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Introduction
China’s Gen Z, born into a digital-first world, spends hours daily on platforms like Douyin and Bilibili, craving fast-paced, entertaining content that feels authentic and relatable. For overseas brands entering the Chinese market, mastering short-form video is no longer optional—it’s essential for building awareness, fostering emotional connections, and driving conversions among this influential demographic. In this article, we share proven tactics to create viral-worthy videos that resonate deeply with young Chinese consumers.
- Understanding Platform Dynamics for Gen Z Engagement
1.1 Douyin as the Primary Battlefield Algorithm-Driven Visibility: Leverage Douyin’s powerful recommendation system by producing high-engagement videos under 60 seconds that encourage likes, comments, and shares from the first few seconds. This approach ensures rapid exposure to millions of Gen Z users who discover brands through their For You Page. Trend Integration: Monitor and participate in real-time challenges or trending sounds, adapting them to showcase your brand’s personality in a fun, non-salesy way. Gen Z values creativity over polished ads, leading to higher organic reach and trust. Transition Tip: Strong performance on Douyin often spills over to other platforms, amplifying overall campaign impact.
1.2 Bilibili for Deeper Storytelling Longer-Form Shorts: Utilize Bilibili’s acceptance of 1-5 minute videos to tell mini-stories or tutorials that align with niche interests like gaming or lifestyle. This format allows for more detailed brand narratives that Gen Z appreciates for their educational value. Community Interaction: Encourage bullet comments (danmu) by posing questions in videos, turning passive viewing into active participation. This builds a loyal community around overseas brands entering China. - Crafting Authentic and Relatable Narratives
2.1 Humor and Memes as Entry Points Localized Humor: Incorporate popular Chinese internet slang, memes, or situational comedy that reflects everyday Gen Z life, such as work stress or campus culture. This makes overseas brands feel approachable and culturally attuned. Self-Deprecating Style: Avoid overly promotional tones; instead, use light-hearted self-mockery to humanize the brand. Young consumers respond positively, viewing the content as entertaining rather than advertising.
2.2 Emotional Resonance Through Storytelling Value Alignment: Highlight themes like individuality, sustainability, or self-improvement that mirror Gen Z priorities. Short stories showing real-life applications of products create emotional bonds quickly. User Perspective: Film from a first-person view or feature everyday Chinese youth to boost relatability. This authenticity drives shares and comments, essential for algorithmic success. - Leveraging Effects and Music for Viral Potential
3.1 Creative Visual Effects AR Filters and Transitions: Use Douyin’s built-in AR tools or custom effects to create interactive experiences, like virtual try-ons for fashion or beauty brands. Gen Z loves experimenting with these for their own content creation. High-Energy Editing: Fast cuts, vibrant colors, and unexpected twists keep attention in a scroll-heavy environment. This technique has helped many overseas brands achieve millions of views overnight.
3.2 Trending Audio Synchronization Sound Selection: Pair videos with trending Douyin tracks or remixes that evoke specific moods, ensuring perfect lip-sync or dance integration. Music is a core driver of Gen Z engagement on these platforms. - Driving Interaction and Conversion
4.1 Calls to Action in Video Duet and Stitch Features: Invite users to duet or stitch your content, sparking user-generated campaigns. This turns viewers into co-creators, exponentially increasing reach. Hashtag Challenges: Launch branded challenges with simple participation rules and prizes, encouraging mass involvement among Gen Z.
Case Study: A European Cosmetics Brand’s Douyin Breakthrough
An overseas cosmetics brand partnered with mid-tier KOLs on Douyin to launch a “Daily Glow Transformation” series. Videos featured quick makeup routines using trending effects and popular upbeat tracks, showcasing how products fit into busy Chinese student life. The campaign emphasized natural, effortless beauty aligned with Gen Z’s preference for authenticity. Within weeks, it garnered over 50 million views, thousands of user duets, and a significant sales uplift through in-video shopping links, proving the power of platform-native short-form content for market entry.
Conclusion
Short-form video on platforms like Douyin and Bilibili offers overseas brands a direct path to China’s Gen Z hearts—through authenticity, creativity, and seamless interaction. By focusing on entertaining, relatable content that sparks participation, brands can turn passive scrollers into active advocates and loyal customers.
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!
