(Source: https://pltfrm.com.cn)
Introduction
The China market demands innovation in digital advertising—formats that are mobile-optimized, visually immersive, and culturally relevant. With a high volume of daily ad exposure, users on platforms like Douyin, WeChat, Xiaohongshu, and Bilibili respond best to ad formats that feel native and offer value upfront. In this article, we explore the most effective creative ad formats that overseas brands are using to break through the noise and drive results in China.
1. Short Video with Interactive Features
1.1 Vertical Storytelling on Douyin
Top brands use narrative-driven short videos—often under 15 seconds—with emotional arcs or humor to pull in viewers. Strong calls-to-action, like “swipe up to try” or “scan to unlock,” push conversion.
1.2 Tap-to-Engage Cards
Interactive video overlays encourage deeper user involvement. For example, tapping on “before vs. after” results or revealing exclusive codes boosts time spent and click-throughs.
2. WeChat-Integrated Ad Journeys
2.1 Moments Ads with Embedded Mini Program Links
Creative formats that blend lifestyle imagery and subtle product hints encourage clicks without disrupting user flow. The most effective ads drive directly into conversion points inside Mini Programs.
2.2 Smart Banners Within Utility Mini Programs
These banners are shown inside frequently used Mini Programs (e.g., delivery tracking, finance, or wellness apps) and often feature personalized, location-based deals.
3. Visual-Driven Native Ads on Lifestyle Platforms
3.1 Slideshow Reviews on Xiaohongshu
This format mimics a real user’s post—showing multiple image cards with annotations. Clean visuals, diary-like text, and tagged products help brands blend in and still convert.
3.2 Bilibili Video Sponsorship with Interactive End Screens
Instead of hard-selling ads, brands sponsor creators and use animated end cards with clickable CTAs (to product pages or downloads). This keeps engagement high and bounce rates low.
4. Custom Interactive Experiences
4.1 Gamified Mini Ads During Livestreams
During brand or KOL livestreams, insert “click to win,” “spin the wheel,” or “choose your offer” mechanics—boosting engagement and real-time conversion spikes.
4.2 Augmented Reality (AR) Try-On Ads
Especially for beauty and fashion brands, AR-powered formats allow users to preview looks or products in-app, increasing dwell time and product interaction.
Case Study: U.K. Footwear Brand Drives Sales via Slideshow and AR Ad Formats
A British footwear brand entered China with a campaign focused on Xiaohongshu and Douyin. They used slideshow-based product guides on Xiaohongshu and AR try-on ads on Douyin. The combination of UGC-style storytelling and interactive formats resulted in a 4.5x boost in time-on-page and 3.2x higher conversion from first-click to purchase.
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!
