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Introduction
With over 600 million active users, Douyin offers unparalleled opportunities for overseas brands to build their presence in China. However, to succeed on this platform, creating content that is shareable and engaging is crucial. This article explores proven strategies for developing content that drives brand growth on Douyin.
- Developing Content that Taps into Chinese Trends
1.1 Spotting Viral Trends
Douyin thrives on trends that often go viral. Brands must monitor emerging trends to create relevant content that aligns with popular topics. By jumping on a trending hashtag or challenge, brands can quickly gain exposure to a larger audience.
1.2 Creating Trend-Driven Content
Tailoring brand messages to these trends helps make the content feel timely and relevant. This could mean incorporating trending music, themes, or visual effects into videos, all while staying true to the brand’s identity. - Storytelling Through Short-Form Videos
2.1 Emotional Storytelling
Douyin users are drawn to videos that evoke emotions. Brands that can create a narrative that resonates with viewers—whether through humor, inspiration, or nostalgia—are more likely to see higher engagement. The key is to craft stories that are relatable and engaging.
2.2 Behind-the-Scenes Content
Users enjoy exclusive, behind-the-scenes looks at brands. Whether it’s a sneak peek into how products are made or a glimpse into company culture, such content humanizes a brand and makes it more approachable. - Collaborating with Douyin Influencers
3.1 Building Long-Term Partnerships
Rather than focusing on one-off campaigns, brands can achieve greater success by forming long-term partnerships with Douyin influencers. These ongoing collaborations help build trust and create consistent brand messaging, increasing visibility over time.
3.2 Influencer-Generated Content
Encouraging influencers to create content featuring your products can generate authenticity and social proof. This user-generated content not only boosts credibility but also spreads your brand message more effectively. - Utilizing Douyin’s Paid Advertising Options
4.1 Targeted Ads
Douyin offers robust targeting options for brands looking to invest in paid advertisements. Brands can target users based on demographics, interests, and behaviors, ensuring that their ads reach the most relevant audience.
4.2 Branded Hashtag Challenges
Running branded hashtag challenges is a fun and effective way to engage Douyin users. This encourages participation and generates user content, expanding the reach of the campaign. - Analyzing Metrics for Continuous Improvement
5.1 Tracking Engagement Rates
Douyin provides in-depth analytics that allows brands to track engagement metrics such as likes, shares, comments, and completion rates. Analyzing these metrics helps brands refine their content strategy to maximize engagement.
5.2 A/B Testing
Testing different types of content and formats can help determine what resonates most with the target audience. A/B testing allows brands to experiment with creative approaches and identify the most effective content strategies.
Case Study: International Food Brand
A leading international food brand used Douyin’s influencer marketing and paid ads to create a viral campaign promoting their new snack line. They collaborated with a popular food influencer who created a challenge around trying the product. The campaign saw thousands of user-generated videos and drove substantial sales through Douyin’s integrated shopping features.
Conclusion
Creating shareable content on Douyin requires a deep understanding of the platform’s dynamics, including trends, user behavior, and influencer collaborations. By developing emotional stories, leveraging paid ads, and continuously refining strategies, overseas brands can effectively build their presence in China.
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!
