(Source: https://pltfrm.com.cn)
Introduction
Douyin, China’s dominant short video platform, offers unmatched opportunities for overseas brands to capture attention and drive conversions—if used strategically. With over 750 million daily active users, Douyin isn’t just about entertainment; it’s a commerce engine where ad formats, algorithmic targeting, and creator partnerships all converge. In this article, we explore key advertising strategies on Douyin that are driving measurable results for international brands in China.
1. Leveraging Douyin’s Algorithmic Targeting
1.1 Behavior-Driven Recommendations
Douyin’s algorithm prioritizes content relevance over follower count. Ads that mirror organic video styles and engage users early get preferential placement, especially for newly launched accounts with minimal history.
1.2 Lookalike Audience Segmentation
Brands can input seed audiences (like prior purchasers or followers) and use Douyin’s backend tools to scale outreach to similar users—matching preferences in browsing history, engagement, and spending power.
2. Using Native Ad Formats for Seamless Integration
2.1 In-Feed Video Ads
These skippable, full-screen videos appear within the main feed, making them ideal for high-impact storytelling. To succeed, brands localize their visuals, add Chinese subtitles, and place product offers within the first 3 seconds.
2.2 TopView Ads for Launch Moments
TopView ads occupy the premium first impression slot when the app opens. Overseas brands can use this space to announce new product drops, retail activations, or livestream countdowns, creating instant awareness.
3. Collaborating with Douyin Creators for Authentic Reach
3.1 KOL Partnerships with Micro and Mid-Tier Creators
Instead of over-investing in mega influencers, brands often see better ROI with creators in the 50K–500K follower range who have high trust and engagement within niche verticals.
3.2 Script Control + Creator Freedom
Successful collaborations blend brand messaging with the creator’s authentic tone. Instead of rigid scripts, brands provide prompts or themes while allowing influencers to shape the delivery in their voice.
4. Driving Action Through Livestream Integration
4.1 Flash Sale Campaigns
Douyin’s livestreaming ecosystem supports direct product sales. Running limited-time deals through KOL-led livestreams triggers urgency and accelerates buying decisions.
4.2 Comment-Driven Interaction Tools
Features like product voting, live quizzes, and real-time Q&A can turn passive viewers into active participants—significantly boosting both engagement and cart adds during the broadcast.
Case Study: Australian Skincare Brand Goes Viral with Douyin Launch
An Australian clean beauty brand entered China with a 3-tier Douyin campaign: teaser in-feed videos, creator collaborations, and a TopView ad leading to a KOL-hosted livestream. By localizing visual assets and promoting user-generated content via a branded hashtag challenge, the campaign generated 35 million video views and converted over 8,000 new buyers through the livestream channel within the first 2 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!
