TL;DR | What Is Douyin and How to Market on It (2025 Guide)
Douyin — China’s version of TikTok — is a short-video and livestream platform with over 800 million monthly users, mostly Gen Z consumers. It has evolved into one of China’s most powerful social-commerce ecosystems, allowing brands to sell directly through Douyin Shops, livestreams, and influencer (KOL) collaborations.
Businesses in tourism, fashion, beauty, and food are seeing strong results by combining creative storytelling with e-commerce integration. To succeed, foreign brands should verify their Douyin accounts, localise content, and leverage trusted agencies like InfluChina for influencer partnerships, compliance management, and campaign ROI tracking.
Chinese social media platforms have gained a foothold in the Chinese tourism market as one of the most important tools for any company that wants to promote their products and services to Chinese consumers. Among them is Douyin, known to Westerners as the Chinese version of TikTok.
In recent years, Douyin has become one of the leading Chinese social networks with the most users, as well as an essential platform to promote any business. In this article we will take a look at what Douyin is, as well as its main features and tips on how to get started.
Chinese social networks have gained a foothold in the Chinese tourism market as one of the most important tools for any company that wants to promote its products and services in China
1. What Is Douyin and How Does It Work in China?
Douyin is a social network that was founded in 2016 by ByteDance, which allows you to create and share short videos and live streams. In other countries it is known as TikTok, but Douyin is a unique version within the Chinese territory, so you should try not to get them confused.
Another of the most relevant aspects of Douyin is its social-commerce face, since it offers, through the use of the social network itself, help in the online sale and purchase of services and products. In 2020, it introduced the online store option, where brands and retailers can create their own online stores on the platform. For brands interested in selling in Douyin, this feature allows seamless integration of content and commerce, creating a direct path from engagement to conversion.
Douyin is popular in social-commerce, as it facilitates online sales and purchases, in addition to the possibility of creating an online store in the application itself
During its years of activity, many brands have worked with Douyin and have been helped to maximize their presence on the social network, receiving advice and recommendations.
The platform offers users the possibility of creating and sharing short videos, as well as being able to choose from a multitude of different effects, filters, songs and sounds. In this sense, it competes directly with other social networks that are very popular with Chinese consumers, such as Kuaishou or Xiaohongshu.
For all these reasons and others that we will explore in this article, in-depth knowledge of Douyin is of particular interest to any business that wants to attract Chinese consumers.
Who Uses Douyin in China (2025 Data Overview)
Douyin has become one of the most widely used social media for Chinese travelers and young people, with more than 800 million monthly active users. Brands have the opportunity to reach a young audience, as this is the age group that makes up the majority of users on this social network.
In terms of gender, 56% of Douyin users are male, while 44% are female, according to Oberlo data. In addition, the application itself has recognized that 41% of the total are aged between 16 and 24, which underlines the importance of Generation Z for the platform.
Moreover, thanks to surveys of the platform’s users, we know that almost 90% of Internet users claim to use Douyin on a daily basis.
90% of Douyin users claim to use it on a daily basis
Which Businesses Should Use Douyin for Marketing?
Douyin is a feature-rich social network, which adapts and serves a wide range of business types and sectors.
Tourism Businesses
For the tourism sector, Douyin is especially relevant for:
- Tourist attractions
- Tourist offices
- Large restaurant and hotel chains
- Chinese outbound tourism
In addition, it is especially effective for its ability to generate authentic and engaging content, which leads to a great increase in the popularity of the tourist destinations being promoted. In fact, here you will find detailed information on how to attract Chinese tourists to your restaurant.
Douyin allows you to share tourist experiences in a much more approachable way than other social networks.
Fashion
Fashion brands thrive on Douyin thanks to its highly visual, trend-driven format. From designer collections to streetwear, fashion labels can leverage Douyin’s short videos and livestreams to launch new products, collaborate with influencers, and tap into China’s fast-evolving fashion culture.
Clothing and Cosmetics Brands
The most popular China online marketplace categories on Douyin are clothing and cosmetics, along with food products, which are discussed below. For example, the L’Oréal cosmetics brand has implemented various strategies on social networks, including Douyin, where it used influencer marketing in China to promote its products.
All retailers in these sectors should keep in mind that influencer marketing in China is key, as evidenced by its success. As an influencer marketing agency, we can help you implement the best and most effective influencer marketing strategies, so if you need help, do not hesitate to contact InfluChina.
Our agency can help you implement the best and most effective influencer marketing strategies, so if you need help, don't hesitate to contact InfluChina.
