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1. Seamless Integration with User Experience
Native ads in China are designed to blend naturally with the user experience, often appearing as part of the organic content within platforms like WeChat, Douyin, and Weibo. By matching the format, tone, and style of regular content, these ads avoid interrupting users’ online activities. This creates a more pleasant experience, increasing the likelihood of engagement. Brands seeking to localize in China can use native ads to subtly introduce their products without overwhelming the consumer.
1.1 Maintaining Authenticity
In Chinese digital marketing, the authenticity of native ads is key. Consumers value content that feels less like an advertisement and more like valuable information. Adopting a storytelling approach allows brands to build trust, making the native ad feel more like an organic recommendation.
1.2 Matching Platform Content
Understanding the unique characteristics of each platform is vital when designing native ads. WeChat Moments ads, for example, mirror user-generated posts, while Douyin’s video-based ads should seamlessly integrate with trending challenges or video formats. Matching content helps native ads feel natural to the platform, increasing user interaction.
2. Personalized Targeting for Better Engagement
Personalization plays a crucial role in native advertising success in China. Platforms like Baidu and Alibaba leverage user data to deliver highly tailored ads to the right audience. This targeted approach ensures that users see ads relevant to their preferences and browsing habits, improving click-through rates and conversions.
2.1 Data-Driven Insights
By utilizing AI and big data analytics, platforms can help brands reach their exact target demographic. Native ads, when personalized through user data, create a more compelling narrative, driving consumers to engage more actively.
2.2 Retargeting Potential
With the ability to retarget users who have shown prior interest, native ads ensure consistency across a customer’s purchase journey. Brands can reinforce their messaging, encouraging users to move from consideration to purchase.
3. Enhanced User Trust and Long-Term Brand Loyalty
The non-intrusive nature of native ads helps build user trust. Since native ads don’t overtly disrupt the browsing experience, consumers are more likely to view them favorably. Over time, this fosters brand loyalty, as users come to associate the brand with high-quality, unobtrusive content.
3.1 Organic Brand Awareness
Native advertising in China often generates brand awareness in a way that feels natural, positioning brands as a regular part of users’ daily content consumption. By creating native ads that reflect user preferences, brands establish a long-term presence without aggressive marketing tactics.
3.2 Building Consumer Confidence
Given the competitive nature of China’s e-commerce space, native ads allow international brands to build confidence with local consumers. By aligning their advertising with culturally relevant trends, brands can win over skeptical customers.
4. Flexibility in Creative Formats
Native ads allow for a wide range of formats, including in-feed ads, promoted videos, and sponsored content, giving brands the flexibility to adapt their campaigns according to their goals. In China, native ads on platforms like Xiaohongshu can also appear as reviews or user-generated content, adding another layer of authenticity.
4.1 : Interactive Elements
Interactive native ads, such as those used in Douyin or WeChat mini-programs, can engage users more dynamically. By including quizzes, games, or product trials, these ads encourage deeper interaction, which in turn leads to greater brand recall.
4.2 : Video and Live Streaming Integration
The rise of live streaming e-commerce in China has made video-based native ads even more important. These ads allow brands to showcase their products in an engaging format, blending entertainment with marketing, and encouraging instant purchases.
Case Study: Nike’s Native Ads on Douyin
Nike utilized Douyin’s native video ad format to target young, active users who engage with fitness content. Instead of a typical ad, Nike created short, engaging videos that mirrored the user-generated content on the platform. The videos focused on storytelling and community-building, showing athletes using Nike products in real-life scenarios. This seamless integration into Douyin’s format not only boosted engagement but also increased Nike’s sales, as users felt the content was authentic and relatable.
PLTFRM is an international brand consulting agency that works with companies such as Red, TikTok, Tmall, Baidu, and other well-known Chinese internet e-commerce platforms. We have been working with Chile Cherries for many years, reaching Chinese consumers in depth through different platforms and realizing that Chile Cherries’ exports in China account for 97% of the total exports in Asia. Contact us, and we will help you find the best China e-commerce platform for you. Search PLTFRM for a free consultation!
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