Two Steps For Video Platforms To Stand Out

There are two strategic offerings that drive the organic growth of Kuaishou, Douyin and Bilibili, which also differentiate them from the others:

1/ an easy-to-use video editing tool that is actually empowering users

2/ a marketplace (e.g. ads, e-commerce) for users/MCNs to monetize. One key difference is that: it is not for platforms to sell ads. Platforms are just operating the marketplace.


Video editing tools

– Kuaishou introduced Kuaiying (Kmovie) in 2017

– ByteDance/Douyin introduced Jianying (CapCut) in Jun 2019

– Bilibili introduced Bijian (bcut) in July 2020


Marketplaces

– Kuaishou upgraded the exchange as 磁力聚星 Magnetic Star, part of the 磁力引擎 Magnetic Engine

– ByteDance upgraded the website to 巨量星图2.0 in 2020

– Bilibili launched 花火 Huahuo in July 2020

Those are all similar – marketplaces for brands/agencies + influencers/MCNs