China’s video streaming landscape is evolving at breakneck speed, with platforms redefining how consumers engage with entertainment, brands, and even shopping. The convergence of entertainment, social media, and commerce on platforms like iQIYI, Tencent Video, Douyin, and Bilibili has created an ecosystem where content consumption is no longer just passive viewing but an interactive, social experience.

With over 944 million active users and a growing demand for both short-form and long-form video content, China's streaming platforms offer an unparalleled opportunity for brands. What’s driving this shift? The seamless integration of e-commerce, influencer marketing, and live streaming, a trend that’s transforming the way brands—both local and international—connect with Chinese consumers.

The Growth of Video Streaming in China

The video streaming market in China is unlike any other in the world. By 2023, the country’s online video market was estimated to reach $47.5 billion, reflecting its exponential growth over the past decade. Chinese consumers are avid video streamers, with over 944 million users spending significant time on platforms that blur the lines between social media and entertainment. With 70% of users accessing these platforms via mobile devices, video consumption is not just widespread—it’s a part of daily life.

This growing audience, coupled with the rise of short-form and long-form video content, has turned streaming into a critical avenue for brands looking to build brand awareness, engage with consumers, and drive conversions. Whether it's through live-streaming events, user-generated content, or premium original series, China’s streaming platforms have become fertile ground for innovative marketing strategies.

Why Video Streaming in China is Key for Brand Success

With such a diverse and rapidly growing audience, brands are finding immense value in adapting their content for China’s social media and video streaming market. However, a one-size-fits-all approach rarely works. China’s streaming platforms offer a highly segmented audience, meaning brands must fine-tune their strategies for maximum impact.

Diversified Audience, Diversified Content

China’s social media video streaming ecosystem is unique due to its diversity. Platforms cater to a wide range of content preferences, from short videos and variety shows to long-form dramas and documentaries. Each platform has carved out its own niche audience, meaning brands must take a targeted approach to maximise their impact.

Here’s a breakdown of the major platforms and their target audiences:

Tencent Video and iQIYI: Dominating the long-form content space with a mix of dramas, movies, and reality shows, they cater to a broad demographic that includes families, young professionals, and middle-aged viewers.
Douyin (TikTok’s Chinese counterpart): Focusing on short-form, user-generated content, Douyin appeals to younger audiences, making it an ideal platform for brands that want to create viral campaigns.
Kuaishou: Similar to Douyin, Kuaishou also focuses on short videos but tends to attract users from lower-tier cities, providing a more grassroots, authentic experience.
Bilibili: Known for its anime and youth-centric content, Bilibili attracts Gen Z and Millennials with a penchant for subcultures, making it a great option for brands targeting trend-conscious, younger audiences.

Brands that effectively tailor their content to match the platform’s audience can see significant engagement and brand loyalty. Here are some examples of how global brands have succeeded:

Louis Vuitton used Bilibili to create interactive content that appealed to younger users, integrating gaming elements to attract Gen Z.
Fendi leveraged Douyin to engage China’s youth with short, visually striking video content that highlighted their fashion lines.

The Rise of Live Streaming: A New Frontier for Brands

The explosion of social media live streaming has redefined how brands interact with consumers in China. Live-streaming events have become essential for brands aiming to engage with audiences in real-time while driving immediate purchases.

Live Commerce: Merging Entertainment with E-commerce

Live streaming in China has gone beyond mere entertainment—it has become a key driver of social media commerce, often referred to as "live commerce." In 2023 alone, China’s live streaming market was valued at over $300 billion, with brands increasingly adopting this format to interact with consumers in real-time. Platforms such as Taobao Live and Douyin have turned live streaming into a powerful sales tool, where influencers, known as Key Opinion Leaders (KOLs), promote products directly to their followers.

The blending of e-commerce and entertainment through live streaming has resulted in a massive boost to online shopping, allowing brands to capitalise on impulse buying. Here’s why live commerce has become indispensable for brand marketing:

Instant engagement: Consumers can interact with hosts, ask questions, and get real-time answers.
Immediate purchasing: Products are available to purchase directly during the live stream, creating a sense of urgency.
Influencer power: KOLs and celebrities bring credibility and excitement, significantly influencing purchasing decisions.

