On 27 July, short-video platform Douyin announced the concept of a “Douyin Private Domain” (抖音私域) for the first time. Like on WeChat, businesses and individuals will be able to access private traffic. The platform officially released an updated business account that aims to create a private domain for enterprises which is centred on followers.
Recently, Douyin has launched a fans/follower group feature for business accounts and Key Opinion Leaders (KOLs). They are able to see the private traffic from their fan groups and fans must apply to join.
Due to the direct access to consumer data, more and more companies are looking to register for a Douyin business account. As of July 2021, the total number of Douyin business accounts reached 8 million.
Douyin has also announced the launch of a number of incentives, including traffic support in the form of tens of billions of views and rights upgrades. The platform has also recruited 8,000 service provider partners to help businesses improve through the private domain. This will enable brands to build awareness and increase their conversion rate.