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Introduction
Douyin, China’s version of TikTok, has transformed how consumers discover and interact with brands. With over 700 million daily active users, it’s not just a content platform—it’s a full-scale branding and commerce ecosystem. For overseas brands entering the Chinese market, Douyin offers an unmatched opportunity to establish visibility and trust. This article explores creative yet practical strategies to build a strong, scalable brand identity on Douyin, particularly for consumer goods and SaaS platforms.
1. Start with a Compelling Visual Identity
1.1 Native-First Video Styling:
Your brand’s Douyin presence begins with visual consistency. Use platform-native transitions, popular music, and vertical video formats to match user expectations. Avoid overly polished content—raw and relatable often performs better.
1.2 On-Brand Captions and Overlays:
Maintain consistency in fonts, subtitles, and brand colors across all videos. Use Chinese-language overlays to reinforce messaging, especially for silent viewers. Branding should be subtle yet memorable.
2. Build a Content Series, Not Just One-Off Posts
2.1 Episodic Formats:
Create series like “User Tips of the Week” or “Founder Q&A Fridays.” Consistent programming builds follower loyalty and signals that your brand is here to stay—not just testing the waters.
2.2 Use Repetition to Reinforce Brand Values:
Repeat key slogans or taglines in intros and outros. Repetition—when executed creatively—builds brand association faster in Douyin’s rapid-scroll environment.
3. Incorporate Product Naturally Into Storytelling
3.1 Show, Don’t Sell:
Avoid hard-selling. Instead, feature your product in action: a SaaS tool helping solve a real pain point, or a food item prepared during a relatable morning routine.
3.2 Contextual Integration:
Anchor your product within user lifestyles. For instance, a wellness app can be shown helping a young professional decompress at night, rather than just showcasing features on a screen.
4. Utilize Douyin Creator Partnerships for Momentum
4.1 Co-Branded Content With Micro-Influencers:
Collaborate with mid-tier Douyin creators for co-branded posts. These influencers often offer high engagement and know what storytelling resonates best with their niche.
4.2 Use Duet and Stitch Features Creatively:
Encourage users to interact with your content by launching Duet challenges or response prompts. This not only increases visibility but fosters authentic engagement.
5. Turn Followers Into Advocates With Interactive Tactics
5.1 Comments and Live Interactions:
Reply to comments using video replies, and host live Q&A sessions where you address user questions. This builds trust and demonstrates that your brand is responsive and human.
5.2 Launch Hashtag Challenges:
Branded hashtag campaigns incentivize user-generated content. SMEs or DTC brands can offer small rewards for participation, driving both awareness and loyalty.
Case Study: A Dutch Water Bottle Brand Builds Identity Through Micro-Stories
A Dutch reusable bottle brand launched in China by producing 15-second Douyin videos showing everyday sustainability moments: biking to work, using refill stations, and avoiding plastic. Each video featured the brand logo subtly and ended with a catchy line in Chinese. They collaborated with local eco-lifestyle influencers who reposted with their own stories. Within two months, they gained over 35,000 followers and saw a 22% click-through rate to their Mini Program store.
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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