THE Kwai has been betting high on amateur productions, with home videos and full of moral lessons to conquer the Brazilian public. the videos of kwai melodrama they are small soap operas that have millions of views and are being hugely successful on the app.
The strategy is the same implemented in China. For those who don’t know, Kwai is more popular in mainland China than in major metropolitan areas. The exaggerated home videos won the hearts of the country’s audience. The same movement is being carried out by the company in Brazil. Pages like telekwai have hundreds of short videos with amateur performances receiving millions of views.
Through Twitter, comedian Marcelo Adnet has been publicizing some examples of the productions:
With stories that seek to bring some moral lesson, the videos may seem “clumsy”, but generate a lot of engagement on the part of the public, who comments and likes the posts. Although the mechanics of the app are similar to those of rival TikTok, the audience is completely different and the productions seek greater popular appeal. In addition, while the TikTok audience is younger, those who usually use Kwai are older people, content creators point out.
Even if amateurism is strong, the result is broad. Kwai has around 45.4 million active users and was the 3rd most downloaded app in Brazil in 2021. In the video below you check out one of the productions of Markelly Oliveira, former Faustão dancer who is earning a lot with Kwai. The plot involves prejudice, heart cancer and a big twist, all done with the simplest possible performances and scenarios.
In an interview with G1, Markelly reveals that she was approached by the Kwai team to create short videos in a soap opera format. Despite not revealing how much she is earning, she is categorical in stating that the pay is good. “I can say they pay well for views.”
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