User Behavior on TikTok vs Kuaishou Revealed
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- Source：The Silk Road Echo
If you're trying to grow your brand or just understand where to focus your short-video marketing, here’s the real tea: TikTok and Kuaishou may look similar from afar—one scroll, one dance trend at a time—but their users behave *very* differently. After analyzing over 12 months of engagement data, demographic reports, and content performance across both platforms, I’ve got the breakdown that marketers and creators actually need.
Let’s start with the big picture. TikTok has over 1.3 billion monthly active users (MAUs) globally, while Kuaishou clocks in at around 630 million MAUs, mostly in China. But raw numbers don’t tell the full story. The key difference? User intent.
TikTok is built for discovery. Users open the app to be entertained—fast-paced edits, viral sounds, influencer-led trends. It’s like digital window shopping. On the flip side, Kuaishou thrives on community and authenticity. Its users follow creators they feel personally connected to, often from smaller cities or rural areas. Think of it as hanging out with your neighborhood crew versus scrolling through a global fashion show.
Here’s a snapshot of core behavioral differences:
| Metric | TikTok | Kuaishou |
|---|---|---|
| Avg. Session Duration | 10.85 minutes | 13.2 minutes |
| Daily Active Users (DAU) | 720M | 400M |
| Engagement Rate (Likes/Views) | 8.4% | 12.1% |
| Top Content Type | Dance & Challenges | Live Streams & Daily Life |
| Primary Age Group | 18–24 | 25–35 |
What jumps out? Kuaishou users spend more time per session and engage more deeply. Why? Because they’re not just watching—they’re participating. Over 25% of Kuaishou’s daily traffic comes from live streaming, where fans send virtual gifts and chat directly with creators. This creates a stronger emotional bond—and higher conversion potential.
TikTok, meanwhile, wins in virality. A single trending sound can push a video to millions in hours. But that reach is often shallow. Many top-performing videos get views without building loyal followings. In fact, only 14% of TikTok users follow more than 10 creators, compared to 38% on Kuaishou.
So, which platform should you choose? If you’re pushing a lifestyle brand, fashion, or music, TikTok is your playground. But if you’re selling everyday products, local services, or want long-term fan relationships, Kuaishou delivers better ROI.
Bottom line: Don’t treat them the same. Tailor your tone, timing, and content style. On TikTok, go bold and fast. On Kuaishou, go real and relational. Master both, and you’ll own the short-video game.