This model of instant engagement has proven highly effective for brands looking to tap into China’s digital-first consumer base. For instance, beauty brand Estée Lauder saw significant success in its live-stream campaigns by collaborating with top KOLs, driving millions in sales during promotions.

KOLs and KOCs: The Influencers Powering Live Streaming

The rise of social media live streaming is closely tied to the country’s influential Key Opinion Leaders (KOLs) and Key Opinion Consumers (KOCs). These influencers play a pivotal role in driving consumer behaviour, particularly in the context of live commerce.

KOLs: Often celebrities or well-known personalities with large followings, KOLs bring authority and trust to a brand. They have the ability to promote products directly through live streams, where their recommendations carry significant weight.
KOCs: While not as famous as KOLs, KOCs are everyday consumers who share product reviews and recommendations. Their authenticity and relatability make them highly trusted by their followers.

For brands, collaborating with KOLs and KOCs can lead to exponential visibility and sales. In fact, KOL-driven campaigns accounted for 50% of live-streaming sales in China in 2023, underscoring the importance of influencer marketing in this space.

Adapting to Regulatory Changes in the Chinese Video Market

While the video streaming market presents vast opportunities, brands must remain mindful of China's evolving regulations around online content. As the Chinese government tightens its oversight on digital platforms, compliance has become critical for brands seeking to enter this space.

Navigating China’s Digital Regulations

In recent years, China has implemented stricter content regulations on video streaming platforms, emphasising the need for "appropriate" content. The Chinese government is particularly vigilant about removing any material it deems politically sensitive, violent, or inappropriate.

For brands looking to enter the market, understanding these regulations is essential. Failure to comply could result in content being taken down or, in severe cases, platform bans. Brands should take the following steps to ensure compliance:

Partner with local experts: Collaborate with agencies that understand the Chinese regulatory environment and can guide you through the approval process.
Localise content: Adapt your content to fit China’s cultural and political norms, ensuring it aligns with the country’s content standards.
Stay updated: Keep track of regulatory changes and work with your partners to continuously adapt.

Crafting Successful Video Streaming Strategies in China

The Chinese video streaming market demands a nuanced approach to content creation and distribution. Success depends on understanding local tastes, preferences, and behaviours. Brands that succeed in China’s streaming market invest in localisation and tailor their campaigns to fit platform-specific trends.

Tailor Content to Local Preferences

Success in China’s social media streaming market requires more than just translating Western campaigns. It demands a deep understanding of local consumer preferences, cultural nuances, and platform-specific trends. Chinese consumers expect tailored content that resonates with their lifestyle and values.

Integrate local celebrities: Collaborating with Chinese influencers or actors can enhance the authenticity of your campaign.
Use culturally relevant themes: Popular trends such as Guochao—the integration of traditional Chinese elements into modern design—are highly favoured by younger generations.
Stay aware of local holidays: Tailor campaigns to significant local events like Singles' Day, Chinese New Year, or 618 Shopping Festival to tap into the heightened consumer spending during these periods.

Experimenting with Format: Short vs Long

Another key consideration is content format. While long-form content like series and dramas remains popular, short-form video is the fastest-growing segment on social media platforms. Platforms such as Douyin have pioneered the short-form video trend, now one of the most effective ways to capture younger audiences’ attention.

When experimenting with formats, consider these tips:

Long-form content: Ideal for deeper brand storytelling and engagement, often used in iQIYI or Tencent Video.
Short-form content: Perfect for creating viral, snackable content that resonates with younger audiences on platforms like Douyin and Kuaishou.

Ready to Empower Your Brand in China?

China’s social media video streaming market is an ever-evolving ecosystem that offers boundless opportunities for brands ready to embrace innovation, localisation, and real-time engagement. For businesses looking to tap into China’s dynamic market, platforms like InfluenConnect are redefining how brands engage with influencers by offering a diverse range of KOLs, global reach, and data-driven insights. Click here to learn more about InfluenConnect.

For more such in-depth insights, follow Comms8 where we help your brand expand into foreign markets.

At Comms8, we specialise in helping businesses leverage the power of cross-border marketing in Asia. With our expertise, we can assist you in harnessing the influence of social commerce strategies to boost your brand’s credibility and awareness. Contact us today to learn more about empowering your brand in the dynamic Southeast Asian market.

Video Marketing in China: Unlocking a Multi-Billion Dollar Opportunity