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Introduction
China’s video-driven market offers immense opportunities for overseas brands, but only if you know what to measure. With platforms like Kuaishou and iQiyi shaping consumer behavior, understanding performance indicators is your ticket to standing out. This article unpacks the must-know metrics for winning in China’s competitive digital space.
1. Assessing Video Completion Rates
1.1 Completion Percentage
This tracks how many viewers watch your video to the end. In China, where users skim content rapidly, a high completion rate signals strong storytelling or a compelling offer. Use analytics from platforms like Bilibili to tweak video length and pacing.
1.2 Drop-Off Points
Identifying where viewers stop watching helps pinpoint weak spots. For example, a sudden drop after 10 seconds might mean your intro isn’t grabbing attention. Adjust based on these insights to keep viewers hooked.
2. Measuring Brand Awareness Lift
2.1 View Count Trends
Total views indicate how widely your video spreads across platforms like Tencent Video. For overseas brands, consistent growth in views builds recognition over time. Pair this with demographic data to ensure you’re reaching the right crowd.
2.2 Search Volume Impact
Post-video spikes in brand searches on Baidu reflect awareness gains. Use tools like Baidu Index to correlate video campaigns with search trends. This metric shows how video drives curiosity and intent.
3. Optimizing Ad Spend Efficiency
3.1 Cost Per View (CPV)
CPV measures how much you pay per video view, a key metric for budget-conscious brands in China. Platforms like Douyin offer detailed CPV breakdowns, helping you allocate spend effectively. Lower CPVs with high engagement mean better ROI.
3.2 Return on Ad Spend (ROAS)
ROAS ties video costs to revenue, critical for e-commerce-focused campaigns. Integrate tracking with Tmall or JD.com to see how video drives sales. Optimize based on this to maximize profitability.
4. Gauging Cultural Resonance
4.1 Local Relevance Scores
Some platforms provide feedback on how well content aligns with local tastes. High scores on Xiaohongshu, for instance, show your video fits China’s cultural context. Use this to refine messaging for deeper connection.
4.2 Influencer Impact
When partnering with KOLs (Key Opinion Leaders), track their contribution to views and engagement. In China, influencer-led videos often outperform standalone ads. Measure their effect to justify investment and guide future collaborations.
Case Study: A Tech Brand’s Breakthrough
An American tech gadget brand launched a video campaign on Kuaishou, targeting young urban consumers. By monitoring completion rates and ROAS, they found 15-second demos with local tech influencers doubled engagement compared to longer formats. This shift cut CPV by 30% and boosted sales by 18% in two months, showcasing the value of metric-driven adjustments.
Conclusion
Mastering video performance in China means focusing on completion, awareness, efficiency, and resonance. These indicators empower overseas brands to refine their approach and thrive. Want to unlock your campaign’s full potential? Contact us for a tailored consultation today.
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!
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