Check out the complete comparison on audiences, resources, monetization, and other aspects to decide between the TikTok or Kwai networks.
In recent years, social networks have played an increasingly central role in digital marketing strategies. Among the fastest-growing platforms, TikTok and Kwai stand out, especially when the goal is to create short video content and engage the audience.
But when it comes to choosing between one or the other, the decision may not be so simple. Therefore, in this article, we will compare TikTok and Kwai on various aspects like audiences, resources, monetization, and show how to select the best option for your strategy. Stay tuned.
Relevance of TikTok and Kwai in digital strategies
The production of short video content has become one of the main trends in digital marketing.
Whether to engage consumers, spread brand messages, or promote products and services, quick and creative videos are extremely effective in connecting with the audience.
With this, TikTok, launched in 2016, quickly became a global phenomenon. After all, its proposal of quick videos, creative editing resources, and content distribution algorithm ensured success among young people, and it didn’t take long for brands and influencers to migrate to the app.
Meanwhile, Kwai, the Chinese platform known internationally as Kuaishou, also gained prominence in various markets, including Brazil. With a similar approach, it stands out by focusing on light, fun, and accessible content
That’s why many businesses ask themselves, TikTok or Kwai? In practice, both platforms offer ways to strengthen digital presence, generate opportunities for significant organic reach, and consequently engagement and conversions.
But if you’re still unsure of which to invest in or prefer to work with both simultaneously, don’t worry. Up next, you’ll find our complete comparison on the networks. Let’s go!
TikTok or Kwai: see the comparison between the platforms
When considering Kwai or TikTok, it’s essential to analyze some key aspects such as target audience, available resources, monetization possibilities, and strategic factors that may directly influence the outcome of your campaign, as we’ll better demonstrate below.
Target Audience
The first major difference between TikTok and Kwai lies in the type of audience each platform reaches. For example, the former has a solid base among younger generations like Generation Z and a growing presence among millennials.
Thus, this social network has consolidated itself as a space for trends and content virality, in addition to being very popular among creators and influencers in niches like humor, music, dance, beauty, and lifestyle.
In other words, if your product or service targets a young audience connected to the latest trends, the TikTok, is a sure bet.
Meanwhile, Kwai, although it also has strong penetration among young people, reaches more diverse profiles. In Brazil, the platform has managed to popularize itself in different regions and socioeconomic classes.
From this, it reaches audiences not necessarily as focused on global trends but rather on everyday humor content, simple tutorials, and more homemade videos.
Thus, for businesses aiming to reach a more varied audience, Kwai can be a standout alternative.
Available Resources
In terms of functionality, both offer editing tools, filters, soundtracks, visual effects, and the possibility of easily creating short videos. However, there are some differences to consider. Take a look:
TikTok
Features an immense variety of sounds, licensed music, effects, and filters. As its algorithm is highly refined, it ensures that relevant content reaches new audiences quickly.
Another strong point is the ability to quickly follow trends, as challenges, hashtags, and viral sounds multiply daily, providing a space for brands to jump on the bandwagon and increase their visibility.
Kwai
Although it also offers editing tools, effects, and filters, Kwai tends to have a simpler and more direct approach. In other words, its resources fit well for those seeking practicality and more spontaneous content creation.
Besides, the network promotes internal campaigns and challenges that can become an opportunity for brands to engage specific audiences. However, its library of sounds and effects might not be as extensive as TikTok’s.
In other words, overall, TikTok stands out for its greater sophistication and variety of creative tools, while Kwai proves to be more simple and direct.
Monetization
When comparing TikTok or Kwai in terms of content monetization possibilities, both platforms offer monetization opportunities, but they are still in different stages of maturity.
TikTok
Monetization can be achieved through brand partnerships, sponsorships, affiliate links, and TikTok Rewards, which rewards producers of popular and high-quality content.
With this, established influencers find in the platform a fertile ground to profit from digital products and influence marketing.
Kwai
Kwai also allows monetization through creator incentive programs and, like TikTok, through partnerships, sponsorships, and other advertising formats.
