(Source: https://pltfrm.com.cn)
Introduction
Short video is the engine of brand awareness in China’s mobile-first economy. As users shift from static content to immersive, vertical video formats, brands must evolve with local trends to stay visible and relevant. Platforms like Douyin, RED, and Kuaishou are continuously reshaping how users discover, engage with, and share branded content. This article highlights the latest short video trends that overseas brands can adopt to build high-impact awareness in China’s crowded digital landscape.
1. Cinematic Storytelling in Vertical Format
Brands use short-form film techniques to dramatize everyday moments
Luxury and lifestyle brands are embracing 9:16 storytelling with visual flair—slow pans, color grading, emotional music—to elevate their content. These short films feel aspirational yet relatable.
Episodes with cliffhangers drive rewatch and shareability
A 15-second scene with a surprising ending often prompts users to revisit the clip or share it for discussion. Platforms reward this behavior with higher algorithmic visibility.
2. Unboxing and Experience-Based First Impressions
Premium unboxing videos become tools for brand reinforcement
On Douyin and RED, unboxing isn’t just functional—it’s a sensory and visual experience. Brands are designing packaging that feels “share-worthy” on camera.
‘First impression’ edits from influencers increase reach and save rate
Beauty, apparel, and tech brands use creator-led demos to trigger curiosity. Users are more likely to save content that helps inform future purchases.
3. Voiceover-Driven “Story Time” Trends
Personal narratives layered with product tie-ins boost authenticity
Chinese users love voiceover content that feels like a personal journal. A creator may narrate a travel memory or skincare journey while the product is gently featured in the visuals.
Great for building soft awareness through emotional resonance
These videos drive high engagement without triggering ad fatigue, making them perfect for high-AOV or long-consideration items.
4. Visual ASMR and Sensory Appeal
Quiet, detail-focused videos dominate in beauty and lifestyle niches
Water droplets, fabric textures, glass taps, and minimalist visuals are trending. These clips calm the viewer while reinforcing elegance—ideal for premium and wellness brands.
Works particularly well for RED and Douyin audiences
Soft visuals paired with lo-fi audio or ambient soundtracks deliver strong rewatch rates and UGC adaptations.
Case Study: Scandinavian Skincare Brand Gains Reach With “Soft Rituals” Series
A Nordic skincare brand launched a 10-part vertical video series titled “Soft Rituals” on RED and Douyin. Each video showed minimalist bathroom scenes featuring product application routines, paired with whispery voiceovers and ambient sound. Without any paid amplification, the brand generated over 6.1 million views and 420,000 interactions, with Mini Program traffic up 58% week-over-week after the campaign.
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!
