(Source: https://pltfrm.com.cn)
Introduction
Video platforms in China have emerged as powerful tools for brands to connect with a digitally savvy audience. By employing strategic approaches, businesses can harness these platforms to boost visibility, engagement, and conversions. This article delves into essential strategies for achieving success on these platforms.
1. Crafting Platform-Specific Content
1.1 Aligning with Platform Algorithms
Each video platform has unique algorithms that prioritize certain types of content. For instance, short, engaging videos with high user interaction (likes, comments, and shares) often get featured prominently. Brands should experiment with content formats and analyze performance metrics to optimize visibility.
1.2 Localization of Content
To resonate with Chinese consumers, adapt content to cultural nuances and preferences. This could involve using trending slang, leveraging culturally relevant themes, or incorporating popular music tracks. Localization creates an instant connection with your target audience.
2. Integrating Entertainment and Education
2.1 Edutainment as a Hook
Combine education with entertainment to captivate viewers. For example, a skincare brand could share skincare tips while demonstrating the benefits of its products in an engaging format. This builds credibility while keeping the audience entertained.
2.2 Gamification of Campaigns
Introduce interactive elements such as challenges or quizzes to engage users actively. Gamified campaigns often encourage participation and sharing, increasing your content’s reach and brand awareness.
3. Optimizing Influencer Partnerships
3.1 Choosing Niche Influencers
Instead of focusing solely on follower counts, prioritize influencers who have a highly engaged and niche audience. For example, a niche fitness influencer can be more impactful for a sportswear brand than a general lifestyle celebrity.
3.2 Co-Creating Content
Work closely with influencers to co-create authentic and engaging content. By allowing them creative freedom while aligning with your brand values, you can ensure content resonates with their followers.
4. Enhancing Engagement Through Interactive Features
4.1 Polls and Surveys
Interactive polls and surveys within videos or live streams help brands gather insights and encourage user interaction. For example, ask viewers to vote on their favorite product color or design, creating a sense of involvement.
4.2 Exclusive Live Sessions
Host exclusive live sessions to launch new products or provide behind-the-scenes glimpses. Incorporate live chat features to engage with viewers in real time, fostering a sense of connection and trust.
5. Case Study: Luxury Brand C’s Trend-Driven Campaign
Luxury Brand C capitalized on a viral dance trend by collaborating with popular influencers to create branded content. They integrated a subtle product placement within the videos, aligning with the trend’s playful nature. This approach resulted in over 30 million video views, a 60% increase in brand followers, and a significant uptick in online store visits during the campaign.
Conclusion
Success on China’s video platforms requires a strategic blend of localized content, engaging formats, and impactful influencer partnerships. By leveraging these strategies, brands can position themselves effectively in a competitive digital landscape.
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!
