How Do Global Companies Use These 5 Chinese Video Platforms for Marketing?
Maria Krisette Capati, Author
26 May 2019
Editor’s note: This is the second installment of a two-part blog series about Chinese Video Platforms. The first blog post discussed how each platform works. For this post, there will be samples on how global companies use them for promotions and brand awareness.
Considering how you can take advantage of Chinese video platforms as marketing tools?
Global and local companies are doing their best to make sure they stay relevant to their Chinese audience.
Chinese consumers are heavily consuming videos these days. And most importantly, they’re browsing and watching online via mobile devices.
As we review the five popular video platforms among Chinese netizens, let’s see how Youku, Douyin (Tiktok), Tencent Video, Kuaishou, and Meipai are transforming online engagement and brand awareness activities.
#1 Youku: Account Channel for Brand’s Storytelling
For luxury and retail brands, the best way to tell (and sell) is via creating an official brand channel and upload videos about the products you’re offering. Brands like Burberry and Louis Vuitton upload and share videos and campaigns using their accounts.
Louis Vuitton, for example, has more than 1.63 million Youku followers and has uploaded 834 videos by the time of this writing. The recent videos promote the New Tambour Horizon watch. Snippets and teasers of the item are shown, with Chinese captions and subtitles on the screen.
The Youku channel also features the latest collect of LV’s Fall-Winter collection, with hashtag #LVFW19 as a photo cover.
#2 Douyin: Creative Short Video Marketing Campaigns
Douyin or also known as Tiktok is where global luxury retailers and brands flock for publishing short videos. As a global marketer, the videos need to be punchy and compelling since they only run in a short span of 15 seconds.
Michael Kors had done it wittingly and creatively to attract the young Chinese consumers when it launched its Fall 2019 Runway Show. Videos of the fashion show featuring the latest collections were strikingly attractive with upbeat background music to send the mood.
Nothing fancy, not too long, but you won’t get bored while watching. Michael Kors is one of the many global luxury brands taking advantage of the unique features of Douyin, including live streaming and also partnership with KOLs (Key Opinion Leaders) for user-generated videos.
#3 Tencent Video: Ads on videos
Tencent Video platform has more professional videos and movies subscriptions than user-generated content. When you visit the platform as a non-VIP member, you’ll see a lot of ads rolling before you watch a video.
For example, before you play the video, a sponsored ad will pop-up. Randomly, you’ll see a variety of ads depending on the type of content you’re watching.
For example, this KFC short video ad popped on the screen while browsing other videos. When you click the details, it directs the users to a landing page that has a QR code for them to avail the promos and get discounts.
#4 Kuaishou: user-generated short video snippets
Kuaishou serves a unique market segment in China, most of them in tier 2 or 3 cities. What’s unique about this app is that it’s mostly user-generated content. Users are everywhere and share a variety of videos about lifestyle, culture, and daily walks of life.
Brands are using it via connecting with KOLs. The approach is quite different in this app as the content may come from creative expressions of what’s like to live in small hometowns to the delightful taste of gastronomical delights to beauty and healthy lifestyle and fitness buffs.
#5 Meipai: KOLs for brand exposure
Last but not least, another video platform perfect for FMCG (fast moving consumer goods) for beauty, cosmetics, and leather goods is Meipai. As most of the viewers of short videos are women in China, L’Oreal launched a Halloween campaign that went viral in 2016.
To get gain more brand awareness, L’Oreal encouraged its followers to upload their Halloween make-up videos. They have a chance of winning a free gift, too. The campaign videos went viral and gained 60 million viewers, while 11,000 followers shared their videos.
Working with KOLs is also an effective way to increase brand awareness. With Meipai, even users can take advantage of the e-commerce features that allow them to add product links to Taobao.
What do you think of these strategies? Do you think video marketing can help you achieve your goals?
Let us know how we can help you.
Maria Krisette Capati
Krisette or "Sette" for short is a professional writer and copywriter who loves to cover disruptive technologies, digital trends in China, and a myriad of geeky and innovative topics. She's the Content Strategist at AZ-Loc and currently manages the English website and in-charge of the social media channels. She has been writing about China markets, business, and startups since 2012. She has gained her expertise as a China internet specialist and is fascinated by its business ethics, language, and culture. She's a major of Business Management and Entrepreneurship and an advocate of faith-based non-profit organizations. When she's not writing or dabbling with Sophie and the team, she satiates her wanderlust as a digital nomad.