(Source: https://pltfrm.com.cn)
Introduction
In China’s highly social digital landscape, influencer ads offer unmatched potential to drive conversions, build credibility, and localize global brand voices. Whether on Douyin, Xiaohongshu, or Bilibili, the key is not just picking the right KOL, but aligning campaign formats, storytelling styles, and platform algorithms. This article unpacks top-performing tactics for overseas brands.
1. Picking the Right Influencer per Platform
1.1 Tier Matching and Brand Affinity
Top-tier KOLs bring credibility for national campaigns, while micro-influencers offer niche relevance. Ensure brand fit in lifestyle, tone, and audience demographics to maintain authenticity.
1.2 Cross-Channel Coordination
Use one influencer across Douyin, Xiaohongshu, and Weibo with customized scripts. Ensure consistent brand cues while adapting style to platform norms.
2. Creative Formats That Convert
2.1 Native Integration
On Douyin, favor skits or challenge-style videos that make the product part of the storyline. On Xiaohongshu, use aesthetic flat-lays or first-person narratives.
2.2 Limited-Time Hook Content
Incentivize clicks with time-limited discount codes, giveaways, or livestream countdowns. Use platform tools like Douyin’s coupon overlays and Xiaohongshu’s pinned comments.
3. Data Collaboration with Influencers
3.1 Shared Performance Dashboards
Ask influencers to provide click-throughs, saves, and repost metrics post-campaign. Compare against backend sales data to evaluate ROI and spot top-performing KOLs.
3.2 Feedback Loop for Iteration
Use mid-campaign metrics to tweak messaging or visuals. This enables agile adjustments to audience reactions in real time.
4. Post-Ad Retargeting Strategy
4.1 Retarget Viewers with Platform Ads
Use Tencent or Alibaba DSPs to retarget viewers who interacted with influencer content. Create dynamic ads reflecting the exact SKU or variant featured.
4.2 Convert via Private Traffic Channels
Pull warm leads into WeChat groups, mini-programs, or CRM systems. Offer exclusive perks or content to increase engagement and conversion.
Case Study: A Danish Organic Skincare Brand
A Danish skincare label collaborated with four mid-tier Xiaohongshu creators, each targeting different skin concerns. They followed with WeChat CRM engagement, where leads received personalized routines and vouchers. The campaign drove a 47% lift in new user acquisition and doubled repeat purchase rates within two months.
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!
