In the West, videos already sit high in any strategic marketing campaign recommendations. But what about China?
Douyin is now the number one free short-form video streaming app in China. Ever since its launch in September 2016, Douyin has grown immensely popular. Just one year after its release, it had more than 100 million users and became the second most downloaded app in the Chinese Apple store. Douyin (抖音, literally “shaking sound” in Chinese) is owned by China’s young tech giant Bytedance Ltd. The app allows users to create, edit, and share short videos as well as live streams, often featuring music in the background.
Douyin’s international name is TikTok, an app that looks the same as Douyin, while in fact, the two are not the same, despite Bytedance’s efforts to brand it as such. They are completely separate entities. Depending on the app store you use, you will either be able to download Douyin or Tiktok. One of the main reasons that they run on separate servers has to do with the Chinese censorship restrictions. Therefore, both apps provide different content for the same search words.
Launched in September 2017 outside China, Tiktok appeared to strike the right chord among internet users right away. In the first quarter of 2018, TikTok was the 6th most downloaded non-game app in the Apple store and Google play store combined. In the same year, TikTok merged with short videos app Musical.ly (founded in 2014) that had over 100 million monthly active users at the time. Therefore, ByteDance Ltd. officially became the world’s most valuable private technology firms in the world, reportedly worth 75 billion dollars with 800 million daily active users.


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