Happy New Year for 2018! What is your game plan for Chinese market in 2018?
Video content had become popular and visible in many Chinese leading media as well as Chinese social media in 2017 and to be foreseen to be even more popular in 2018 and beyond with the emerging AR and VR technology, video as a medium will be transformed into a much more immersive experience in the coming years.
Identify & know your target audiences
Knowing your target audiences is the key. Well, do you know them? If you can speak your each of your target audiences in few sentences, then you nail it! As a Chinese vlogger, I produced specific videos for my specific Weibo fan page in order to accurately target the right people with my right video content. For example, we opened “This is UK” Weibo fan page and the content is specific to UK related only, that means my videos are only talking about UK, and English related, no matter it is about education, english, travel, fashion, beauty, food etc. In our “This is Asia” Weibo fan page, I only release Asia related videos related to travel, shopping, food etc. In our “This is Northern Europe” Weibo fan page, I only release Europe related videos related to travel, shopping, food etc. That allow me to reach out to my followers who loved to interest in travelling and learning about new country, new culture, shopping, food etc.
An example of our UK related video published in Chinese popular video platform called MiaoPai (秒拍)
Inject personality into your brand
When I am making travel videos for my hobbies as a vlogger and blogger. I try to be the real me and inject my personality into the video. Because I know that there are going to be dislike me anyway, but the good thing about being myself is that I can attract the people who genuinely like me, and be my followers. So it is very important to be comfortable to be and portray myself. Therefore, I am using my own voice over, to give my own perspectives, to let people know why the places are so beautiful and worth to visit in my own eyes etc.
Below are some example of injecting my personality and face into the video.
Below is the example of self video recording in my Chinese travel video:
Below is an example of recording home scene to make the video feel more personal and closed to my followers so that I can blend this video clip with other video scenes.
People from different culture have different consumer preferences and taste, so it is better to understand and produce something that can resonate and relevant to them. For example, the way that Chinese tourists plan their trip would be different from western countries. Food would be a more important element for Chinese tourists than bear and wine as compared to western tourists.
A good storyboard is the foundation
Well, a good storyboard is the basic, and one thing is true, the most efforts, resources, and time you put into creating the video, a better result it usually is (There is no much quick solution, except if you want to create a video that copy other people’s work, then it is another story…)
Inject something different, something that can wow people
To be honest, creating an amazing video do costs a lot of brain juice, time, resources and money. So you are going to add some spice into your video, don’t you? I had been interested in watching movies, and dramas during my free time, and I made few videos whenever I travel to new countries. However, I speak Mandarin, Cantonese and English, so it is pretty exhausting to create 3 language versions when I do the voice over.
Out of curiosity, I enrolled a Kevin Spacey’s MasterClass because I am much interested to explore what Kevin Spacey can offer and how I can apply acting in my business, hobbies, and personal life.
Make it short and sweet
You don’t want to bore people, so better make it short and sweet. Well, a good thing to make it a short video is that it allows you to better focus the key story and message.
Sometimes you need to get a bit dramatic
A good actor deserves the money, if you are start-up and can’t afford it, you can learn to be the actor/vlogger/blogger yourself. Don’t speak the same monotone, give away the dead and boring face, otherwise, it is going to be the “Another Boring Video” in this planet.
Keep it entertaining is the best policy
People get tired at the routine, the same face, tone and manner in the office and daily life, so that’s why they want to see something different, refreshing, new, unexpected, and entertaining in the video.
Invite localized third party to co-create the video with you
The localized third party or individual key influencers and vlogger who had local presence and popularity would help your brand video spread quicker!
Data and experimentation
Experimentation is the key in the beginning when something is created from stretch because you never know what will be popular and interested by the Chinese audiences., but you get some gut feeling on the content you want to convey. Therefore, it is good to run experimentation to collect data to see which version generate much more interest, engagement, and conversion for your brand.
Here are some aspects of the video that could be perfect for A/B testing:
- Testing the storyline content
- Title (even something as small as the use of capital or lowercase letters can have an impact on engagement)
- Font size
- Any promotion offered during the course of the video
- Your interviewee (might a different person engage the audience more?)
- Voiceover actor or actress
- The placement of the video on the page
- Call to action
Last advice: Don’t repeat doing the same thing over and over
Maybe it is just easy to repeat things, and maybe we just don’t want to waste our idea and like to re-use it again and again? No, no, no! For example, when you are a property company, and when you are trying to showcase your property the same way you did before again and again, well, without much variation, then it is the boring stuff that you produce, over and over again. When you want to make some noise, you can’t be like “everyone else”, or “play it too safe”, “display a Barbie face” again and again. You need to make a statement… Think about Richard Branson, despite sometimes it can get a bit crazy, but he had achieved the objective – make people remember him.
When you are witnessing your company are repeatedly recoding the same “kind” of video again and again, then stop! You got to try something different now. If you are interested in promoting your brand to Chinese market via video content? Talk to us!
Over the past eight years, Sarah has led and executed successful digital campaigns for a range of international and local companies in China, Hong Kong and internationally, including: Hong Kong Ocean Park, agnes b, Volkswagen, Premium Tax Free – Watches of Switzerland and Damiani. She has worked with property, travel and hospitality, luxury and fashion clients. As a native Chinese speaker fluent in Mandarin, Cantonese and English, Sarah is also a popular Chinese lifestyle, fashion and travel blogger.
During the day, she was working for Red Digital China, during the night, she expands her interest in creating story-telling content, design, drawing etc.
Latest posts by Sarah Yam (see all)
- China outbound tourism: Big opportunities moving forward - September 6, 2018
- Chinese outbound travel: Chinese tourists outbound travel trend - June 20, 2018
- New Era of Digital Media: The Emergence of E-Commerce on Wechat Mini Program - June 15, 2018