Rise of “Blackened Community” on Douyin
September 18th, 2019
Douyin ShortVideo is not the privilege of teens and adults, as shown from the rise of Blackened Community (黑化家族) formed by primary school users.
According to members of the Blackened Community, they join the community because it is cool. Originally, users simply had to notify an existing member, choose a blackened profile picture and declare themselves “blackened” in usernames to join the community. However, this method is no longer available now.
As seen from the rise of the Blackened Community, post-00s are new target audiences of Douyin, as the number of post-00 users grew by 152% in the past year. No doubt, they provide powerful opportunities for #ShortVideoMarketing as well.