Chinese video platforms are exploding in popularity, and if your brand wants to succeed in China, you can’t afford to ignore them in 2025. This guide explores the top 9 platforms, their user base, and why they matter to your marketing strategy.
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From Douyin to Bilibili, Chinese video platforms offer a vibrant, segmented landscape that caters to nearly every audience niche. Whether your brand is targeting Gen Z gamers, beauty enthusiasts, or everyday shoppers in Tier 3 cities, choosing the right platform—and localizing your content accordingly—can dramatically affect your campaign’s performance.
Exploring Chinese Video Platforms for Digital Marketing in 2025
1. Douyin (抖音)
Known as TikTok internationally, Douyin is one of the most popular short video platforms in China. It allows users to create and share short videos with various creative features.
Douyin is not just for teenagers or influencers — it has become a critical channel for brands to launch product teasers, influencer campaigns, and shoppable video ads. Its algorithm favors engagement and watch time, which rewards local-style content and culturally relevant humor.
2. Kuaishou (快手)
Kuaishou is another major short video platform in China, offering a wide range of content, including lip-syncing, talent displays, and everyday life videos.
Its strength lies in user-generated content from smaller cities and rural areas, making it an ideal choice for brands targeting broader demographics beyond Tier 1 cities.
3. Xigua Video (西瓜视频)
Operated by ByteDance, the same company behind Douyin/TikTok, Xigua Video focuses on a variety of short-form videos, including news, entertainment, and lifestyle content.
4. Meipai (美拍)
Meipai is a short video and live-streaming app that gained popularity for its creative video editing features and filters.
It remains a niche favorite for beauty, fashion, and lifestyle content creators.
5. Bilibili (哔哩哔哩)
While originally known for animation and gaming content, Bilibili has expanded into short video content, and users can find a variety of short videos on the platform.
Its highly engaged Gen Z audience values authenticity, humor, and interactivity. Consider it the YouTube–Reddit hybrid of China.
6. Weibo (微博)
Weibo is a microblogging platform in China, and it also features short video content. Users can share and discover short videos on their timelines.
These Chinese video platforms each serve unique user habits and content types. While Douyin and Kuaishou focus on algorithm-driven viral videos, platforms like Tencent Video and Pear Video favor news or long-form entertainment. To perform well across these apps, your video must match the platform’s tone, layout, and viewer expectations.
7. Momo (陌陌)
Initially a social networking app, Momo has integrated short video features, allowing users to share and discover short video content.
8. Tencent Video (腾讯视频)
Tencent Video is a comprehensive video platform that includes both long-form and short-form content. It features a variety of short videos, including user-generated content.
9. Pear Video (梨视频)
Pear Video is known for its short news videos, covering a wide range of topics and providing concise news updates.
In 2024, platforms like Douyin and Bilibili consistently ranked among the most visited websites in China, according to Statista’s report. As internet habits shift, short videos remain the dominant form of content consumption in China — especially on mobile.
While the platforms differ in style and audience, one thing remains consistent: if you want to succeed in the Chinese market, your video content must be localized. This goes beyond simple translation — it means adjusting tone, pacing, subtitles, cultural references, and even video length.Understanding the structure and user behavior on these Chinese video platforms is the first step to planning effective, localized video content that actually connects with your audience.
For example, a brand launching in China should consider:
- Using simplified Chinese subtitles that sync perfectly with voice
- Vertical (9:16) format for Douyin and Kuaishou
- Voiceover by native speakers for high-trust sectors like finance or healthcare
- Color schemes and on-screen text aligned with local UI expectations
No matter which of the top Chinese video platforms you prioritize, one rule applies across the board: viewers prefer content that feels made for them. That’s where localization—not just translation—becomes essential. It helps your brand avoid cultural missteps while maximizing viewer retention.
Why Chinese Video Localization Is Worth the Investment
Translating your video content into Chinese and uploading it to the platforms above can be a highly rewarding investment. This strategy increases your brand’s exposure among Chinese users, improves engagement, and boosts conversion rates.
When done right, Chinese video content translation can give your brand a level playing field with domestic competitors — or even an edge. A well-captioned explainer video or product review in Chinese can outperform an English one by far in terms of viewership and click-through.
Still unsure which Chinese video platforms are the right fit for your message? Whether you’re launching a product demo on Bilibili or running an influencer campaign on Douyin, selecting the right platform and adapting your message properly makes all the difference.
Get Help from the Pros
At AZ-Loc, we specialize in Chinese video localization — from subtitles and voiceovers to strategy and publishing guidance. Whether you’re building a campaign on Douyin or sharing your next educational video on Bilibili, we’ll make sure your message resonates.
Contact us for a tailored, cost-effective Chinese video content plan. We help brands like yours scale in China — efficiently and professionally.
