(Source: https://pltfrm.com.cn)
Introduction
Success in China’s digital advertising space requires more than localization—it demands creative reinvention. From WeChat and Douyin to Xiaohongshu and Bilibili, each platform favors different content styles and ad formats. For overseas brands, the ability to deploy platform-native creative formats is key to grabbing attention and driving performance. This article explores the most engaging and conversion-driven ad formats used on China’s top platforms.
1. Short-Form Vertical Video for Instant Impact
1.1 Full-Screen Immersive Video on Douyin
Douyin’s algorithm rewards content that feels native. High-performing ads open with close-up shots, bold subtitles, and relatable storylines—followed by clear product benefits and a CTA.
1.2 Vertical Snippets on Kuaishou with Native Stickers
Kuaishou audiences prefer real, relatable content. Stickers and hand-drawn annotations within short videos help build authenticity and boost engagement rates.
2. WeChat Moments & Mini Program Entry Points
2.1 Lifestyle-Focused Moments Carousel Ads
Carousel ads in Moments help brands tell sequential stories—ideal for multi-step tutorials, product comparisons, or before-and-after reveals. Each card should deliver independent value.
2.2 Smart Entrance Ads in Mini Programs
Use pop-up or embedded banner ads within utility Mini Programs—like fitness trackers or finance apps. These ads should be lightweight, with a 1-tap transition into your own store or lead form.
3. Interactive Content on Bilibili and Xiaohongshu
3.1 Narrative-Driven Ad Placements on Bilibili
For Bilibili users, the best ads tell stories. Sponsor content creators to embed your brand into mini-series, anime-style skits, or educational breakdowns, then use clickable end cards.
3.2 Visual Journals on Xiaohongshu
The top-performing Xiaohongshu formats replicate personal journal entries. Ads use photo diary layouts, minimal captions, and soft filters to blend in with native UGC.
4. Experimental Formats That Drive Engagement
4.1 Livestream Countdown Pop-Ups
During livestreams, deploy real-time flash deal banners with timers that sync to host speech—perfect for driving urgency and spotlighting product drops.
4.2 Gamified Creative Units
Interactive scratch cards, spin-to-win, and quiz-to-unlock ad formats generate high interaction. These formats are often paired with WeChat coupons or Tmall entry codes.
Case Study: German Electronics Brand Drives Sales with Multi-Platform Creative Strategy
A German audio electronics company rolled out a creative campaign across Douyin, Bilibili, and WeChat. They used native vertical videos with “unboxing reactions,” gamified CTA overlays (“Shake to Unlock Discount”), and post-livestream recap ads on Bilibili. With localized content design and creative testing, the brand achieved a 4.7x lift in click-through rate and converted 35% of video viewers into store traffic.
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!
