(Source: https://pltfrm.com.cn)
Introduction
Digital content is the foundation of brand building in China—but it must be more than informative. To succeed, it needs to be mobile-first, culturally fluent, visually dynamic, and platform-native. For overseas brands, understanding what Chinese consumers want to see—and where they want to see it—is essential to achieving engagement and conversion. This article unpacks the pillars of effective digital content creation for the China market.
1. Build Platform-Native Content First
1.1 Adapt Content for WeChat, Douyin, Xiaohongshu
WeChat requires scrollable editorial content with embedded product CTAs. Douyin favors 10–30 second emotional or humorous videos. Xiaohongshu thrives on image-led posts styled like personal journals or diaries.
1.2 Respect Format Conventions
Each platform has unwritten creative rules. WeChat titles must be punchy and vertical; Douyin videos need subtitles; Xiaohongshu posts work best with pastel tones and casual fonts.
2. Embrace Interactive and Immersive Elements
2.1 Motion and Microinteractions
Incorporate scroll-based animations, tap-to-reveal content, or QR code scans that unlock exclusive content. These interactive moments drive user time-on-page and brand recall.
2.2 Livestream Content Extensions
Repurpose livestream segments into content series: “What You Missed,” “Expert Picks,” or “User Questions Answered.” This extends the value of real-time engagement into evergreen content.
3. Create with a Cultural Lens
3.1 Align Messaging with Social Sentiment
Avoid tone-deaf campaigns by reflecting on trending values: health, personalization, national pride, or sustainability. Link your product story to broader societal trends for resonance.
3.2 Use Localized Metaphors and Visual Devices
From lanterns during Mid-Autumn Festival to dragons during Chinese New Year, subtle cultural symbols improve relatability. Even layout patterns resembling red envelopes (红包) increase trust.
4. Personalize for Region and Audience Segment
4.1 Dynamic Personalization Based on Tier and Device
Use CRM-driven content variation to show luxury angles in Tier 1 cities and price sensitivity in Tier 3–4. Match mobile-only formats for younger users, and include video subtitles for broader accessibility.
4.2 Audience-Based Story Framing
Content for young professionals can be framed around “productivity hacks,” while content for parents focuses on “family health” or “child development.” Align format and topic with audience roles.
Case Study: Australian Beverage Brand Localizes Stories Across Channels
An Australian sparkling water company crafted channel-specific content in China: animated explainer videos on Bilibili, wellness education articles on WeChat, and pastel-toned recipe posts on Xiaohongshu. They used dynamic CTAs (e.g., “Scan to Get Summer Trial Pack”) and localized messages around hydration during China’s summer heatwave. The campaign tripled their follower base across platforms and lifted trial-to-repeat purchase rate by 61%.
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!
