Exclusive: Chi Zhou (Chris), Head of MENAT Operations at Kwai
- In your opinion, why did Kwai gain this fast popularity that it has right now and becoming second largest short video platform?
Short form videos are gaining popularity as people are more comfortable consuming bite-sized content. Kwai has leveraged this insight and created a platform that offers users a highly personalized experience and encourages members of all communities to create and discover great content. Kwai is for everyone – amateurs and professional content creators – who dream of creating content to engage with like-minded people or communities. We’ve been able to capture audiences in new and emerging markets who share our passion for great content, which has contributed to our success.
- How is Kwai different from its competitors?
Our core belief is that everyone should have a platform to express themselves, to be heard and seen, regardless of their social, economic, and cultural background. Inclusion is a key part of our DNA and we are proud to make Kwai accessible for all users. This means that anyone with a skill can showcase their talent on Kwai, to engage with others. In contrast to other social platforms, our apps are specifically designed to provide each user a greater opportunity to “see and be seen” rather than focusing attention solely on a narrow definition of popular content. We use a combination of machine and human moderation to keep Kwai a safe, respectful and welcoming space for all.
- What strategies do you follow to make the Kwai platform unique?
As the fastest growing video-sharing app, we try to make the platform as engaging and user -friendly as possible. Kwai’s short video community is a very entertaining social network, but we also encourage meaningful content. Users can play around with loads of great visual effects and other editing tools to create fun content. We recently hit more than 180m monthly active users outside of China, becoming one of the most popular apps in MENA, so this only shows how users appreciate that we are unique. Our content recommendation system is built on a deep understanding of our users and the content being shared on our platforms every day.
- How is the audience of the Middle East different from any other market?
The Middle East audience is very evolved when it comes to content creation. They have great stories to tell and are not afraid to challenge themselves as content creators, which is why Kwai has been such a huge success in this market. The Middle East has one of the highest smartphone penetration rates in the world, with the UAE and KSA at the forefront. This means that a majority of people have a smartphone – which makes this region very exciting for us. The online community in the region is thriving with several well-known fashion, beauty, fitness, and a host of other very specialised influencers. Equally, there are many ordinary people who want to share their stories and build a social network, and Kwai aims to empower them to do that.
- What is the kind of content you think users are looking for nowadays?
Users are looking for shorter, entertaining, and engaging content. People find short videos easy to consume, no matter which market you are in. They also enjoy DIY, How-To videos, product demos, tutorials, and other engaging content. Humour is a naturally a real winner, but emotional content is also very popular. Kwai is certainly seeing a shift to more authentic content.
- What are the challenges that you face in the development of the platform?
Like with developing any new platform or technology, there are challenges along the way. Having said that, Kwai’s biggest and unique strength is that it is an inclusive platform. We were built to be a positive, vibrant, and relatable brand. I would say our biggest challenge was and is keeping up with the evolving needs of our users. But we are addressing this need by staying fresh and attentive. We remain true to our values of creating moments that open new possibilities for people of all ages and backgrounds.
- How do you overcome these challenges?
We continue to invest in new collaborations and campaigns in specific markets to entice our users and keep them engaged, so that everyone – from influencers to aspiring content creators and ordinary people – have the opportunity to capture short moments with big meaning. We rolled out a regional ‘Curious Campaign’ for those between 25-45 years of age, classified as ‘Everyday Explorers’, for users looking to enrich their lives with more meaning, inspiration and opportunity via short form content. Kwai celebrated KSA’s 92nd National Day with Saudi content creators. "Hia lana dar" ("It is our home") served as the theme of the collaboration, which used the short video platform to allow content creators to share memories and stories of their homeland while also honoring their rich cultures, histories, and accomplishments and capturing everyday moments in the lives of its people. We aim to bring people closer together through such ongoing campaigns and collaborations.
- How does Kwai benefit from being a live streaming e-commerce platform?
Ecommerce is rapidly growing as more people seek comfort and convenience, and this is a great way for them to get their hands on their favourite products no matter where they may be. We’ve enjoyed great success where users can purchase products by simply clicking on the shopping cart icon at the bottom of the screen.
The eCommerce function is currently not available in GCC, we are however planning to launch this feature in the near future.
- What is the main message that Kwai wants to convey to its users?
We want our users to feel empowered to create and share great content. Kwai is an inclusive platform, so that means anyone, should feel comfortable creating short videos. The Middle East is a vibrant market with a digitally savvy population that has so many great stories to tell. Our message is for everyone to begin their journey of content creation on Kwai.
- What is your plan to ensure the success of Kwai platform?
As mentioned before, our goal is to continue to stay relevant for our audiences by giving them what they need. We will launch new features, explore collaborations, and unveil campaigns that target audiences in specific markets; aiming to connect growing numbers of users and brands. We will continue to focus on improving the quality, relevance, and diversity of the content on our platform to cover a more comprehensive range of topics, interests and formats and expand our product and service offerings by anticipating and meeting our users’ needs. Our mission is also to support local talents and help them reach their full potential and grow by creating quality content on Kwai.
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This article was previously published on UAE Moments.To see the original article, click here