(Source: https://pltfrm.com.cn)
Introduction
Douyin is no longer just a content platform—it’s a commerce powerhouse and conversion machine. For overseas consumer brands entering China, leveraging Douyin’s ad formats effectively can mean the difference between low-funnel traction and wasted spend. But not all formats are created equal. To drive brand lift, user engagement, and conversion, ad creative must feel local, platform-native, and aligned with user expectations. This article outlines the Douyin ad formats most effective for global consumer brands expanding into China.
1. Spark Ads: Power Creator Content With Paid Reach
What it is: Brands sponsor and boost organic creator videos with Douyin’s ad tools
This hybrid format keeps original user handles and engagement visible, blending trust with scale.
Why it works: Spark Ads retain the authenticity of KOL content while unlocking the reach of paid media. Ideal for building social proof and trust around new products.
2. Native In-Feed Ads With CTA Integration
What it is: Short-form video ads inserted directly into users’ For You feed
These 5–60 second ads can include buttons linking to brand profiles, livestreams, Mini Programs, or product detail pages.
Why it works: Properly localized, these ads drive awareness and action without disrupting the user experience. When paired with trend-based content, they often outperform static banners.
3. Branded Hashtag Challenges (with KOL Anchors)
What it is: Brands launch interactive challenges with custom tags, music, and creator partnerships
These campaigns generate UGC and spark viral momentum, especially in fashion, beauty, and lifestyle categories.
Why it works: Challenges invite participation. Users contribute content that expands the campaign reach, while KOLs provide the anchor content that guides the theme and tone.
4. Livestream Ads That Drive Event Participation
What it is: Pop-ups or full-screen banners linking to live selling sessions
Brands often pair this with co-hosted livestreams or brand ambassador events.
Why it works: Douyin’s commerce features are now mature. Live events with a host plus targeted traffic often outperform static ad formats—especially during shopping festivals or product drops.
Case Study: UK Snack Brand Drives Brand Awareness With Branded Challenge and Spark Ads
A UK-based healthy snack company launched in China with a #SnackSwitchChallenge led by three Douyin creators. The campaign encouraged users to share their own healthy snack swaps. Simultaneously, the brand used Spark Ads to boost the top-performing creator post. The result: 48,000+ UGC videos, a 23% uplift in Douyin follower base, and 6.5 million total campaign interactions over two weeks.
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!
