(Source: https://pltfrm.com.cn)
Introduction
For overseas brands entering China, Douyin isn’t just a channel—it’s a cultural touchpoint. To succeed, content must do more than advertise. It must blend in. On Douyin, authenticity beats polish, and relatability wins over formality. In this article, we share actionable strategies to help your branded content feel native, spark engagement, and drive conversions on China’s most addictive short video platform.
1. Capture Local Relevance
1.1 Mirror Local Lifestyles
Douyin users relate to what feels familiar. Adapt your content to reflect common scenarios in Chinese urban life—riding the subway, ordering late-night takeout, or preparing for Lunar New Year. This creates an instant emotional hook.
1.2 Reference Cultural Trends
Stay on top of Douyin trends—from slang to seasonal challenges to viral audio tracks. Incorporating trending memes or dialogue formats positions your brand as “in the know” and drives algorithmic visibility.
2. Script for Shareability, Not Just Sales
2.1 Make It Relatable, Then Useful
Start with a shared experience or emotional tension—like struggling with oily skin or missing breakfast—and only then introduce your solution. This storytelling method builds interest organically.
2.2 Add an Unexpected Twist
Surprise is one of Douyin’s most shared content traits. Add a twist in editing, punchline, or setting that gives users a reason to share with friends or repost on Moments.
3. Elevate UGC With Brand-Led Challenges
3.1 Launch a Hashtag Movement
Design branded challenges that encourage users to recreate a look, action, or joke. The simpler the concept, the higher the participation rate. Pair it with a prize or shoutout for viral reach.
3.2 Feature User Content in Your Feed
Regularly repost or stitch user-generated content (UGC) into your official Douyin account. This amplifies creators, builds social proof, and incentivizes more users to engage with your brand organically.
4. Leverage Short Series, Not One-Offs
4.1 Build Episodic Content
Instead of single 15-second clips, develop 3–5 part series around a recurring theme—e.g., “My skincare every morning,” or “5 things I pack before a trip.” This increases follow-through and builds audience retention.
4.2 Create Character-Led Micro Stories
Introduce brand mascots, relatable characters, or creator partnerships that evolve over time. Audiences form stronger connections with repeat appearances, leading to higher brand recall.
5. Case Study: A US Plant-Based Snack Brand Builds Momentum on Douyin
A U.S.-based vegan snack brand entered Douyin with minimal awareness. Rather than pitch the health angle directly, they tapped into China’s love for late-night snacking. Their series “Midnight Fridge Adventures” showed funny scenarios with roommates fighting over their snacks. Hashtag #MidnightSnackTime trended for two weeks, driving over 12 million views and a 45% spike in Douyin e-store sales. By localizing humor and timing, the brand built cultural affinity from day one.
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!
