(Source: https://pltfrm.com.cn)
Introduction
Douyin, China’s powerhouse short video platform, is more than just a source of entertainment—it’s a brand-building engine with massive conversion potential. With over 700 million daily active users, Douyin presents an unmissable opportunity for overseas brands entering the Chinese market. But success depends on crafting branded content that feels native, relevant, and irresistibly watchable. This article explores how to make your brand stand out and convert on Douyin.
1. Understand Douyin’s Content DNA
1.1 Embrace Vertical Video Culture
Douyin thrives on vertical videos (9:16 ratio) that fit the mobile-first behavior of Chinese users. Keep the framing tight, action fast-paced, and visuals tailored for full-screen consumption.
1.2 Speak the Platform’s Language
Douyin users respond best to lighthearted humor, everyday scenarios, behind-the-scenes footage, and lifestyle vlogs. Avoid overly corporate tones—content should feel authentic, spontaneous, and visually engaging.
2. Align Content With Algorithms
2.1 Hook in the First Three Seconds
If the first few seconds don’t engage, the user scrolls. Start with movement, questions, or emotional expressions. For example, a surprising reveal or a relatable problem can immediately grab attention.
2.2 Prioritize Completion and Engagement Metrics
Douyin’s algorithm favors videos with high watch-through rates, comments, shares, and saves. Encourage interaction with native in-video stickers, question prompts, or “comment to win” CTAs.
3. Integrate Products Without Disrupting the Flow
3.1 Feature Use Cases, Not Ads
Instead of showing product features directly, show the product in action in real-life scenarios. Think: “Get ready with me” using your skincare line or “My lunch routine” with your food product.
3.2 Use Soft Tags and Hashtags
Avoid overly promotional content that risks being filtered. Instead, use community hashtags and creative captions to increase discoverability without violating Douyin’s ad transparency rules.
4. Partner With the Right Creators
4.1 Choose Niche-Aligned Influencers
Don’t chase massive follower counts. A niche beauty creator with 50K followers may drive better ROI than a mega-celebrity. Ensure alignment in tone, aesthetic, and values.
4.2 Co-Create, Don’t Just Sponsor
Give creators the freedom to tell your brand’s story in their own voice. Douyin audiences quickly sense when content feels scripted or overly branded—authenticity builds trust.
5. Case Study: A French Fitness Brand Finds Its Voice on Douyin
A French sportswear brand wanted to enter the Chinese market with activewear designed for urban workouts. Instead of running traditional ads, they collaborated with mid-tier Douyin fitness creators to produce “7AM routine” content, where the apparel was naturally worn. They also launched a #CityStretchChallenge hashtag. In just four weeks, the campaign garnered 8 million views and drove a 32% increase in traffic to their Douyin Store tab.
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!
