Many may not be aware of this, but mainland China has its own version of TikTok. It is called Douiyn.
This version is published by the same company, it has the same logo and same feel to it. Most importantly, it has a plethora of new features that the western version has not.
This is a more advanced version that has a lot of features we’re expecting to see in the global version in the near future. If you want to have a prediction of what new features will be implemented in the business version of TikTok, you simply need to take a look at the Chinese version and see what’s been done there lately.
So, you may see how important this insight is for your marketing campaigns and how you can take advantage of such knowledge to skip ahead of your competition.
How it works
TikTok tests and implements new features first in the Chinese version and as soon as they get enough information and are sure of the success of the particular feature, they also implement it in the western (global) version.
Particularities
You may find it curious, but most of the content in the western version of TikTok is entertainment. On the other side of the spectrum, the Chinese version is highly inclined toward educational content.
This represents a big difference in how TikTok is used.
New Features of the Chinese TikTok version
- Ability to purchase products directly from the videos
- Ability to book a room directly from the videos
- Ability to take a virtual tour (of stores, restaurants, and other such businesses) directly from the videos
- Geotagged reviews
- Full-feature films
1. Purchasing products directly from videos
This feature allows you to link out directly from your clips. You can link to stores (that offer affiliate programs, like Amazon) and earn a commission. So, if you’re running any type of affiliate campaign, know that this feature may be a gold nugget for you. Clips (that feature a product) have a button that you can click on and that will take you to the store from where you can make a purchase.
You will be able to buy products directly from the videos! This is great for affiliate marketers as well as manufacturers (as you can sell any type of product you want).
As an example let’s say you’re selling a new type of beverage. If you also have a dozen of influencers that promote it, then you’ll be able to sell it directly (because the clips will have a button that will take the viewer directly to the purchase page). This is incredibly powerful and we should see it in the western version of TikTok soon.
This is much more powerful than with Instagram because on TikTok you get way more exposure. There are a lot of accounts that post a couple of clips and get instant follows and millions of views. The opportunity is huge with TikTok, and some even consider it unprecedented.
2. Booking a Room
This is the perfect marketing tool to promote your room-for-rent. After posting a listing on Booking.com and AirBnb.com your listing may get lost among the thousands of other listings. So, you need to promote it somehow! Well, with TikTok you get the chance to directly promote your room to your viewers. Let’s say your hotel has an amazing infinity pool… then this will be amazing leverage for a TikTok clip.
You may even do an influencer campaign where they stay at your place. Then, in the clip the influencers post on TikTok, a “rent” button will appear that will take any interested viewer to your hotel and offer the option of direct booking.
3. Virtual tours of restaurants and stores
This is auto-explanatory. It brings amazing value to both brands and clients. Imagine having the ability to properly check out a restaurant before you book it for your birthday.
No surprises here! You’ll get what you paid for.
4. Geotagged reviews
This means that the reviews (users make) will get a location tag attached to them. So, if the reviewer is at a specific address then the review itself will contain the location info.
Again this is a very powerful feature that you can use as a business… and you can even combine it with an influencer campaign to create a hybrid marketing approach (more info in the next lesson).
This also allows your viewers to post reviews that help your brand with credibility and solidify your audience and fanbase.
5. Full-feature films
This simply means that full-length films (that you see in cinemas) will also be available via TikTok.
In the western world, we have other apps that do this (like Netflix and the other) but with the Chinese version of TikTok, there’s no need.
To conclude
Not all of these features will get included in the western version of TikTok, that’s for sure (and we can never know for sure which ones will).
The good thing is that we can use the Chinese version to hint us on possible developments. This way we may draw valuable insights that we can use to create winning marketing campaigns.
To recap, upcoming features are very important to the e-commerce side of TikTok. You’ll be able to purchase products, book rooms, take virtual tours, and have geotagged reviews.
All of these will be available directly in the app when viewing the clips. We may even see full-films directly on TikTok soon, so stay tuned!
