(Source: https://pltfrm.com.cn)
Introduction
Video content has become a primary driver for engagement and sales in China’s health market. Overseas brands that produce visually compelling, culturally relevant videos can educate consumers, showcase product benefits, and build trust. Effective video strategies help brands stand out in a highly competitive digital environment.
1. Short-Form Video Excellence
1.1 Mobile-Friendly Formats:
Focus on vertical videos optimized for mobile devices, as most Chinese consumers browse on smartphones. Short, concise clips improve retention and engagement.
1.2 Captivating Openers:
Use the first 3–5 seconds to highlight the product benefit or problem it solves. Strong openers increase the likelihood of viewers watching the full video.
2. Demonstrating Product Benefits
2.1 Clear Usage Showcase:
Show products in real-life applications, such as morning wellness routines or meal supplementation. Demonstrating usage helps consumers visualize incorporating the product into their daily lives.
2.2 Visual Education:
Overlay key product details like ingredients, certifications, or functional benefits. Visual explanations simplify complex information and enhance credibility.
3. Authentic Storytelling
3.1 Lifestyle Integration:
Incorporate everyday scenarios to demonstrate how the product supports health goals. Relatable storytelling encourages trust and repeat engagement.
3.2 Influencer Narratives:
Partner with wellness influencers to narrate their personal experience with the product. Their authentic stories resonate strongly with Chinese audiences.
4. Interactive and Engaging Video Formats
4.1 Polls and Challenges:
Incorporate interactive elements like quizzes, challenges, or swiping options to boost engagement. Interactive content increases dwell time and encourages sharing.
4.2 Live Demonstrations:
Host live video sessions to showcase product usage and answer consumer questions in real time. Live formats foster trust and encourage immediate purchases.
5. Case Study: NutriMax Daily Supplements
NutriMax, an overseas supplement brand, launched a series of 20-second short videos demonstrating daily usage and benefits on Douyin. Engagement increased by 57%, and Tmall sales rose by 33% in the first two months, highlighting the impact of authentic, product-focused video content.
Conclusion
Health-focused video content that is short, interactive, and authentic can significantly boost engagement and conversions for overseas brands in China. By demonstrating product benefits and integrating lifestyle storytelling, brands can capture consumer attention effectively.
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!
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