(Source: https://pltfrm.com.cn)
Introduction
Average is the enemy of breakout success. The best overseas brands don’t celebrate “good” engagement—they chase the same extreme benchmarks that dominate Chinese users’ For You pages.
1. Douyin Video Engagement Benchmarks 2025
1.1 Top 1% Thresholds Videos that break into Douyin’s top 1% now average 21.3% engagement rate, 87% completion rate, and 9.8% share rate. Anything below 12% total engagement is automatically considered underperforming by leading agencies.
1.2 72-Hour Viral Velocity The fastest-growing videos reach 1 million likes + 500k comments within 72 hours. Brands that hit this velocity see follow-on organic reach multiply by 8–12×.
2. Xiaohongshu Notes-to-Video Hybrid Benchmarks
2.1 Save Rate as North Star Metric High-performing Xiaohongshu videos now target 28–42% save rates. Content that crosses 35% saves automatically triggers platform-wide recommendation amplification.
2.2 Comment Depth Ratio Top videos generate comments averaging 18+ characters (vs 6–8 for average posts). Longer, emotional comments signal higher content quality to the algorithm.
3. Bilibili Long-Form Influencer Content
3.1 Bullet-Screen Density Viral Bilibili videos maintain bullet-screen density above 1.8 comments per second throughout the first 5 minutes. This density directly correlates with homepage push probability.
3.2 Triple-Click Rate (Like + Coin + Favorite) The highest-value engagement—triple-click—now occurs in 1 out of every 14 viewers on top-performing overseas brand collaborations.
4. Cross-Platform Engagement Flywheel
4.1 Seeding Strategy Across Ecosystems Smart brands launch the same core video on all three platforms with platform-native edits. The engagement leader (usually Douyin) then gets 150–200% budget increase within 24 hours to ride the momentum.
Case Study: Swedish Audio Brand (Autumn 2025)
A Swedish headphone brand released identical core content customized for Douyin, Xiaohongshu and Bilibili simultaneously. The Douyin version hit 24.7% engagement and 2.1 million shares in 72 hours, triggering a cross-platform flywheel that delivered 180 million total impressions and made the brand top-3 in its category on all three platforms.
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!
