(Source: https://pltfrm.com.cn)
1. Native Ads that Speak the Language of the Platform
In China, the key to native advertising success is understanding the language and tone of each digital platform. Platforms like Douyin, WeChat, and Xiaohongshu have distinct styles that must be mirrored by native ads for effective user engagement. A native ad that blends seamlessly with organic content on each platform can feel more like a regular user post than a promotion, creating a more genuine connection with users.
1.1 Adapting to Different Audiences
For example, WeChat Moments ads can resonate well with a more professional audience, whereas Douyin users expect something trendier and more visual. Adapting the ad content to suit these different audiences ensures that the message aligns with the users’ expectations and consumption habits.
1.2 Platform-Specific Formats
Some platforms favor different content formats, such as video-heavy platforms like Douyin or image-centric apps like Xiaohongshu. Ensuring that your native ads match the expected format of each platform helps build trust and user acceptance of the content.
2. Leveraging Data to Personalize Native Ads
In China, data-driven advertising has become the norm, and native ads are no exception. Baidu, Alibaba, and Tencent provide powerful data insights that help brands to deliver personalized ads based on user behavior. This means that native ads are not only aesthetically appealing but also relevant to users’ individual interests, increasing the chances of engagement and conversion.
2.1 Personalization Based on Search History
By analyzing user search histories and online behaviors, native ads can be tailored to show content that is highly relevant. This means that users who have searched for fitness-related products may see more sports equipment ads, creating a more direct and engaging advertisement experience.
2.2 Optimizing Ads for Mobile
Given the predominance of mobile usage in China, brands can also utilize mobile-specific data to further refine their native ad strategies. Location data, app usage, and time of day can all be used to personalize native ad delivery for mobile users, providing more contextual and timely promotions.
3. Building Trust through Content-Led Native Ads
One of the biggest advantages of native ads in China is the ability to build trust through valuable, content-led advertising. By creating ads that offer real insights or advice, rather than just pushing a product, brands can develop a deeper connection with their audience. This content-driven approach encourages users to engage with the brand more naturally.
3.1 Content-Based Marketing on Xiaohongshu
Xiaohongshu (Little Red Book) is a prime example of how brands can leverage native ads to provide valuable content. Brands that partner with influencers to share product reviews or personal stories can achieve a more organic presence on the platform, fostering trust and credibility with the audience.
3.2 Sponsored Articles on WeChat
Brands that create in-depth, informative articles on WeChat can engage users by providing useful content that aligns with the user’s interests. These articles appear as sponsored content but are integrated into the user’s feed, ensuring that they do not disrupt the browsing experience while still conveying the brand’s message.
4. Interactive and Engaging Native Ad Formats
In China’s mobile-first environment, interactive native ads are highly effective. From quizzes and games to live-streaming integrations, these ads encourage users to actively participate in the content, leading to higher engagement rates.
4.1 Gamification in Native Ads
Interactive native ads that involve gamification, such as quizzes or challenges, can draw users in and encourage them to spend more time engaging with the brand. For example, WeChat Mini Programs often host branded games that allow users to earn rewards, creating a fun and memorable interaction with the brand.
4.2 Native Ads in Live Streaming
Live streaming e-commerce is a major trend in China, and native ads integrated into live streams allow brands to promote products directly to engaged viewers. By collaborating with influencers or running live product demonstrations, brands can connect with audiences in real-time.
Case Study: L’Oréal’s Success with Xiaohongshu Native Ads
L’Oréal China has successfully leveraged native ads on Xiaohongshu by partnering with beauty influencers. The influencers shared personal experiences and reviews about L’Oréal’s products, which were presented in the same format as user-generated content. By blending the brand’s message with authentic, content-driven native ads, L’Oréal was able to build trust and loyalty among Xiaohongshu users. The campaign resulted in a significant increase in brand visibility and sales, showing the power of native ads when executed properly.
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!
info@pltfrm.cn
www.pltfrm.cn
