(Source: https://pltfrm.com.cn)
Introduction
In China, influencer advertising is no longer limited to organic content—it’s a performance channel tightly integrated with ecommerce. From Douyin in-feed ads to Xiaohongshu sponsored posts, influencers now power ad formats that convert with speed and scale. For overseas brands entering this ecosystem, success depends on strategic influencer selection, localized messaging, and platform-native ad deployment. This article breaks down how to structure influencer-driven ad campaigns that connect with Chinese consumers.
1. Treat Influencers as Media Channels, Not Just Creators
1.1 Influencer Whitelisting for Paid Ads
Enable influencer content to be promoted as paid ads through official platform channels. This expands reach beyond organic followers and boosts campaign control.
1.2 Media Budget Allocation by Tier
Budget your ad spend based on influencer tier. Use 60% for high-performing mid-tier KOLs and reserve 20–30% for whitelisted amplification of their top posts.
2. Choose the Right Format Based on Funnel Stage
2.1 Upper-Funnel: Entertaining Explainers
Run in-feed video ads created by KOLs to build brand awareness. These should feel like native content and may use humor, storytelling, or challenge trends.
2.2 Mid-Funnel: Tutorials and Product Reviews
Target decision-making users with influencer-generated tutorial ads or honest product reviews. These formats build trust and reduce purchase hesitation.
3. Optimize Creative for China’s Fast-Paced Attention Economy
3.1 Use Platform-Specific Templates
Each platform has favored formats—carousel videos on Xiaohongshu, fast-cut edits on Douyin, or voice-over explainers on Bilibili. Align your creative accordingly.
3.2 CTA Placement and Clarity
Add CTAs early in the video or within the first scrollable screen. Include product links, coupon codes, or mini program entries in the most visible spot.
4. Track and Attribute Performance with China-Ready Tools
4.1 Unique Codes and Affiliate Links
Assign influencers specific links or QR codes that tie ad exposure to transactions. This enables accurate ROI tracking and retargeting.
4.2 WeCom Follow-Up Integration
Use WeCom to capture leads from influencer ads and follow up with automated messages, post-purchase offers, or re-engagement flows.
Case Study: US Health Supplement Brand Runs Multi-Tier Influencer Ads
A US-based supplement brand partnered with five influencers across Douyin and Xiaohongshu. Each produced short-form video ads tailored to their audiences. The brand whitelisted three top-performing creatives and ran them as targeted conversion ads during a holiday sales event. This strategy generated a 5.8x ROAS and lowered their CAC by 27% compared to previous display-only campaigns.
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!
