(Source: https://pltfrm.com.cn)
Introduction
In China’s digital ecosystem, platforms like Douyin, WeChat, Xiaohongshu, and Bilibili aren’t just channels—they’re immersive environments where users expect interactive, mobile-first brand experiences. For overseas brands, success hinges on understanding the creative ad formats that perform best across each platform. In this article, we break down the most effective ad formats for capturing attention and driving engagement in China’s unique digital space.
1. Vertical Video Ads: The Dominant Format Across Platforms
1.1 Douyin and Kuaishou Full-Screen Ads
Short vertical videos are the backbone of engagement on Douyin. These autoplay in-feed ads should feel native, with strong visual hooks and minimal branding in the first 3 seconds.
1.2 Interactive Overlays and CTAs
Include swipe-up gestures, countdown offers, or sticker-like overlays encouraging interaction. These formats increase click-through rates and reduce ad fatigue.
2. WeChat Ecosystem Ads: Seamless Integration for Trust
2.1 Moments Ads for Soft Branding
These native-feeling ads appear between social posts. The best formats replicate the style of personal content, using lifestyle images, short copy, and a clear CTA button like “Learn More” or “View Mini Program.”
2.2 Mini Program Pop-Up Ads
Interstitial ads within Mini Programs can direct users to shopping, registration, or campaign landing pages. They’re highly effective for ecommerce and lead gen.
3. Xiaohongshu & Bilibili: UGC-Styled Content First
3.1 Native Post Amplification on Xiaohongshu
Paid post boosting is most effective when the content mimics influencer storytelling—featuring product unboxing, aesthetic visuals, and problem-solving narratives.
3.2 Interactive Cards and End Screens on Bilibili
Video ad end screens with clickable choices allow users to watch product demos, sign up for events, or enter giveaways—making viewers part of the brand experience.
4. Interactive Ad Formats That Drive Results
4.1 Shake, Slide, or Scan Ads
Gamified formats such as Douyin’s “shake to unlock coupon” or WeChat’s “scan to win” combine motion-based interactivity with conversion triggers, especially effective during holidays or sales events.
4.2 Live Commerce Ad Insertions
Run dynamic overlays or flash offers inside livestreams, paired with one-tap product links. This format blends urgency with real-time audience attention.
Case Study: Australian Skincare Brand Scales Douyin Sales with Creative Ads
A premium Australian skincare brand used vertical video ads on Douyin that mimicked KOL reviews, followed by shake-to-unlock coupons and QR redirects to its Mini Program. The creative assets featured motion graphics, testimonial clips, and a time-based promo. CTRs rose 78%, and product trial conversions increased 3.1x within the first month.
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!
