Over the past couple of months there’s been a lot of hype about Chinese short video social site Douyin. The app, launched in September 2016, took off in 2017, growing to over 100 million users within a year, becoming the number two ranked app overall in the Apple Chinese App store, and reaching first in the video/photo category.

This Musical.ly copycat has quickly become the go-to app for China’s Gen Z, causing leading platforms Meipai, Tudou, and even Weibo, to begin integrating Douyin-like features in an effort to retain young users. Brands, frustrated with the high prices and declining organic reach on mature platforms such as Weibo and WeChat, have been eager to experiment with Douyin.

Chevrolet, Airbnb and Pizza Hut are just a handful of companies that have already worked with the app. While this may seem like a new frontier filled with promise, every platform has its drawbacks and Douyin is no different.

Before blindly rushing in, luxury brands would be wise to evaluate if the platform is suitable for them. Let’s take a look at some of the pros and cons.

1. Content is Evolving to Include More Skits and Less Lip Syncing The move to Vine-like content is good because it allows for more creativity, more possibilities for brands, and more types of influencers on the app. Read more from jingdaily.com…

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