Nutritional Supplements
Health and wellness products, including vitamins, protein powders, and dietary supplements, have seen strong growth on Douyin. Educational and lifestyle-focused content — such as “day-in-the-life” videos or wellness routines — resonate with consumers seeking trustworthy, science-backed brands.
Food & Beverages (F&B)
The F&B industry benefits greatly from Douyin’s food-centric content ecosystem. Restaurants, beverage brands, and food creators use the platform to showcase dishes, share recipes, and promote dining experiences through influencer-led storytelling — driving both brand awareness and foot traffic.
Food Associations (EVOO, Fruits, Meats)
Another of the types of business for which it is worthwhile establishing a presence in Douyin are food associations, which aim to promote the consumption of a specific product and reinforce the local country brand of a specific site or product. It must be clear that this method is to be introduced without commercial intentions.
2. How to Market Your Brand on Douyin (Step-by-Step Guide)
As we have seen, having an active presence on Douyin, as with any social network, allows any organization to interact and promote its interests to real consumers, although Douyin does so in a more interactive way given the nature of the platform.
What’s more, this can mean getting ahead of your competition in a market where they may not yet be taking advantage of it.
To establish this presence, there are two main ways, depending on the characteristics and interests of the brand.
Indirect Presence (Through Influencers)
Influencer marketing in China is the most efficient way to build a presence on Douyin, because you will be promoting your products through a Chinese influencer on the social network, so it will look like it is being done organically.
The main objective of collaborating with influencers is to promote indirectly, in addition to spreading highly persuasive messages designed by your organization.
This approach is especially effective in influencer marketing for luxury brands, where the aspirational appeal of the influencer aligns perfectly with the exclusivity and status-driven appeal of high-end products.
Influencer marketing in China is the most efficient way to consolidate a brand or product in China.
Direct Presence (Through an Official Account)
Through an official brand account on Douyin, it is possible to direct users to the platform or website to order the product offered by your business directly. The main objective of having a presence and promoting through an official account on the platform is to show content, videos, products, the history of your store, etc. indirectly to users.
In addition, you will be able to make viral videos if the content is created properly and adapted to the demands of your target audience. This will cause a greater connection with your audience, and it would be, clearly, a direct presence of the company on the social network.
3. How to Create and Verify a Douyin Business Account
To register your brand on Douyin you must create an account through Google. Once the account has been created, it is important to get verified, since it will become an official account, which will provide advantages such as: access to detailed analysis, verification mark and the ability to sell.
To start marketing on this popular Chinese social network, you should follow the steps below:
- Sign in to Douyin’s official website.
Start the verification process by clicking on “verify now”. Then, proceed to scan the QR code that appears.
Fill in the verification form, in which you will be asked:
- To choose an account type (individual or company).
- Your region, operation and registration category.
- Your offline store details.
- Your business license.
- Your trademark certificate
- For account holder details.
Finally, submit the form and wait for approval, which will take about 5 business days.
To register your brand on Douyin you need to follow a few simple steps, in which you have to enter some business data to get approved
Requirements to Register Your Business on Douyin
- A mainland China business license.
- An ICP license if you want to link to your website.
- Submit a letter of application.
- Pay an annual fee of 600 CNY, which is equivalent to about 86 EUR.
4. How Much Does It Cost to Market on Douyin?
The cost of marketing on Douyin depends on several factors — campaign format, influencer size, creative complexity, and whether you work through an agency or directly on the platform. Douyin offers flexible options for both small brands testing the market and established companies running large-scale activations.
1. Influencer (KOL) Collaborations
Partnering with Chinese influencers is one of the most effective ways to promote your products on Douyin. Prices vary according to follower base and engagement rate.
| Influencer Type | Followers | Typical Cost per Post | Ideal Use |
|---|---|---|---|
| Nano / Micro KOLs | 10K–100K | $800 – $3,000 | Niche awareness & authentic reviews |
| Mid-Tier KOLs | 100K–500K | $3,000 – $8,000 | Balanced reach & conversions |
| Macro / Celebrity KOLs | 500K + | $10,000 – $30,000 + | Major campaigns & national exposure |
💡 Tip: Influencers often charge additional fees for livestreaming or ad usage rights (typically +20–40 %).
2. Douyin Livestream Campaigns
Livestreaming drives the highest conversion rates on the platform. Depending on the host’s popularity, costs range from $1,000 to $25,000 + commission, with influencers typically taking 5–20 % of sales revenue.
Livestream campaigns are ideal for flash sales, product launches, or holiday promotions like 11.11 Singles’ Day and 618 Shopping Festival.
