(Source: https://pltfrm.com.cn)
Introduction
In China’s digital landscape, video platforms like Douyin, Kuaishou, and Bilibili dominate user attention. For overseas brands, these platforms are not just entertainment hubs—they’re high-conversion, high-influence ecosystems where the right engagement strategy can build viral traction and deep loyalty. To succeed, global companies must blend short-form storytelling, platform-native interactivity, and community relevance. This article reveals how to design a best-in-class engagement strategy for Chinese video apps that converts viewers into active brand participants.
1. Lead With Purposeful Storytelling Over Product Push
Tell micro-stories that reflect values, not just features
Chinese users are highly sensitive to content that feels too commercial. Instead, focus on narrative-led videos: a behind-the-scenes story, an emotional transformation, or a cultural insight tied to your brand’s purpose.
Leverage characters or themes that foster emotional recall
Recurring characters, mascot brands, or themed content series foster familiarity. When paired with subtle product cues, this strategy nurtures trust while boosting watch time.
2. Use Platform Algorithms to Your Advantage
Post consistently and respect peak-hour cycles
On Douyin and Kuaishou, algorithms favor accounts that post 3–5 times per week and hit engagement windows like 12:00–13:30 or 20:00–22:30. High-frequency engagement boosts account credibility.
Experiment with content formats to test engagement triggers
Mix 9:16 verticals with square formats, and A/B test motion-heavy intros vs. dialogue-led content. Platforms reward variety and continuous optimization.
3. Build Two-Way Engagement Through UGC and Creator Collaboration
Invite users to co-create via duet features or stitching tools
Encourage fans to remix, respond to, or extend your content. Campaigns that go viral often begin with a single prompt that sparks collective creativity.
Partner with mid-tier influencers for better conversation rates
Rather than mega-KOLs, work with relatable KOCs who resonate in niche communities (e.g., student fashion, fitness moms, tech enthusiasts). Their content fosters more authentic dialogue.
4. Integrate Content With Mini Program and Offline Experiences
Bridge video engagement with DTC conversions via QR codes
Include call-to-actions like “Scan for a styling quiz” or “Book your experience.” These direct users to your private traffic pool while offering something of value in return.
Link campaigns to offline events or product drops
Use short videos to preview an offline activation, then close the loop with a follow-up video sharing user reactions or exclusive moments from the event.
Case Study: American Streetwear Label Gains Traction With Kuaishou Micro-Series
A U.S.-based streetwear brand created a five-episode comedy skit series on Kuaishou that followed a courier’s misadventures delivering limited-edition sneakers. Each episode included Easter eggs related to the brand’s core collection. The series was followed by a “Guess the Drop” challenge, prompting over 22,000 UGC responses. The brand achieved a 67% increase in brand mentions across Kuaishou and 4.3X higher follow-through to its Mini Program during the campaign window.
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!
