Similar to Cartier’s multi-screen approach, a focus on product remains key for collaborations. Evergreen formats — such as flat lays, panoramic unboxings, product presentations and “outfits of the day” — continue to see traction under the lead of popular influencers. Yet while content is most effective when platform-native, so too are the strategies utilising influencers who’ve found Douyin fame by authentically channelling the lifestyle these products seek to capture.
Swiss watch brand Longines elevated the essence of its “Flyback Chronograph” by exploring themes like innovation and exploration through a co-created campaign with Douyin influencers across extreme sports, fashion and lifestyle: it resulted in a 317 per cent follower increase.
Trend 5: Promoting Chinese consumers’ brand perception
Measurable results in brand awareness and perception remain the ultimate goal for those implementing new digital strategies, yet proving their commercial impact is often where the challenge lies. This is where Chinese platforms offer an advantage by harnessing brand engagement and conversion in one environment.
Hugo Boss offers an example of how Douyin can be used to influence brand perception for distinct audiences. With two brands operating in the market, each targets a specific demographic: Hugo appeals to a younger audience between 25 and 40, while Boss caters more to business professionals aged 35 to 50. On Douyin, the two brands have separate accounts that each target their respective consumers. They’ve seen a combined 400 per cent growth in followers and a repeat purchase rate of 65 per cent. In Western markets, the reported average for repeat purchases hovers between 20 and 40 per cent.
Despite Douyin offering tailored mini-programs to support in-app purchases, brands aren’t restricted exclusively to Douyin environments when utilising the platform. The VIP Room on Gucci’s Douyin homepage allows users to follow external purchase links, while on Bulgari’s account, a customised “swipe up” icon lets consumers navigate to the off-site brand page. The seamless “swipe up” feature has helped Bulgari increase its user acquisition rate by 90 per cent and boosted daily average searches by 38 per cent. Ultimately, a strong strategy on Douyin can create a halo effect across brand-owned channels, too.
In an era of digitalisation, online platforms such as Douyin have evolved far beyond content tools to represent full-service sales channels. Brands using the platform should be mindful of the tools that enable full-funnel results, from content creation to marketing and, eventually, commerce. With an ever-evolving ecosystem, these trends spotlight the power of a platform that is still relatively young, and as innovation rapidly continues at Douyin, brands should seize new opportunities to cut through the noise — often faster than in cluttered, Western social media spaces.
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