(Source: https://pltfrm.com.cn)
Introduction
In China’s crowded digital landscape, it’s not the loudest ad that wins—it’s the most relatable story. For overseas brands, creative storytelling isn’t a luxury; it’s the key to standing out and building emotional bonds with consumers. This article reveals how brand storytelling—infused with cultural nuance, platform-specific formats, and SaaS-driven insights—can drive engagement, trust, and conversions in China.
1. Understand the Cultural Context Behind Storytelling
1.1 Stories Rooted in Daily Life Resonate Strongest
Chinese consumers respond best to stories grounded in everyday experiences—family dinners, weekend travel, or social gifting. Ads that capture real, emotional moments foster a deeper brand connection.
1.2 Reflecting Shared Values Builds Trust
Themes like filial piety, perseverance, or collective celebration are powerful narrative anchors. Align your brand values with these societal norms to earn long-term brand favorability.
2. Choose the Right Format for Your Story
2.1 Vertical Short Videos for Fast Emotional Hooks
Use 15–30 second vertical videos on platforms like Douyin or Kuaishou to instantly capture attention. These should be high on emotion, visually tight, and conclude with a brand reveal or CTA.
2.2 Episodic Series for Long-Form Platforms
For Bilibili or Youku, episodic content works well. A three-part story arc showing a character’s journey builds suspense and encourages repeat viewership while allowing deeper brand placement.
3. Co-Create with Influencers and Communities
3.1 Leverage Micro-KOLs for Authenticity
Micro-influencers (10K–100K followers) help amplify your story through a trusted voice. Use them to act out everyday brand use-cases in a vlog, diary, or skit format.
3.2 UGC-Driven Campaigns Build Social Proof
Prompt consumers to share their version of your brand’s story—using hashtags, video replies, or remix features. SaaS platforms help track the reach and sentiment of UGC across regions.
4. Localize Scriptwriting and Visual Design
4.1 Script for the Platform, Not Just the Brand
Scripts for Douyin should be fast-paced and humorous; scripts for WeChat Videos should be more informative and emotive. Use localized slang and pacing based on user expectations.
4.2 Visuals Should Mirror Chinese Aesthetics
Design elements such as red hues for celebration, lucky motifs, or calligraphy can enhance cultural relevance. SaaS tools with creative performance analytics help test which visual cues drive stronger engagement.
5. CASE STUDY: Scandinavian Tea Brand Tells a Lunar New Year Story
A Scandinavian herbal tea brand launched a Lunar New Year campaign on Douyin with a three-part video series. The story followed a young woman bringing calming tea blends home for her anxious father—a narrative of healing, tradition, and reconnection. The brand partnered with two micro-KOLs to share their own New Year stories, expanding reach. Using SaaS analytics, the brand optimized video timing and thumbnails, resulting in a 38% lift in engagement and a 2.9x ROAS on linked Tmall purchases.
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!
info@pltfrm.cn
www.pltfrm.cn
