Kwai is the international brand of Kuaishou, China’s second-largest short-video platform. Outside China, it has built a dominant position in Latin America. Brazil is its standout market: Kwai has over 60 million monthly active users there, representing nearly 30% of the country’s population.
Globally, the Kuaishou platform reaches over 1 billion users across more than 30 countries and 408 million daily active users, making it one of the world’s largest short-video ecosystems.
Who it reaches
Kwai’s international audience is concentrated in Brazil, Southeast Asia, the Middle East, and Russia/CIS. In Latin America, it’s the leading short-video alternative to TikTok and Instagram Reels. The platform skews toward younger, mobile-first users engaged with entertainment, lifestyle, sports, and creator-led content.
For brands targeting audiences in Brazil and similar high-growth markets, Kwai offers scale and engagement that mainstream Western platforms often can’t match at comparable cost.
Ad formats
Kwai covers the full range of short-video ad placements. TopView (Eyemax) ads run full-screen on app open, built for brand impact. Splash Ads appear at launch. Reserved in-feed placements guarantee position within the content feed. Branded Hashtag Challenges drive user participation and organic amplification. AR Filters let users interact with branded creative.
For performance campaigns, Kwai offers auction-based in-feed video ads with native CTAs optimized for installs, add-to-cart, and purchases. Short Branded Dramas embed brand messaging within creator content. In 2025, the platform added interactive ads, AI-generated creatives, and tighter commerce integration.
Targeting
Targeting covers geography from country down to ZIP code and neighborhood level, plus demographics, interests, behavioral signals, and lookalike audiences. The system uses algorithmic optimization to find and expand toward high-performing audience segments automatically.
Optimization
Performance campaigns use machine learning to optimize toward specific actions: app installs, purchases, or engagement. AI-generated creative tools help advertisers test more variations at lower production cost, reducing the time between creative iteration and performance insight.
