(Source: https://pltfrm.com.cn)
Introduction
Douyin is more than China’s top short video platform—it’s a full-funnel commerce engine for consumer engagement, discovery, and sales. For overseas brands entering China, choosing the right ad format on Douyin is essential to gain visibility, drive conversion, and protect brand positioning. With formats ranging from splash ads to creator co-branded placements, the challenge is to find the right fit for your brand story, product type, and budget. This article explores the most effective Douyin ad formats for overseas consumer brands looking to break through.
1. In-Feed Native Ads: Seamless Discovery Within User Scrolls
Format: Short videos that appear natively in users’ For You feed
These ads match organic content in length and style but include CTA buttons (e.g., shop now, follow account, open Mini Program).
Why it works: When localized correctly, these ads feel like recommendations—not commercials. Strong creative, emotional narrative, or transformation formats lead to high completion and click-through rates.
2. Brand Takeover and Opening Splash Ads: Instant Reach With High Recall
Format: Full-screen static or video ads shown when users open the app
Great for big announcements, product launches, or brand awareness spikes—typically purchased by day or impression volume.
Why it works: The format guarantees visibility to tens of millions on day one. Best used in tandem with KOL content or livestreams to maximize engagement post-click.
3. Spark Ads: Amplify Organic Creator Content Into Paid Media
Format: Boosting high-performing creator posts through Douyin’s ad engine
Brands identify organic content that resonates, then use Spark Ads to push it with targeting and optimization tools.
Why it works: It preserves authenticity while gaining the reach of paid. Spark Ads often outperform brand-generated creatives and reduce creative cost over time.
4. Douyin Livestream Ads: Drive Real-Time Traffic to Sales Events
Format: Banner or pop-up ads that direct traffic into ongoing Douyin livestream rooms
Common during campaign launches, festival windows, or limited-time drops.
Why it works: Douyin users are increasingly familiar with livestream shopping. Driving paid traffic to a compelling host with good storytelling can yield immediate conversions and follower growth.
Case Study: U.S. Cosmetics Brand Launches With Spark + Livestream Format
A California-based beauty brand partnered with mid-tier Douyin creators to produce soft-sell review content. The brand selected the best-performing videos and scaled them using Spark Ads. Simultaneously, it ran a two-day livestream campaign hosted by a local influencer during 6.18. The result: 23 million impressions, 110,000 product detail page clicks, and a 3.6X ROI on paid media spend.
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!
