Short Video Challenges Taking Over China's Internet

If you've been anywhere near a smartphone in China lately, you’ve probably seen someone lip-syncing, dancing, or attempting some wild 10-second challenge. Welcome to the era of short video domination — where TikTok (known as Douyin locally) and its rivals aren’t just apps, they’re cultural movements.

I’ve spent the last two years analyzing digital trends across Asia, and nothing has grown faster than short-form video content in China. In fact, according to CNNIC (China Internet Network Information Center), over 980 million users now engage with short videos monthly — that’s nearly 70% of the country’s internet population!

But what’s fueling this explosion? Let’s break it down with real data and insider insights.

Why Short Videos Rule Chinese Social Media

It’s not just about entertainment. These platforms have become go-to spaces for social commerce, education, and even job hunting. The average user spends 110 minutes per day on short video apps — more than any other digital activity except messaging.

The secret sauce? Algorithms that learn fast and reward creativity. One viral dance challenge can turn an unknown college student into a celebrity overnight.

Top Platforms Compared: Who’s Winning?

Let’s look at the big players in China’s short video arena:

As you can see, Douyin leads in both scale and time spent. But Kuaishou holds its ground by tapping into smaller cities — often overlooked but massive in population.

The Rise of Viral Challenges

Challenges are the heartbeat of these platforms. From the #WaterSquirtChallenge to #EatingASpoonfulOfSalt, they spread like wildfire. Brands are jumping in too — Lay’s once grew sales by 300% during a ‘chip flip’ challenge.

What makes a challenge stick? Based on my analysis of 50+ viral trends:

• Simplicity: Easy to copy, hard to ignore.
• Emotion: Funny, shocking, or heartwarming.
• Incentive: Prizes, fame, or social clout.

And here’s a pro tip: the best challenges often start organically. Top creators don’t force them — they spark them.

Monetization: More Than Just Likes

It’s not just views — it’s revenue. Through live-stream shopping, influencers on Douyin pulled in over $120 billion in GMV (Gross Merchandise Value) in 2023 alone. Yes, you read that right.

Here’s how top creators make money:

• Brand partnerships (flat fees + commissions)
• Live-stream selling (cut of sales)
• Digital gifts from fans
• Merchandising & courses

If you're building a personal brand in China today, ignoring short video is like opening a store without a sign.

Final Thoughts

The short video wave isn’t slowing down — it’s evolving. With AI filters, AR try-ons, and tighter e-commerce links, the line between entertainment and shopping is gone.

Whether you're a marketer, creator, or casual observer, one thing’s clear: if you want to understand China’s internet, start by scrolling through Douyin.