Douyin (抖音) (which means “shaking sound” in Chinese) has revolutionized the way users in China consume and engage with digital content. Launched in 2016, Douyin has transformed into a super app combining short and mid-form videos, livestreaming, and e-commerce. These integrated features allow users to express creativity, share knowledge, and document meaningful moments from their daily lives.

On the Douyin app, anyone can become a creator, giving both influencers and brands the opportunity to engage audiences with native content that resonates.

For brands, Douyin offers a unique advertising channel, providing a seamless way to connect with Chinese consumers and break through traditional barriers.

Whether it’s killing time before work, waiting for the elevator, or eating alone, people in China are seldom far from their smartphones. On average, smartphone users in China spend six hours a day on their devices and short videos typically account for a third of that screen time.

As the leader in popularizing short-video content, downloads of the Douyin app have exploded in recent years, particularly in urban areas, including tier-1 and tier-2 cities, with over 600 million users across China.

Douyin’s open platform, where anyone can be a creator, has led to a vast and diverse content library. This draws users who use the app to effortlessly explore their interests, from travel and fashion to cooking, education, and a wide range of niche categories.

The Douyin search feature alone attracts 400 million users searching for knowledge and inspiration each day, making Douyin a unique platform for discovery. This trend has not gone unnoticed and many brands are taking advantage of the popular platform to deliver high-converting ad campaigns.

Reaching more people in China doesn’t automatically make video advertising easier. In an era where consumers worldwide are increasingly ad-fatigued, the key lies in creating engaging content that informs and entertains, helping consumers make better purchasing decisions.

It’s no surprise then that short-video ads and livestreams have revolutionized the old search-and-click model of online retail. By combining endless entertainment with seamless purchasing, social commerce creates huge opportunities to add value and streamline the buying journey.

Social commerce thrives, in part, because it fosters genuine human connection—whether through storytelling, humor, entertainment, or simply by showing rather than telling.

In under five years, social commerce has become a major sales channel in China, with Douyin at the forefront. As an interactive, social, and gamified platform, Douyin provides a dynamic space for brands and advertisers to craft engaging video content and build meaningful connections with users.

Users download the Douyin app to be entertained and inspired, seeking connections with creators and brands that align with their interests. This makes the platform unique, as users are more likely to engage with ads—rather than ignore or skip them—thanks to the app’s highly personalized, interest-driven environment.

Anyone can go live on Douyin, but to successfully sell products, you will need high-quality content and a solid strategy. As a brand, you can pitch product benefits, share unique use cases, offer limited-time discounts, incentivize follows, host Hashtag Challenges, or provide product comparisons—all within a concise video. Brand livestream events, in particular, are powerful tools for boosting awareness, driving sales, and executing viral marketing campaigns.

When defining your product’s selling points, it’s crucial to understand the market’s conversation. Douyin offers advanced video content analysis tools, enabling brands to make data-driven decisions that go beyond traditional A/B testing. This includes real-time insights into discussions surrounding your brand and products.

For example, a cosmetics brand identified that most user complaints about their foundation were related to its inability to cover acne effectively and its cakey appearance. In response, they partnered with Douyin creators to release instructional videos on proper application techniques, targeting users who had voiced these concerns. By recognizing the problem and taking swift action, the brand was able to register an immediate increase in purchase intent and brand favorability according to their user survey.

As part of its global marketing concept THE WALK, American luxury brand Michael Kors made the strategic decision to invest in short-video content to drive its local marketing campaign in China.

The video campaign featured three fashion influencers showcasing Michael Kors Access smart wristwatches and new MERCER bags while encouraging users to create their own “walk” with edgy video editing and fast transitions. Douyin ads enhanced the campaign’s reach by providing advertising placements on the opening screen, discovery page, search page, and in-site messages, ensuring maximum exposure.

In just one week, the campaign inspired over 30,000 users on Douyin to create their own short videos, generating more than 200 million views and 8.5 million likes. Most importantly, it significantly boosted Michael Kors’ popularity among its target audience of young, fashion-conscious consumers.

China presents immense potential for global brands, with high traffic and significant time spent on platforms like Douyin offering a prime opportunity for online advertising. Many brands—both new and established—have gone from zero followers to building valuable communities and forming long-term customer relationships that drive direct revenue.

That said, executing a successful strategy is easier said than done. This is where Ocean Engine comes in.

With 1.9 billion monthly active users across its network, Ocean Engine offers a vast user base and a powerful entry point for global brands. Whether in news, education, real estate, e-books, or selfie camera apps, brands can tap into niche online communities and gain valuable, data-driven insights into content consumption and user behavior in their target market.

Using Ocean Engine, brands can efficiently run ads and campaigns across Douyin, Toutiao, CSJ (Chuanshanjia), Xigua, and other popular apps in China. The platform also offers advanced AI-driven targeting and provides deep insights into ad performance and overall China marketing strategy.

With the right strategy and a touch of creativity, Douyin advertising can be a game-changer for brands regardless of their size and current follower count.

What to learn more about Douyin and social commerce in China? See our full guide to Douyin, social commerce, and advertising with Ocean Engine.