(Source: https://pltfrm.com.cn)
Introduction
As Chinese consumers become more selective in their media consumption, standing out requires more than just budget—it demands creativity tailored to local digital behavior. From swipeable stories on Xiaohongshu to interactive livestream banners on Douyin, China’s platforms offer an evolving palette of ad formats. Overseas brands aiming to grow visibility and conversion must understand which formats work best and how to deploy them across key platforms. This article explores the top-performing creative ad formats reshaping digital advertising in China.
1. Short Video Ads With Native Integration
1.1 Seamless Feed Ads on Douyin
Native short video ads mimic user-generated content and are seamlessly placed within the user feed. These ads often drive higher engagement as they feel like content rather than interruption.
1.2 Vertical-First Storytelling
Optimizing videos in vertical 9:16 format with fast cuts and on-screen subtitles helps increase retention and CTR—especially effective among younger mobile-first audiences.
2. Interactive Ad Units on Livestream Platforms
2.1 Clickable Overlays During Livestreams
Livestream ad formats now support clickable elements—such as product tags, “Buy Now” buttons, or limited-time popups—allowing users to shop while watching.
2.2 Gamified Engagement Modules
Brands can run flash quizzes, countdowns, and gifting prompts during livestreams to keep engagement high and promote urgency. These interactive moments boost watch time and cart adds.
3. Branded Mini Games and Augmented Reality (AR)
3.1 WeChat Mini Games for Brand Recall
Interactive HTML5 mini games embedded in WeChat ads help brands gamify their messaging. These games reward users with coupons or points and are highly shareable within social circles.
3.2 AR Filters on Douyin and Kuaishou
Beauty, fashion, and lifestyle brands frequently use AR effects that allow users to “try on” products virtually. These filters can be embedded into ads to increase dwell time and visual impact.
4. Multi-Frame Image Ads on Xiaohongshu and Weibo
4.1 Grid-Based Product Showcases
On Xiaohongshu, carousel and multi-image posts formatted like native influencer content allow brands to tell a story through visuals—effective for lifestyle brands and product collections.
4.2 UGC-Style Caption Pairing
Pairing branded images with UGC-style text captions enhances authenticity and improves performance on platforms driven by community trust, such as Xiaohongshu.
Case Study: A New Zealand Skincare Brand Taps Into Douyin AR
A New Zealand clean beauty brand entered China using an interactive Douyin campaign. They launched an AR filter that let users simulate product application and see “before and after” effects. Paired with a native-style short video ad featuring a local KOL, the campaign attracted over 1.2 million interactions. The brand saw a 3.9x increase in product trials and reduced ad fatigue due to the interactive component.
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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