(Source: https://pltfrm.com.cn)
Introduction
Chinese video platforms have become central to consumer influence and brand storytelling. With Douyin, Kuaishou, and Bilibili commanding massive daily user time, global brands must move beyond content publishing to active engagement-building. The key lies in adapting to platform behaviors, leveraging native features, and cultivating two-way interaction that strengthens both reach and brand loyalty. In this article, we break down the most effective strategies for engaging users on China’s top video apps.
1. Create Format-Native Content That Matches Platform Culture
Tailor content length, tone, and pacing to platform expectations
Douyin favors punchy, visually rich content under 30 seconds, while Bilibili supports longer, community-centric storytelling. Matching format and tone to the platform improves retention and shareability.
Avoid Western-style ads—opt for authentic, relatable stories
Chinese users are highly responsive to content that reflects their lifestyle or addresses everyday frustrations. Relatable humor, emotional resonance, and subtle product integration are key.
2. Activate Engagement Through Challenges and Response Mechanics
Use branded challenges and duet campaigns to drive user creation
Start a campaign that invites users to recreate or respond to your content using trending sounds or formats. For example, a #LuxuryUnpackChallenge or #BeforeAndAfterTrend can go viral with minimal ad spend.
Reward engagement with visibility or digital perks
Offer reposts, gift codes, or early access for top contributions. These incentives build loyalty and foster deeper community connections.
3. Work With Native Creators to Deepen Trust
Co-create content with Chinese-speaking influencers
Instead of traditional endorsements, engage KOLs in co-creation—whether it’s a design collab, skit series, or cross-brand challenge. Their familiarity with local humor and values helps humanize your brand.
Tap into micro-communities on platforms like Bilibili
Engage niche creators in tech, fashion, or gaming who build high-trust environments. Their influence may be smaller in volume, but stronger in depth and conversion.
4. Extend Engagement Beyond the App With Integrated Touchpoints
Link to WeCom or Mini Program for next-step actions
Use QR codes at the end of videos or pinned comments to guide users to product drops, gift redemption, or service booking. This extends attention into owned CRM channels.
Use livestreaming to spark interaction in real time
Plan Douyin or Kuaishou livestreams tied to new campaigns, collection previews, or brand stories. Use live Q&A, on-screen polls, and shout-outs to generate high-volume interaction.
Case Study: Italian Home Brand Boosts Engagement With Douyin Creator Collab
An Italian furniture brand entered China with the help of three Douyin creators known for home styling and DIY. Each creator developed a “Space Makeover” series using brand SKUs. The campaign included a UGC callout for viewers to share their own transformations using a branded filter. The result: 18 million views, 65,000 comments, and a 2.7X increase in Mini Program visits during the first month.
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!
