(Source: https://pltfrm.com.cn)
Introduction
China’s digital market is one of the most complex and competitive advertising environments in the world. For overseas brands, success depends on selecting the right creative ad formats that align with platform norms, user behaviors, and mobile-first expectations. From short video to interactive WeChat Moments, this article explores the ad formats proven to drive attention and results in the China market.
1. Vertical Video Ads: The Gold Standard for Engagement
1.1 Douyin and Kuaishou In-Feed Videos
Short, vertical video ads dominate on Douyin and Kuaishou. These are designed to be fast-paced and emotionally compelling, often featuring influencer-style narration and native hashtags.
1.2 Sound, Subtitle, and Speed Optimization
Chinese mobile users often watch with sound off—so subtitles, motion graphics, and strong visual storytelling are essential to grab and retain attention.
2. WeChat Ad Formats That Convert
2.1 WeChat Moments Carousel Ads
Carousel units allow brands to tell a story over multiple slides. Successful creatives use this to showcase product benefits, compare SKUs, or guide users to Mini Programs.
2.2 In-Mini Program Pop-Up Ads
These ads appear within popular Mini Programs, offering a low-disruption, high-conversion opportunity to engage users already deep in mobile interactions.
3. Influencer-Style Content on Xiaohongshu and Bilibili
3.1 Native Storytelling Posts on Xiaohongshu
Branded content that mimics authentic product diaries—featuring unboxing, real user voice, and personal tone—outperforms traditional ad-looking formats on Xiaohongshu.
3.2 Bilibili Sponsored Segments and End Cards
Bilibili’s younger audience responds to creative sponsorships embedded within videos. Use animated end cards with links to products, downloads, or Mini Programs.
4. Gamified and Interactive Units
4.1 Shake-to-Claim and Tap-to-Flip Ads
These creative formats are highly interactive, turning ad consumption into playful brand interaction. Ideal for holiday sales, flash promotions, or lead generation.
4.2 Instant Coupon and Countdown Banner Ads
Time-limited visuals—like countdown timers or “grab now” banners—perform well on ecommerce-heavy platforms like JD and Tmall, particularly during shopping festivals.
Case Study: U.S. Skincare Brand Grows Sales Using Creative Carousel and Video
A U.S. skincare brand broke into China’s market by combining vertical video ads on Douyin with carousel ads on WeChat Moments. The creative approach included 15-second story-style demos and step-by-step skincare routines across cards. The campaign led to a 68% increase in Mini Program traffic and a 2.4x lift in trial kit purchases.
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!
