Should Brands Tap The Booming Short Video Platform Zynn?

Launched one month ago, Zynn has topped all free apps on the App Store, riding higher than Youtube, Instagram, and TikTok. The app is an international version of the local Kuaishou app and is a nearly “button-for-button” clone of the most popular short video platform, TikTok. Featuring the slogan “a fun way to reward yourself,” the platform has adopted a rewarding system that pays users to watch videos (time spent watching can turn into points that are available for cashing out when referring others to sign up). This effortless referral scheme has appealed to millions of people thus far, particularly those who have leisure time but also could use pocket change — a large community during a pandemic, which is driving Zynn’s overnight user base explosion.

The Jing Take:

Eyeing the virality that videos on TikTok have seen, the luxury brand Celine quickly embraced Zynn to drum up brand awareness among its huge Gen-Z user base by launching official channels and partnering with influencers to put out organic, creative content. Employing the same features as TikTok, Zynn can boast a fast-growing user base and is a potential social platform Western brands should consider leveraging.

However, Zynn’s user loyalty and stickiness are still uncertain, since the app’s traffic can likely be attributed to its reward system and the current climate of social distancing. The platform’s sustainability and creativity haven’t been proven either because most of its video content comes from its Chinese equivalent, Kuaishou, or its main competitor, TikTok. Brands have to ascertain whether the platform can develop a localized and relevant ecosystem that can align with regional cultures and help those brands publicize their content in the country of their choice.

The Jing Take reports on a piece of the leading news and presents our editorial team’s analysis of the key implications for the luxury industry. In the recurring column, we analyze everything from product drops and mergers to heated debate sprouting on Chinese social media.