The need to explore new traffic sources and test different advertising platforms eventually arises for every affiliate marketer. In recent years, the multimedia platform Kwai has been attracting increasing attention. Having gained widespread popularity in 2017, it continues to grow its audience and is now considered a promising traffic source.
That is why the RentAcc team has thoroughly researched the platform's capabilities and prepared a detailed overview. In this article, we will cover Kwai's key features, how it differs from other traffic sources, which verticals and offers are worth testing, how to launch your first advertising campaign, and the prospects of working with this platform in 2026.
What Is Kwai and How Does It Differ from TikTok?
Kwai is a social media platform for publishing and watching short-form videos, originally developed in China. Conceptually, it is similar to TikTok, Instagram, and Snapchat, as its primary content format is short vertical videos.
Kwai's growing popularity is driven not only by its personalized recommendation feed but also by its strong positioning in specific markets. The app quickly gained traction in China before expanding internationally. Today, Kwai is particularly popular across several countries in Asia, the Middle East, and Latin America. Key GEOs include Brazil, Colombia, Indonesia, the UAE, Turkey, Egypt, as well as selected markets in Central and East Asia.
One of the key differences between Kwai and TikTok lies in its audience demographics. While TikTok is traditionally associated with Generation Z, Kwai's audience is distributed more evenly across age groups. In addition to users aged 18–34, the 35–44 segment is also highly attractive. For advertisers, this means that campaigns are not limited to offers targeting younger audiences.
To better understand the potential of this traffic source, let's take a closer look at Kwai's statistics and explore its audience, content preferences, and affiliate marketing opportunities.
Kwai Audience: Insights from Public Sources
According to Semrush, the website attracts the highest number of users from Brazil, the Dominican Republic, Colombia, and, somewhat unexpectedly, Tier-1 GEOs such as France and the United States.
SimilarWeb presents a fairly similar picture, additionally highlighting Germany and attributing a combined 23% of traffic to users from other countries.
Of course, this data may not provide the full picture, as both Semrush and SimilarWeb analyze website traffic rather than the app's actual user base. Kwai is primarily a mobile platform, and website traffic does not accurately reflect the audience of the mobile application. Most of the platform's traffic comes from mobile devices, which is hardly surprising given that it is designed for quickly consuming short entertainment videos.
As for user demographics, the gender split is almost perfectly balanced: 51% male and 49% female users. The age distribution is also quite broad. The largest segment consists of users aged 25–34, but as mentioned earlier, the 35–44+ audience remains highly significant, accounting for 20.4% of all users.
When it comes to the most popular content categories, users actively engage with adult-related topics, which may create opportunities for dating offers. However, much depends on the GEO, creatives, and the policies of the specific advertising account being used. Unboxing videos featuring gadgets and electronics rank second in popularity, while gaming consoles and video game accessories come third, suggesting promising opportunities for both e-commerce and gaming verticals.
Naturally, it would be inaccurate to draw conclusions about the platform's entire audience based solely on these categories. Nevertheless, these verticals may prove particularly interesting for campaign testing.
Which Offers Perform Well on Kwai and Where Can You Get an Account?
According to media buyers, competition on Kwai is often lower than on Meta and TikTok, which may result in more favorable CPM rates in certain GEOs. However, the final CPA still depends on the vertical, creatives, optimization strategy, and the quality of the offer. We also came across some interesting statistics published by Kwai for 2024, covering conversion rates, CTR, and CPM across different countries.
Advertising on Kwai revolves around short-form videos. In just 10–15 seconds, a video can capture users' attention, increase brand awareness, and encourage them to take a desired action. Links cannot be placed in video descriptions, but they can be added to the profile bio. Advertisers have access to various promotional formats, including augmented reality ads, interactive ad formats, and tools for e-commerce integrations.
