikTok has a multitude of Additional functions:
- Social-commerce: By using the social network itself, the Chinese version of TikTok allows you to buy and sell products and services online.
- The application allows setting up an online store for the mainland Chinese market.
- It allows the use of thousands of songs, sounds, filters, and effects in videos and live broadcasts.
The primary function of the Chinese version of TikTok is to create and share short videos and broadcast live, in addition to creating an online store for selling and buying products and services online
2. Differences between the Chinese version of TikTok and the Western one
Referring to the interface, the Chinese version of TikTok is similar to the Western one, with the style and logo being exactly the same. Still, although the idea and design are practically the same, the content is the aspect in which they differ the most.
The biggest difference is that Douyin is designed for China’s ecosystem, with stronger built-in commerce and different content distribution dynamics.
One of the main differences between Douyin and TikTok is that the first gives the possibility of having native stores, such as Taobao, being one of the most popular ways to earn income today. This feature is part of the growing Douyin social ecommerce ecosystem, where content and shopping merge to drive user engagement and direct sales. Furthermore, on Chinese TikTok you can use the collaboration with influencers to establish a new brand or business in the Chinese market.
Unlike TikTok, the chinese version of TikTok allows users to find videos of influencers through facial recognition, also trying to become the leading entertainment platform, becoming the Chinese version of Netflix.
On the other hand, the algorithms of both applications also have significant differences. While on TikTok small accounts go viral more frequently, in the Chinese version of TikTok, accounts with a well-established presence have more weight.
The main distinction lies in the limitations that the Chinese government imposes on the implementation of Douyin in the territory. In this sense, Citizen Lab researchers compared the two applications and discovered that TikTok does not apply the same political censorship as its Chinese version.
While the accounts of TikTok offer a wide variety of content categories, from dances or viral challenges to tutorials and vlogs, without restrictions, as long as they comply with the community rules, the Chinese version of TikTok prefers the disseminating educational content.
3. Why is it important to be present in Douyin?
As we mentioned at the beginning, being present on Chinese social networks is of great importance for brands interested in penetrating the Chinese market, and Douyin is no exception.
Douyin allows organizations to promote their products and services to consumers while generating engagement in a highly interactive way. Collaborating with Douyin influencers can further amplify this impact, as these creators effectively bridge the gap between brands and their target audiences. This will help brands stay ahead of the competition in one of the world’s most profitable markets.
Being present in Douyin allows organizations to promote their products and services to consumers, giving your business an advantage over competitors.
The main advantage of Chinese TikTok is the ease of content going viral. Through a good marketing strategy, you can reach a large number of people with only good planning and editing of content. This makes advertising on Douyin become an essential component for businesses aiming to maximize visibility and engagement on the platform.
The Chinese version of TikTok offers powerful business promotion features, including various ad formats, hashtag challenges, influencer collaborations, mini-programs, live streaming in China, analytics and more. These features enable brands to increase visibility, engage with audiences, drive sales and optimise their marketing strategies. Douyin advertising is particularly effective when combined with influencer partnerships, enabling brands to establish trust and foster authentic connections with consumers.
Restaurants and hotels use the application to conduct virtual tours, talk about the hotel, run various promotions and, of course, make sales using a Chinese short video platform. Another of the most successful sectors for this app in China is the luxury sector, where influencer marketing for luxury brands plays a pivotal role in reaching affluent digital consumers.
Let’s look at some particularly relevant data to understand the importance of the Chinese version of TikTok for businesses:
- Market penetration: of the 4.8 billion people on the internet, 20.83% make use of the video-sharing service offered by ByteDance.
- User growth rate: between January 2018 and July 2020, the global user base of the Chinese TikTok increased by 1,157%; within the same time period, the US saw a user growth rate of 787.86%. With 611 million downloads to date, India has contributed more than any other country to the rise of the Chinese TikTok.
- Engagement: Chinese version of TikTok is the most engaged social media app, with an average session duration of 10.85 minutes, twice as long as Pinterest, which ranks number 2 with 5.06 minutes. In 2019, time spent on the Chinese version of TikTok reached a whopping 68 billion hours.
- Official data shows that in the first half of 2023, 66% of the top 100 search words on the chinese TikTok were dedicated to brands; names such as Chanel, Louis Vuitton, Prada, Cartier and Bulgari experienced a surge in popularity.
