(Source: https://pltfrm.com.cn)
Introduction
With China’s mobile-first users consuming more digital content than ever, ad performance is increasingly shaped by format. Whether it’s in-feed video, swipeable stories, or Mini Program CTAs, success depends on matching creative design with user behavior. For overseas brands, choosing the best-performing ad formats for China’s top platforms can dramatically improve campaign ROI. This article highlights the formats delivering top-tier results in today’s China market.
1. In-Feed Video Ads Built for Scrolling
1.1 Dynamic Product Showcases on Douyin and Kuaishou
Top-performing ads open with bold visuals or humor, quickly introduce product benefits, and use subtitles, stickers, or animated text. Keep duration under 15 seconds for maximum impact.
1.2 Seamless Swipe-Up CTAs
Instead of pushing users to an external page, direct them to a native Mini Program or livestream room via swipe-up cards embedded directly within the ad unit.
2. WeChat Moments and Banner Integration
2.1 Native-Style Moments Carousel Ads
Carousel ads with lifestyle images and authentic captions blend into users’ feeds. Each card should stand alone while also guiding the viewer through a visual journey.
2.2 Sticky Mini Program Footer Banners
Smart brands use footer banners that stay visible as users browse Mini Programs. These feature CTA buttons like “Get Discount” or “Claim Trial,” increasing click-through without disrupting UX.
3. High-Impact Formats on Social Discovery Platforms
3.1 Branded Post Amplification on Xiaohongshu
Turn UGC-style posts into sponsored content with soft-sell messaging and authentic visuals. Ideal for fashion, beauty, and lifestyle, this format drives both brand trust and traffic.
3.2 Creator Partnership Intros on Bilibili
Sponsored content that opens with the creator personally endorsing the brand—followed by a story-based review or product walkthrough—yields stronger audience retention than interruptive ads.
4. Engagement-Focused Interactive Ads
4.1 Countdown Offer Widgets in Livestreams
Use real-time countdowns, limited-time vouchers, or “only 50 left” alerts during livestreams. These formats create urgency and are proven to lift conversion rates.
4.2 Pop-Up Gamification Ads
Formats like “click to scratch” or “match 3 to win” provide micro-entertainment in exchange for lead data or promotional redemption—perfect for major campaigns like 618 or Double 11.
Case Study: Italian Coffee Brand Breaks Into China with Multi-Format Strategy
A premium Italian coffee brand entered China using a blend of video ads on Douyin, WeChat carousel Moments, and Xiaohongshu influencer partnerships. The campaign also used gamified banners offering time-limited free samples. With a consistent creative identity across formats, the brand achieved 5.6x higher user engagement and doubled online store conversion within 60 days.
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!
