Whether photos or videos, the Chinese are very sensitive to visual media, digital medias are always appreciated in a blog or a post.
In China, people spend about 25 hours per week online, a third of this time dedicated to activity on social network and roughly a third of this activity dedicated to watching videos.
Unlike the text, the pictures are an universal language, Chinese websites, social networks and applications that grow the fastest are those which are optimized for displaying photos / video (weibo, WeChat, Taobao …). Use a picture to illustrate posts will help the reader better understand the content and better remember it.
Consumers are attracted by photos/videos
If you have an online store, a website or an account on a Chinese social network, it is important to publish media support with your content, it’s part of your marketing strategy, and you should know that:
- A publication with pictures is more seen than without pictures, and therefore are more likely to attract the interest of the reader
- A publication with a video is even more seen than with images and they arouse the reader’s curiosity
- The picture quality is very important to gain the trust of the consumer
The content of your digital media is very important
Do not post anything just to post it or fill the content, the digital media content have to be relevant for the Chinese consumers and to get there are some rules to follow:
Images/videos for posts
In the top or through the text, images/videos are here to illustrate the content of your publication, go for representative images: beautiful, unusual, funny and related to your topic, be creative.
Here is the image flux on Huaban, a popular pinterest-like app. Chinese do love pictures!
Images/videos of products
Especially needed for online stores. Provide a series of several photos of your product, service, beautiful clear pictures and good quality to make the consumer have a clear idea of you content. You can include videos to present your product, it will be even better.
A video produced by our agency
Some product photos you can find on Taobao.
All of these pictures below have one thing in common : they are all well worked, with a high resolution to have the maximum appeal to Chinese customers. Lighting, pose, layout of the picture, everything has been carefully chosen to put the products and models under their best. Indeed, with a wide range of product available, it is often those with the most beautiful pictures and videos that will stand out at first!
Our agency provides customizable video production service, which with your expertize can help you to be remarkable.
Pictures and videos help the customer to have a better idea of the products sold. In China where activities such as e-commerce has become a lifestyle, these media are the only way for Chinese to assess the value of a product sold by your brand. Besides, Chinese love pictures and video, you simply need to see how many photo and video editing are out there like Meitu Pic (美图 Mei tu for nice picture) or Huaban 花瓣
You have a project to enter the Chinese market? Contact us for more information!
Dear Olivier,
How to communicate with the Chinese if you don’t speak/write/read Chinese? Does WeChat have English/Chinese translation?
I notice you write your advice in English…..how do Westerners participate?
Regards
Grant
Dear Grant,
When you want to set foot on the Chinese market you have to have Chinese translating the content for you (needless to say don’t even think about using Google translation for that.)
At our agency, the westerners, used to both cultures understand the clients’ needs and how to explain it to Chinese. We are therefore able to explain it clearly and concisely to avoid any misunderstanding to our Chinese staff who has the necessary experience to present the message the right way to the right target using the right targets. Hope it helps.