Study on cultural differences in user engagement of short video platforms —— based on the transnational comparison between TikTok and Douyin

Abstract

This study investigates the cultural differences in user engagement between the short video platforms TikTok and Douyin, analyzing their impact on content creation and dissemination in the context of globalization. Employing a mixed-methods approach—including questionnaire surveys (1,000 users), case studies (50 representative content samples), and SPSS-based quantitative analysis—the research reveals distinct cultural dynamics. TikTok fosters global content diversity through algorithm-driven recommendations, encouraging cross-cultural innovation and user interaction. In contrast, Douyin prioritizes local cultural adaptation, with user engagement heavily influenced by localized algorithms and regional identity. The study proposes a "culturally adaptive user participation model," highlighting how cultural contexts shape interaction patterns and platform strategies. Key findings demonstrate that 75% of TikTok users exhibit higher creativity in globally oriented content, while Douyin’s localized approach achieves 30% higher click-through rates for region-specific content. The model provides actionable insights for optimizing platform operations, such as tailoring incentive mechanisms and content strategies to align with cultural preferences. These results underscore the importance of balancing global diversity with local adaptability to enhance user activity and commercial outcomes, offering theoretical and practical guidance for the sustainable development of short video platforms in multicultural environments.