(Source: https://pltfrm.com.cn)
Introduction
In China’s digital ecosystem, ad performance is no longer judged by views alone—it’s judged by what users do next. From tapping, commenting, and sharing to creating their own spin-offs, engagement is at the core of successful ad campaigns. For overseas brands, adopting culturally tuned strategies that drive interaction is critical. This article explores the most effective engagement techniques used across China’s top platforms, and how SaaS-enabled tactics can scale them.
1. Spark Curiosity With Open-Ended Formats
1.1 Ask, Don’t Tell
Rather than declare a product benefit, pose a relatable question: “下班后的你会怎么放松？” (How do you relax after work?) or “你是#早C晚A还是相反?” (Are you morning coffee, evening alcohol—or the opposite?). Questions invite users into a conversation.
1.2 Create Mystery Around Outcomes
Short videos that start with a setup—“她每天做这件事，皮肤变好了” (She did this every day, and her skin improved)—hook the user emotionally and lead them through the full ad.
2. Let Users See Themselves in Your Content
2.1 Mirror Real-Life Scenarios
Show everyday struggles: a messy kitchen, a missed train, a forgotten gift. When users relate to the content, they’re more likely to react, comment, or tag a friend.
2.2 Diverse Faces and Roles
Include various demographics—students, parents, retirees—to broaden appeal. Regional diversity also matters: including accents or cityscapes can boost emotional connection and comment engagement.
3. Use Short-Term Challenges to Sustain Attention
3.1 7-Day and 30-Day Campaign Tracks
Offer daily prompts, check-ins, or rewards across a campaign arc. For example, “Join our 7-day water challenge” with shareable progress templates on Xiaohongshu or mini-program integration on WeChat.
3.2 Use Douyin Series to Build Momentum
Break content into multiple short episodes, each ending with a cliffhanger or poll. Users stay engaged over time and look forward to the next drop, which increases dwell time.
4. Deploy Tech to Make Engagement Feel Personalized
4.1 Dynamic Content Based on Browsing Behavior
Platforms like ByteDance Ads allow SaaS platforms to dynamically deliver ad versions based on user interest categories—whether skincare, gaming, or baby products. This boosts engagement because the ad feels tailored.
4.2 Real-Time Engagement Triggers
Push real-time content updates during livestreams or festivals. When a user clicks a promo ad, trigger an on-screen animation or drop a gamified badge. These microinteractions create emotional payoff.
5. Case Study: A Canadian Wellness Brand’s Xiaohongshu Playbook
Launching their new adaptogen product line, the brand focused on user engagement over pure branding. They created a “Monday Reset Routine” series with micro-influencers sharing short reels on stress relief. Each video ended with a prompt: “你最近的一次情绪崩溃是什么时候?” (When was your last emotional breakdown?) The honest tone encouraged vulnerability and storytelling in the comments. The brand responded to top replies with custom GIFs and added user suggestions into the next video. Result: 6.2x increase in engagement and a 2x lift in organic reach within three 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!
