Douyin : Leveraging Live Streaming and Innovative Features for Successful Marketing

Douyin, also known as TikTok in the international market, is a popular short-video social media app in China that has taken the country's social media landscape by storm.

With over 1 billion active users globally and more than 600 million daily active users in China alone, Douyin has become a key platform for brands to reach out to consumers in China.

In this article, we will explore Douyin’s innovative features, with a particular focus on live streaming, and the strategies for successful marketing on the platform.

Introduction to Douyin

Launched in 2016, Douyin has rapidly grown into one of China’s most popular social media platforms. It allows users to create and share short videos, typically lasting up to 60 seconds. Douyin’s algorithm recommends videos to users based on their interests and preferences, providing them with a personalized experience. The platform is particularly popular among younger generations, with more than 70% of its users under the age of 30.

Douyin’s Innovative Features

Douyin offers a range of innovative features that make it an attractive platform for brands looking to engage with consumers in China. These features include:

  • Live streaming: Douyin’s live streaming feature has become increasingly popular, with more and more users and brands utilizing it to connect with their followers. Live streaming allows brands to create real-time interactions with their audience, enabling them to answer questions, provide product demonstrations, and showcase their products or services.
  • E-commerce integration: Douyin has also integrated e-commerce into its platform, allowing brands to sell their products directly through the app. This integration has created a new sales channel for brands and enabled them to drive sales directly from the platform.
  • Filters and effects: Douyin offers a range of filters and effects that users can use to enhance their videos. These filters and effects can be leveraged by brands to create engaging and unique content that stands out on the platform.
  • Hashtags and challenges: Hashtags and challenges are popular features on Douyin that allow brands to create engaging content and reach a wider audience. Brands can create their own hashtags and challenges to encourage user-generated content and increase their brand visibility on the platform.

Successful Marketing Strategies on Douyin

To successfully market on Douyin, brands need to understand the platform’s unique features and user behavior. Here are some strategies that brands can use to maximize their marketing efforts on Douyin:

  • Leverage live streaming: Live streaming is a powerful tool that can help brands create an emotional connection with their audience. Brands should use live streaming to showcase their products or services, provide product demonstrations, and answer questions from their followers.
  • Create engaging content: Douyin’s algorithm recommends videos based on users’ interests and preferences. Brands should create engaging content that resonates with their target audience to increase their chances of appearing on users’ feeds.
  • Utilize hashtags and challenges: Hashtags and challenges can help brands increase their visibility on the platform and create user-generated content. Brands should create their own hashtags and challenges to encourage user participation and increase brand awareness.
  • Integrate e-commerce: Douyin’s e-commerce integration allows brands to sell their products directly through the platform. Brands should take advantage of this integration and create an online store on Douyin to drive sales and increase revenue.
  • Collaborate with influencers: Influencers have become an essential part of Douyin’s ecosystem. Brands should collaborate with influencers to increase their brand visibility, reach a wider audience, and drive engagement.


Douyin is a rapidly growing platform that offers innovative features and a unique user experience. Brands can leverage Douyin’s live streaming, e-commerce integration, filters and effects, hashtags and challenges, and influencer collaborations to reach Chinese consumers and increase their brand visibility on the platform. With its vast user base and engaging features, Douyin presents a significant opportunity for brands looking to expand their presence in China’s social media market.

By understanding the platform’s unique features and user behavior, brands can develop successful marketing strategies on Douyin and capitalize on this growing platform’s potential.

Wenpeiyu Zhang
Head of Strategy & Partner @ DFC Studio

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