(Source: https://pltfrm.com.cn)
Introduction
Consumer engagement is critical to success in China’s digital economy. In this article, we examine how brands can use online video ads to boost engagement and drive business growth in China’s competitive market.
1. Creating Engaging Ad Narratives
1.1 Story-Driven Ads
Storytelling in video ads can captivate audiences by tapping into emotional connections. Ads that tell a meaningful or inspirational story are more likely to resonate with Chinese consumers, who value emotional content over hard selling.
1.2 Episodic Content
Episodic video ads, where the story unfolds over a series of short videos, can create anticipation and keep viewers coming back. This format works particularly well for platforms like Douyin, where users actively engage with ongoing content.
2. Enhancing Ad Interactivity
2.1 Shoppable Video Ads
Shoppable video ads allow viewers to directly purchase products within the ad itself, without leaving the platform. This seamless buying experience boosts engagement and shortens the conversion funnel.
2.2 Interactive Polls and Quizzes
Incorporating polls and quizzes into video ads encourages viewers to actively participate, making the experience more engaging and memorable. This form of interaction fosters a sense of involvement and increases brand recall.
3. Using Data to Personalize Ads
3.1 Personalized Video Ads
By leveraging user data, brands can create personalized video ads that speak directly to individual viewers’ preferences and shopping behaviors. Personalized ads can result in higher engagement rates, as consumers feel more connected to the content.
3.2 Retargeting Strategies
Using retargeting techniques to show relevant video ads to users who have already interacted with your brand ensures a higher chance of converting them into customers. Retargeting helps maintain brand awareness and keeps potential customers engaged.
4. Optimizing Video Length and Format
4.1 Short and Engaging Content
Chinese consumers often prefer shorter videos that deliver a quick, engaging message. Video ads under 15 seconds tend to perform better on platforms like Douyin, where users expect fast-paced content.
4.2 Longer Ads for Storytelling
On platforms like iQIYI, longer video ads work well for storytelling and product education. Brands can use this space to showcase in-depth product features, testimonials, or longer-form content that deepens engagement.
Case Study: Pepsi’s Interactive Video Campaign
Pepsi ran an interactive video ad campaign during Chinese New Year, which featured shoppable ads and allowed users to purchase products directly from the video. By combining shoppable features with festive storytelling, Pepsi achieved a 15% increase in sales and a significant boost in brand engagement during the holiday season.
Conclusion
Engagement is key to driving business growth in China. By focusing on interactive, personalized content, and optimizing ad formats, brands can capture and retain consumer attention.
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!
