(Source: https://pltfrm.com.cn)
Introduction
China’s digital consumers are among the world’s most video-savvy audiences, with short-form platforms like Douyin, RED, and Kuaishou shaping how people discover, engage with, and purchase from brands. For overseas companies, success hinges not just on ad budget—but on video production quality, local cultural fluency, and storytelling agility. This article outlines the essential components of high-performing online video ad production in China, and how international brands can work with the right creative partners to thrive in this visual-first landscape.
1. Develop Platform-Tailored Creative Concepts
Design vertical-first content with mobile UX in mind
Chinese platforms demand portrait video formats, fast pacing, and full-screen visuals. Hooks must land within the first 2–3 seconds to prevent scrolling.
Align creative with platform DNA
Douyin prefers emotional, viral formats (e.g., surprise reveals, UGC-style dialogue), while RED favors aesthetic, informative clips with a soft brand presence. Kuaishou works well for rural and family-centric storytelling.
2. Use Local Production Teams With Cross-Platform Experience
Partner with studios fluent in Douyin, RED, and Bilibili dynamics
These teams understand what each algorithm rewards and how to craft content that passes platform review standards—crucial for paid campaigns.
Ensure localization across visuals, tone, and transitions
From Mandarin subtitles to everyday set design (e.g., school dorms, city parks), videos should feel natively Chinese—while still reflecting the global brand’s core identity.
3. Build Funnel-Specific Video Variants
Produce teaser, main, and retargeting cuts
Effective campaigns involve more than one hero video. Shorter versions help in retargeting, while behind-the-scenes or testimonial edits can support CRM engagement.
Include conversion elements within the video frame
Scannable QR codes, on-screen CTAs, or mini pop-ups help viewers act immediately—especially when directed to Mini Programs or product trial pages.
4. Plan for Agile Post-Production and Testing
Use A/B testing of thumbnails, copy, and soundtracks
A 0.5-second difference in pacing or title design can affect view-through rate. The best production teams prepare multiple variants for data-driven optimization.
Ensure content is modular and easily adaptable
If one platform underperforms, the same visuals can be re-edited into a better format for another—saving time and maximizing media ROI.
Case Study: Italian Beverage Brand Localizes Product Videos for Douyin
A sparkling water brand based in Milan produced a 3-part Douyin video series with a Shanghai agency, focusing on hydration in daily life—work, gym, social moments. The content featured subtle humor, localized slang, and dynamic transitions synced to trending music. Embedded CTAs led to a WeChat Mini Program for free samples. The series achieved over 6 million views and a 21% click-through rate, generating 35,000 leads for follow-up.
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!
