Due to the huge potential market of influencers’ videos in China, international brand should not overlook the value of branded online video to their audiences. China’s video platforms such as Weibo Video, Bilibili, Youku and Baidu Video are very popular amongst local populations –particularly those of the younger demographic.
For an instance, ‘Papi酱’ is one the most popular influencers in sorts of social media and video platforms. In general, he boasts more than 28 million followers in Weibo.
In addition, short videos are going viral quickly in these years. A lot of popular short videos are from several video platforms, such as Douyin, Miaopai, Kuaishou, etc.
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Appealing content is the priority
How to create an engaging video? Maybe you will try numerous ways to attract more viewers and followers, but the content always is the top element of success.
First of all, you need to know your target audience well, just as you would with any type of marketing. This means understanding what they want and need, and getting the language right. Make sure you have Chinese speakers involved in the making of your online videos for China.
It is crucial that making sure your videos are very quickly engaging – preferably within the first few seconds. We’ve probably all experienced watching promotional videos that take too long to get to the point, or fail to grab our attention early on. One of the best ways to find out if yours are engaging is to test them on a Chinese-speaking audience, and ask for feedback.
Make your videos professional. While just about anyone can point a camera and press record, your videos should look good and not like they are ‘home-made’. Get help from the experts if you have limited or no experience in producing good video content.
Put up correct video tags
It is easy to neglect that the correct tag usage can bring the influencer’s video with organic promotion. Tags are important to be visible for the netizens. They usually search information by tags through SEO.
Tagging in the video works differently than it does in a blog post. If you’ve never paid attention to tags, now’s a good time to start. You can even go back and edit all of your old tags.
Here are some rules for using video tags:
- Use a unique branded tag so that your videos are shown in related videos. Ex: Use your brand name in all videos. (See below screenshot.)
- Use main keywords as the video tag.
- Use a variation of the keyword as a tag (take help of the YouTube auto-suggest feature).
- Find the tags used by high ranking videos & use those in your video.
Focus on branding
Branding is everything to any business, even for influencers’ videos. There are a few branding things that you should do from now on which will ensure every video stands out. One of those things is using a branded intro and outro.
Intro: A 3-5 second clip that runs at the beginning to showcase your brand.
Outro: This runs at the end and can be as simple as showing related videos for your channel or asking users to like & subscribe to videos.
Plus it is memorable for viewers to design a unique brand logo. A good logo could leave a good impression for viewers.
Visible on SEO
It is very effective to do your video marketing and advertise through search engines. Among lots of search engines, Baidu is the only one Chinese people think first and widely utilized by Chinese people, which is by far the most powerful leader in the Chinese search engine market, with nearly 80% market share.
Share videos on social media
If you are a video influencer, you should have some social media properties for your video channel in the certain platform. This gives you an opportunity to create a community outside of the platform & direct traffic from other popular social media/social networking channels.
Here are some of the social media properties in China that you must create:
- Weibo profile
- WeChat official profile
- Bilibili page
One important tip here:
Always share your video after a regular interval. Typically the influence should share each video at least 10-15 times within eight months after publishing, and using hashtags when sharing so that others can easily discover them.
For example, Patrick Veiselier is a French humourist. He started to work on a one-man-show in Chinese after a bet with his friends, though he didn’t know anything about this language. Alias Bai Ma Gei (白马哥), he focuses on the cliché about Chinese and targets anyone interested in China, as well as Chinese people. He launched a communication campaign in China and came in the country in 2014, in Shanghai.
Promotion on social media is the most efficient solution to raise his reputation in China. Eventually he has got 120,000 followers on Weibo
Use Calls to Action
People on social media sites need to be told about the actions you want them to take.At the end of the video, or even somewhere in middle, ask viewers to like & subscribe to your channel. At the same time, you can ask them to share the video with others who might benefit from it.
Most of the prominent YouTube stars use this technique to take advantage of their existing viewership. If you have never done this before, start doing it from your next video onward. You will be amazed to discover that by simply asking, the number of shares increases by a great extent.
Collaborate with influencers
Working with other influencers will give you an opportunity to get access to an already thriving community in your niche. Not only you will grab the attention of others who follow that particular influencer, you will also get noticed by the industry as a whole.
Gentlemen Marketing Agency is specialized in the digital marketing in the Chinese market. Do not hesitate to contact us if you want to discuss any projects in China.