Let people know about a company is the first step, then you will need to keep their attention to catch these consumers. It’s important to let them see positive information about the company’s or its products from some persuasive sources (including online influencers) to increase your e-reputation in China. If a Chinese gets interested by your content, he will probably engage himself in searching for more information, following and sharing your brand. The more you own data and flows, the more you will be powerful in China.
What are the top video platforms in China for branding?
Nowadays, leveraging a social media platform for your brand doesn’t automatically make your success. Brands, frustrated with the high prices and declining organic reach on mature platforms such as Weibo and WeChat, have been eager to experiment on video platforms.
In fact, among the latest trend in digital marketing, it seems like videos are a very good way for communication and promotion in China. You can integrate videos in your online marketing strategy because it’s a highly hitting tool. A video is better than 1000 pictures, and it is proven by many studies, the video promotion is one of the best ways to communicate for a company. It allows to show some idea and share some attitude more directly to a very connected and receptive audience.
Douyin – 抖音 – Tik tok
Douyin is the mainstream and the trendiest app in China. Also, known as « Tik Tok », Douyin is a mobile-based platform for video-sharing and creation. Short videos are often brief, with very lively, funny, or useful, and sometimes emotional contents. The app was launched in September 2016 and took off in 2017, growing to over 100 million users within a year, popular especially among young users. It has 500 million monthly active users worldwide and has spread to more than 150 countries and regions, the platform said earlier this week.
It’s possible to pay for advertising on Douyin. Some famous e-commerce platforms can upload their promotion video and through the links on the platforms, Douyin’s users can directly have the access to the shopping websites.
More recently, the app has rolled an art content channel to tell brand stories. Douyin plans to showcase 12 brands over the next 12 months, with videos about each product available on the platform for 12 days.
Douyin is also a place that gathers a community of influencers specializing in short videos. The social media platform has become an emerging marketing tool as tourism destinations, museums, and brands have partnered with it for commercial promotion.
Meipai – 美拍 – “10 sec, what can we retain? ”
Meipai is one of the most popular platforms in China. It usually has 250 million daily views. It could be the leading Chinese mobile video platform if there isn’t Douyin. Meipai is an online community, where users are very active for commenting and sharing contents. They are also encouraged to participate and “capture the wonders, their adventure, journey, growth… every vivid moment”. It’s also a smart video creation tool, offering a great range of colorful filters, geo-tagging, smart editing and high-quality frame. Meipai and Weibo (the first micro-blogging website in China) have now linked to each other, which has given Meipai stable growth and traffic.
To encourage users and different brands to do marketing and promotion on Meipai, they have a “reward” function. This function is very useful for brands to engage with their potential and existing clients. Users who take part in the activity launched by an organizer can be rewarded with money.
The “Hash Tag” function is also very popular on Meipai. It allows to gather many related contents and to generate more views. Videos and topics can also be organized into different channels. Some of these categories include “Hot”, “Friends”, “Beauty”, “Stars”, “Fashion”, “Social”, “Funny” and so on. “Hot” defines the group of most popular videos on Meipai.
These functions could be an efficient function for brands to define which KOL are popular and suited to their brands and to find most efficiently their audience. KOL can be a super Marketing effective Tools to promote Brands in China
Tencent video – 腾讯视频 – the biggest video entertainment platform
Tencent Video is an online video platform with popular and widespread content because it also has a professional media backup. It is a very powerful platform that integrates hot-selling movies, entertainment videos, sports events, news, and information. It provides to its users with high-definition video and a complete user experience being both PC and mobile-friendly. This platform has the unique advantage to be powered by one of the biggest internet company in China, Tencent, which already has a huge internet user database.
Tencent video is also changing its brand identity, creating a new positioning to attract additional younger users. In the Tencent Video V Vision Conference on November 4, 2016, Tencent’s Network Media Business Group President Yisheng Liu announced that Tencent Video’s new brand spirit was “Not Neglecting a Good Time”, turning to more emotional resonance.
Tencent video supports online viewing and offline video viewing cache. This enables people to save a video in order to watch it later. It also supports channel recommendation, watching history, joining watch list and searching function to quickly find videos. Generally speaking, Tencent video is more developed than the previous two apps.
Another useful function for branding, the platform supports and encourage online concert, live broadcast and interactive sending props to meet with consumer’s preferences.
Youku – 优酷 – the “Chinese Youtube”
Like most western social platforms, YouTube is censored in China. However, the Chinese have their equivalents on which hundreds of thousands of videos are viewed every day. Youku is one of the most popular video sharing platforms and video hosting service, considered as the Chinese Youtube.
There are more than 500 million monthly users and more than 800 million videos viewed per day. In the Chinese social media ranking, Youku is fourth.
Youku is a synonym of quality in Chinese mind because contrary to Youtube, you will find a lot of professionals on its platform. Chinese spend a lot of time looking for information about all topics and before buying something they will enquire online to be sure. The positioning that Youku has, provides companies with the opportunity to promote their brand and increase their visibility.
There are various advertising spaces on the platform, whether as a banner, during or before the video (pre-roll or post-roll ads), on the side, etc. The videos can also be made known without the help of advertisements simply by downloading and promoting the video on marketing materials. You have very different manners to touch your consumers. You can find the type of ad which matches the best with your needs and your budget.
Influencers who are commonly on trendy social media apps, often guide their followers to their Youku Channel because it allows watching the original content. Indeed, Douyin and Meipai are above all dedicated to short video and hitting contents.
Advertising on Youku
Most of the brands in China use Youku for advertising, like Short Advertising Video (like youtube) before each video. More information on how works advertising in China.
Yizhibo – 一直播 – the “Chinese Youtube”
YiZhiBo means “A live broadcast” and is a live entertainment app. It was officially launched on May 13, 2016 (as we can see, a lot of video apps and live streaming functions came just these last years). As the previous cooperation between Meipai and Weibo, YiZhiBo and Weibo have also reached a strategic partnership. YiZhibo now oversees Weibo’s live broadcast business.
Weibo users can directly launch live broadcasts in Weibo through YiZhiBo, and they can also directly watch, interact and give gifts through Weibo. In other words, when a star or internet celebrity is doing a live broadcast, they can directly interact with their fans presents in YiZhibo through Weibo and both sides users don’t need to install any new app.
YiZhiBo is highly backed by many Chinese stars. More than 300 stars including Yao Chen, Zhou Xun, Li Bingbing, Li Yuchun… did their live broadcast and interacted with citizens during the platform’s first two months. In addition, more and more stars are preparing their first online live show. This is comparable to when Chinese stars have become to open their Weibo’s account. No need to say how it’s attracting people.
There are a lot of functions to control the live broadcast, such as the new “live room control function”. The anchor can appoint people as controllers to help him manage the live room.
Users can discover the latest upgraded topics on the main page, the latest live content through recommendations and push functions. They can also participate in and follow the different topics created. This allows to create a sense of community and engaging users is also a way to retain them in the platform, into your business.
Nowadays in China, there is a kind of live streaming hype. Most people have to make creative or professional content. They can film themselves while having a normal meal, walking your dog, going to the doctor, singing a song, dancing around like a maniac or even just stare at the camera for several seconds.
If people like that, they will follow their channel and just like that you are able to have hundreds or maybe even thousands of followers.
There are many available apps and platforms to promote visual content in China. The most important is to define your target audience, and your objectives, and Produce Amazing Content. Content is the King in China, even for Video. The most important is the impact on people minds.
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