Video Performance Benchmarks | Douyin & Xiaohongshu Video Metrics

Video completion rate is a critical metric for algorithmic distribution.

Average Completion Rates by Length

Short Videos (Under 15 seconds)

• Douyin: 68% average completion rate
• Xiaohongshu: 62% average completion rate
• Excellent: >80%
• Good: 60-80%
• Needs improvement: <60%

Medium Videos (15-30 seconds)

• Douyin: 52% average completion rate
• Xiaohongshu: 48% average completion rate
• Excellent: >65%
• Good: 45-65%
• Needs improvement: <45%

Long Videos (30-60 seconds)

• Douyin: 38% average completion rate
• Xiaohongshu: 35% average completion rate
• Excellent: >50%
• Good: 35-50%
• Needs improvement: <35%

Extended Videos (60+ seconds)

• Douyin: 22% average completion rate
• Xiaohongshu: 20% average completion rate
• Only recommended for highly engaging content
• Requires strong hook in first 3 seconds

Different video formats generate varying levels of engagement.

Video Format Performance

Tutorial/How-To Videos

• Average engagement: 5.8%
• Share rate: 3.2%
• Save rate: 8.4%
• Best length: 30-45 seconds

Product Showcase

• Average engagement: 4.2%
• Share rate: 2.1%
• Save rate: 5.6%
• Best length: 15-30 seconds

Behind-the-Scenes

• Average engagement: 6.4%
• Share rate: 3.8%
• Save rate: 4.2%
• Best length: 20-40 seconds

User-Generated Content Reposts

• Average engagement: 7.1%
• Share rate: 4.5%
• Save rate: 3.8%
• Best length: 15-30 seconds

Trending Challenge Participation

• Average engagement: 8.2%
• Share rate: 5.2%
• Save rate: 2.9%
• Best length: 15-25 seconds

Production quality affects performance differently across content types.

Quality vs. Authenticity Balance

High Production Value

• Best for: Product launches, brand films
• Engagement impact: +15% for luxury, -5% for casual
• Cost: ¥10,000-50,000 per video
• Frequency: 1-2 per month

Medium Production

• Best for: Regular content, tutorials
• Engagement impact: Baseline
• Cost: ¥3,000-10,000 per video
• Frequency: 2-4 per month

Raw/Authentic

• Best for: Behind-the-scenes, UGC-style
• Engagement impact: +20% for relatable content
• Cost: ¥500-2,000 per video
• Frequency: 4-8 per month

Key Insight: Authenticity often outperforms polish for everyday content. Reserve high production for key moments.