Douyin (TikTok China) Advertising: Complete Brand Guide

Douyin (抖音) — the Chinese version of TikTok — has over 700 million daily active users and has fundamentally changed how Chinese consumers discover and purchase products.

Why Douyin Matters for Brands

Douyin's algorithm is exceptionally good at matching content to interested users, making it possible for even new brands to achieve massive reach. The platform's seamless integration of content and commerce (Douyin Shop) has created a powerful social commerce ecosystem.

Ad Formats

TopView Ads: Full-screen video ads shown when users open the app. High impact, high cost (¥500,000+ per day for national campaigns).

Brand Takeover: Similar to TopView but with guaranteed impressions.

In-Feed Ads: Native video ads appearing in the user's feed. Most cost-effective for performance marketing.

Branded Hashtag Challenges: Encourage user-generated content around your brand. Can go viral with the right concept.

Spark Ads: Boost organic content from your account or KOL partners — often the highest ROI format.

KOL Strategy on Douyin

KOL (Key Opinion Leader) marketing is essential on Douyin. Categories:

• Top KOLs (10M+ followers): ¥500,000-2,000,000 per post
• Mid-tier KOLs (1-10M followers): ¥50,000-500,000 per post
• Micro KOLs (100K-1M followers): ¥5,000-50,000 per post
• Nano KOLs (<100K followers): ¥500-5,000 per post

For most brands, a mix of mid-tier and micro KOLs delivers the best ROI.

YIVA Digital manages Douyin campaigns for international brands. Schedule a consultation [blocked] to discuss your Douyin strategy.