Kuaishou (快手) – China’s Grassroots Short-Video Platform

Kuaishou (快手), launched in 2011, is one of China’s leading short-video platforms, with over 300 million daily active users. Known for its focus on content from grassroots creators and its stronghold in lower-tier cities and rural areas, Kuaishou offers a more inclusive and diverse user base compared to its main competitor, Douyin (China’s TikTok). It allows users to create and share videos ranging from everyday life moments to live-streamed product sales.

Although it might not be as globally recognized as Douyin or TikTok, Kuaishou has established itself as a unique platform in China’s digital ecosystem, thanks to its loyal and engaged user community, robust live streaming, and e-commerce functionalities.

---

Key Features of Kuaishou:

1. Short-Form Video Content: Kuaishou, like Douyin, focuses on short-form video content, but it caters to more authentic, everyday videos created by users from all walks of life, especially those from China’s lower-tier cities and rural areas. The content is less polished, giving it a more “real-life” feel.
2. Live Streaming (直播): Kuaishou is a pioneer in live streaming, a feature central to its platform. Users can host live-stream sessions to connect with their audience in real-time. This is particularly popular for influencers and individuals selling products via live commerce, where viewers can purchase items directly from the stream.
3. E-commerce Integration: Kuaishou has a deep e-commerce integration, enabling users to buy products directly from videos and live streams. Many users, particularly those in rural areas, trust Kuaishou’s e-commerce capabilities, making it a preferred platform for live commerce and social commerce.
4. Influencer (KOL) Marketing: Key Opinion Leaders (KOLs) on Kuaishou are often less polished than on other platforms, but they build deep, authentic relationships with their followers. These influencers typically hail from China’s lower-tier cities, making them relatable to a wider audience. Brands collaborate with KOLs on Kuaishou to promote products in a more grassroots and personal way.
5. Community and Engagement: Kuaishou is known for fostering a strong sense of community. Its users are highly engaged, often interacting with creators through comments, likes, and gifts during live streams. The platform rewards consistent content creators with virtual gifts that can be exchanged for real-world income.
6. Algorithm-Driven Feed: Kuaishou’s feed is powered by an AI-driven recommendation algorithm that focuses on long-term user engagement rather than just short-term content virality. This means users see content from creators they consistently engage with, fostering loyalty and deeper connections.
7. Kuaishou Ads: Brands can leverage Kuaishou’s advertising capabilities, such as in-feed video ads, live-streamed product promotions, and influencer collaborations. These formats are ideal for reaching the platform’s more rural and lower-tier audience.

---

Kuaishou’s Impact on Digital Marketing:

Kuaishou has become a major player in China’s digital marketing landscape, especially for brands looking to tap into consumers outside of the big cities. Its influence is particularly strong in e-commerce and influencer marketing. The key ways in which Kuaishou has impacted digital marketing include:

• Live E-commerce: Kuaishou is one of the leading platforms for live-streaming e-commerce, where influencers and regular users sell products in real-time during live broadcasts. The platform’s audiences are often highly engaged and motivated to buy.
• Grassroots Influencer Marketing: The KOLs on Kuaishou, often referred to as “grassroots influencers,” have a strong connection with their followers. Their content is typically less polished than on platforms like Douyin, but this authenticity resonates with their audience, making influencer marketing highly effective.
• Lower-Tier City Penetration: Brands that aim to reach consumers in lower-tier cities and rural areas can benefit from marketing on Kuaishou. The platform’s user base skews towards these regions, making it an effective tool for targeting this growing consumer segment.
• Trust-Based Commerce: E-commerce on Kuaishou thrives on the trust built between users and influencers. Followers often trust the recommendations from KOLs they follow, leading to strong conversion rates for product promotions.

---

Kuaishou vs. Douyin:

Although Kuaishou and Douyin both dominate the short-video landscape in China, there are significant differences between the two platforms:

• Audience: Kuaishou has a stronger presence in lower-tier cities and rural areas, while Douyin has a more urban, younger user base.
• Content: Kuaishou emphasizes authentic, grassroots content, whereas Douyin’s content tends to be more polished and trend-driven.
• E-commerce: While both platforms are strong in live-stream e-commerce, Kuaishou’s audience has a deeper trust in the influencers they follow, leading to higher engagement in social commerce.
• Algorithm: Kuaishou’s recommendation algorithm focuses on long-term engagement and creator loyalty, meaning users see more content from the creators they engage with frequently, while Douyin focuses more on short-term content virality.

---

Best Practices for Brands Using Kuaishou:

1. Collaborate with Grassroots Influencers: Work with KOLs who have built trust with their followers. Influencers on Kuaishou may have smaller followings compared to Douyin influencers, but their authenticity leads to higher engagement.
2. Leverage Live Streaming for E-commerce: Live streaming is a highly effective way to sell products on Kuaishou. Partnering with influencers during live streams allows brands to tap into real-time interaction with potential customers.
3. Create Relatable, Authentic Content: Kuaishou users prefer content that feels genuine and reflects real life. Brands should focus on producing content that resonates with everyday experiences, particularly those of consumers in lower-tier cities.
4. Use In-Feed Video Ads: Kuaishou’s in-feed video ads are an excellent way to reach a highly targeted audience. Brands can promote short videos in users’ feeds, driving awareness and engagement.

---

Kuaishou has carved out a unique niche in China’s digital ecosystem by focusing on grassroots content and live-streaming commerce. It offers brands a way to reach an engaged audience, particularly in lower-tier cities and rural areas, where trust and authenticity play a key role in consumer behavior. For companies looking to engage with this audience, Kuaishou provides a robust platform for influencer marketing, live-streaming e-commerce, and community-driven advertising.

---

Frequently Asked Questions (FAQs):

Is Kuaishou the same as Douyin?

While both Kuaishou and Douyin are short-video platforms, Kuaishou has a more grassroots focus and caters primarily to users from China’s lower-tier cities and rural areas.

How does Kuaishou make money?

Kuaishou generates revenue through in-feed ads, live-streaming gifts, e-commerce sales, and partnerships with brands.

Can Western brands advertise on Kuaishou?

Yes, Western brands can advertise on Kuaishou, particularly if they are targeting China’s rural and lower-tier city consumers. Partnering with influencers and using live-streaming ads are effective strategies.

What kind of content works best on Kuaishou?

Authentic, relatable content works best on Kuaishou. Users respond well to content that reflects real-life experiences, particularly from influencers who are seen as trustworthy and down-to-earth.

---