(Source: https://pltfrm.com.cn)
Introduction
In China’s crowded digital advertising scene, video ad platforms are not created equal. Each offers unique strengths depending on your brand’s goals—be it rapid reach, deep user engagement, or long-form storytelling. For overseas brands, picking the right combination is key to unlocking ROI. This article breaks down the strengths of major platforms and how to allocate your video budget effectively.
1. Align Platform Selection with Campaign Objectives
1.1 Awareness Campaigns
- Douyin & Kuaishou: Best for wide-scale visibility with younger, mobile-first audiences.
- Format Tip: Use TopView or In-Feed Ads for maximum first-impression impact.
1.2 Education and Consideration Stages
- Bilibili: Suited for explaining product features, demos, or reviews in a narrative-driven format.
- Strategy: Engage creators to build trust with in-depth product breakdowns.
1.3 Conversion-Focused Journeys
- WeChat Channels & JD Live: These support native commerce links and drive purchase actions directly.
- Tactic: Embed QR codes, exclusive offers, and countdown timers within short-form ads.
2. Use Data-Driven Creative Optimization
2.1 Real-Time Feedback Loops
- Tooling: Platforms like Douyin offer performance dashboards with CTR, engagement rate, and watch-through rate.
- Actionable Use: Refine ad creative every 5–7 days based on top-performing hooks or CTAs.
2.2 AI Tools for Variation Testing
- Approach: Run multiple versions of video intros, captions, and product highlights to identify top performers.
- Result: Reduces content fatigue and increases retention over time.
3. Prioritize User Experience Across Devices
3.1 Mobile-First Content Strategy
- Design Rule: 9:16 aspect ratio is mandatory; optimize for portrait mode with subtitle overlays and vertical motion.
- Time Sensitivity: Keep ad lengths between 6–15 seconds for Douyin and Kuaishou; go up to 2–5 minutes for Bilibili if narrative-driven.
3.2 Audio and Subtitle Use
- Cultural Insight: Many Chinese users watch without sound—ensure clear subtitle formatting and visual storytelling.
- Accessibility: Bright colors and fast transitions often increase attention rates.
4. Localize Platform Strategy Based on Region and Audience
4.1 Tier 1 vs. Tier 3+ City Preferences
- Douyin & Bilibili: Stronger presence in Tier 1–2 cities with consumers expecting higher production quality.
- Kuaishou: More traction in Tier 3+ regions with community-style, user-generated content.
4.2 Niche Platforms Emerging
- Zhihu Video & Xiaohongshu: Excellent for product explainers and soft-sell stories. Include them for targeted verticals like tech, skincare, and education.
Case Study: German Kitchen Appliance Brand Grows Brand Lift 320% on Bilibili
A premium German brand launched a series of tutorial videos on Bilibili showing how to use their steam ovens for Chinese recipes. Collaborating with lifestyle creators, the brand shared content that combined local cooking tips with product utility. The series drove 320% brand lift in user searches within two months and helped increase Tmall conversions by 43% through embedded links.
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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