Content
一、 The Situation of Video Industry in 2022
二、 The Change of Short Video Industry in 2022
2.1The Boom of Livestreaming and Short Videos
2.2The Importance of KOLs and KOCs
2.3Three Major Marketing Trends
三、 Top Four short Video Platform in China
3.1Douyin
3.1.1What is Douyin?
3.1.2Douyin Advertising Options
3.2.Kuaishou
3.2.1What is Kuaishou?
3.2.2 Kuaishou Advertising Options
3.3.Xigua and Huoshan Short Video
四、 Marketing Advice China of Video Platform
五、 Looking Forward
Are you interested in the marketing advice China of short video platforms 2022?
In 2022, China’s new year and Winter Olympics will be held in China at the same time. The short video and streaming media platforms represented by TikTok and Kwaishou not only provide entertainment for the masses, but also are in the stage of “from virtual to reality”, and constantly promote the growth of the real economy, so you should pay attention to the marketing advice in 2022
一、The Situation of Video Industry in 2022
The epidemic has been spreading all over the world and constantly changing, which has brought a great blow to all walks of life in 2022. The video industry has also undergone considerable changes. The rising cost of content production and the difficulty of traffic realization restrict the further development of the long video industry.
On the contrary, the short video industry with small investment and large traffic has ushered in spring. As the basic form of user expression and content consumption, short video continues to rise in the media ecology, which becomes the main duration and traffic increment of mobile Internet. In recent years, the development of Internet information technology, the upgrading of smart phones and mobile terminal devices, and the optimization of big data algorithm functions have also made the mobile short video industry flourish.
二、The Change of Short Video Industry in 2022
During Covid-19, Chinese short video industry has already developed a lot. Here are some changes of it in 2022
2.1The Boom of Livestreaming and Short Videos
Currently, two popular trends on Chinese social media platforms are livestreaming and short videos. Viewers are able to purchase the featured products from an embedded link in the livestream or short videos. In the post-coronavirus boom that product livestreaming and short videos has experienced, more entertaining and higher quality content appears to be increasingly favoured.
2.2The Importance of KOLs and KOCs
Today, KOLs and KOCs are important to win consumer trust in China. Chinese people value peer-to-peer advice and consider those opinions more genuine and trustworthy. They are authentic and have a special connection with their followers.
Therefore, brands using social media influencers and cultural icons for digital marketing in China report much higher conversion rates than through traditional advertising models and celebrity endorsements. So, it’s important to choose a trusted KOL or KOC relevant to your industry. When you launch your products on Chinese E-Commerce platforms, you can use partner with KOLs and micro-influencers in several ways.
2.3Three Major Marketing Trends
In 2021, the short video content of the TikTok with the “national trend” related keywords exceeded 4 billion times. national trend is the increased consumer favoritism towards Chinese brands, designs and culture. With a firm sense of identity and pride in traditional culture, they show their fashion attitude with the national self-confidence. With the rising popularity of the national tide, the style under this trend will be more diversified. Related businesses can seize the opportunity by catching the trend of style in the short video market.
Besides, over the past year, the number of videos on the theme of “TikTok” lifestyle has increased sharply. Whether single or married, a comfortable home life with a sense of ceremony and atmosphere has become the choice of most young people.
Furthermore, the popular style of the millennium has become a hot word of retro content in 2021, and also brings up the nostalgic trend of the 1990s behind the “memory killing”. In the past year, the relevant hot words under the “somewhat like before” lifestyle has been searched frequently
三、Top Four short Video Platform in China
Unlike the rest of the world, China’s social media landscape is unique and constantly evolving, which is separated from international. Due to this, it’s important for digital marketers to stay at the top of their game. Any business attempting to be successful with digital marketing in China needs to keep a close eye on what’s happening with these platforms. Every social media platform has its unique customer base, demographics and interest groups. Only with a proper understanding of these platforms, you can identify the best way to run digital marketing campaigns to reach your target audience.
