Douyin

Dominant short-video and social commerce platform in China with over 700 million daily active users, serving as a primary digital advertising channel for brands targeting Chinese consumers

Douyin is a short-video platform launched by ByteDance in 2016 that operates independently from its international counterpart TikTok, serving exclusively the Chinese market.¹ With over 700 million daily active users and deep e-commerce integration, it functions as a major digital advertising channel through which brands reach highly engaged audiences via short video, influencer collaborations, and live-streaming formats.¹ Its primary advertising infrastructure is delivered through Ocean Engine, a platform recognized among China's most valuable brands that consolidates ad delivery across Douyin, Toutiao, and other mobile apps into a single ecosystem.² Ocean Engine gives advertisers access to multiple creative formats, granular audience targeting, and comprehensive optimization and analytics tools, including audience research, landing page heat maps, and third-party ad tracking.² Advertisers can reach audiences using over 2.2 million audience tags and select from bidding models including oCPM, CPC, and CPA to align spend with campaign objectives.³ Across the ad stack, Douyin supports in-feed video, search, TopView, branded hashtag challenges, and branded effects, serving advertisers and agencies across awareness, consideration, and direct-conversion goals in social, video, search, and retail media channels.^1,3 Source 1: influchina.com — Douyin Advertising in China: 2026 Ad Formats & Costs Source 2: oceanengine.io — Advertise in China: Douyin Marketing with Ocean Engine Source 3: nobodydigital.co — Douyin Marketing | Douyin Advertising | Douyin Influencers