Living in the shadow of TikTok and Instagram, Kwai has quietly become a growing platform in Turkey. Its low-competition environment offers huge opportunities for early movers.
What Is Kwai?
Kwai is a short video platform launched as the international version of Kuaishou. Kuaishou is the third-largest platform in China after WeChat and Douyin, and has recorded significant growth in Turkey and many other countries.
The Situation in Turkey
Kwai has built a strong user base in Turkey, particularly among the 18–35 age group. Compared to TikTok, far fewer content creators are active on the platform, which means the potential for being discovered is extremely high.
How Does the Kwai Algorithm Work?
The Kwai algorithm distributes content in a similar way to TikTok:
- A video is shown to a small test audience
- Distribution expands based on initial watch and completion rate signals
- Content with high engagement is moved to the discovery page
Tactics to Get Featured on Discovery
1. Short and Impactful Content
Videos between 15–30 seconds perform best on Kwai. The first 3 seconds are critical.
2. Use Trending Sounds
Follow the platform's trending music and sound library. Videos that use trending sounds get wider distribution.
3. Local Content Priority
The Kwai algorithm prioritizes content that matches the local language and culture, showing it first to users within that country. Create content in the local language of your target audience.
4. Consistent Posting
1–2 videos per day is the ideal starting frequency. Kwai rewards consistent content creators.
5. Kwai-Native Content
Content copied directly from TikTok performs poorly. Create content that fits the platform's own aesthetic and feel.
Earning on Kwai
Kwai offers various monetization models:
- Creator fund: Payment based on views
- Live stream gifts: Virtual gifts from viewers
- Brand partnerships: In-platform sponsorship matching
Kwai in a Multi-Platform Strategy
Uploading your existing content to Kwai with minimal editing is an easy way to reach a new audience without additional effort. For Turkish-language content creators in particular, Kwai can serve as a complementary third platform alongside TikTok and YouTube.
The low-competition environment won't last forever — the platform is more valuable now than it will be later.