TikTok’s China twin Douyin has 550 million search users, takes on Baidu – TechCrunch

The advance of short videos is reshaping how information is created, disseminated and consumed online. Snappy 15-second videos aren’t just for entertainment. On Chinese short-video apps Douyin and Kuaishou, people can get their daily dose of news, learn to cook, practice English, hunt for jobs and seek practically any type of information from the platforms’ quickly expanding content library.

While people are increasingly used to being fed by machine-recommended videos, many users still have the urge and need for active searching. Douyin understood that and incorporated a search function back in mid-2018. More than two years later, the feature reached 550 million monthly active users. There’s still room for Douyin’s search feature to grow, as the app last reported 600 million daily users in September, so its monthly user base should be above that.

Kelly Zhang, the young product manager credited for the rise of Douyin, TikTok’s Chinese version, disclosed Douyin’s search user figure for the first time this week on her microblogging account. Search is a territory that had long been dominated by Baidu in China. As of December, Baidu’s flagship app had 544 million monthly active users, so it’s safe to say as many people are searching on Douyin as on Baidu.

Zhang’s remark is telling of Douyin’s ambition in conquering the online video sector, and eventually how people receive information: “I have said this before: I hope Douyin could become the video encyclopedia for human civilization. Video search is, therefore, the index of the book,
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