In this article, you will find an analysis of the most popular video sites and platforms in China in 2020 and this new trend: the explosion of videos. Which are the main Chinese video sites? How is video marketing in China different from France?
In this analysis, you will find all the information you need to understand the China online video market and use it in your marketing strategy.
- video marketing trends
- Is YouTube blocked in China? (Yes, but it is accessible with a VPN)
- Douyin (TikTok), from China to the world
- Tencent Video (Wechat)
- Lou Ke
video marketing trends
The online video market is in rage around the world and this positive trend will continue throughout 2020.
Video sites and platforms continue to grow in popularity and have become an important asset in gaining online visibility and popularity.
Videos are one of the most promising marketing strategies in China.
More about video marketing in China.
Despite the differences between China and the western world, both countries are following the same trend when it comes to online video marketing.
China currently has more online video site users than the United States and Japan.
According to a study by Antgroup, the number of subscribers to Chinese video sites and platforms has increased by 119% over the past three years.
That’s enough information to get online marketers excited.
However, it is important to note that the most popular Chinese video sites are not like the western world.
That’s why we have compiled a list of the most popular video apps in China. But first, we have a short note on an important video site that is not working in China.
Is YouTube blocked in China?
(Yes, but it is accessible with a VPN)
YouTube does not work in China, nor does any Google-related product.
If you try to access YouTube from mainland China, you’ll only see a blank screen.
This may come as a shock to users who primarily depend on YouTube.
However, there are some legitimate alternatives in China that you will learn about in this article.
Of course, you can still access YouTube from China if you use a VPN to unblock YouTube.
A VPN (Virtual Private Network) allows you to connect to servers located outside of China and therefore bypass censorship.
However, remember that you will need to have a VPN installed on your devices before you can enter China, as all VPN websites are blocked from China as well.
There is no doubt that if you want to use video to promote your business in China, YouTube is not the way to go.
You must use one or more of the Chinese video sites listed in this article.
Youku, a YouTube alternative in China.
After YouTube was banned in 2009, Youku took over the role of Chinese YouTube.
The video platform is now owned by Alibaba and has a lucrative base of 500 million monthly active users who watch over 800 million videos daily.
Youku strives to provide an exceptional experience for its users.
The platform has made speed an identity of its own.
On Youku, users can search, access, post and share videos fast and seamless.
The extensive use of artificial intelligence and data collection allows Youku to customize its content for each user.
Youku is arguably the most popular and used video site in China.
Bilibili, the video platform for cartoon lovers.
Bilibili can be considered a niche video site or platform as it is mainly aimed at fans of anime culture in China.
After the platform’s launch in 2009, Bilibili introduced new categories such as mobile games, advertising, and e-commerce, but the most viewed videos still belonged to cartoons from Japan.
Bilibili is famous for its commentary feature called Danmu which allows viewers to post a comment at any time during the video.
What makes this feature unique, and sometimes difficult for users, is that the comments cover the video.
When thousands of people are watching videos at the same time, the process can be very fast and cluttered for some users.
Nonetheless, Danmu encourages social interaction and is highly regarded by most Bilibili users.
Xigua, the video platform for KOLs, is a Chinese video site that provides space for influencers, but with a different perspective on what we see in the Western world.
Unlike what we see on video sites like YouTube, where it’s becoming increasingly difficult to spot the difference between advertising content and professional content, Xigua prioritizes content created by professionals.
In fact, the average video content on Xigua is over two minutes, which is different from other video platforms where shorter content is more common.
Xigua is a good platform to promote brand awareness.
Douyin (TikTok), from China to the world
Douyin is one of the newer video sites, launched in September 2016.
Douyin is also known as Chinese Tiktok.
In just a few years, the video platform has reached over 400 million active users in China (source).
The popularity of this video app is due to the fact that users can create their own short videos from the app and share them with their followers.
Since 2018, Douyin has become the most downloaded iOS application.
Tencent Video (Wechat)
To date, TenCent Video is the largest video site in China.
Being closely related to WeChat, a social media juggernaut, Tencent Video quickly became one of the top ten most downloaded apps.
If you are a WeChat user or own an official WeChat account, you must download Tencent Videos, otherwise you cannot embed videos in your content.
Also, users get access to HBO series on this video platform.
Lu Ke is a short video application offered by Taobao, a shopping marketplace owned by Alibaba.
Lu’s is focused on improving and supporting the e-commerce experience of its users.
Lu’s users can upload videos and pictures of their wares and quickly interact with potential buyers through the platform.
What makes this Chinese video site interesting is that its users can buy products on the platform with just one click.
The platform has been so successful so far that its president, Jiang Fan, has said that it is likely that Tabao’s content will be 90% video in the future.
Kuaishou may not be as big as many of its competitors, but it is the preferred video platform in less developed parts of China.
Earlier this platform was GIF maker, but now users can upload short videos and also do live streaming sessions.
The feature to add filters and sing karaoke is very popular.
It should be noted that recently, large companies such as Tencent, Baidu and Alibaba have invested in Kuaishou, which suggests that this video platform will continue to grow.
Conclusion Video is the future of content marketing in China
The online video market in China is growing rapidly, and there are many solutions available that should be of genuine interest to marketers and companies that want to target a Chinese audience.
The Chinese video sites we have included in this list differ in the content they host and the audience they serve.
Not all of them meet the needs of businesses, but some of them can certainly be useful in reaching a wider customer base.
As we have seen in the past, brands need to do their homework to find the right path and the right partner to help them run an effective video marketing campaign in China and make the best use of the tools available in this market. ,
We have built an in-house studio in China to communicate on these video platforms, and present videos for brands.