- The platform has seen a rise in the quantity of users purchasing luxury items, as seen by Douyin’s luxury GMV, which climbed by 254% year over year in 2023.
- As stated in the 2023 TikTok Luxury Industry White Paper, which was co-published by Deloitte China, Ocean Engine, Douyin E-commerce in China, and Trend Insight, the popular short video app has now turned into a marketplace for more than 70% of luxury consumers in China.
- In the upcoming years, the platform anticipates that its most affluent luxury buyers will raise their annual spending by 7%, from RMB 600,000 (£66,470) to RMB 643,000 (£71,234). In contrast, moderate and light luxury buyers, who are more cost-conscious, are anticipated to decrease their annual consumption of luxury goods by 5%, to RMB 112,000 (£12,497), and 15%, to RMB 16,000 (£1,772), respectively.
You can achieve this presence in two ways, the first being the most effective:
Presence through influencers
The most effective way to have a presence on the Chinese version of TikTok is to collaborate with Chinese influencers. Brands will use these influencers on social networks to promote their products, giving the impression that it’s being done in an organic form.
The most effective way to have a presence in Douyin is to collaborate with Chinese influencers
In addition to disseminating highly persuasive messages designed by your organization, the main objective of collaborating with influencers is to promote indirectly. In this sense, the best option is to collaborate with InfluChina, a Chinese influencer agency dedicated to helping foreign brands succeed in China through strategic collaborations with influencers
Presence through official account
Through a brand’s official account on Chinese TikTok, users can be redirected directly to the brand platform or website to see the products and services offered. The main objective of having a presence and promoting through an official account is to indirectly show your store content, videos, products, and history to users.
Through the official account of a brand in Douyin, customers can go directly to the brand's platform or website
Furthermore, if the content is created correctly and tailored to the needs of your target audience, the content can go viral. This will increase the connection with your audience and increase the company’s presence on social networks, which will mean a significant increase in the income of the brand in the long term.
4. How Douyin Marketing Works (Content + Commerce + Conversion)
Douyin marketing works best when you understand Douyin as more than a “video platform.” It’s a system where content drives discovery, trust is built through creators and social proof, and conversion can happen directly through Douyin’s commerce features.
What makes Douyin different for marketing
Content is distribution. On Douyin, your creative (video + hook + editing) is the biggest driver of reach and performance.
Commerce is native. Douyin can support in-app product discovery and purchase journeys, which means brands can move users from “watching” to “buying” without leaving the platform.
Trust drives conversion. Influencers, KOCs, reviews, and live selling help reduce hesitation and speed up purchase decisions.
Douyin marketing funnel (simple version)
Awareness → Engagement → Trust → Conversion → Retention
Awareness: short videos, trend participation, creator collaborations
Engagement: comments, shares, saves, profile visits, follows
Trust: creator credibility, UGC/KOC seeding, consistent brand content
Conversion: shop/store pathways, product links, live promotions, ads
Retention: repeat content cycles, community engagement, follow-based remarketing
If your Douyin presence is only “posting videos,” you’ll often struggle to convert. The goal is to build a pathway from content to action.
5. 3 Ways to Market on Douyin (Influencers, Official Account, Ads)
There are three main ways brands build presence and growth on Douyin. The most effective strategy usually combines all three, but the right mix depends on your budget, goals, and timeline.
Option 1: Influencer Marketing (KOL + KOC)
This is the fastest way to build credibility and reach the right audience, especially for foreign brands entering China. Creators help your product feel “trusted” instead of “new and unknown.”
Best for: awareness + trust + conversion spikes
What to prepare: clear product angle, talking points, usage demo, offer/CTA, and content guidelines
Common mistake: working with creators who have views but weak conversion relevance for your category
Option 2: Brand Official Account (Always-on Content)
An official account is your long-term brand foundation. It’s where users learn what you stand for, explore your content, and build familiarity over time.
Best for: consistent brand building + long-term growth
What to post: product demos, behind-the-scenes, FAQs, proof (results, materials, certifications), lifestyle use cases
Common mistake: posting “generic ads” instead of content designed for Douyin viewing behaviour
Option 3: Douyin Ads (Scale What Works)
Ads are how brands scale distribution once they know which content angles and products perform. The goal is not to “advertise everything,” but to amplify the best-performing creatives and drive measurable results.
