TLDR: What is Xigua Video vs TikTok? What is Xigua Video vs YouTube?

Xigua Video is a popular live-streaming and video-sharing platform with several similarities to TikTok and YouTube, with key differences that can help set it apart for your marketing presence in China.

Overview of Xigua Video

What is Xigua Video?

Xigua Video is China's rising video live-streaming and video-sharing platform by ByteDance. Unlike its ByteDance sister TikTok, Xigua Video does not support video editing features and has a niche in streaming professionally made long videos.

Initially launched as Toutiao Video in 2016, Xigua differentiates itself from other Bytedance-founded products (Douyin and TikTok) by focusing on longer-form user-generated content, movie streaming, and original productions.

Similar to YouTube, creators on Xigua receive shares of advertising revenue. As creators and the platform gain traction, this platform could offer new brand marketing opportunities.

Xigua Video vs Douyin

Xigua is different from Douyin (also founded by parent company Bytedance) by focusing on medium to long-format user-generated content, movie streaming, and original productions. In terms of similarities, Xigua does utilise Bytedance’s advanced algorithms for content and ad delivery similar to Tiktok/Douyin.

Xigua Video vs. YouTube

Xigua Video can be most closely described as the China counterpart of YouTube.

Similarities between the two include medium to long-form video content with both user-generated and professional producers. Xigua Video creators are also able to receive shares of advertising revenue similar to YouTube. Utilising a content suggestion algorithm from Bytedance, Xiguo Video is also able to deliver user-profiled content and ads similar to YouTube.

How to use Xigua Video in China Marketing

Working with creators

Working Xigua into your China marketing strategy will have to include capitalising on their creator community. With established content creators and audiences, working with Xigua allows you to target and cater to the most relevant audiences available through these creators and viewer bases.

Watchmaker, Daneng, has a large fanbase of viewers interested in his craft and other activities.

Li Jiaqi, also known as Austin Li or “The Lipstick King” has grown in popularity on platforms like Xigua Video for his videos as one of the top beauty influencers in China.

Even Western producers like Colin Furze are choosing to expand their YouTube presence into China through Xigua as their platform of choice.

Whilst a majority of creators in China may be more difficult to reach due to language barriers, their Xigua page is often not the only platform on which they can be found. Creators are likely to have a social media presence across other Chinese platforms.

Capitalising more on medium to long-form storytelling

Companies looking to diversify their content and media in China should not pass up on utilising medium to long-form video formats that typically span 5-30 minute long videos.

Recent strategy changes by China internet giant Tencent have been toward catering to long-form video as one of Gen Z’s preferred media choices. With short-form content and short-form advertising a typical medium for exposure, companies like Tencent are starting to find trends that medium to long-form content and content platforms have “stickier” users with stronger content consumption rates.

With a platform like Xigua, companies can create longer storylines, share existing media resources, and diversify their content offerings.

How to integrate Xigua in your China Marketing

Using Xigua Video in your China marketing plan should be part of a larger, coordinated online presence that covers several key tools and platforms as well as an efficient and accessible website.

Creating an additional touchpoint for users to interact with using Xigua Video is valuable in building out your web presence in China. With a platform like Xigua, companies can do a variety of activities including paid ads, influencer promotions, hosting and display of company media, and more.

A presence on Xigua can also be designed as a funnel to drive traffic back to your website, where visitors can engage with your company. However, navigating the unique nature of accessing the internet in China can be difficult, and that’s why we have put together resources to be better equipped for reaching users in China.

For starters, 93% of websites are not optimised for access in China, limiting your accessibility and visibility even with a presence on Xigua.

Most websites run into deliverability issues in China

You can learn more about the difficulties in having an accessible website in China here and how Chinafy tackles these problems.

Get in Touch with Chinafy today to learn more about how we help round out your China marketing funnel by making your website work fully in China.