(Source: https://pltfrm.com.cn)
Introduction
China’s digital landscape thrives on creativity, interactivity, and localization. For overseas brands, using standard ad formats from Western platforms won’t cut it. Chinese users are conditioned to expect ad experiences that feel immersive and culturally aligned. This article outlines the most effective creative ad formats across China’s leading platforms—Douyin, WeChat, Xiaohongshu, Bilibili, and more—to help international marketers boost engagement and conversions.
1. In-Feed Short Video Ads: Hook First, Sell Later
1.1 Native Placement on Douyin and Kuaishou
These platforms prioritize video ads that blend into user feeds. Successful formats mimic influencer content, with subtle product placement, emotion-driven visuals, and dynamic subtitles.
1.2 Tap-to-Explore CTA Cards
Interactive cards at the end of the video allow users to swipe, shop, or engage further with Mini Programs or store pages—bridging entertainment and conversion.
2. WeChat-Optimized Creative Units
2.1 Moments Feed Ads with Brand Transparency
Effective Moments ads use polished visuals and clear value statements while still appearing organic. Use carousel formats or vertical videos with strong headlines to stand out.
2.2 Mini Program Banner Ads
These small but strategic placements inside other Mini Programs perform well for DTC and service brands. They link directly to app-like brand experiences within WeChat’s ecosystem.
3. Xiaohongshu & Bilibili Visual Content Standards
3.1 Xiaohongshu Infographic and Slideshow Ads
Carousels with infographic overlays or product-use diagrams appeal to Xiaohongshu’s research-focused users. Clean, minimal layouts perform best for beauty and lifestyle brands.
3.2 Bilibili Mid-Roll and End-Screen CTAs
Video breaks with mid-roll content teasers and clickable end-screen banners are powerful ways to hook Bilibili’s younger, animation-loving audience into brand narratives.
4. Motion-Triggered & Interactive Ads
4.1 Swipeable Interactive Stories
Brands can deploy WeChat story ads that replicate swipeable narratives—each screen offering new product info or interactive quizzes that end with a reward or download link.
4.2 “Shake-to-Claim” Engagement Units
Douyin and Kuaishou allow brands to embed shake-to-redeem formats, turning ad views into mini games. These are especially effective during 11.11 or Spring Festival campaigns.
Case Study: French Jewelry Brand Engages Youth Market via Xiaohongshu
A French jewelry brand launched a campaign using visually minimal, UGC-style slideshow posts on Xiaohongshu. The format blended seamlessly with Gen Z content, including handwritten testimonials and unboxing visuals. Boosted via native ad placements, the brand achieved a 9.3% engagement rate and converted over 2,000 new followers into Mini Program shoppers within two weeks.
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!
