(Source: https://pltfrm.com.cn)
Introduction
Entering China’s digital advertising ecosystem without mastering local ad formats is one of the fastest ways to burn budget in 2025. Each major platform has unique high-performing formats that feel native to Chinese users and drive instant purchases. Here are the essential formats every overseas brand must deploy from day one.
- Core Douyin Ad Formats for Awareness to Conversion 1.1 Brand Takeover + TopView Lite 5-second full-screen takeover on app open followed by up to 60-second TopView Lite with interactive elements. Still the most expensive but highest-impact format for brand launches.
1.2 In-Feed Native Video Ads with DSA (Dynamic Shoppable Ads) Algorithmically optimized creatives that auto-insert real-time product prices, stock status, and user-specific discounts.
Overseas brands using DSA see 35–50% lower CPA than static creatives.
- WeChat Full-Funnel Ad Formats 2.1 Moments Interactive Card Ads Vertical video or image ads in Moments feed ending with rich interactive cards (coupon, Mini-Program, H5 game, or profile follow).
2.2 Official Account Bottom Ads + Grid Ads Persistent ads at the bottom of OA articles and new grid placement in subscription lists. Excellent for retargeting and private domain growth.
- Xiaohongshu Discovery & Consideration Formats 3.1 PuXuan Sponsored Notes High-quality sponsored lifestyle posts that appear seamlessly in user feeds and search results. Must maintain 2025 note quality score above 8.5 to avoid penalties.
3.2 Live Information Flow Ads Real-time livestream thumbnails injected into Xiaohongshu feeds with “Live Now” badges and viewer counts.
- Cross-Platform & New Entrants 4.1 Kuaishou Magnetic Ads AI-powered ads that auto-match to user interest clusters on Kuaishou—strong for lower-tier cities.
4.2 Red (Xiaohongshu’s sister app) Graphic + Short Video Ads Lower CPM than Douyin with highly engaged 18–25 female audience.
Case Study: Apple’s WeChat Channels Live-Room Ad Campaign (Oct 2025)
Apple placed rewarded video ads inside WeChat Channels that unlocked exclusive iPhone 17 wallpapers only after watching and jumping to a branded Mini-Program live room. The campaign achieved 68 million completions, added 2.3 million new OA followers, and drove record Mini-Program store traffic for pre-orders.
Conclusion
Overseas brands that build their China media plans around these platform-native formats from day one cut acquisition costs dramatically and scale profitably.
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
