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Introduction
In China’s hyper-engaged digital environment, short-form video has become a dominant force in influencing consumer behavior. Platforms like Douyin, Kuaishou, and Bilibili provide rich opportunities for overseas brands to connect with local audiences through visually engaging, mobile-first ad formats. This article breaks down key video ad tactics that help overseas SaaS and consumer brands localize content effectively, enhance engagement, and drive measurable ROI.
1. Audience-First Creative Development
1.1 Localized Storytelling:
Chinese audiences are drawn to narratives that reflect their values and daily experiences. Crafting localized stories—using cultural references, trending memes, or dialect-specific humor—can elevate brand relatability and virality across platforms like Douyin.
1.2 Customer-Centric Scripts:
Strong video ads address user pain points directly, especially for SaaS tools. Use dialogue or on-screen copy to reflect typical frustrations or desires, and highlight how your product fits seamlessly into the viewer’s life or workflow.
2. Platform-Optimized Video Formats
2.1 Douyin and Kuaishou Short-Form:
These platforms favor 15–60 second vertical videos with high entertainment or educational value. Keep visuals crisp and hook viewers within the first three seconds to minimize swipe-away risk.
2.2 Bilibili Explainer Videos:
For more complex SaaS solutions or B2B offerings, long-form explainers with animated walkthroughs or tutorial-style delivery on Bilibili are more effective. The key is balancing depth with viewer retention.
3. Smart Use of Captions, Stickers, and CTAs
3.1 On-Screen Text and Auto-Captions:
Since many users browse with sound off, ensure all essential messaging is reinforced via on-screen captions. Tools like Jianying (剪映) help automate this while adding native aesthetic stickers.
3.2 Interactive CTAs:
Use clickable elements native to the platform—like mini-program buttons, form-fill overlays, or direct links to e-commerce stores—to drive conversions within the video session.
4. Precision Targeting with AI-Powered Tools
4.1 AI Segmentation and Timing:
Platforms like Douyin Ads Manager enable AI-based audience segmentation based on behavior, gender, region, and purchase intent. Matching ad content to micro-segments improves ROI and relevance.
4.2 Retargeting and Lookalike Audiences:
Use your first-party data to retarget users who have watched 75%+ of your ad or interacted with previous campaigns. Combine this with lookalike expansion to reach new users likely to convert.
5. Testing, Iteration, and Budget Scaling
5.1 A/B Testing for Creatives:
Test variations in hooks, visuals, or CTA positioning using Douyin’s ad testing features. Even subtle changes—like color palette or font size—can drastically affect CTR and engagement.
5.2 Performance-Based Budgeting:
Start with small daily spends, then auto-scale budgets to top-performing videos based on CPA or ROAS metrics. This approach aligns well with SaaS models that rely on trial-to-paid conversion.
Case Study: A U.S. Fitness App Grows Daily Installs by 3x on Douyin
A U.S.-based fitness app entering China faced low trial conversion due to generic messaging. Working with a local video production team, the brand localized content into 30-second lifestyle clips featuring young urban professionals doing short workouts at home. Douyin’s AI targeting was used to segment fitness-conscious Gen Z audiences in Tier 1 and Tier 2 cities. After 2 rounds of A/B testing and CTA optimization, the campaign tripled daily installs and halved the cost per acquisition in just 4 weeks.
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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