TikTok vs Kuaishou Battle for Chinese User Attention
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- Source：The Silk Road Echo
If you're trying to crack the Chinese short-video market, two names dominate the game: TikTok (Douyin) and Kuaishou. But which platform actually wins when it comes to user engagement, ad performance, and ROI? Let’s break it down with real data — no fluff.
Who’s Bigger? The User Base Showdown
First things first: monthly active users (MAU). This isn’t just about downloads — it’s about who shows up every month.
| Platform | MAU (2024 est.) | Primary Demographic | h>Avg. Session Duration |
|---|---|---|---|
| TikTok (China/Douyin) | 780 million | Urban, 18–35 | 96 mins/day |
| Kuaishou | 650 million | Lower-tier cities, 25–40 | 110 mins/day |
Wait — Kuaishou users spend more time per session? Yep. While TikTok wins in total reach, Kuaishou’s community-driven model keeps people glued longer. Think of it like this: TikTok is your flashy Instagram-style stage; Kuaishou is the neighborhood hangout where everyone knows your name.
Content Strategy: Viral Fame vs. Trusted Relationships
TikTok thrives on trends. Dance challenges, viral audio, influencer collabs — if it’s hot in Shanghai or Shenzhen, Douyin amplifies it fast. Its algorithm favors novelty, making it ideal for brand launches or time-sensitive campaigns.
Kuaishou? It’s built on authenticity. Creators there often share daily life, farming, small business updates — real stuff. Users follow not for polish, but for trust. That’s why live commerce conversion rates on Kuaishou average 4.5%, compared to TikTok’s 2.8%.
Monetization & Ad Performance
Let’s talk cold, hard CPMs (cost per thousand impressions) and ROAS (return on ad spend).
- TikTok CPM: ¥65–¥110 (~$9–$15)
- Kuaishou CPM: ¥40–¥75 (~$5.50–$10)
- ROAS (e-commerce): TikTok ~3.2x | Kuaishou ~4.7x
Cheaper ads + higher conversions? Sounds like Kuaishou wins, right? Not so fast. TikTok delivers faster top-of-funnel awareness. If you’re launching a new beauty brand targeting Gen Z in Beijing, go TikTok. Selling handmade crafts or local food products? Kuaishou’s your play.
So… Which Should You Choose?
Here’s my rule of thumb as someone who’s run six-figure campaigns on both:
- Use TikTok to build buzz, ride trends, and target younger, urban audiences.
- Leverage Kuaishou for deeper engagement, higher conversion, and reaching China’s massive lower-tier city population.
And honestly? The smartest brands don’t pick one — they use both. TikTok for discovery, Kuaishou for loyalty.
Bottom line: It’s not about who has more users. It’s about who fits your goals. Want fame? Go TikTok. Want sales? Don’t sleep on Kuaishou.