(Source: https://pltfrm.com.cn)
Introduction
In China’s digital-first market, capturing attention is only the beginning—sustaining engagement is what drives conversions. With users swiping through hundreds of ads daily, overseas brands must use platform-specific strategies, emotional triggers, and interactive formats to keep audiences engaged. This article explores actionable engagement tactics used by top-performing campaigns in China and how you can apply them to boost results.
1. Lead With Local Relevance
1.1 Geo-Personalized Visuals
Using recognizable backdrops, dialect phrases, or regional food culture helps users feel seen. Ads targeting Chengdu might include hotpot references, while content for Hangzhou may emphasize tea culture or lakeside scenery.
1.2 Cultural Resonance in Timing
Post during high-attention windows: before major festivals, during school cycles, or at lunch and evening browsing hours. Align your CTA with current cultural rhythms, such as “新年焕新” (New Year Refresh) or “开学季推荐” (Back-to-School Picks).
2. Incorporate Interactive Elements to Extend Attention
2.1 Swipeable Mini Stories or Polls
Interactive formats—such as multi-slide story ads or native Douyin polls—allow users to participate, not just view. Even simple mechanics like “Choose your favorite” can double retention time.
2.2 Gamified Promos and Reveal Mechanics
Use scratch-to-reveal, countdown deals, or quiz-style formats. These encourage repeat interaction, especially when rewards are embedded (e.g., coupon drops or limited flash discounts).
3. Activate the Comment Section
3.1 Prompt Emotion-Driven Reactions
Use emotionally charged questions or nostalgic references to prompt user comments: “哪一幕最打动你？” (Which scene moved you most?) or “还记得小时候的这个味道吗？” (Remember this childhood flavor?). This increases algorithmic visibility.
3.2 Feature Top Comments in Your Content
Showcase or repost user feedback. Turning users into co-creators boosts loyalty, trust, and organic engagement—especially effective on Xiaohongshu and Weibo.
4. Blend Influencer Content Into Paid Ads
4.1 Turn KOL Moments Into Paid Formats
Take the most engaging influencer clips and turn them into paid ads. These often outperform brand-created assets as they feel more authentic, especially when kept unedited or captioned natively.
4.2 Leverage “Everyday Experts” for Engagement
Pair with micro-influencers who blend product use into lifestyle content. A college student sharing her dorm skincare routine or a dad reviewing snacks for his kids makes content more relatable—and shareable.
5. Case Study: A Japanese Snack Brand on Douyin
To boost engagement, the brand moved away from traditional product shots and launched a Douyin challenge featuring a “spicy snack face test.” Users recorded themselves reacting to a hot version of the snack. The campaign used poll stickers and duet features to invite participation. A localized soundtrack and hashtag (#挑战辣度极限) pushed virality. The result? Over 3 million video interactions in 10 days, a 65% rise in brand mentions, and a significant uptick in direct sales through linked mini-program stores.
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!
