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Introduction
Short videos are the primary medium for consumer engagement in China, offering a high-impact yet affordable channel for overseas brands. Strategic content creation and precise targeting can significantly boost campaign effectiveness while controlling costs. This article outlines actionable approaches for running successful short video campaigns on major Chinese platforms.
1. Leveraging Trends for Viral Potential
1.1 Identifying Viral Content
Monitor trending hashtags, songs, and video formats on Douyin and Kuaishou. Incorporating these elements increases the likelihood of content going viral and reaching wider audiences organically.
1.2 Creative Adaptation
Adapt trends to reflect brand values and product features without appearing forced. For example, playful challenges or storytelling aligned with trending sounds can increase shareability and engagement.
2. Audience Segmentation and Targeting
2.1 Demographic Analysis
Use platform insights to identify target demographics based on age, interests, and location. Tailoring content to these segments improves relevance and reduces wasted ad spend.
2.2 Lookalike Audiences
Deploy lookalike targeting to expand reach efficiently. By focusing on users similar to high-value existing customers, brands can increase engagement and conversions at lower cost.
3. Creative Video Production on a Budget
3.1 Short-Form Content Efficiency
Produce concise videos highlighting key features or brand stories in under 30 seconds. Shorter formats are more cost-effective and generally yield higher engagement rates.
3.2 User-Generated Content (UGC)
Encourage customers or micro-influencers to create content featuring products. UGC campaigns reduce production costs while fostering authenticity and trust.
4. Paid Campaign Optimization
4.1 Placement Testing
Test different ad placements across in-feed, story, and live-stream sections. Platforms reward ads that engage users, so testing helps maximize visibility per budget unit.
4.2 Performance-Based Reallocation
Shift ad spend to top-performing creatives in real time. Continuous adjustment ensures optimal ROI and minimizes ineffective spend.
Case Study: An Australian Skincare Brand
An Australian skincare brand launched a series of 15-second videos on Douyin targeting young women aged 18–25. By using UGC content and tracking engagement metrics, the brand doubled its follower base within two months. Strategic budget reallocation reduced overall cost per acquisition by 35%, illustrating the efficiency of trend-based, data-informed campaigns.
Conclusion
Cost-effective short video campaigns require trend awareness, targeted segmentation, creative production strategies, and continuous optimization. Overseas brands that integrate these tactics can achieve meaningful engagement while controlling marketing spend.
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!
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