(Source: https://pltfrm.com.cn)
Introduction
Video ads have become the driving force behind consumer engagement in China’s digital landscape. With platforms like Douyin, Bilibili, and Kuaishou dominating screen time, overseas brands must make informed decisions about where—and how—to advertise. This article helps decode the strengths of each major video ad channel and how to align platform selection with business goals.
1. Compare Platform Reach and User Profiles
1.1 Douyin
- Demographic: Predominantly Gen Z and young millennials in urban areas.
- Strength: Algorithm-powered viral content makes it ideal for high-reach brand introductions.
1.2 Kuaishou
- Demographic: Popular in lower-tier cities with users valuing authenticity.
- Strength: Strong community engagement with higher comment and share rates.
1.3 Bilibili
- Demographic: Loyal Gen Z base with interest in gaming, tech, and education.
- Strength: Longer watch time, ideal for detailed product narratives and creator partnerships.
2. Choose Formats Based on Objective
2.1 Awareness and Virality
- Douyin TopView: Full-screen splash video for 5 seconds when opening the app—great for product launches.
- Kuaishou In-Feed Ads: Seamless and cost-effective option to reach a wide base.
2.2 Engagement and Consideration
- Bilibili Co-Creation Content: Work with influencers to publish native, unforced reviews or tutorials.
- Benefit: Builds credibility and promotes detailed exploration of product benefits.
2.3 Direct Conversions
- Shoppable Video Tools: Platforms like Douyin and Kuaishou allow integration with e-commerce mini-programs.
- Tip: Embed time-sensitive offers and links that direct to Tmall or JD stores.
3. Streamline Video Production for Multi-Platform Use
3.1 Adaptable Templates
- Strategy: Use core scripts and storyboards that can be slightly modified per platform format.
- Benefit: Saves production cost while maintaining native relevance.
3.2 Language and Cultural Localization
- Local Voiceovers: Use regional accents or trending phrases to spark interest.
- Visual Norms: Add subtitles, colorful overlays, and “double-speed” visuals to match local consumption habits.
4. Budget Allocation Strategy
4.1 By Platform Priority
- High budget: Start with Douyin for mass exposure, followed by Bilibili for engagement depth.
- Test & Learn: Use A/B testing across platforms for the first 30 days, then shift budget to top-performing channel.
4.2 By Format Mix
- Combo Tactic: Pair brand awareness videos with retargeting using shorter reminder clips across multiple platforms.
- Outcome: Reinforces recall and drives higher ROI through layered exposure.
Case Study: Canadian Home Brand Scales Nationwide via Kuaishou
A mid-range Canadian home decor brand wanted to penetrate China’s lower-tier cities. Instead of focusing only on Douyin, they prioritized Kuaishou and created user-generated style transformation videos with local influencers. The result: a 3X increase in regional sales and a 48% lift in Tmall traffic. This hyper-localized video strategy allowed the brand to build relevance where traditional platforms underperformed.
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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