(Source: https://pltfrm.com.cn)
Introduction
In today’s competitive digital landscape, online video ads have emerged as one of the most effective marketing tools in China. This article highlights key strategies for brands looking to maximize their reach through online video ads, providing detailed insights for businesses looking to expand into the Chinese market.
1. Understanding Consumer Behavior
1.1 Mobile-First Approach
Chinese consumers are highly mobile-centric, with most online video ads being consumed on smartphones. Brands must tailor their ad formats and content to optimize for mobile devices, ensuring a smooth and engaging user experience.
1.2 Video Preferences by Demographics
Different demographic groups in China engage with online video content in various ways. Younger audiences may prefer short, snappy videos on platforms like Douyin, while older demographics might lean toward longer-form content on WeChat. Understanding these nuances helps brands create more targeted ads.
2. Choosing the Right Platforms
2.1 Short-Form Video Platforms
Short-form video platforms such as Douyin and Kuaishou dominate the Chinese video ad space. Brands must create engaging, quick, and visually stimulating content to captivate users on these platforms, where attention spans are often shorter.
2.2 Long-Form Platforms
For brands targeting a more immersive experience, long-form video platforms like Youku or iQIYI offer opportunities to deliver deeper narratives. These platforms are ideal for storytelling and creating a lasting brand impression.
3. Crafting Engaging Video Content
3.1 The Importance of Storytelling
Chinese audiences respond well to ads that tell a compelling story. Crafting a narrative that resonates with local culture and values can create an emotional connection with viewers, increasing brand loyalty and engagement.
3.2 Interactive Features in Video Ads
Many video platforms in China offer interactive features, such as live comments and embedded links for direct purchasing. Including these elements can significantly enhance viewer engagement and lead to higher conversion rates.
4. Localizing Your Message
4.1 Adapting to Local Culture
Understanding local traditions, cultural sensitivities, and values is crucial for creating video ads that resonate with Chinese consumers. Localization goes beyond language—it involves aligning the brand’s message with Chinese cultural norms and current trends.
4.2 Use of Local Influencers
Partnering with local influencers or key opinion leaders (KOLs) can boost the credibility and reach of your video ads. Influencers have a deep understanding of their followers and can help brands authentically connect with their target audiences.
Case Study: Nike’s Douyin Campaign
Nike launched a successful campaign on Douyin, where they used short, culturally relevant video ads that emphasized self-expression, an important value among young Chinese consumers. By incorporating local influencers and interactive features like challenges, Nike saw a significant boost in brand engagement and an increase in sales across their product lines.
Conclusion
To succeed in China’s competitive market, brands need to understand local consumer behavior, choose the right platforms, and craft engaging, localized video content.
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!
