In a time when attention spans are shorter than ever, short videos, usually ranging between ten to 60 seconds, have emerged as a game-changer in the realm of digital media. China has been at the forefront of this digital revolution with TikTok remaining a prominent player in the world. The country’s short video landscape is distinct from other countries due to its internet policies, advanced e-commerce integration, and
As of June 2023, nine in ten internet users in China had consumed snackable video content varied from lip sync and dance to news and product demonstrations. On average, users spent
ByteDance’s creative edge
The thrive of short clips in China started with the app Douyin, TikTok’s Chinese sibling, which was
launched by ByteDance in 2016 and has taken the country by storm. Following Douyin’s success, ByteDance released TikTok globally after a year. The company’s unique approach to creating
a compelling user experience has shaped various industry standards. Its algorithmic content recommendations, immersive vertical video format, intuitive photo and video editing tools, and interactive social components have been a crucial source of inspiration for Instagram Reels and YouTube Shorts.
Multiple monetization pathways
Within China,
the mini-video scene has undergone a paradigm shift in recent years, with platforms such as Douyin, Kuaishou, Douyin Huoshan, and Xigua Video being the key players. Apart from
advertising revenue, Chinese short video apps often have a diversified monetization model with commissions from e-commerce, live-streaming, and gaming. Kuaishou, for instance, has been relying more on
live streaming business thanks to effective gamification features like virtual gifts and rewards. Douyin, on the other hand, has even found a new revenue stream in its local services foray, testing out its own food delivery features in 2022.
The fight for short video dominance
In fact, Douyin and Kuaishou have been longtime rivals. Both platforms possess a strong user base and have been innovative to attract and retain users with new features. To target users who only consume yet never create video content, they have launched their express app versions where users can generate small money by completing different daily tasks. But in many ways, the two giants are distinct from each other. Douyin differentiates itself in its content creation and a wider range of audience, whereas Kuaishou focuses on a community-driven approach and
rural users. The duo also had a wide gap in
brand value and
user traffic value. With the further integration of e-commerce and other life services, Douyin is poised to become the next super app in China after Tencent’s WeChat.
Shifting to bite-sized entertainment
Short video apps have disrupted media consumption and offered a new medium for entertainment and self-expression. A survey discovered that one in five Chinese respondents used these apps as
second-screen content while watching TV. Besides, creating and editing videos is now easier than ever before. In most cases, a smartphone is more than enough. A third of surveyed users considered short video apps as
a useful educational tool or
a creative platform to express themselves freely. Undoubtedly, short video apps have taken online entertainment a step further in self-accomplishment.
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