In China, there are three kinds of video platforms. Streaming platforms allows both user and brand uploaded videos, and a subscription service for licensed content. IQIYI, Tencent Video, Youku and Bilibili are the top four. Second, ecommerce livestreaming is really hot, but livestreaming is also big. Taobao Live, DouYu, Huya, and Huajiao are the top four. Short video is the fastest growing category, so we will introduce it.
3.1Douyin
Douyin is one of the most popular social media platforms in China — with a wealth of advertising opportunities for brands operating in a wide range of sectors. And its audience is growing rapidly! Its recent move towards ecommerce, helping users to make purchases with far fewer clicks, makes it an even better and more attractive platform for brands than it already was.
3.1.1What is Douyin?
You probably have heard TikTok, which is a short video sharing platform that has sweeping the world, while Douyin is the Chinese version of the application. They have the same interface and features, and are both owned by Bytedance. However, the two are entirely separate platforms and are used by separate audiences.
Just like on TikTok, users on Douyin can share various of short videos, such as dancing, singing, and taking part in viral challenges. They can also comment on other videos and engage with trending topics. Douyin encourages everyone to be a creator and to share their passions and creativity through the videos, which can be seen as the key for its success.
图片来源：环球网
3.1.2Douyin Advertising Options 2022
Open screen advertising, integrated feed advertising, sticker advertising and influencer marketing are four main advertising options in Douyin, and you can choose the best way to advertise.
Open Screen advertising is displayed every time the application is opened, which can be static or dynamic. This type of advertisement is the absence of interference and a strong visual impact. Feed Advertisements are displayed in the native ad style in users’ daily feed, which is perfectly integrated into the Douyin flow, helping advertisers achieve the goal of marketing promotion. Besides, brands can make customized stickers to promote a product or their company, which can inspire other users and expands the reach. Influencer marketing can also achieve good promotion effect through fans.
If you want to use TikTok to promote your product, you can fellow these tips.
First, follow the trends. The videos in Douyin are dominated by trends. Incorporate these trends (and their hashtags) into your campaign, and you’ll generate great results.
Second, build rewarding relationships with KOLs. The most easy way is to find a KOL in your industry, and work with them to create videos that feature your products, and encourage their followers to check you out. Last but not least, target the right market.
3.2.Kuaishou
Covid-19’s impact on digital adoption and investments in e-commerce and live-streaming have driven Kuaishou to new heights. Brands turned to Kuashiou to connect to their customers via live-streams during lockdown, which resulted in not just a significant increase in live engagement, but also an increase in the overall popularity of Kuaishou.
3.2.1What is Kuaishou?
Kuaishou was born as a GIF creator app tool in 2011. However, over the years, it has evolved into one of China’s biggest short video platforms. Users can also buy products directly from the application through branded stores and partnerships with Chinese e-commerce giants. In particular, live streaming is also more prominent on Kuaishou.
Although Douyin is more populated than Kuaishou, the latter offers more opportunities for brands looking to sell to users. Let’s see the special difference in user-bases in demography. Kuaishou is predominantly used by users in lower tiers cities and rural areas. Kuaishou’s user-base is more engaged in social content, as they are from smaller communities and watch videos from their friends and more likely to buy a product on the platform, as they trust it and view it as a community. As a result, Kuaishou has higher e-commerce conversion rates. So, Kuaishou is better for direct e-commerce conversions, while Douyin is better for raising brand awareness and paid-for advertisements.
图片来源：搜狐网
3.2.2 Kuaishou Advertising Options 2022
To advertise on the platform, Kuaishou offers a wide range of paid advertising solutions to partnered brands. These include display ads, newsfeed ads and discover ads, all of which can be in the form of short video clips or banners. These can be used to direct traffic to account profiles, specific videos or live-streams, games, external websites, and e-commerce stores.
