(Source: https://pltfrm.com.cn)
Introduction
In China’s fast-moving consumer landscape, video isn’t just content—it’s commerce. With Douyin, RED, and Bilibili reshaping the purchase funnel, online video advertising is now central to brand discovery, trust-building, and conversion. For overseas brands, this means mastering local video production standards, cultural cues, and mobile-first formats. This article explores how international companies can partner with Chinese production teams to create video ads that connect emotionally, scale across platforms, and deliver performance.
1. Understand the Role of Storytelling in Driving Engagement
Frame product benefits within lifestyle micro-narratives
Rather than product-first videos, top-performing ads on Douyin and RED tell relatable stories—like a morning skincare routine or a snack for late-night study sessions.
Use real scenarios and character arcs to retain viewers
Whether it’s a student, office worker, or parent, anchor your message in a character’s daily moment. Emotional resonance keeps scroll-happy audiences watching.
2. Prioritize Format Compatibility With Chinese Short Video Platforms
Produce 9:16 vertical videos with subtitle integration
Subtitles are expected, even when voice is present. They should be stylized, easy to read, and timed to emotion or humor cues—enhancing both clarity and memorability.
Keep durations optimized per platform behavior
Aim for 15–30 seconds on Douyin, 30–90 seconds for RED, and longer for Bilibili. Each platform has its own rhythm, and production teams must tailor content accordingly.
3. Include Clickable and Trackable Commerce Elements
Overlay QR codes, Mini Program links, and live CTA buttons
Professional production teams in China often integrate CTAs into the visuals—using animated stickers or timed transitions that direct users to product pages or sampling offers.
Ensure seamless data capture through CRM tie-ins
Whether via WeCom, Tmall Global, or RED’s new brand pages, the video should feed into broader campaign data collection and remarketing efforts.
4. Use Agile Editing and Localization Techniques
Prepare variants for regional dialects or tone shifts
Different regions in China may respond better to different phrasing, humor, or music. Leading agencies often shoot once but produce 3–4 localized edits for better relevance.
Adjust pacing, intro hooks, and CTA wording during testing
Small tweaks in the opening or closing frames can significantly boost view-through or click-through rates. Always plan time for post-shoot optimization.
Case Study: German Kitchenware Brand Adapts Launch Video for RED
A premium homeware brand worked with a Beijing studio to shoot a minimalist, RED-style video campaign highlighting premium knives in a morning cooking scene. The 45-second clip featured a soft soundtrack, overhead shots, and handwritten annotations. After launching with embedded RED CTAs and RED-native hashtags, the brand gained 78,000 video saves, a 17% jump in Mini Program visits, and became one of the platform’s top-searched terms in the “home lifestyle” tag for two weeks.
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!