However, the platform has a strong history of offering financial rewards for new users and creators, something that quickly gained the app popularity.
In other words, this strategy may represent an interesting entry point for brands seeking micro-influencers and engagement in specific niches.
How to choose the best for your strategy
Given all this, the choice between TikTok and Kwai for the best platform for your digital strategy will essentially depend on three factors: campaign objectives, target audience, and necessary resources. Let’s take a look at each of these aspects separately.
1. Campaign Objectives
Before making a decision, consider what your company wants to achieve. If the goal is to go viral quickly, reach a young and trend-savvy audience, and take advantage of global trends, TikTok is usually the most recommended option.
After all, its algorithm and trend-based content dynamics can boost creative videos in a short period.
On the other hand, if the goal is to build a more local presence, engage with different consumer profiles, and explore content marketing more spontaneously, Kwai may prove to be more suitable.
2. Audience Segmentation
Analyze your target audience’s profile. Research where they are most present and engaged. For example, TikTok shines among younger audiences and users connected to cultural trends.
In turn, Kwai finds openness among varied audiences, often outside the radar of major brands. Therefore, for companies aiming to reach a diverse audience, it can broaden the reach spectrum.
3. Necessary Resources and Features
Does your strategy require advanced editing tools, an extensive music library, or integration with international influencers? TikTok will probably offer more resources to create sophisticated content aligned with global trends.
However, if the idea is to produce simpler, more direct videos and take advantage of internal campaigns like challenges from Kwai itself, the second option will be sufficient.
Practical Usage Examples
Another factor to be evaluated in your decision is the type of business your brand is in, as this profile may be more aligned with one network or the other. Check out some examples below:
- Fashion and Beauty Brands when launching a new collection for a young audience, investing in ads on TikTok is a good move. That’s because dance challenges, makeup tutorials, and transformation videos are well-accepted on the platform.
- Small Local Businesses if you want to promote a restaurant or store in a specific region, Kwai can help reach a broader audience in that area. Videos showing daily life, people who frequent the place, typical dishes, or specific promotions can generate more genuine engagement.
- Education or Service Companies both TikTok and Kwai can be used to create quick and informative explanatory videos. In the first, the combination of information and entertainment typically generates more virality, while in the second, there is room for videos less dependent on global trends.
- Startups and Brands Focused on Innovation TikTok is the best option for those who want to ride the wave of creativity and conquer Generation Z. The platform, with its integration with various analysis and creation tools, allows for testing formats, measuring results, and adjusting strategies quickly.
Thus, before deciding, assess the characteristics and trends of your niche. Moreover, consider investing in both platforms, as both have been gaining more space in Brazil and worldwide.
Analysis of Results on TikTok and Kwai
Both TikTok and Kwai allow for understanding audience behavior, identifying the types of content that generate more engagement, and thus adjusting planning to maximize results.
For example, on TikTok, commercial or creator accounts have a robust analysis tool.
With it, it’s possible to check metrics like total views, average watch time, retention rate, audience demographic characteristics, engagement patterns, and even track the performance of sounds, hashtags, and challenges used.
This information provides a detailed overview of what works best with the audience, aiding the creation of more assertive and relevant content.
Meanwhile, Kwai, though with a more limited set of analysis tools, also offers important resources. Profiles can access metrics like views, likes, comments, and shares, and in some cases, obtain information about the profile of the audience that consumes their videos.
From these analyses, it becomes feasible to compare performance between the two platforms, understand which delivers more significant results in terms of engagement and reach, as well as identify opportunities for continuous improvements.
To further enhance this analysis, the integration of TikTok with Reportei offers a higher level of data monitoring and consolidation.
With this partnership, brands can gather TikTok metrics in a single control panel, which facilitates result interpretation and decision-making guided by accurate information.
Thus, the process of content optimization and obtaining relevant insights becomes much more agile and efficient. Start a free trial on Reportei and learn how to analyze the metrics from these apps.
