(Source: https://pltfrm.com.cn)
Introduction
In China’s competitive digital ecosystem, visual content drives attention, engagement, and brand recall. Overseas brands need to craft visually compelling stories that resonate with local audiences across multiple platforms. This article explores effective strategies for using visual content to strengthen brand engagement while leveraging data and SaaS tools for optimization.
1. Understanding Local Visual Preferences
1.1 Platform-Specific Styles
Tailored Design:
Different Chinese social platforms have unique visual norms. Douyin prefers dynamic, fast-paced videos, while Red favors polished, lifestyle-focused imagery. Understanding these preferences ensures visuals resonate with users.
Execution Tip:
Regularly analyze trending visual formats on each platform to inform content production.
1.2 Cultural Context
Local Resonance:
Incorporating Chinese cultural elements such as colors, symbols, and festivals enhances relatability.
Outcome:
Visuals that align with cultural expectations increase engagement and shareability.
2. Storytelling Through Imagery
2.1 Narrative Visuals
Storytelling Design:
Use images and videos to tell a coherent story that connects emotionally with consumers.
Benefit:
Narrative-driven visuals encourage longer engagement and higher recall.
2.2 Product-Centric Storytelling
Functional Demonstration:
Showcasing product usage, benefits, and lifestyle integration visually helps consumers understand value quickly.
SaaS Support:
Content management platforms can track which visual formats drive conversions effectively.
3. Interactive Visual Formats
3.1 Short-Form Video
Engagement Driver:
Short videos on Douyin or Kuaishou are highly effective for generating attention and interactions.
Practical Tip:
Combine dynamic visuals with clear call-to-actions to increase engagement.
3.2 AR and Filters
Immersive Experience:
Augmented reality filters and mini-games engage users and create memorable experiences.
Benefit:
Interactive visuals encourage shares and user-generated content, amplifying reach.
4. Collaboration With Influencers
4.1 KOL Visual Partnerships
Authentic Reach:
Collaborating with influencers ensures content is seen by the target audience while maintaining credibility.
Best Practice:
Align visual style and storytelling with the influencer’s personal brand.
4.2 Community-Driven Content
User Participation:
Encourage consumers to share photos or videos using branded hashtags to increase organic engagement.
Outcome:
This strengthens brand authenticity and boosts reach across platforms.
Case Study: Korean Cosmetics Brand Boosting Red Engagement
A Korean cosmetics brand used visually-rich tutorials, product flat lays, and influencer-led beauty content on Red. By localizing visuals to Chinese beauty standards and seasonal trends, the brand achieved a 40% increase in engagement and a 28% increase in repeat purchases within six months.
Conclusion
Visual content is essential for capturing attention and driving engagement in China. By leveraging culturally relevant visuals, narrative storytelling, interactive formats, and influencer partnerships, overseas brands can maximize impact and build lasting consumer relationships.
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!