Best for: scaling traffic, increasing conversions, accelerating campaign performance
What to prepare: strong creatives, clear landing path (store/product), and KPI tracking
Common mistake: running ads before the conversion journey (store/product pages/service readiness) is ready
Quick decision guide (so readers can choose fast)
If you need trust quickly → start with influencers
If you need long-term presence → build your official account content engine
If you need scale and performance → use ads to amplify proven creatives
6. Douyin Launch Plan (30–60–90 Day Roadmap + KPIs)
A structured launch plan helps you avoid the most common Douyin mistake: posting content with no clear learning system. Here’s a practical roadmap brands can follow when entering Douyin.
Days 1–30: Build the foundation + test content angles
Define target audience and content positioning (what problem you solve, why you’re different)
Build a content bank (hooks, formats, product demos, lifestyle scenes)
Post consistently to test what earns retention and engagement
Seed early trust via KOC/UGC-style content (even before major KOL spend)
Days 31–60: Add creator collaborations + refine conversion path
Collaborate with creators that match your audience and category
Identify top-performing angles and double down on them
Improve your store/product pathway (so clicks don’t get wasted)
Begin light paid amplification on the best creatives (only after validation)
Days 61–90: Scale what works + measure real outcomes
Expand creator partnerships based on performance
Run structured campaigns (launch, promo, seasonal pushes)
Use ads to scale proven content into conversion
Build a repeatable loop: content → traffic → conversion → optimisation
KPIs to track weekly (not just views)
KPI | What it tells you |
Video retention / watch time | Whether your content format and hook are working |
Engagement rate (likes, comments, shares, saves) | Whether the audience finds it relevant and worth interacting with |
Profile visits + follows | Whether your content is building brand interest |
Clicks to store/product | Whether content is driving action |
Conversion actions (orders/leads) | Whether your funnel is working |
Creator performance (per post) | Which influencers actually drive outcomes, not just views |
This roadmap turns your Douyin strategy into a learning system — so performance improves month by month.
7. Conclusions
As we have seen, knowing Douyin the Chinese version of TikTok in depth is of great importance for any foreign brand that intends to enter the Chinese market effectively, since social networks are the best marketing strategy within this market.
If you want to get into the Chinese version of TikTok, you can contact InfluChina, a marketing agency dedicated to promoting foreign brands in China through strategic collaborations with influencers.
If you are interested in getting into the Chinese version of TikTok, you can contact InfluChina, a marketing agency dedicated to promoting foreign brands in China through strategic collaborations with influencers.
FAQ
Frequently asked questions about Douyin the Chinese version of TikTok
What is the name of Chinese TikTok?
The Chinese version of TikTok is called Douyin, and it’s one of the most important social networks in Mainland China..
What is Douyin?
Douyin, the Chinese version of TikTok, is one of the most important Chinese social networks and already has more than 800 million monthly active users
Is Douyin the same as TikTok?
They are related but not the same. Douyin runs in China’s local ecosystem with different content dynamics, stronger built-in commerce features, and local platform rules.
What are the differences between Chinese and Western TikTok?
The interface and logo of the Chinese version of TikTok and the Western one are the same, but the type of content, restrictions, and viralization of content differ in both applications.
Why should brands market on Douyin?
Because Douyin combines high engagement, fast discovery through short video, influencer-driven trust, and direct conversion options through social commerce.
What are the best ways to market on Douyin?
The three main approaches are influencer collaborations (KOL/KOC), building an official brand account with consistent content, and using ads to scale proven creatives.
Do I need influencers to succeed on Douyin?
Influencers are not the only path, but they are one of the fastest ways to build credibility and reach the right audience — especially for foreign brands entering China.
What type of content works best on Douyin?
Short, hook-led videos that show clear outcomes: product demos, before/after, problem/solution, lifestyle use cases, and trust-building proof. Consistency matters as much as creativity.
How do I measure whether Douyin marketing is working?
Don’t track views alone. Track retention/watch time, engagement rate, follows, clicks to store/product, conversions, and creator performance by post.
What’s the biggest mistake brands make on Douyin?
Posting content without a conversion path or learning system — then spending on ads or influencers before the store journey, messaging, and product positioning are ready.
