Proactively Engaging Users with Al-Powered Recommended Content Like other social media apps, Douyin offers a range of dazzling filters and stickers for users to make fun and interesting videos. Other users can give “likes” and post comments on the videos, and even share the videos on other social media platforms. The app has a live streaming function so users can interact with others in real time. Douyin’s power of engagement comes from the fact that it lets users generate content, rather than just providing a platform, with lots of cool features:

• Douyin’s internal team and general users can initiate different “user challenges” by hashtagging activities such as a finger dance or singing at a specific location, inviting other users to post their own versions of videos with a specific theme.
• Michael Kors was the first luxury brand to leverage this feature on Douyin with the “City Catwalk” hashtag challenge that asked users to post 15-second videos of people walking the catwalk with the brand’s products. The campaign, in collaboration with Chinese celebrities Yang Mi and Mark Chao and three Douyin KOLs, attracted some 30,000 users to join.

In addition, ByteDance uses artificial intelligence (AI) to develop its products. Powered by AI algorithms, Douyin can recommend videos that match users’ interests. [caption id="attachment_79403" align="aligncenter" width="620"] Source: Douyin[/caption]   Douyin for Businesses to Engage with Its Users Douyin’s large user base enables businesses to engage with its users in multiple ways, including:

• Corporate Official Account. In June 2018, Douyin launched the Blue V verification scheme for accredited official corporate accounts on Douyin. The company provides a series of marketing, fan interaction, content production and data management services to Blue V-accredited brands. Some brands that have leveraged Blue V include Adidas Neo, Audi and Dior.
• E-Commerce — Douyin has formed a partnership with Alibaba’s Taobao e-commerce platform to redirect its users to shop at the online marketplace. Content publishers with over one million followers on Douyin can incorporate an external link on their accounts to Taobao so that users can purchase the products featured in the videos on the spot. This in-app purchase feature will become more prevalent as Douyin continues to deepen its cooperation with Alibaba.

Insights Short video apps have grown in popularity globally in recent years – what sets apart Douyin is its massive reach into the China market, features designed specifically to support brand marketing and its many interactive features. Short video apps such as Douyin offer a powerful tool to reach consumers – and to convert traffic into revenue.