Kuaishou for Brands: How to Build an Engaged Community

Kuaishou, known for its community-driven approach and strong connections with grassroots audiences, provides brands with unique opportunities to build a loyal, engaged following. Unlike Douyin, which focuses on viral, entertainment-driven content, Kuaishou thrives on authenticity, interaction, and relatability. Here’s how brands can leverage Kuaishou to build and nurture an engaged community:

1. Understand the Kuaishou Audience

• Target Audience: Kuaishou is popular in lower-tier cities, towns, and rural areas, where users often prefer relatable, real-life content over polished, aspirational media.
• Engagement Style: Audiences on Kuaishou value genuine interactions, so building relationships is more important than simply gaining views.
• Diverse Interests: Kuaishou users have a wide range of interests, from traditional arts to small businesses, family content, and local community engagement.

2. Focus on Authenticity and Relatability

• Real People, Real Stories: Showcase the human side of your brand. Whether through behind-the-scenes content, employee stories, or customer experiences, authenticity resonates with Kuaishou’s audience.
• Unpolished Content: Unlike Douyin, which thrives on polished, high-production value videos, Kuaishou’s audience connects more with raw, unfiltered content. Share moments that feel real and approachable.
• Celebrate Local Culture: Highlighting local culture, traditions, or relatable everyday situations will help your brand connect more deeply with Kuaishou’s community.

3. Engage Actively with Your Community

• Respond to Comments and Messages: Engage with your followers by replying to comments, thanking them for support, and responding to their feedback. This builds loyalty and trust.
• Host Live Streams: Kuaishou’s live streaming feature is a powerful tool for real-time engagement. Use live streaming to host Q&A sessions, product demos, or casual chats with your audience. Live interactions create a sense of community and deepen connections.
• User-Generated Content (UGC): Encourage your followers to create content related to your brand, such as testimonials, product reviews, or challenges. Reposting or interacting with UGC strengthens community bonds.

4. Leverage Live Streaming and E-Commerce

• Interactive Shopping: Kuaishou has a strong e-commerce integration, with users often purchasing products directly through live streams. Hosting live-selling events can drive sales while engaging with your audience in real-time.
• Special Offers and Giveaways: Use live streams to offer exclusive deals, promotions, or giveaways to incentivize participation and attract new followers.
• Engage Viewers with Polls and Games: During live streams, engage your audience with polls, quizzes, or interactive games. This increases engagement and creates a fun, interactive experience.

5. Build a Content Strategy that Resonates with Kuaishou Users

• Consistency Over Frequency: While it’s important to post regularly, Kuaishou users value authenticity over sheer quantity. Focus on delivering quality, meaningful content rather than overwhelming your audience with frequent uploads.
• Content Variety: Mix up your content with a combination of:
  • Behind-the-scenes footage that gives followers a look at the process behind your brand.
  • Tutorials or product demos showcasing how your products can be used.
  • Community-oriented posts that feature user stories, local events, or issues important to your audience.
  • Humorous, light-hearted videos that showcase your brand’s personality.

6. Foster a Sense of Community and Belonging

• Create Exclusive Groups: Develop niche communities within Kuaishou by creating brand-specific groups or hashtags. These groups can foster discussions, content sharing, and a sense of exclusivity.
• Encourage Interaction: Ask questions, conduct polls, and prompt users to comment on their experiences. These interactive techniques will increase engagement and make followers feel involved in the brand’s journey.
• Highlight User Stories: Feature content created by your followers, whether it’s about how they use your product or their personal stories. This recognition can create a sense of ownership and pride among the community.

7. Use Kuaishou’s Advertising Tools Effectively

• Targeted Ads: Kuaishou offers ad placements based on user behavior, location, and demographics. Use these features to target your audience with relevant content that appeals to their interests and needs.
• Branded Hashtag Challenges: Launch hashtag challenges that encourage users to create content based on a theme relevant to your brand. These challenges help amplify brand visibility while creating user-driven content.
• Sponsored Content: Partner with influencers or content creators whose values align with your brand. Their endorsement can help you connect with their followers and build credibility.

8. Track Analytics and Optimize Content

• Monitor Engagement: Use Kuaishou’s analytics to measure how well your content is performing in terms of likes, shares, comments, and views.
• Adjust Based on Feedback: Pay attention to user comments and preferences. If a specific type of content receives higher engagement, create more of it.
• Refine Your Strategy: Based on analytics, tweak your posting times, content formats, or messaging to improve engagement and community growth.

9. Experiment with New Features and Formats

• Interactive Filters and Effects: Use Kuaishou’s wide range of AR filters and effects to make your content more engaging. Custom effects tied to your brand or products can create a fun, memorable experience for viewers.
• Short-Form and Long-Form Content: Experiment with both short, snackable videos and longer, more in-depth content. Kuaishou allows for a variety of formats, giving you flexibility in how you tell your brand story.

10. Stay Consistent and Patient

Building an engaged community on Kuaishou takes time. Consistently delivering authentic, relevant content, interacting with your audience, and fostering a sense of belonging will gradually cultivate a loyal and engaged following.

Conclusion

Kuaishou offers a unique opportunity for brands to connect with audiences in a more intimate, authentic way. By focusing on community engagement, leveraging live streaming and e-commerce, and creating relatable content, brands can successfully build a loyal and interactive following on the platform. Understanding and embracing the cultural nuances of Kuaishou’s user base is key to fostering a lasting relationship and achieving brand success.