[Updated October 2024]

If China is one of your client demographics, it's important to stay updated on the platforms that dominate the local market. One of these platforms is Xigua Video (西瓜视频), a YouTube-like site owned by ByteDance, the same company behind TikTok and Douyin. While Xigua Video might be lesser known outside of China, it's a major player in China's video-sharing ecosystem, catering to a different audience and content format than ByteDance’s short-video platforms.

So, what is Xigua Video, and how can global marketers leverage it to tap into China’s vast online market?

TL;DR Xigua Video (西瓜视频) is a Chinese video-sharing platform owned by ByteDance, the same company that owns TikTok and Douyin. It focuses on longer-form videos than TikTok, and marketers can use Xigua to reach the Chinese audience by partnering with influencers, leveraging longer-form storytelling, and integrating Xigua into a broader China digital strategy.

What is Xigua Video?

Xigua Video is China's 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.

How does Xigua Video differ from YouTube?

At first glance, Xigua Video might appear similar to YouTube, but there are key differences to consider.

1. Geographical access:

Xigua Video is primarily available within mainland China, and accessing it from outside the region requires a VPN due to geographic restrictions.

In contrast, YouTube is globally available but remains blocked in China, making it inaccessible for Chinese users without a VPN.

2. Content regulations:

Xigua Video adheres to China’s Ministry of Information and Information Technology (MIIT) guidelines, which means stricter content regulations compared to YouTube’s community guidelines.

Xigua creators must align with local regulations to avoid penalties or removal.

3. Focus on live streaming:

Xigua Video has a strong focus on live streaming, providing users with interactive content experiences, whereas YouTube predominantly focuses on pre-recorded videos.

How does Xigua Video differ from TikTok?

While both Xigua Video and TikTok (or Douyin, its Chinese counterpart) are owned by ByteDance, they serve distinct purposes and audiences.

1. Content type:

Xigua Video emphasizes longer-form content, including professionally produced movies, TV shows, documentaries, and live streams. It’s often seen as China’s answer to YouTube.

TikTok, on the other hand, thrives on short-form, user-generated videos, designed for quick consumption, often capped at 10 minutes.

2. Video length:

Xigua Video supports videos that are typically between 5 to 30 minutes, which is popular among Chinese audiences looking for more in-depth content.

TikTok limits videos to shorter formats, with most content falling under 10 minutes, focusing on bite-sized entertainment.

3. Audience engagement:

Xigua Video appeals primarily to a Chinese audience seeking long-form storytelling, education, and entertainment.

TikTok has a global reach, with content focused on trendy, fast-paced entertainment, targeting a younger demographic.

How to access Xigua Video outside of China

Since Xigua Video is restricted to mainland China, accessing it from other countries typically requires a VPN (Virtual Private Network). This can be a hurdle for those who are not familiar with VPN usage, but for marketers targeting the Chinese market, partnering with China marketing experts can help you navigate this.

Using Xigua Video for marketing in China

Xigua Video is one of many channels that presents an opportunity for global brands to engage a Chinese audience. Here are several ways businesses can leverage the platform effectively:

1. Partner with Xigua creators

Xigua Video has a thriving ecosystem of content creators with dedicated followings. By partnering with influencers who already resonate with Chinese audiences, brands can expand their reach, create authentic connections, and engage directly with their target demographics.

2. Leverage long-form storytelling

Unlike TikTok, Xigua Video offers the space to create longer, more in-depth narratives. This makes it a great platform for brands looking to dive deeper into their stories, showcase detailed product demonstrations, or even repurpose existing content, like documentaries or behind-the-scenes videos.

3. Utilize paid advertising

Xigua, through ByteDance’s ad platform Ocean Engine, offers targeted advertising solutions similar to YouTube. Brands can place bumper ads, in-stream ads, and out-stream ads to capture the attention of Chinese audiences. The platform allows for audience targeting based on interests and demographics, maximizing engagement.

4. Integrate with a broader China marketing strategy

To fully optimize your digital presence in China, Xigua should be part of a larger digital strategy. This includes having a website optimized for China’s internet, which Chinafy can assist with (more on this shortly). By integrating Xigua into your strategy, you can direct traffic from video content back to your website for further engagement and conversions.

Considerations for marketing on Xigua Video

1. Cultural sensitivity

When marketing on Xigua, it's crucial to tailor your content for Chinese viewers. From language nuances to cultural preferences, ensuring your messaging resonates with the local audience is key. Consider partnering with local agencies or professionals who understand the intricacies of the Chinese market.

2. Competitive landscape

Xigua Video competes with other popular platforms like Youku Tudou, Tencent Video, iQiyi, and Bilibili. Brands should understand the unique characteristics of each platform to develop effective cross-platform strategies that appeal to different audience segments.

3. Regulatory compliance

Remember that content on Xigua Video must comply with Chinese government regulations. Having a local partner or agency that understands these regulatory requirements can help your brand avoid pitfalls and ensure a smooth entry into the market.

How Chinafy helps your China marketing strategy

Beyond using Xigua Video as part of your marketing strategy, it’s essential to have a website or at least a landing page optimized for China (otherwise where will you direct your marketing channels to?). Websites hosted outside of China typically experience slow load times and access issues due to China's internet infrastructure.

By working with Chinafy, businesses can:

Improve website speed by optimizing third-party resources and integrating China-friendly CDNs.

Reach audiences in China with a fully functional website, without needing to rebuild or host locally.

Synchronize content across global and China-friendly versions, ensuring that updates are seamlessly integrated.

In summary, Xigua Video is a useful platform for businesses looking to connect with Chinese audiences through long-form content and interactive video experiences. In the same way global brands are using YouTube to broaden their digital presence, Xigua Video offers an opportunity to enhance global businesses’ visibility and engagement in one of the world’s largest markets.

To make your website run faster and fully in China, get started with Chinafy.