Differences in overseas social media operations between Kwai and TikTok from the perspective of data performance

Jul 11, 2022
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Kuaishou and Douyin are old rivals.

In China, as a company established in 2011 and started by making GIF animations, Kuaishou transformed into short videos in 2013, and once made rapid progress in the market, until Douyin entered the market, with another more aggressive style of play. counterattack.

Soon, the overseas market became a new battlefield for them to compete. At the end of 2016, Kuaishou started its internationalization attempt. In May 2017, the Kuaishou overseas team officially began to operate independently. In the early stage of going overseas, Kuaishou has conducted large-scale market attempts in North America, South America, Southeast Asia, Europe, Russia, South Korea and other regions and countries. At first, it relied on the method of star drainage, in Thailand, Indonesia, South Korea, Russia and other markets. Some achievements have been made. Especially when it entered the Korean market, it exceeded 10 million downloads in less than a month. Kuaishou's drastic road to the sea seemed to start smoothly until TikTok joined the overseas battlefield in November of the same year, and the pattern changed again.

After joining the overseas war, TikTok quickly gained a firm foothold in the North American market by acquiring the American short video communities Flipagram and Musical.ly, and then immediately turned to Southeast Asia, the main overseas position of Kuaishou at that time. In the following years, Kuaishou's overseas business has undergone many strategic, departmental and personnel adjustments. Today, there is no suspense of victory or defeat, and TikTok has become a recognized top application in the field of overseas short videos.

Whether at home or abroad, Douyin, as a latecomer, has successfully counterattacked, which has added variables to Kuaishou's originally broad market prospects, and people can't help but sigh "If you are born, why should you be born?"

So, what is the difference between the overseas layout and operation of Kuaishou and Douyin? We may be able to find out from their respective overseas social media performance.

TikTok is an overseas brand of Douyin, and Kwai is an overseas brand of Kuaishou. From the fact that these two brands have opened accounts and established homepages on overseas social media, we can see the status quo of their respective overseas market layouts.

The following is the distribution of TikTok's homepage and basic data for the past 90 days:

A chart brings us a lot of information, we can see whether the brand has a global page, which country and region homepages, the number of fans, the number of posts, the net growth of fans, the amount of interaction, the OS score, etc., among which, the number of posts means that its level of activity and whether it is operating normally.

As can be seen from the above figure, TikTok has a very wide global distribution, not only with global pages, but also dozens of national or regional homepages. The social media platforms used include Facebook, Instagram, Twitter, YouTube, LinkedIn, etc.

Most homepages are operating normally, and nearly 90 homepages targeting India, Russia and other countries have not posted any posts, which means that the operations of these homepages are at a standstill.

Next, let's take a look at Kwai's homepage distribution and basic data in the past 90 days:

Obviously, the homepages operated by Kwai are much less than TikTok, and, except for the Brazilian and Latin homepages, the homepages of other countries have not posted for nearly 90 days, indicating that Kwai currently only focuses on the Brazilian market overseas.

Differences in the number and activity of homepage layouts mean differences in overseas social media operations and financial investment. In addition, in terms of the size of fans, Kwai is very different from TikTok, which reflects the huge gap in brand influence and audience coverage.

Since Kwai is currently only active in overseas social media operations, only the Brazilian homepage, in order to enhance the comparability, we select the Facebook Brazil homepage of the two brands Kwai and TikTok, and observe their characteristics and differences through their respective data performance.

The comparison of the Facebook Brazil pages of the two brands will be done using Marketing Cloud's "Social Account Comparison" feature. The comparison is carried out from five aspects, including social account OS scores, fans, posts, interactions, and paid detection, and selects data from the past 90 days.

OS score is a social account scoring system launched by the social account number of fans, fan growth, posts, thousands of fans interaction, interaction number, the largest fan growth in the past 7 days, the largest number of posts in the past 7 days, and the largest interaction in the past 7 days Based on data from dozens of dimensions, AI algorithms are used to calculate the final score to quantify the operation of social accounts. The OS score ranges from 0 to 1000 points. The higher the score, the better the operation of the social account.

TikTok's score is slightly higher than Kwai's. Considering that Brazil is almost the only remaining main battlefield of overseas social media for Kwai, TikTok's threat to him cannot be underestimated.

The comparison of fan data reflects the change in the total number of fans and the growth trend of fans, and the number of TikTok fans greatly exceeds that of Kwai. From a brand point of view, @kwaibrasil has concentrated most of Kwai’s fans overseas. Even if @tiktokbrasil.official shows the number of global page fans composed of multiple homepages, it is enough to see the huge gap between the two parties’ overseas fans.

Post comparison:

The posting volume of @kwaibrasil is higher than that of @tiktokbrasil.official, and the types of posts are similar, both of which are mainly video posts. The proportion of video posts on TikTok is slightly higher than that of Kwai, and Kwai uses topics in the posts. The number is far more than TikTok.

Both the total number of interactions and the number of single-post interactions are significantly ahead of TikTok, and the number of thousands of followers Kwai is better. Considering that the number of TikTok followers is the total number of global page followers of multiple homepage followers, the interaction data of a single post can better reflect the relationship between the two brands. Real level of operation.

Payment detection is the use of algorithms and data to infer the payment status of a post. According to the inference results, Kwai has paid to promote more posts, and TikTok is slightly better in terms of results.

Based on the data performance of the above two parties, both parties have their own strengths in the operation of overseas social media in the Brazilian market. Kwai's posts are published more actively, and TikTok is better in terms of fans and interaction.

The success and failure of Kuaishou and Douyin, Kwai and TikTok provide us with very good samples, which are worthy of more in-depth and more perspective observation and research.

The growth strategy of "spending money to attract new people, promoting cash back, and burning money for fission" was once popular and invincible in a period, but the beautiful figures can't hide the loose foundation.

We have seen that whether it is Toutiao in the early days, Douyin in the future, or TikTok today, data and algorithm operations have allowed it to quickly open up the domestic market, and a set of strategies that have been verified successfully have been applied to overseas markets and become It is a weapon for TikTok's global expansion.

All data in this article comes from public data, and the data acquisition and analysis tools come from Marketing Cloud, a global social media data marketing management platform. For more overseas social media data of brands, please log in to Marketing Cloud to view.

If you are interested in the "Social Account Comparison" and more functions of Marketing Cloud mentioned in the article, please leave your contact information, and we will arrange professional overseas social media marketing experts to get in touch with you.

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