(Source: https://pltfrm.com.cn)
Introduction
In China’s fast-evolving digital environment, content is not just about awareness—it must also convert. For overseas brands, success depends on understanding how local consumers engage with content, what formats drive action, and how to balance education, entertainment, and utility. This article explores content strategies that are proven to work across major platforms and audience segments in China.
1. Match Content Format to Audience Intent
1.1 Awareness Stage: Thumb-Stopping Visuals
- Douyin/Kuaishou: Use high-energy short videos that blend humor, aspiration, or relatable micro-drama to hook users instantly.
- Best Practice: Lead with movement and color in the first 3 seconds—don’t wait to introduce your brand.
1.2 Consideration Stage: Side-by-Side Comparisons
- WeChat/Xiaohongshu: Build trust with detailed side-by-side visuals showing performance, value, or use case scenarios.
- Execution Tip: Integrate product benefits within a narrative instead of standalone specs.
2. Incorporate Social Proof to Build Credibility
2.1 Local Testimonials and Micro-Reviews
- UGC Priority: Republish content from real users in China using your product—especially when demonstrating effectiveness or cultural fit.
- Engagement Insight: Native video comments and screenshot reviews feel more authentic than global endorsements.
2.2 Verified Creator Endorsements
- Strategic Selection: Choose influencers with content affinity to your vertical (e.g., beauty creators for skincare, finance bloggers for SaaS tools).
- Tool Tip: Use SaaS dashboards to monitor campaign performance and adapt creator briefs mid-flight.
3. Build Campaigns Around a Central Story Arc
3.1 Theme Consistency Across Channels
- Narrative Strategy: Anchor campaigns in a single brand story—such as “Modern Zen Living” or “Productivity Reinvented”—then express it through different formats.
- Cross-Platform Application: Use storytelling as the red thread across Douyin short videos, WeChat articles, and Weibo snippets.
3.2 Episodic Release Strategy
- Retention Mechanic: Break a content story into weekly drops, driving anticipation and repeat visits.
- Example: A 4-part video series showing a product’s use over a lifestyle journey (e.g., “Work–Gym–Home”) boosts watch rates and dwell time.
4. Optimize for China’s Search and Share Mechanics
4.1 Use Keywords and Hashtags Thoughtfully
- Searchability: Embed Mandarin SEO keywords in article titles, image captions, and pinned hashtags to improve discovery via Baidu, Xiaohongshu, or WeChat search.
- Practical Tip: Include product category + user scenario combinations, like “护肤干皮急救” (dry skin rescue skincare).
4.2 Enable Sharing with Built-In Triggers
- Social Engineering: Add quizzes, reward mechanics, or emotional copy that nudges users to share with friends.
- Mini Program Add-On: Include a referral QR code or bonus offer for content shares tracked via SaaS analytics.
Case Study: U.S. Smart Kitchen Brand Converts with Story-Led Content
To introduce its multifunctional air fryer to China, a U.S. kitchen appliance brand created a series of Douyin videos featuring a busy mom preparing healthy meals in under 10 minutes. The content was localized with local recipes, used Mandarin narration, and featured subtitled product demos. On WeChat, they released a weekly recipe column linked to the product’s Mini Program page. The narrative approach boosted brand favorability, and sales conversion rose by 38% within the campaign’s first month.
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!
