The Chinese edition of Grazia doesn't have an independent app, relying instead on platforms, including Weibo, WeChat and now Douyin, to disseminate content. For Grazia, celebrity videos in particular have proven popular, especially when a simple message is delivered from a beautiful face with appropriate musical accompaniments.
The androgynous look and short, platinum hair of @Tender_Huang_Meng is one that has cut through the Douyin noise, with more than four million fans obsessed with her skincare regime and noting the high-low mix of brands she styles for lip-syncing videos.
Distinct from giant video hosting services like Alibaba's Youku Tudou, iQiyi and Tencent Video, short-video apps are abound in China from Kuaishou to Meipai. But the difference between Douyin and some of its competitors is the fact that clicking has become almost entirely unnecessary in order for its millennial and Gen-Z audience to fall into a black hole of meme-tainment. With no pause or play buttons, videos automatically play as the user scrolls by them.