Thanks to a number of new integrations, Kuaishou is fast becoming one of the most popular e-commerce platforms in China. It’s innovations like these that make Kuaishou one of the hottest channels in China for e-commerce.
When you use Kuaishou to promote your brand, the best way is to create content for brands, which relies on User Generated Content. Especially KOCs, only them can appear realistic and empathic and always know what is the latest trend on the platform. Besides, pay attention to live streaming.
3.3Xigua and Huoshan Short Video
The Xigua Video app is China’s third biggest short video platform, entertaining over 50 million daily active users who generate more than 3 billion views each day. It is a very different platform to Douyin, since videos are between 1-30 minutes (as opposed to a few seconds) and are of a higher and more substantial quality than what you’d find on Douyin. Some content is even professionally generated by production companies.
80% of Xigua Video’s users are between 18-30 years old and are from Tier 1 and Tier 2 cities, making it an ideal channel for advertisers looking to reach young consumers in China with higher disposable incomes.
As China’s fourth most popular short video app, Huoshan Video has 50 million daily active users and generates around 2 billion views each day. The application is very similar to Douyin in that it is designed for very short videos (15 seconds) and is used by a similarly young audience. In fact, Bytedance recently officially announced the integration and upgrading of the brand in January 2020. Huoshan Video was renamed the tiktok Huoshan Video.
This merger has worked extremely well, with content creators on both apps reaching larger audiences than ever thanks to the cross-over appeal. That said, the Huoshan app still offers brands a separate and unique advertising opportunity in China, as 60% of its users are male, which differentiates it from the female-dominated Douyin.
图片来源：G&R
四、Marketing Advice China of Video Platform in 2022
First of all, One of the reasons why livestreaming results in a lot of sales is that the consumers get exclusive deals during these sessions in the form of coupons or free gifts. Viewers are able to buy the products at a lower price thanthey buy in stores. So if you want to do livestreams, make sure that you offer exciting deals or exclusive products in the livestreams about your brand products.
Second, plan marketing around Chinese festivals. Calendars of Chinese people are packed to the brim with festivals and for most of them. Your business will miss out on plenty of opportunities if you don’t incorporate them in your marketing strategy to plan your sales around those events.
Third, One of the key factors in ad targeting for your digital marketing campaigns is the geography. Today, China’s Tier 2 and Tier 3 cities offer a huge opportunity for international businesses. These lower-tier cities in China are home to more than 930 million people. They remain relatively underserved by popular e-commerce sites and are therefore an untapped market.
Fourth, combine KOL with KOC marketing strategy
KOL (Key Opinion Leaders) or Influencer marketing used to be one of the major trends to emerge in social media marketing in China. KOCs are different from KOLs in the sense that they have fewer followers and are more approachable and relatable. They are seen as everyday consumers and their recommendations gain more trust.
五、Looking Forward
In the future, the short video platform will further seek new breakthroughs. At present, the short video platform has been developing online live broadcasting, e-commerce and other businesses, and seeks to deepen the relationship with other content creators, develop new functions, deepen the interaction between creators and users, and further improve users’ dependence on short video content. In addition, as the short video attracts a larger user group and takes longer time, advertisers will further shift the traditional online advertising marketing to the short video platform, and the advertising marketing revenue of the short video industry will be further expanded in the future.
On the other hand, the decline in the price of mobile traffic in the 4G era, the further popularization of 5g communication, and the development of artificial intelligence and big data technology will provide new support for the short video platform. In addition, the state has strengthened the supervision of the industry, and the platform has also strengthened the audit of short video content released by users. Overall, the short video industry has great development potential.
It is predicted that due to the outbreak of the epidemic, the development potential of short video will be further tapped, and the market scale of short video industry will grow at a rapid growth rate from 2020 to 2022, with a compound annual growth rate of about 44%; The growth rate of market scale will slow down from 2023 to 2025, but still maintain a compound annual growth rate of 16%. The market scale of short video industry is expected to reach 700 billion yuan in 2026.
图片来源：新浪网
