(Source: https://pltfrm.com.cn)
Introduction
Video advertising is one of the most effective ways to connect with Chinese consumers. The Chinese market is highly visual and interactive, which makes video content a critical tool for brands to communicate their messages. In this article, we will explore the most effective creative strategies for video campaigns in China that can help brands build awareness, trust, and drive sales.
- Localized Storytelling to Build Emotional Connections
1.1 Tailoring Content to Local Values- Chinese consumers value stories that reflect their culture, traditions, and societal values. Adapting the message to align with local customs, festivals, and social norms can make the content feel more relevant and relatable. For example, a global brand launching a product around Chinese New Year can focus on themes of family togetherness, prosperity, and good fortune.Incorporating local slang or popular phrases into video scripts can create a more authentic voice that resonates with the audience, allowing brands to connect on a deeper, more personal level.
- Using well-known Chinese celebrities or influencers as part of a campaign enhances its credibility and appeal. These figures have strong fan followings, and their endorsement in a video ad creates an instant connection with the audience.
- Having influencers narrate or interact with the brand’s product in an organic setting allows consumers to relate and trust the message. For instance, a fashion brand collaborating with a popular KOL (Key Opinion Leader) to showcase how their product fits into the influencer’s lifestyle can make the brand feel more relevant to the target market.
- Emphasizing Product Benefits Through High-Impact Visuals
2.1 Utilizing Strong Visual Aesthetics- High-quality visuals that emphasize the uniqueness of a product can drive consumer interest. In China, consumers are drawn to aesthetics, so brands need to ensure their video ads feature well-produced, eye-catching imagery that reflects both the quality and the design of the product.Including slow-motion shots or close-ups of the product in use can highlight its features, while vibrant colors and striking backgrounds can capture the viewer’s attention in the highly competitive Chinese market.
- Showing the product in action through a “how-to” or tutorial video can help explain its utility and appeal to Chinese consumers who often look for practical value. For example, showcasing how a smart home device seamlessly integrates with other tech gadgets can help demonstrate its real-world value.
- Use step-by-step demonstrations to simplify complex products or services, ensuring that the audience understands the benefits quickly and easily.
- Leveraging Short-Form Video Platforms for Viral Marketing
3.1 Adapting Content for Social Media Platforms- In China, platforms like Douyin (Chinese TikTok), Kuaishou, and Xiaohongshu (Little Red Book) are the go-to for short-form videos. Crafting ads specifically designed for these platforms, with a focus on brevity, humor, or emotional appeal, can greatly enhance engagement.These platforms also have built-in tools that make it easy for users to interact with ads—such as sharing, commenting, and reacting with emoticons—which further increases the viral potential of the video. Using these tools creatively can amplify the impact of the campaign.
- Encouraging users to create their own video content around the brand or product can help build a community and expand reach. For example, launching a hashtag challenge on Douyin where users create videos showing how they use the product can generate buzz and social proof, increasing brand visibility.
- Featuring the best user-generated videos in brand campaigns also makes consumers feel valued, building loyalty and enhancing the brand’s credibility among new customers.
- Using Humor and Trends to Increase Engagemen
t4.1 Incorporating Local Humor and Memes- Humor is a great way to capture the attention of Chinese audiences, particularly younger consumers who gravitate toward fun and entertaining content. Adapting popular memes, viral trends, and humor that is locally relevant can help the video resonate better with the target demographic.Creating relatable situations or funny scenarios involving the product can make the ad stand out. For example, a snack brand could make a humorous ad about the “surprise” of taste when trying their new flavor, making it shareable and fun.
- Participating in trending conversations or challenges in real-time can generate buzz and ensure that the content is timely. For example, if a significant cultural event or viral moment happens in China, a brand can quickly create video content that taps into that trend and captures the attention of consumers in the moment.
- Using trending music, popular hashtags, or viral challenges in video ads can dramatically boost their chances of going viral, allowing brands to leverage the moment for greater engagement.
Case Study: International Skincare Brand X’s Success on Douyin
An international skincare brand launched a video ad campaign on Douyin during the annual Double 11 shopping festival, a major retail event in China. The brand collaborated with a popular beauty influencer who demonstrated the effectiveness of the product in a funny, relatable video. By incorporating humor, showcasing the influencer’s honest review, and using local trending music, the video quickly went viral, accumulating millions of views. Additionally, the campaign encouraged user-generated content, where users posted videos showing their own skincare routines. The campaign’s success led to a significant increase in sales, establishing the brand as a trusted name in China’s highly competitive beauty market.
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!