3. Paid Advertising
Brands can also promote through Douyin Ads (the self-serve advertising dashboard).
| Ad Type | Payment Model | Example Cost | Objective |
|---|---|---|---|
| In-Feed Ads | Cost-per-click (CPC) | ~$0.20 – $0.50 per click | Traffic & awareness |
| TopView / Splash Ads | Flat daily fee | $15,000 – $50,000 + | Mass exposure |
| Hashtag Challenges | Variable | $5,000 – $20,000 | User-generated content & virality |
4. Agency Support
Working with a local partner like InfluChina helps optimise budgets, negotiate KOL rates, and manage compliance. Agencies also provide detailed reporting, so you can measure engagement, conversions, and ROI across campaigns.
Douyin marketing is scalable. Whether you’re starting with micro-influencer seeding or investing in full livestream commerce, every level of brand can find a strategy that fits its goals and budget.
5. Douyin Marketing Trends and Tips
The Douyin ecosystem is evolving rapidly. Understanding emerging trends ensures your campaigns stay ahead of competitors and resonate with Chinese consumers.
1. Content-to-Commerce Integration
Douyin has become a complete social-commerce ecosystem. Douyin Shops now allow direct in-app purchases, creating a frictionless journey from short-video discovery to checkout. Brands combining entertaining content with instant purchase links see conversion rates 30–50 % higher than traditional ads.
2. Livestream Commerce Expansion
Livestreaming remains the heartbeat of Douyin marketing. In 2024, over 70 % of the platform’s e-commerce revenue came from livestream events. Expect more interactive features — multi-host sessions, real-time discounts, and audience Q&A — that make livestream shopping even more persuasive.
3. Rise of AI and Virtual Influencers
AI-generated creators are gaining traction, especially among Gen-Z viewers who enjoy futuristic aesthetics. These virtual KOLs allow brands to scale content quickly while maintaining full control over messaging and brand safety.
4. Localised Storytelling
Chinese audiences favour culturally relevant storytelling. Content that reflects local traditions, humour, and current trends performs far better than direct translations of Western campaigns. Partnering with local creators or agencies ensures tone and context align wi
5. Diversification Beyond Tier-1 Cities
User growth is accelerating in Tier-2 to Tier-4 cities, where competition is lower but purchasing power is rising. Targeting these demographics with relatable, value-driven content can significantly boost reach and ROI.
6. Conclusion: Why Douyin Should Be Part of Your China Strategy
As we have seen, Douyin is a particularly relevant application for organizations focused on Chinese consumers. In addition, influencer marketing is a key strategy to be more effective in this market.
If you are interested in promoting your business on Douyin, you can contact InfluChina through hello@influchina.com, a social media agency dedicated to promoting tourist attractions through strategic collaborations with Chinese influencers.
FAQ
Frequently Asked Questions about Douyin
What is Douyin and how is it different from TikTok?
Douyin is the Chinese version of TikTok, built for users in mainland China. While both share similar interfaces, Douyin operates under different regulations, servers, and e-commerce integrations that allow direct product sales within the app.
What features does Douyin offer?
The platform allows you to create and share short videos and social-commerce options.
How many people use Douyin in China?
Douyin has over 800 million monthly active users, with 41% aged 16–24. Nearly 90% of users open the app daily, making it one of the most engaging platforms in China for brands targeting younger audiences.
Which businesses should use Douyin for marketing?
Brands in tourism, fashion, beauty, F&B, and education see the best results. Douyin’s short-video format is ideal for storytelling, visual content, and influencer-driven promotions.
How can foreign brands create a Douyin business account?
Register on Douyin’s official website, verify your business license, and pay an annual 600 CNY (≈ €86) verification fee. A Chinese business license is required for direct operations.
How can I get my business on Douyin?
There are two ways to establish your business on Douyin: indirectly (through Chinese influencers) or directly (through an official account).
How much does Douyin marketing cost?
Marketing costs vary depending on strategy:
Micro KOL campaigns: €800–€3,000
Mid-tier KOLs: €3,000–€8,000
Livestream campaigns: €5,000–€25,000 + commission
Paid ads: ~€0.20–€0.50 per click
Budgets depend on influencer size, campaign scope, and creative deliverables.
What are the current Douyin marketing trends in 2025?
Key trends include livestream commerce, AI-powered content personalisation, Douyin Shop integration, and virtual influencers. Content tailored for lower-tier cities and Gen-Z audiences also continues to outperform generic campaigns.
Why work with a Douyin marketing agency like InfluChina?
Local agencies manage verification, influencer selection, and campaign execution — ensuring compliance, cost efficiency, and measurable ROI across Douyin’s ecosystem.
