Tuesday, July 5

All about Kwai, the app that wants to overshadow TikTok | Digital Trends Spanish


Kwai made its arrival in Mexico and other Latin American regions in April 2021. It is a short video application that wants to differentiate itself from TikTok by creating a more inclusive and diverse community. Therefore, it is worth knowing all about kwai.

“Our goal is to become the preferred entertainment platform for all Mexicans,” said Keith Hernández, general director for South America of Kuaishou Technology, Kwai’s parent company, at the time.

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All about Kwai

Kuaishou is the first short video platform in the world – according to Hernández – it originated in China in 2011 and currently receives 20 million clips a day. It also enables live streaming and e-commerce.

In Latin America, under the name of Kwai, it arrived in Brazil in 2018, while this April 2021 it officially announced its arrival in Mexico, Colombia, Argentina and the rest of the region.

What is Kwai?

The director of Kuaishou for South America indicated that it is “a fun, entertaining and diverse community of short videos.”

He added that the user does not necessarily have to be famous to be on the service, which would be one of its main differentiators with respect to other networks of the type.

How do you pronounce Kwai?

The executives of the platform recognized that there has been confusion with how the name of the social network is pronounced, a factor that they are taking advantage of in its promotion.

Actually, the “w” must be pronounced as “u”, and the entire name must be read as one word. Something like “Kuai”.

What kind of content is on Kwai?

On the platform are videos of humor, comedy, education, recipes and video games. “But what you are going to find, above all, is diversity and inclusiveness,” Hernández emphasized.

He noted that, in Mexico, more than 1,000 content creators collaborate directly with Kwai, with “real and everyday content.”

How is it different from other networks?

In Hernández’s opinion, there are two elements that make Kwai different: a democratic algorithm – which promises the same level of exposure to users – and the Kwai style.

“We are talking about a style that is more fun, inclusive and authentic, as well as a type of content that is more relevant in people’s daily lives,” he reflected.

What is its expansion in Latin America due to?

Kwai interface

“We see Latin America as a perfect example of a world that has diversity and happiness, but what we also want is to take content creation to another level,” said Hernández.

There is so much confidence that managers have in the videos within the social network, that they even dare to say that it can compete with the one offered by television or the services of video in streaming.

Therefore, another of the objectives of the service is to work directly and locally with content creators, so that they see their work more as a profession, not as a trade.

Who is Kwai aimed at?

Aurora Morales, Marketing Director for Latin America, spoke of “the neglected majority,” those who may not have the opportunity to be successful on social media or be the most popular people.

“We don’t necessarily want people to join the challenges, to trends or challenges. We especially want people to start creating these trends and challenges based on their reality, ”Morales said.

Kwai’s first impressions

Far from the debate of whether Kwai or Kuaishou came before TikTok, at least in China, what is striking is how similar both platforms work and that the videos display.

Kwai also does not require a login to start viewing content. The one that has to do with entertainment stands out, yes, as in the development of ByteDance.

In the opinion of the writer of these lines, it is necessary to spend more time with Kwai to discover its peculiarities more fully, however, on a first impression, it cannot be said that it offers a different experience compared to TikTok.

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