(Source: https://pltfrm.com.cn)
Introduction
China’s digital landscape is incredibly dynamic, with an ever-growing appetite for video content. To reach and resonate with Chinese consumers, brands need to adopt strategies that prioritize video engagement. This article explores how brands can use video marketing to capture the attention of China’s diverse online audience.
1. Understanding Local Video Consumption Trends
1.1 Mobile-Centric Viewing Habits
The vast majority of Chinese consumers access video content via mobile devices. Optimizing your video content for mobile viewing is crucial, ensuring that your visuals are clear, concise, and engaging even on smaller screens.
1.2 Popular Video Platforms
While YouTube is banned in China, platforms like Douyin (TikTok’s Chinese counterpart) and Bilibili are immensely popular. Understanding the preferences of these platforms, including format and content style, can help tailor your video ads for maximum impact.
2. Tailoring Video Content for Chinese Preferences
2.1 Visual and Audio Elements
Chinese consumers are highly responsive to visuals that reflect local culture, such as vibrant colors, familiar symbols, and locally relevant themes. Adding regional music or voiceovers can make your video ads more relatable.
2.2 Short-Form vs. Long-Form Videos
Chinese consumers are particularly drawn to short-form video content, especially on platforms like Douyin and Kuaishou. However, long-form videos are still effective for deeper engagement on platforms like Bilibili, where audiences expect in-depth content. Balancing both formats allows for broader reach and deeper engagement.
3. Leveraging Interactive Features
3.1 Polls and Quizzes
Interactive elements, such as polls and quizzes, encourage viewer participation and increase engagement. For example, creating a quiz about your brand or product can drive user interaction, which in turn increases the likelihood of sharing the video with their social circle.
3.2 Shopping Integration
Platforms like Douyin and Taobao enable video ads to be linked directly to e-commerce. Adding clickable links or “shop now” buttons within video ads makes it easier for viewers to make immediate purchases, converting engagement into sales.
4. Collaborating with Influencers for Authentic Engagement
4.1 KOL (Key Opinion Leader) Partnerships
Partnering with local influencers is one of the most effective ways to increase video engagement. Chinese consumers value influencer recommendations, and KOLs can help make your video ads feel more authentic and trustworthy.
4.2 Livestreaming Campaigns
Livestreaming, a key trend in China, allows brands to interact directly with consumers in real-time. Collaborating with influencers or hosting your own livestream events can drive massive engagement, especially when tied to promotions or product launches.
Case Study: Coca-Cola’s Success on Douyin
Coca-Cola successfully engaged Chinese consumers by adapting its traditional brand messaging into short, fun, and interactive video ads on Douyin. They partnered with local influencers and ran engaging contests and polls, which drove massive user-generated content. Coca-Cola also integrated e-commerce features, allowing consumers to purchase directly through the app, driving both engagement and sales.
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!
