The rise of Kwai and Bigo Live: TikTok alternatives to watch in 2025
With TikTok's ban looming, marketers and users are exploring alternatives like Kwai and Bigo Live to fill the gap. Could these rising platforms leverage technology, demographics, and strategy to dethrone TikTok?
We can all agree that social media platforms like TikTok have become as essential to marketers as water is to life. These platforms provide marketers with access to a vast and engaged audience where no other tool can. I mean, who doesn’t have social media in this day and age?
Statistics also show that as of 2024, TikTok boasts over 1.5 billion monthly active users with the U.S. accounting to nearly 150 million of them. These users spend an average of at least 58.4 minutes daily on the app! This is even longer than it takes to have a meal.
With the potential TikTok ban expected to take effect in early 2025, marketers and users are actively searching for viable replacements. While platforms like YouTube Shorts and Instagram Reels are obvious contenders, lesser-known video apps such as Kwai and Bigo Live are positioning themselves as strong alternatives. Could they rise to fill the void left by TikTok?
This article will examine Kwai, Bigo Live and other viable alternatives, offering potential solutions for marketers looking to adapt to this change.
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Patrecia Meliana
Who are Kwai and Bigo Live?
Kwai, a product of Kuaishou Technology, has seen significant growth in Latin America. Once a competitor to TikTok, Kwai shifted its focus to Brazil, where it targeted a broader demographic, including working-class users. This focus on overlooked groups paid off as according to Semrush, Kwai received approximately 99.1% of its traffic from Brazil.
Initially dependent on user tips for revenue, Kwai has moved to an ad-driven model, which now makes up 55.9% of its income. With the right strategy, such as targeting working-class Americans and ensuring localized data storage, Kwai could replicate its success in the U.S. market.
On the other hand, Bigo Live, founded in Singapore and now owned by JOYY Inc., operates in over 150 countries. The app has focused heavily on improving its video and live-streaming tools, allowing users to create lifelike avatars, produce AI-generated content, and host interactive live streams.
These features cater to both individual users and businesses, giving them more options for creating and sharing content. With the right partnerships and a focus on engaging sellers who use platforms like TikTok Shop, Bigo Live could expand its reach and attract new audiences.
Both Kwai and Bigo Live are smaller than TikTok, but they have room to grow. Kwai could build on its Latin American success by targeting similar audiences in the U.S. Bigo Live, meanwhile, could focus on attracting users with its easy-to-use tools for creating customized content.
Tech giants like Google and Meta, which have struggled to compete with TikTok, may also support these platforms to weaken TikTok's dominance. Additionally, investors interested in buying TikTok’s U.S. operations might shift their focus to support a strong competitor.
4 alternatives to TikTok, Kwai and Bigo Live
1. YouTube Shorts
As part of the YouTube platform, Shorts provides a familiar environment for creators and viewers. With access to YouTube’s massive audience and ad revenue opportunities, it’s a top choice for short-form content creators. I personally could scroll endlessly on Shorts.
2. Instagram Reels
Reels is Instagram’s short-video feature, seamlessly integrated into its existing ecosystem. With tools for editing and sharing, it’s a natural fit for creators already active on Instagram. It’s probably the most similar to TikTok when it comes to the features available on the platform. Personally, I am a big fan of Instagram Reels as well and we can testify to its awesome algorithm by showing us what we talk about or are interested in.
3. Pinterest Idea Pins
Pinterest’s Idea Pins offer creators a way to share short videos with a focus on storytelling, DIY, and educational content. The platform's discovery-driven model helps videos reach audiences interested in specific topics. I often catch myself diving into one topic after another.
4. Twitter (X) Video Content
Twitter (now X) has expanded its video capabilities, offering tools for creators to share videos alongside text and images. The platform's real-time interaction makes it a unique option for engaging audiences directly.
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