(Source: https://pltfrm.com.cn)
Engagement is the new currency of Chinese influencer marketing. The brands dominating feeds in 2025 aren’t the ones with the biggest budgets — they’re the ones who turn viewers into participants and participants into paying customers.
1. From Content Consumers to Content Co-Creators
1.1 Duet/Stitch-First Launch Strategy 50% of campaign budget now goes to templates that encourage Duet or Stitch responses on Douyin and Kuaishou.
1.2 Top User Content Gets Official Repost + Cash Reward Best user videos are reposted by the brand and KOL with monetary prizes, creating viral loops.
2. Bullet-Screen (Danmu) Activation During Live
2.1 Real-Time Red Packet Rain Triggered by Keywords Viewers type specific phrases to trigger red packets — peak bullet-screen speed exceeds 10,000/sec in top streams.
2.2 Anchor vs Audience PK Games Live mini-games where losing side (brand or viewers) gives out bigger discounts drive interaction and GMV simultaneously.
3. Xiaohongshu “Ask Me Anything” Note Series
3.1 Weekly AMA Notes with 300–500 Replies KOLs post “Ask me anything about [category]” and personally answer hundreds of comments — these notes consistently rank top 3 organically. 3.2 Turn Top Questions into Follow-Up Content Best questions become dedicated long-form notes or videos, creating content flywheels.
4. WeChat Moments-Style Private Domain Engagement
4.1 Daily Push + Interactive Voting Members receive one personalized push per day with polls, mini-games, or exclusive previews.
4.2 User-Generated Showcase Wall Top member content is featured on the official Mini-Program homepage, driving continuous participation.
5. Cross-Platform Engagement Relay
5.1 Xiaohongshu → Douyin → WeChat Closed Loop Start with trust-building notes → drive to Douyin challenge videos → pull into WeChat for final conversion and retention.
Case Study: European Luxury Fragrance Brand Achieves 1.2 Million User-Generated Posts
Using PLTFRM’s engagement relay system, the brand launched “My Scent Story” challenge: Xiaohongshu KOLs shared personal fragrance memories → fans duplicated with their own stories → top 100 entries invited to co-create a China-exclusive scent. Result: 1.2 million UGC posts, 38% engagement rate, and fully sold-out limited edition in 11 minutes.
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 helping overseas brands successfully localize and dominate the Chinese market for over 10 years. Contact us, and we will help you find the best China e-commerce platform for you. Search PLTFRM for a free consultation!
