(Source: https://pltfrm.com.cn)
Introduction
Short videos have become China’s most influential content format, reshaping how consumers discover, remember, and trust brands. On platforms like Douyin, Kuaishou, and Xiaohongshu, the fastest-growing trend isn’t just visual polish—it’s cultural alignment, authenticity, and emotional stickiness. For overseas brands, tapping into these evolving formats is essential to building awareness in a market where attention is earned, not bought. This article explores the most effective short video trends for brand building in China today.
1. Real-Life POV and Immersive Perspectives
“Day-in-the-life” or “from my view” formats humanize the brand
POV videos—such as a morning walk through Shanghai, a workday behind the scenes, or a boutique visit—let audiences experience the brand’s world directly.
Overlay text and voiceovers strengthen storytelling clarity
Even subtle narratives like “what I wore this week” or “how I unwind” can deliver meaningful impressions if styled with clean overlays and relaxed voiceover tones.
2. Quiet Luxury and Minimalism-Inspired Content
Aesthetic restraint is trending among urban Gen Z
Instead of high-gloss effects, short videos now favor clean visuals, slow transitions, and beige-toned environments. This “quiet luxury” trend is ideal for brands in fashion, skincare, or home décor.
No-talking, ambient videos are outperforming dialogue-heavy edits
Relaxing soundtracks paired with visual ASMR—folding linens, pouring matcha, applying cream—attract repeat views and shares across RED and Douyin.
3. Value-Driven Tips and Soft Education
Short ‘how-to’ clips that offer value in under 30 seconds
From styling advice to skincare layering or packing hacks, educational videos build trust and brand memory. The product appears naturally as part of the solution.
Series formats build recurring traffic and stronger followership
A weekly segment like “3 ways to wear it” or “sleep ritual essentials” encourages habit-forming viewership, ideal for nurturing brand affinity over time.
4. Split-Screen and Transformation Edits
Before/after content shows product impact clearly and fast
These edits are popular in beauty, fitness, and interior design. Showing transformation within 5–10 seconds grabs attention and builds curiosity for deeper discovery.
Overlaying reaction comments increases engagement
Adding viewer reactions, subtitles, or previous comments as on-screen elements creates a two-way social feel that boosts comment rates and saves.
Case Study: French Fragrance Brand Leverages Minimalist Trend for Viral Reach
A French luxury fragrance label launched a series of 15-second RED videos titled “Scent of the Morning.” Each episode showed a slow-motion vignette of morning rituals in high-end apartments—coffee brewing, silk draping, perfume misting—without any dialogue. The campaign embraced China’s quiet luxury trend and reached 7.3 million organic views, with 60% of interactions linked to Mini Program product detail pages.
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!
