Kwai: Meet TikTok's Rival App Focused on Home Videos

Now, the company’s objective is to conquer the popular audience in Brazil (Credit: Pixabay)

After the resounding phenomenon of TikTok, new applications for short videos have appeared on the market, and the feature has also been incorporated into already established networks, such as Instagram Reels. Going in the opposite direction of the super productions of its rivals, the Kwai app conquered space in China with amateur and exaggerated videos.

Now, the company’s objective is to conquer the same popular audience in Brazil. The app has, for the most part, two-minute homemade productions in which there are twists, loaded performances and always a moral lesson. The app’s audience is also more concerned with creating serious and positive comments.

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According to an article by G1, the app grew in smaller and rural cities in China and was considered unrefined in the capitals. Even so, the company is currently worth $220 billion. The company looks for less-targeted creators, passes the Chinese video model, gives support, pays per viewership result and seeks a massive return.

“In Hispanic-speaking Latin American countries, the TeleKwai project was launched in 2021, in partnership with small and medium-sized producers of audiovisual content in the region, to encourage the scripted production of stories, sequential or not, in a new format of short dramas” , says the statement sent by the company to G1.

Here, the project that foresees more than 30 thousand videos was started at the end of last year. The objective is to adapt soap operas and series to short, vertical videos. In Brazil, Kwai has an average of 45.4 million active users and was the 3rd most downloaded app in the country in 2021, according to the Annie App report.