(Source: https://pltfrm.com.cn)
Introduction
With over 750 million monthly active users, Douyin is China’s go-to platform for short-form entertainment and social commerce. But for overseas consumer brands, success on Douyin depends on choosing the right ad formats—and executing them with cultural precision. From performance-driven native ads to viral hashtag campaigns, Douyin’s ecosystem offers multiple ways to build awareness, engagement, and conversion. This article breaks down the most effective ad formats for overseas brands looking to scale quickly on China’s leading video platform.
1. TopView (Opening Screen Ads) for High-Impact Brand Launches
What it is: A full-screen ad that appears immediately when a user opens the app
TopView ads offer 3–5 seconds of unmissable attention, perfect for product launches, brand debuts, or campaign milestones.
Why it works: Guaranteed reach and premium placement make this format ideal for awareness-building, especially when paired with follow-up retargeting or KOL amplification.
2. Spark Ads: Amplify Credible KOL Voices at Scale
What it is: An ad format that boosts existing creator content through Douyin’s paid ecosystem
Spark Ads retain the creator’s original post structure—username, likes, comments—while reaching a broader audience via targeting.
Why it works: The ad preserves trust and relatability while unlocking scale. Overseas brands use it to validate new products or services without feeling overly commercial.
3. In-Feed Ads Linked to Mini Program or Product Pages
What it is: Short-form video ads with clickable CTAs leading to brand storefronts, livestreams, or Mini Programs
Videos appear within users’ “For You” feed and are skippable—but compelling content drives deep engagement.
Why it works: Strong creatives using trending sounds, challenges, or influencer storytelling significantly increase click-through to commerce or CRM entry points.
4. Branded Hashtag Challenges for Viral Reach and UGC
What it is: A brand-owned hashtag plus music track, promoted via influencers and Douyin’s ad engine
Ideal for fashion, food, and wellness categories where participation drives momentum and brand memorability.
Why it works: When timed with cultural events (like Qixi or 520) or paired with giveaway mechanics, branded challenges often result in thousands of UGC videos and measurable follower growth.
Case Study: French Haircare Brand Builds Market Presence With TopView + Spark Combo
A Paris-based haircare company debuted in China using a TopView ad to launch its “Clean Curl” collection. Simultaneously, it worked with RED creators to post review content, which was then scaled on Douyin using Spark Ads. Within one week, the campaign generated over 18 million impressions, 320,000 ad interactions, and a 22% boost in Mini Program signups—most from first-time viewers.
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!
