TikTok vs Douyin

What We Need To Know About Brands’ Strategies On The Most Popular Video Apps

Social media marketing is now an essential part of any brand's marketing strategy. In fact, social media channels are the most effective way of reaching a wide audience for fashion brands, and spread the awareness of the brand's name and product range. Currently, Instagram is the most preferred brand to promote fashion, followed by Facebook.

For a while now, most of the attention has been on how channels like Instagram and Facebook are helping brands take their promotional activities one step further by adding new features. But there is a new channel already making a huge impact: short-video app TikTok. TikTok is owned by Chinese tech company ByteDance, which also owns Douyin, the Chinese version of TikTok, used by the citizens of the mainland.

With millions of active users on both platforms, TikTok and Douyin, these channels have been on all marketers' radar for some months. But TikTok and Douyin, both attract users for content that differs greatly from other social media channels like Instagram and Facebook. TikTok marketing is about fun, carefree and humourous 15-second videos, which draw on user-generated content.

With increasing data speeds around the world, video content is now more accessible, and TikTok and Douyin are becoming more and more popular by the minute. Brands have to understand how these channels can be used to their advantage, using features native to them, such as video effects, lip syncing videos, in-built audio options, and the most popular being the hashtag challenges.

This report talks about how TikTok and Douyin are growing at an exponential rate, the difference in their user-base and how fashion and luxury brands are promoting themselves on it.


  1. What is TikTok and Douyin
  2. TikTok and Douyin Users
  3. Brands on TikTok and Douyin
  4. Launch Strategies on TikTok
  5. Followers’ Growth and Brands’ Activity
  6. Influencers Marketing
  7. mCommerce on TikTok and Douyin
  8. Key Takeaways
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