(Source: https://pltfrm.com.cn)
Introduction
Running ads in China requires more than translating your global campaign—it demands a complete rethink of strategy, format, and user engagement. From short video virality to private traffic ecosystems, China’s ad environment is unique and dynamic. This article shares targeted advertising tips to help overseas brands launch high-performance campaigns that drive results on China’s top digital platforms.
1. Build a Funnel That Reflects Chinese User Behavior
1.1 Use Douyin for First-Touch Awareness
Douyin’s discovery engine is ideal for upper-funnel impact. Launch attention-grabbing videos that showcase lifestyle use cases or real-time product demos. Prioritize relatable characters, quick storytelling, and localized music trends.
1.2 Drive Conversions via WeChat
Once interest is sparked, WeChat plays the role of the closer. Guide traffic to a WeChat Mini Program where users can sign up, redeem a freebie, or begin onboarding. This ecosystem retains leads for remarketing via WeCom or group chats.
2. Optimize Creative Based on China-Specific Trends
2.1 Animate Your Product Features
Chinese users respond to visually engaging, motion-rich creative. Whether it’s a beauty product or a SaaS feature set, animation helps simplify explanations and boosts comprehension in video or banner ads.
2.2 Adapt to Visual Noise Preference
While minimalism appeals in the West, Chinese consumers often favor rich visual layouts—bold fonts, promotional badges, product specs, and user reviews all on one screen. Reflect this in your ad creative, especially in ecommerce and social media placements.
3. Combine KOL Activation with Media Spend
3.1 Seed KOL Content Before Ads
Work with micro-KOLs to create video or image content that showcases the brand in an authentic context. Once posted, repurpose these assets in paid ad formats to add trust and performance. This dual strategy works well for beauty, SaaS, and home categories.
3.2 Use Livestream Moments as Ad Boosts
During peak livestream events (e.g. Double 11), amplify visibility with adjacent banner placements or countdown push ads. Even without your own broadcast, showing up next to high-traffic streams boosts traffic spillover and association.
4. Use Local Ad Tools and Analytics
4.1 Access China’s Leading Ad Platforms
Use Ocean Engine for ByteDance platforms, Baidu Tuiguang for search, and Tencent Ads for WeChat. Each has its own interface, formats, and rules. Hire a local media partner or agency fluent in these tools to avoid missteps.
4.2 Optimize Based on Local Metrics
Metrics like 点赞率 (like ratio), 停留时长 (view duration), and 裂变转化 (viral conversions) are critical to ad optimization in China. Use Chinese analytics dashboards to guide creative adjustments and budget allocation.
5. Case Study: Italian DTC Skincare Brand’s Douyin Surge
An Italian skincare DTC brand launched in China by collaborating with five Douyin skincare influencers. Their video ads highlighted skin transformation, localized skincare concerns, and easy purchase via QR codes. They ran retargeting ads on WeChat linking to a Mini Program that offered flash sales and consultations. This led to a 2.7x return on ad spend within the first quarter and established a loyal community through private groups.
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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