Kwai, or, in Chinese fashion, Kuaishou, is a Chinese social network, a counterpart to TikTok, that made its debut on Google Play back in 2017. And what about now, in 2023? Kwai is at the peak of its popularity. Looking ahead, Kwai's prospects and monetization resemble TikTok in 2020. This is definitely a reason to take a closer look at the platform today.
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Activity Statistics on Kwai
In May 2018, daily activity on Kwai exceeded 100 million. By the end of 2018, this figure jumped to 160 million online. In June 2019, daily online activity surpassed 200 million. At the beginning of 2020, Kwai's daily activity exceeded 300 million. The numbers continued to grow, with an annual increase of +100 million online users.
While the pace of audience growth has slowed, Kwai's revenue still increased by 37.9% in 2021 compared to 2020. Advertising contributed 52.6% to the total revenue in 2021. In the second quarter of 2022, the number of advertisers on Kwai increased by 90% year-on-year. Currently, the platform boasts more than 347.3 million active users daily, with each user spending an average of 126.6 minutes per day on the app.
Since 2022, the share of "foreign content," meaning videos not from Chinese bloggers, has grown. Kwai's creators barely noticed the revenue share from the international segment – only 0.35%. However, when translated into figures, it amounts to billions of yen.
Kuaishou's revenue abroad increased by 1540% on a year-over-year basis in the first half of 2022. (Source: Kuaishou)
The statistics for Kuaishou in 2022 are incredibly promising, indicating that the company is finally making a significant global impact and doing so successfully.
Regarding the company's operations outside of China, the revenue for Kuaishou grew by 1640% in the first six months of 2022 compared to 2021. Although the international segment constitutes only 0.35% of the company's total revenue (151 million yen out of 42.76 billion yen for this period), it still demonstrates a massive leap in growth compared to 0.025% in 2021 (9.2 million yen out of 36.15 billion yen for the first half of 2021 fiscal year).
Preferred Content on Kwai
Dommaters also reports that in 2019, 70% of Kwai users born after 2000 watched 2D videos, primarily anime. 84% of Generation Z users create this type of content. 69% of Generation Z's audience is interested in 2D content.
According to Dommaters' data for 2020, users in Chinese cities prefer to watch travel content, while users from Chinese provinces enjoy content about urban life.
As for the Russian-language segment, the following are popular:
Online stores: Native advertising of goods, live broadcasts of purchases, explicit advertising of products from marketplaces like WB and Ozon, and advertising of handmade products directly from the manufacturer.
Storytelling: Another popular type of content. When used skillfully, storytelling can incorporate advertising. For example, videos featuring unpacking products and blogger life stories are displayed alongside shopping demonstrations.
Ambassadorship: Collaborating with brands is beneficial, and Kwai has many advertisers. The advertising dashboard and monetization are available. In theory, if you post videos with expert content and attract attention, advertisers will buy ads from you directly.
Live broadcasts: Kwai allows monetization through donations during bloggers' live broadcasts. Therefore, you can organize live broadcasts to warm up the target audience.
Functionality and Opportunities for Content Creators on Kwai
How and Where to Drive Traffic from Kwai
Kwai works best in Brazil and Mexico, Turkey, Peru, the UAE, Egypt, Argentina, Colombia, and Indonesia – that is, in Asian and Arab countries. Imagine the scale – millions of people to whom you can deliver advertising offers.
As we've mentioned, Kwai has an advertising dashboard, and you can link any landing pages there. To access the advertising dashboard, register on Kwai Ads. Since Kwai is, in essence, a clone and analogue of TikTok, the same creatives work there. Moderators hardly pay attention even to blatantly promotional accounts, so you can improvise, drive traffic on almost all verticals, except the blatantly illegal ones, and not fear losing your account.
The easiest way is to drive your traffic directly into Kwai. Building up and promoting your account from scratch is less costly and troublesome than searching for an already established account. Firstly, finding someone who sells established Kwai accounts is almost impossible, and if it is possible, they will sell the account through acquaintances or lease it to a team with substantial volumes.
After gaining access to the advertising dashboard, go to your account, select "Assets," and "Create an App." After this, you can link the landing page where you want to direct traffic, take care of tracking links, and move on to the next step.
Create an advertising campaign. Go to "Campaigns" and click "Create a Campaign." Now choose the campaign's goal from the three available options:
- Awareness;
- Consideration;
- Conversion.
Choose where to direct traffic. If you followed the above scheme and linked a landing page, drive it into the app, but you can also direct it to a link — it doesn't matter.
Now, the final stage: choose the strategy and budget. Along the way, name your advertising campaign so that you understand it.
Configure the target: geo, age, gender, language, OS version, brand, and device cost. Set limits.
When choosing the "conversion" campaign goal, every 50 deposits will unlock new events. At the start, with a new advertising dashboard, only "Activation" will be available. It's better to set the activation bid to $1 at the beginning and then increase it if the traffic is not flowing well.
In the end, all that's left is to upload creatives, choose headlines, and the advertising format. There are several formats:
Done. You are magnificent!
Conclusion
Kwai is not a killer but a clone and brother of TikTok. It's an unoccupied niche with broad possibilities for driving traffic on almost all verticals. If you are working with the Asian market or targeting any of the following geos: Brazil, Mexico, Turkey, Peru, the UAE, Egypt, Argentina, Colombia, and Indonesia — Kwai is for you. Create an account, generate content, and get traffic.
