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Introduction
China’s digital advertising ecosystem evolves faster than anywhere else on earth, and only certain ad formats consistently deliver ROI for overseas brands. Understanding which formats — from in-feed short videos to searchable information flows — dominate Douyin, WeChat, and Baidu is critical to avoiding wasted budgets. With 10+ years optimizing millions in ad spend, here are the formats that are actually moving the needle right now.
- Douyin (TikTok China) Top-Performing Ad Formats 1.1 In-Feed Spark Ads Boosted from Organic KOL Posts Take a high-performing organic KOL post and turn it into a Spark Ad — users cannot tell it’s paid. This format inherits the original post’s comments and shares, creating massive social proof.
Conversion rates are typically 3–5x higher than standard in-feed ads. Overseas brands using Spark Ads with mid-tier KOLs regularly achieve ROAS above 6.0.
1.2 Brand Takeover & TopView on App Launch Secure the 3–5 second full-screen takeover when users open Douyin. Pair with an immediate TopView video ad for extended storytelling.
Perfect for new product launches or major sales events. Despite higher CPM, the instant brand recall and traffic surge justify the spend for established overseas players.
- WeChat Moments and Channels Ad Formats that Convert 2.1 Moments Video Ads with Interactive Cards 15-second vertical videos in the Moments feed ending with swipe-up interactive cards (mini-program, coupon, or store link). Use lifestyle storytelling instead of hard sell.
Click-to-Mini-Program rates exceed 8–12% when creatives feel native.
2.2 Channels Video Feed + Search Ads Place skippable or non-skippable ads inside WeChat Channels video feed and combine with branded search ads triggered by keywords. This combo captures both passive scrolling and active search intent.
Many overseas brands now allocate 30–40% of WeChat budget here because of superior lower-funnel performance.
- Xiaohongshu (Little Red Book) Native Ad Formats 3.1 Information Flow Notes Ads Ads appear as normal user posts with a small “推广” label. Use authentic lifestyle photography, detailed captions, and real user comments seeded early.
The format blends perfectly and drives both saves and direct purchases. Beauty and fashion overseas brands routinely see 15–25% engagement rates.
3.2 Search + Keyword Banner Ads Dominate Xiaohongshu search results for high-intent terms with banner + notes combo. Essential for categories where users research heavily before buying.
Pair with optimized product notes to own the entire purchase journey.
- Baidu Search & Information Flow Formats 4.1 Brand Zone + Knowledge Graph Takeover Secure the top-of-page Brand Zone with rich media carousel and direct Mini-Program link on Baidu search. Ideal for building trust with less familiar overseas brands.
4.2 Feed Information Flow Ads on Baidu App Native article and video ads inside Baidu’s own feed. Use educational or comparison content that answers common user questions.
This format excels at mid-funnel education and drives high-quality traffic to Tmall or JD stores.
Case Study: Adidas’ Douyin Spark Ads + Livestream Combo
Adidas selected 50 top-performing organic posts from sports KOLs wearing the newest Ultraboost, boosted them as Spark Ads, and funneled traffic straight into simultaneous livestream rooms. The campaign achieved a blended ROAS of 8.7, added 1.4 million new Douyin followers in two weeks, and sold out multiple colorways on Tmall within hours.
Conclusion
The most successful overseas brands in China today focus 70–80% of budget on just 4–5 proven ad formats while ruthlessly testing new betas. Master Spark Ads, Moments interactive cards, Xiaohongshu notes, and Baidu Brand Zones to stay ahead in 2025.
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
