(Source: https://pltfrm.com.cn)
Introduction
Creating winning social media ad creative in China means aligning with local expectations, mobile-first habits, and platform-specific culture. Chinese consumers spend hours each day engaging with WeChat, Douyin, Xiaohongshu, and Bilibili—making creative quality the key differentiator between scroll-past and share-worthy. For overseas brands, mastering social ad creative in China is no longer optional. This article unpacks the creative best practices that are currently delivering top performance.
1. Native Design, Native Voice
1.1 Speak the Platform’s Language
On Douyin and Kuaishou, use slang, trending filters, and visual humor. On WeChat, maintain a clean, informative style. Xiaohongshu thrives on sincerity and minimalist visuals—often mimicking diary entries or aesthetic guides.
1.2 Use Real Faces and Relatable Scenarios
Ads that feature real people—especially in everyday settings—connect faster. Avoid over-polished studio shots; instead, show product usage in authentic Chinese home, workplace, or city scenes.
2. Emotion and Action Pairing
2.1 Build a Feel-Good Hook
Social ads that tell a micro-story—overcoming a challenge, transforming a routine, or celebrating a moment—create emotional connection. The hook should come within the first 3 seconds.
2.2 Actionable Moments Must Be Immediate
Don’t wait until the end. Embed “立即抢购” (Buy Now), “扫码领取” (Scan to Claim), or “添加微信了解更多” (Add on WeChat) CTAs early in the ad to guide user behavior.
3. Fit Your Creative Format to the Funnel Stage
3.1 Awareness = Storytelling and Soft Branding
Use Bilibili influencer videos, Xiaohongshu lifestyle content, and WeChat carousel ads that educate and entertain without pressure to convert.
3.2 Consideration and Purchase = Tighter Offers
Run Douyin video ads with urgent discounts, livestream reminders, or time-limited group buy deals, all clearly communicated with visual countdowns or voucher animations.
4. Optimize for Sharing and Social Reach
4.1 Include Share-Trigger Elements
Quotes, memes, relatable statements, or challenge invitations (“Tag a friend who needs this!”) prompt user amplification and boost algorithmic performance.
4.2 Reuse and Reframe with Localization
Take global campaign assets and reshape them for Chinese use—changing background visuals, voiceovers, and even character names to reflect local tastes.
Case Study: Canadian Health Brand Wins on Bilibili with Serialized Influencer Ads
A Canadian supplement brand created a three-part influencer video series on Bilibili. Each episode was a skit centered around health challenges of young professionals. Branded segments were woven in subtly, with a CTA at the end directing viewers to a WeChat Mini Program for a free trial kit. The campaign achieved a 7.8% average engagement rate and 3x product sign-up volume compared to previous static campaigns.
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!
