3 Reasons Why Video Content Is One of the Hottest China Marketing Trends

If you haven’t included video content as part of your digital marketing strategy for China market, it’s time to do so. Video is one of the hottest marketing trends because a bulk of consumers are always on the go. With more than 800 million users, three in every four internet users consume online videos.

By the end of 2020, there are 873 million short video users in China, and the largest age group users are aged 31 – 35 years old. Below you will find more reasons why video content is indispensable in creating brand awareness that will eventually lead to business growth.

China’s Generation Z Hang out on Social Media Channels and Short Video Apps

For luxury brands, they should be on the lookout for Generation Z or the post-95 generation, which are not just splurging on expensive items but are also more expressive in their opinions and views on social media.

The Gen Z consumers are digitally savvy, which pushes brands to be more present in several channels where they hang out to share or generate ideas, whether about fashion, the latest trends, and more. That said, they get tips from RED, TikTok, BiliBili, and other platforms, including WeChat communities that their favorite influencers and bloggers run.

Video Sites Attract More Advertisers

The growing short video industry in China has benefitted online advertisers as video sites, and online platforms have drawn more online advertising revenue than news sites. With more consumers watching videos on mobile, brands can explore organic and paid methods to create brand awareness.

In 2019, online video advertising’s market size was 36.7 billion yuan, approximately 5.8 billion dollars. That said, brands can publish their videos on Baidu’s iQiyi, Alibaba’s Youku Todou, and Tencent’s QQ Video to attract more viewers. They can choose which video platforms suit their needs as these video platforms offer a host of features and advertising models.

China Video Content: Short Videos Drive Social Commerce Growth

Ecommerce isn’t bound by Taobao and Tmall today as short video apps like Douyin and Kuaishou had become a haven for shoppers to find the best deals from influencers and vloggers. Global and local brands, small-scale entrepreneurs, and retailers use live stream selling through short video apps to reach potential customers.

That said, social commerce, the use of social media channels and sites to promote and sell products and services, has changed the way consumers view shopping. For instance, while watching videos on Douyin, consumers already have access to links to those products they want to buy as brands can integrate JD.com and Taobao links.

Why Use Video Content and How to Get Started

Depending on which industry you work for, there are many ways you can get started with video content. For example, if you’re in the wine sector, start publishing your videos like how you cultivate your fresh produce on these Chinese platforms to create brand awareness. You can apply video translation like adding Mandarin voice-over and subtitles.

For businesses that want to work with Chinese venture capitalists and investors, you may want to translate your video pitch about your company profile and your product if you will participate in a virtual meeting.

Overall, if video content isn’t part of your strategy, you are losing potential customers each day. Chinese mobile users spend six hours every day online. Imagine the exposure you can get if you start exploring video publishing on popular platforms and channels.

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