(Source: https://pltfrm.com.cn)
Introduction
Standing out in China’s crowded digital space requires more than good visuals—it demands optimized creativity tailored to platform behaviors, regional trends, and user preferences. For overseas brands, optimizing ad creatives is the bridge between awareness and conversion. This article outlines key tactics to refine ad content for the Chinese market, using data, localization, and smart creative workflows to drive results.
1. Localize Every Element of the Visual Identity
1.1 Fonts, Colors, and Symbols
Fonts like 黑体 or 微软雅黑 are visually native to Chinese audiences, while red, gold, and jade are associated with good luck and premium positioning. Including culturally relevant symbols—like koi fish for prosperity—can immediately connect with viewers.
1.2 Language and Tone
Avoid direct translation. Use local idioms, emotional phrasing, and casual, native expressions. For example, instead of “Buy Now,” use phrases like “快来体验” (Come try it!) or “错过等一年” (Miss it and wait another year).
2. Use A/B Testing to Identify Winning Variants
2.1 Headline vs. Hook Testing
Test different versions of copy across WeChat, Douyin, and Xiaohongshu. What works in English may not perform in Mandarin. SaaS-based A/B testing tools help identify whether humor, authority, or simplicity performs better for each user segment.
2.2 Creative Asset Comparisons
Test static images against motion graphics or live-action video. For example, in some verticals (like cosmetics), user-generated-style content vastly outperforms polished branded videos.
3. Optimize for Scroll Behavior and View Duration
3.1 Mobile-First Formatting
Chinese platforms are heavily vertical. Keep CTAs in the top third of the frame. Avoid overly complex text overlays. On Douyin, the first 1.5 seconds determine whether a user scrolls past—so lead with your strongest visual or message.
3.2 Eye-Tracking Patterns
Use heatmap tools to understand where users focus attention. Shortened transitions, larger subtitles, and focal-point placement (center-left) can increase view time and engagement.
4. Personalize Creatives With Smart Targeting
4.1 Regional Language or Imagery
Running separate creatives for Shanghai vs. Chengdu—adjusting dialects, backgrounds, and visual styles—creates stronger resonance. SaaS ad platforms now allow for automated deployment of region-specific versions at scale.
4.2 AI-Driven Interest Mapping
Platforms like Tencent Ads offer AI-based user profiling. Use this to trigger dynamic creative based on hobbies, recent searches, or previous video engagement to maximize conversion potential.
5. Case Study: A Korean Beauty Brand’s WeChat Campaign
To launch a new serum in China, the brand initially relied on standard product shots and global brand videos. CTR was underwhelming. By partnering with a local creative team, they replaced the ads with 6-second vertical clips featuring user testimonials in Mandarin, local influencer reviews, and embedded mini-program shopping links. A/B testing revealed that clips with local accents and street-style backgrounds outperformed studio shots. The new campaign lifted conversions by 210% within four 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!
