PLA, govt departments post videos on Douyin in publicity drive

Global Times
Li Jiayao

A large number of government organizations have established their accounts on Douyin, a popular short video mobile application, to promote their images among the grass-roots.

The app on which users can display their hidden talents or capture hilarious moments has become a phenomenon in the domestic market.

On Sunday, a short video of the People's Liberation Army (PLA) firing a multiple rocket launch system went viral on Douyin. The video, posted by the PLA's official account on Douyin, received 123,000 likes. The PLA account has 508,000 followers.

More than 285,000 users are participating in a public benefit video challenge on Douyin, which would make donations to children living in mountainous areas in the winners' name. The challenge was organized jointly by the State-owned Assets Supervision and Administration Commission of State Council (SASAC).

After it posted a video advertising the challenge, the account got more than 110,000 likes within 12 hours on Thursday. Netizens praised the move by SASAC, saying "this is the way a government department promotes itself."

Nearly 200 government departments have created accounts on Douyin within a month to enjoy the new way of promoting oneself, Beijing Morning Post reported, noting that 70 percent of the accounts are from the fields of politics and law, especially public security bureaus.

SASAC created a Douyin account on May 30 and had more than 178,000 followers as of press time.

Previously, seven first-class national museums created official accounts and organized a museum video competition on the app. Their videos received 6.5 million likes in a week.


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