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Introduction
China’s video advertising landscape is a goldmine for overseas brands seeking to build brand awareness and drive sales. With innovative formats driving billions of views daily, staying ahead of the curve is critical for successful localization. This article explores the creative video campaigns shaping China’s market, providing practical strategies for brands to stand out.
1. User-Generated Content Videos
1.1 Encouraging Participation
User-generated content (UGC) videos, where consumers create content for brands, build authenticity on platforms like Xiaohongshu. Overseas brands can launch contests inviting fans to share product usage videos, fostering community engagement. This approach taps into social proof, a key driver of trust in China.
1.2 Moderation and Incentives
Carefully moderating submissions ensures quality while offering rewards like discounts or features on official channels. For instance, a skincare brand could reward the best video with a year’s supply, boosting participation and visibility.
2. Vertical Video Advertisements
2.1 Mobile-First Design
Vertical videos, optimized for mobile screens on Douyin and WeChat, cater to China’s on-the-go viewers. Overseas brands can design full-screen ads with bold visuals and concise messaging, ensuring maximum impact. This format aligns with the vertical scrolling habits of Chinese users.
2.2 Localized Aesthetics
Incorporating local trends, such as festive themes or color schemes, enhances appeal. A food brand could use red and gold tones for Lunar New Year ads, resonating with cultural preferences and increasing click-through rates.
3. Augmented Reality (AR) Video Ads
3.1 Immersive Experiences
AR videos, gaining traction on WeChat and Alipay, allow viewers to interact with products virtually. Overseas brands can offer AR try-ons for cosmetics or furniture previews, creating an immersive experience. This technology bridges the gap between online ads and physical purchases.
3.2 Technical Integration
Partnering with AR developers ensures smooth implementation. Brands can provide QR codes in ads linking to AR experiences, driving engagement and showcasing innovative localization efforts.
4. Sponsored Content Videos
4.1 KOL Partnerships
Sponsored videos with Key Opinion Leaders (KOLs) on Bilibili and RED build credibility. Overseas brands can collaborate with lifestyle vloggers to integrate products naturally, such as a fitness influencer using a sports drink. This subtle promotion enhances brand trust.
4.2 Multi-Platform Distribution
Distributing sponsored content across platforms amplifies reach. A brand could share a KOL video on WeChat Moments and Douyin, targeting diverse audience segments effectively.
Case Study: European Tech Brand’s Viral Success
A European tech brand launched a vertical video campaign on Douyin, featuring a popular gaming KOL unboxing their latest gadget. By adding an AR filter for viewers to “test” the device virtually, the campaign garnered 10 million views and a 200% sales surge within two weeks. This showcased the effectiveness of combining vertical formats and AR for tech products.
Conclusion
Harnessing creative video campaigns is a powerful way for overseas brands to succeed in China’s competitive market. By embracing UGC, vertical ads, AR, and sponsored content, brands can captivate audiences and drive results.
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
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