At the same time, access to advertising accounts and campaign launches in certain GEOs may require advertiser verification, document checks, and approval from the platform's representatives. You cannot simply register and start running traffic. First, you need to submit an application on the official website. After that, platform representatives will contact you, ask several questions, and decide whether to grant access.
For those who prefer to avoid this process, it is much easier to use ready-made accounts through RentAcc. The platform currently offers accounts for the following GEOs:
- LATAM — Argentina, Brazil, Colombia, Mexico;
- Middle East and MENA — Egypt, Saudi Arabia, Turkey;
- Asia — Indonesia, Pakistan.
Stable traffic acquisition is built not only around the advertising accounts themselves but also around the surrounding infrastructure. This includes centralized account management, spend control, analytics, and the ability to collaborate as a team within a single system. All processes are automated and consolidated in one place, making it easy to access detailed analytics and manage advertising expenses.
Kwai is particularly interesting for testing gaming, e-commerce, dating, nutra, and finance offers. However, the viability of a vertical heavily depends on the GEO, advertiser documentation, domains, local regulations, and the requirements of a specific advertising account. For example, since 2025, only operators authorized by the SPA have been allowed to advertise in Brazil. Software-related and mobile app offers have shown particularly strong performance on the platform. As an example, here's a breakdown of CTR, CPM, and other performance metrics across verticals in Brazil.
According to media buyers, Kwai's moderation process is often perceived as more flexible than Meta's or TikTok's. That said, compliance with the platform's policies remains essential. For stable performance, advertisers should take into account restrictions related to verticals, GEOs, creatives, and landing pages before launching campaigns.
An additional advantage is that creatives produced for Kwai can usually be repurposed for other platforms, including Facebook and YouTube, without significant modifications.
Now that we've covered the theory behind Kwai advertising, let's move on to the practical part and take a look at how to launch your first advertising campaign.
How to Launch Ads on Kwai
The first step after receiving an advertising account is to add your application if you plan to drive traffic to an app rather than a website. This can be done by navigating to Assets → Create an App.
Paste the link to your iOS or Android application and wait for the system to load the app data.
Next, configure the attribution settings provided by your manager and proceed to creating your first advertising campaign.
When creating a campaign, you can choose one of the following objectives:
- Brand Awareness;
- Engagement;
- Conversions.
You should also specify whether you will be driving traffic to an app or a website.
Next, select your promotion strategy and set your campaign budget.
The next step is audience targeting. Here, you can configure standard targeting parameters, including GEO, age, gender, language, and operating system version. Depending on the GEO, you can further refine targeting down to the country, region, or city level.
After that, configure the ad schedule and spending limits, which help control budget pacing and distribution.
Optimization and bidding options depend on the selected campaign objective. New accounts typically have access only to basic optimization based on the Activation event. More advanced optimization events, including conversions, become available once the account accumulates sufficient data (usually after around 50 target actions).
If you're optimizing for activations, it is recommended to start with a relatively low bid (up to $1). If the campaign receives insufficient delivery, gradually increase the bid.
The penultimate step is selecting placements and uploading creatives. Keep in mind that certain placements may be unavailable or restricted in specific GEOs.
Once you select the target country, the system will display an estimated audience size that can potentially see your ads. Finally, review all campaign settings and launch your campaign.
All campaign-related information will be available in the Campaigns section, where you can also monitor performance and manage the status of your ads.
Conclusion
Kwai can become an excellent traffic source across multiple verticals. The platform performs particularly well in Brazil and several Asian markets, remains relatively underutilized by advertisers, and offers audiences that can deliver strong conversion rates in many GEOs. That said, successful campaigns on Kwai require adapting your approach to local market specifics and being prepared for continuous testing.
Now that you know more about Kwai, you'll be able to get started with greater confidence. If you'd like to test Kwai without going through the lengthy account approval process, reach out to RentAcc. We provide access to advertising accounts for the GEOs you need and help you manage campaigns through our CRM platform, offering spend control, analytics, and launch support.
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