China is one of the most connected county in the world. Chinese people live and breath with social media apps. Everyday they post on social media, look videos on streaming and video platforms, share contents. Chinese are a digital nation.
If you want to attract your target, you need to know which online platforms your consumers used and which are the most effective. In this article, I will explain you why you need to be present on Youku, the chinese Youtube.
WHAT IS EXACTLY YOUKU ?
Youku 优 酷 is often call the Youtube of China. Yes, as Youtube, it’s a video hosting service. In China, Youku is one of the most important online video and streaming service platform.
In the chinese social media ranking, Youku is in fourth position.
Youku offers a lot of services and it’s a tool for you to promote your brand and advertize.
A VIDEO PLATFORM VERY APPRECIATED
In a country where international social medias are blocked, youku is very appreciated by users.
Chinese people are really addicted at the online video and streaming platform. They love watch and share videos on their favorite social media. It’s one of the most frequent online activity of Chinese’s users.
Chinese users spend an average of 4 hours each week watching and searching videos online. They mostly watch movies, series, TV show, documentaries, sports show…
Youku account about 340 millions of users in 2015. Most of users are males of 30 years old and more.
A QUALITY CONTENT
If you have to know one thing about chinese market it’s that content is a king. In China, contrary to the others countries, content is really important. Content has to be rich, high quality and specific. Chinese people spend a lot of time looking for information about all topics. Before buying something they will enquire online to be sure. Due to all the scandals, chinese consumers need to be reassured.
So, contrary to youtube where most of the videos are created by amateurs, on Youku you have a lot of professionals. That’s why you have a lot of movies and TV show on the platform. In China, viewing rate is more important on internet than on TV. That explain why Youku is so popular and is synonym of quality in chinese mind.
This aspect highlight one important thing for you. Advertise on Youku can give a good image of your brand because you are linked to the quality of the support and because it’s a media platform wih a lot of trafic.
However, in China, TV is controled by governement that’s why the viewing rate is not very good and young consumers just boycott TV.
You need to post your videos on Youku.
HOW YOU CAN USE YOUKU FOR YOUR BRAND ?
You can use Youku on different manner to promote your brand.
Your ad is displayed before the start of the video of the user.
They are less expensive than pre-roll ads because users can skip your ad. The ad is displayed at the end of the video.
Can be displayed at the bottom, at the top or at the middle of the page.
MID-PAGE BANNER ADS
A ads displayed in the middle of the page. Users need to scrolling down to see your ad.
BOTTOM BANNER ADS
The cheapest ads but not sure the most effective. Users have to scroll all the page until the bottom to find your Advertising.
You have very different manners to touch your consumers. You can find the type of ad which match the best with your needs and your budget.
However, you need to know one important drawback of Youku ad. Contrary to Youtube where you can target a specific users, Youku is more limited. It’s at this time impossible to target specific users because the platform has not the tools to analyse the users preferences. When you broadcast your ad, it will be see by all Youku users. You touch a lot of people but no a specific target. It could be less effective and expensive.
But don’t be worried, in China, you have many others social media more effective than the others.
It’s very important before starting a Youku campaign to understand Youku power and fonctions. An advice : work with specialists of the chinese market, they understand how it work and can help you finding the best advertising strategy to promote your brand on the chinese market.
Smart Agency in China
We are a smart marketing agency based in Shanghai, we guide brands to Enter the Chinese market.