tiktok vs kuaishou for advertising roi
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- Source：The Silk Road Echo
When it comes to short-form video platforms, TikTok and Kuaishou are the two titans dominating the global and Chinese markets, respectively. But if you're a brand looking to maximize your advertising ROI, which one should you bet on? Let’s break it down with real data, user insights, and performance metrics.
TikTok boasts over 1.3 billion monthly active users (MAUs) worldwide, making it a go-to for international campaigns. Meanwhile, Kuaishou holds its ground with 620 million MAUs—almost entirely within China. While TikTok shines in global reach, Kuaishou wins in user engagement and conversion potential, especially in lower-tier cities.
User Demographics: Who Are You Really Reaching?
TikTok's audience skews younger—70% are under 30. It's perfect for trendy, viral content targeting Gen Z. Kuaishou, however, has a broader age range, with strong representation from users aged 30–50. Plus, 60% of its users come from smaller cities where disposable income is rising fast. For brands selling practical goods—from skincare to home appliances—this could mean higher conversion rates.
Advertising ROI: The Numbers Don’t Lie
A 2023 report by eMarketer revealed that brands using TikTok ads saw an average CPM (cost per thousand impressions) of $10.50, with a click-through rate (CTR) of 1.8%. Kuaishou, on the other hand, reported a slightly lower CPM at $9.20 but a significantly higher CTR of 2.6%—thanks to its community-driven, trust-based ecosystem.
Here’s a side-by-side comparison:
| Metric | TikTok | Kuaishou |
|---|---|---|
| Monthly Active Users | 1.3B | 620M |
| Primary Market | Global | China |
| Average CPM ($) | 10.50 | 9.20 |
| Avg. CTR (%) | 1.8% | 2.6% |
| Conversion Rate | 3.1% | 4.7% |
As shown, Kuaishou edges out in conversion rate—a key indicator of ROI. Why? Because users on Kuaishou often follow creators like family members. They trust their recommendations, leading to more purchases directly from ads or live streams.
Creative Flexibility & Ad Formats
TikTok offers sleek, high-production ad formats ideal for brand storytelling. Its In-Feed Ads and Branded Hashtag Challenges work well for awareness. Kuaishou leans into live commerce—over 30% of sales happen during live streams. This direct “see-it, buy-it” model boosts ROI dramatically for performance marketers.
Final Verdict: Where Should You Invest?
If your goal is brand visibility across the U.S., Europe, or Southeast Asia, TikTok is unmatched. But if you’re targeting Chinese consumers—or want higher conversions from authentic, engaged users—Kuaishou delivers stronger ROI. For global brands with a China strategy, running parallel campaigns on both platforms might be the ultimate power move.
In short: Go global with TikTok. Go deep—and profitable—with Kuaishou.