Douyin and WeChat Channels: Which One Is Better for You?
Whether it’s during a lunch break, on the subway, or right before bed, over a billion people in China share the same guilty pleasure: short videos.
So, if you are a brand or a content producer still watching from the sidelines, you might wonder what’s best for you. Today, we compare Douyin vs WeChat Channels and share tips from some of our favorite creators across the Digital Hotpot community on how they juggle both!
In this post
You'll learn:
How do two major short video platforms, Douyin and WeChat Channels, function?
What attracts users to each app?
How their behavior influences how others see your brand,
And what types of content perform well on each?
Douyin (抖音), or TikTok outside of China, entered the scene in 2016. It wasn’t the first short video app globally or in China, but it has definitely made the biggest splash.
Powered by a highly effective (addictive) algorithm, it became synonymous with fast-paced fun. The app will reach approximately 835 million users this year. It’s already the second biggest app in China behind only WeChat.
WeChat, on the other hand, was slightly late to the party as it was only in 2020 that WeChat Channels (视频号) emerged as Tencent's answer to the short video craze. Its early growth was quite slow, but five years in, Channels can’t help but benefit from its access to WeChat’s 1.37 billion user base and are now a key part of the so-called WeChat Trinity that aims to boost e-commerce.
An example of seamless integration between Channels live-streaming and e-commerce.
Before we dive into what works best for each platform, let's understand how users engage with each of them and why.
Douyin is a standalone app that you open for the sole purpose of getting entertained and unwinding with eye-catching visuals, trending songs, and dynamic editing. Even tough, Douyin now supports longer videos, short-form content remains at its core. At the same time, it continues to evolve and constantly adds new features like e-commerce and social networking functions.
For brands, they need to stay agile and react fast as the trends evolve in a truly Chinese speed. They can (or even should, if they need exposure) collaborate with Douyin's diverse and well-developed KOL (Key Opinion Leader) network.
The app is a perfect place for anyone seeking retail therapy. Impulse-friendly purchases like fashion, beauty, or snacks, dominate the live-streaming rooms on Douyin.
On the other side, WeChat Channels isn’t just a video platform, it’s part of a deeply interconnected digital ecosystem. Users often open WeChat to check messages from their friends and somehow end up watching videos.
How does it happen? Channels’ content can be shared directly to group chats, Moments, or embedded into articles on official accounts. They are used to deepen the conversation.
It’s also reflected in how users open videos - over 70% of users say they watch because a friend shared the video. That makes trust and storytelling especially important.
Educational content, behind-the-scenes insights, or long-form storytelling perform well. Channels are also ideal for higher-value or complex products, where decisions require more information and relationship-building.
This tight integration makes the purchase path very unique. Users can move seamlessly from reading an article and watching a video to purchasing a product via Mini Programs and WeChat Pay.
Interestingly, recent data shows users are spending more time on Channels, and this extra time is at the expense of Douyin. Over 54% of the increased viewing on Channels in 2024 came from former Douyin users. The trend is strongest among those under 30 and high-income groups - key demographics for premium brands.
Recent studies also show that Channel viewers are more likely to watch videos in full and that retaining information seen on Channels is significantly higher than on Douyin.
Post-engagement actions on WeChat Channels also show deeper interest, and even if there are no immediate purchases, users often search for more info within WeChat, or share and discuss content in group chats.
Source: 《2024 微信内容种草趋势洞察》by 增长黑盒 (Growth Box)
On Douyin, success comes from grabbing attention quickly. Videos that do well often include trending sounds, bold visuals, fast editing, and clear emotional payoffs. Storytelling is compressed into 15–30 seconds.
Brands that perform well on Douyin often sell low-cost, fun, visually appealing items - products that spark impulse buys or align with popular culture.
Douyin thrives on:
Immediate emotional payoff
Visually bold, fast-paced edits
Viral trends and culture-savvy content
Think: 20-second hacks, trending dances, funny product demos, commentary on news.
By contrast, WeChat Channels rewards content that builds trust and connection over time. Viewers are more likely to follow accounts they already know or hear about through their networks.
Longer videos, especially those that explain something useful, perform well here. Educational content, behind-the-scenes looks, and polished storytelling are the bread and butter of Channel's creators.
WeChat Channels favors:
Longer, informative, or inspirational videos
Trust-building through recurring series or expert insights
Narratives that align with user identity or aspirations
Think: A fitness coach sharing weekly routines, a teacher giving bite-sized lessons, or a founder explaining product development.
Also, Channels users are also more likely to act on the content — whether that’s trying a new recipe or signing up for a service. It’s a slower burn, but with stronger long-term payoff.
Use Douyin if:
Your product is trendy, fun, or easy to show off in a short video (e.g., fashion, beauty, food),
You want to reach a younger, broader audience quickly,
You’re looking to introduce your brand or increase brand awareness,
You have creative video ideas and can produce eye-catching content,
You have a budget to invest in ads and influencer collabs to stay visible.
Use WeChat Channels if:
You're already active on WeChat and can repurpose assets efficiently,
You want to drive traffic to your Mini Program or Official Account,
Your product needs explanation (tech, education, services),
Your brand benefits from private domain traffic (e.g., consultants, education, luxury),
You’re building a long-term content strategy and want to increase repeat purchases,
You’re targeting the older crowd, professionals, or expats.
For foreign entrepreneurs and SMEs (small and medium enterprises) in China, there are a few things to consider: WeChat Channels might offer an easier entry point if you're already integrated into the WeChat ecosystem and have built relationships.
If your target audience includes foreigners, WeChat Channels offers better access to this community, as many of us already use WeChat as a primary communication tool.
On the other hand, Douyin's trends change rapidly and may require more resources to stay up-to-date. In contrast, content on WeChat Channels tends to have a longer shelf life, making it somewhat easier to manage.
At the end of the day, your audience’s platform of choice should guide yours. You can also consider using both. Douyin brings in attention, new fans, and buzz. WeChat Channels nurtures those relationships, driving conversions and long-term loyalty.
Don’t be afraid to give yourself a few months to test and assess your results.
