(Source: https://pltfrm.com.cn)
Introduction
In China’s ultra-competitive social media environment, standing out doesn’t mean being loud—it means fitting in, naturally. Native content—content designed specifically for the visual, behavioral, and cultural norms of a platform—is what drives performance on channels like Douyin, Xiaohongshu (RED), and WeChat. For overseas brands, crafting content that blends seamlessly into local feeds while subtly reinforcing brand identity is key to scalable visibility. This article explores the principles of native content design that generate results in China.
1. Match Platform Rhythm and Content Typology
Align with user habits unique to each platform
Douyin users expect vertical video, high energy, and sound-led content. On RED, audiences prefer slower, thoughtfully narrated posts with calming aesthetics. Brands should adapt tempo, framing, and tone to match user expectations.
Design for “feed blending,” not interruption
Your content should look like it belongs in the user’s feed. Avoid commercial banners, hard CTAs, or aggressive overlays. Use local aesthetics and soft entry to avoid “ad blindness.”
2. Use Native UI Features to Increase Engagement
Incorporate floating buttons, stickers, and swipe tools
WeChat’s Mini Program links, RED’s image carousels, and Douyin’s shopping cards aren’t gimmicks—they’re part of how users navigate. Seamlessly embedding these elements improves both UX and conversions.
Tap into bullet chat (弹幕) and comment overlays on Bilibili
For brands exploring Bilibili, integrating user comments into your visuals makes content feel alive and reactive—boosting social proof.
3. Humanize the Brand With Scenario-Driven Content
Showcase usage in local, everyday life—not sterile studios
Whether it’s a breakfast setup, streetwear in a subway, or a skincare routine in a dorm bathroom, native content must reflect the user’s world. Think less polished perfection, more social storytelling.
Use casual voiceovers or on-screen text to guide the viewer
Explain actions casually—“My 7 AM routine,” “What I wore on a rainy day”—to build relatability and increase saves.
4. Adapt Visual Language to Local Design Trends
Use typography, color palettes, and iconography native to China
Subtle font changes, stroke-weight, or red-toned filters can dramatically affect relatability. Look at top posts on RED and Douyin to see what’s trending visually.
Localize even the smallest UI and caption design choices
Chinese users expect familiarity with visual codes: swipe-up arrows, caption placement, and even emoji usage differ from Western norms. Use local references and test layouts iteratively.
Case Study: Australian Supplement Brand Increases Douyin Reach With Native Redesign
Initially struggling with low engagement, an Australian wellness brand switched from polished Western product videos to local creator-led content. They filmed “What’s in my gym bag” shorts featuring their products in locker room and outdoor scenarios, using native Douyin stickers and local slang captions. Engagement rose by 370%, with a 52% increase in product clicks to their WeChat Mini Program.
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!
