(Source: https://pltfrm.com.cn)
Introduction
Video content dominates China’s digital landscape, making video advertising an essential tactic for overseas brands entering the market. From short-form virality on Douyin to intent-driven streams on Bilibili, each platform offers distinct targeting, creative, and ROI capabilities. Understanding the right mix—and how to optimize for it—can significantly impact your ad performance in China’s highly visual consumer environment.
1. Understand the Leading Platforms by User Base
1.1 Douyin: The Viral Powerhouse
- Audience: Over 750 million monthly active users, mainly Gen Z and millennials.
- Content: Short-form, music-driven videos with strong algorithmic discovery. High ROI for beauty, fashion, and lifestyle brands.
1.2 Bilibili: Community and Long-Form Focus
- Audience: Young, tech-savvy users interested in gaming, tech, and anime.
- Strength: Ideal for storytelling, explainer videos, and niche product demos.
1.3 Kuaishou: Deeper Reach in Lower-Tier Cities
- Advantage: Strong in Tier 3+ cities with an emphasis on authenticity and community interaction.
- Tip: Great for mass-market FMCG or home products looking to scale nationwide.
2. Match Ad Format to Platform Algorithm
2.1 Douyin Ad Models
- Types: Native In-Feed Ads, Brand Takeovers, and TopView (splash screen).
- Performance: In-Feed Ads deliver the highest engagement with strong click-through and sharing rates.
2.2 Bilibili Sponsored Segments
- Approach: Brands often sponsor creators directly for long-form reviews, tutorials, or story integrations.
- Tip: Ensure creative freedom while aligning on message for credibility and audience trust.
2.3 Cross-Posting Strategy
- Method: Create a core video asset and tailor versions for each platform’s algorithm and audience behavior.
- Savings: Streamlined production costs while maximizing platform performance.
3. Budget Smartly by Platform Engagement Level
3.1 Cost Comparison
- Douyin: CPM ranges from ¥60–¥150 depending on targeting depth and ad format.
- Bilibili: Influencer packages vary widely; mid-tier creators start at ¥10,000 per integration.
- Kuaishou: Generally lower CPM but higher volume, making it ideal for budget-conscious reach.
3.2 Engagement Metrics
- Douyin: Strong CTR and virality for visually dynamic ads.
- Bilibili: Longer watch time, better for educational and product-deep-dive content.
4. Optimize Content for Chinese Viewing Behavior
4.1 Hook-Driven Intros
- Rule: First 3 seconds must catch attention—through motion, text overlays, or curiosity.
- Localization: Humor and emotional appeal (especially tied to trending challenges) work best.
4.2 Captioning and CTA Placement
- Chinese Norms: Subtitles are a must, even for Chinese-language videos.
- Call to Action: Use QR codes, pinned comments, or in-video gestures directing viewers to mini-programs or stores.
Case Study: Australian Skincare Brand Achieves 500% ROI with Douyin Launch
An Australian skincare label entered China with a Douyin-centric campaign. They produced 15-second native video ads using local influencers and trendy audio. Pairing these videos with a limited-time offer and linking directly to their Tmall store via embedded QR codes, the brand saw a 500% return on ad spend in the first month and increased brand searches by 240%.
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!
info@pltfrm.cn
www.pltfrm.cn
