(Source: https://pltfrm.com.cn)
Introduction
Chinese video platforms are revolutionizing the way brands connect with consumers. By understanding how to harness these platforms effectively, brands can foster deeper engagement and build lasting relationships.
1. Building Authentic Connections
1.1 Storytelling Through Video
- Develop relatable narratives that resonate with Chinese cultural values. For instance, highlight family-oriented themes during the Lunar New Year.
- Use storytelling to showcase your brand’s mission and how it aligns with local consumer interests.
1.2 User-Generated Content (UGC)
- Encourage consumers to create content featuring your brand. UGC campaigns, such as branded hashtags, can amplify reach and authenticity.
- Reward participants with exclusive discounts or gifts to incentivize contributions.
2. Using Data-Driven Insights
2.1 Platform Analytics
- Leverage video platform analytics to track engagement metrics, such as views, likes, and shares. These insights help refine content strategies.
- Identify peak activity times to schedule content uploads for maximum visibility.
2.2 Audience Segmentation
- Segment audiences based on demographics and interests to deliver tailored content. Personalized videos can significantly improve viewer retention.
- Utilize AI-driven tools to predict consumer behavior and refine campaign targeting.
3. Experimenting with Diverse Formats
3.1 Short Video Campaigns
- Create punchy, high-impact short videos that captivate viewers within seconds. Platforms like Kuaishou are ideal for this format.
- Test different hooks, such as humor, suspense, or emotional appeal, to determine what resonates best.
3.2 Long-Form Content
- Use long-form videos for in-depth storytelling, product tutorials, or behind-the-scenes brand stories.
- Collaborate with professional video producers to ensure high production quality.
4. Aligning with Local Trends
4.1 Seasonal Campaigns
- Plan campaigns around Chinese festivals or shopping holidays, like the Mid-Autumn Festival or Double 12.
- Use these occasions to launch limited-edition products or themed promotions.
4.2 Trending Challenges
- Participate in trending challenges or create your own. Viral challenges can quickly elevate brand visibility.
- Partner with influencers to initiate and amplify these trends.
Case Study: A Food & Beverage Brand on Bilibili
A well-known F&B brand expanded its presence in China by creating anime-style videos on Bilibili, a platform popular with younger audiences. These videos featured humorous, engaging narratives that incorporated local slang and trends. The campaign led to a 50% spike in brand mentions and significant sales growth.
Conclusion
To foster deeper consumer engagement, brands must embrace storytelling, leverage data, and align with local trends on Chinese video platforms. By doing so, they can build strong connections with their audience and drive lasting impact.
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!
