In this article you will find the most popular video websites and platforms in 2020 in China and an analysis of this new trend: the explosion of video. What are the main Chinese video sites? How is video marketing different in China from England?
In this analysis, you will find all the information you need to understand the online video market in China and how to use it in your marketing strategy.
- The video marketing trend
- Is YouTube blocked in China? (Yes, but it is accessible with a VPN)
- Douyin (TikTok), from China to the world
- Tencent Video (WeChat)
- Lu ke
The video marketing trend
Around the world, the online video market is all the rage and this positive trend will continue throughout 2020.
Video sites and platforms are constantly gaining popularity and have become an essential asset for gaining visibility and popularity online.
More information on video marketing in China.
Despite the differences between China and the western world, when it comes to online video marketing, the two countries are following the same trend.
China currently has more users of online video sites than the United States and Japan combined.
According to a study by Entgroup, the number of subscribers to Chinese video sites and platforms has increased by 119% in the past three years.
This is enough information to thrill online marketers.
However, it is crucial to keep in mind that the most popular Chinese video sites are not the same as those in the Western world.
This is why we have prepared a list of the most popular video applications in China. But first, we have a little note on an important video site that doesn’t work in China.
Is YouTube blocked in China?
(Yes, but it is accessible with a VPN)
YouTube does not work in China, nor any product related to Google.
If you try to access YouTube from mainland China, you will only see a blank screen.
This may seem shocking to users who depend primarily on YouTube.
However, there are valid alternatives in China that you will discover in this article.
Of course, you can still access YouTube from China if you use a VPN to unblock YouTube.
Remember, however, that you must install VPN on your devices before entering China, as all VPN websites are also blocked from China.
There is no doubt that if you want to use video to promote your business in China, YouTube is not the solution.
You should use one or more of the Chinese video sites listed in this article.
Youku, the YouTube alternative in China.
After YouTube’s ban in 2009, Youku took on the role of Chinese YouTube.
This video platform is now owned by Alibaba and has an attractive base of 500 million monthly active users who watch more than 800 million videos per day.
Youku strives to provide an extraordinary experience for its users.
The platform has made speed one of its hallmarks.
On Youku, users can search, access, post and share videos quickly and without interruption.
Intensive use of artificial intelligence and data collection allows Youku to tailor its content to each user.
Youku is without a doubt the most popular and widely used video site in China.
Bilibili, the video platform for cartoon lovers.
Bilibili can be considered a niche video site or platform since it is mainly aimed at fans of anime culture in China.
After launching the platform in 2009, Bilibili introduced new categories like mobile games, advertising and e-commerce, but the most watched videos are still linked to Japanese cartoons.
Bilibili is well known for its comment function 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.
However, Danmu encourages social interaction and is highly valued by most Bilibili users.
Xigua, the video platform for KOLs, is a Chinese video site that offers space for influencers, but with a different approach from what we see in the Western world.
Contrary to what we see on video sites like YouTube where the distinction between advertising content and professional content is increasingly difficult to detect, Xigua gives priority to content produced by professionals.
In fact, average video content on Xigua exceeds two minutes, which is different from other video platforms where it is more common to find shorter content.
Xigua is a good platform to promote brand awareness.
Douyin (TikTok), from China to the world
Douyin is one of the most recent video sites, having started in September 2016.
Douyin is also known as the Chinese TikTok.
In just a few years, this video platform has reached more than 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 directly 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 linked to WeChat, a social media behemoth, Tencent Video has quickly grown to become one of the top ten most downloaded applications.
If you are a WeChat user or the owner of an official WeChat account, you must download Tencent Video, otherwise you cannot embed videos in your content.
In addition, on this video platform, users have access to HBO series.
Lu Ke is the short video app offered by Taobao, an Alibaba-owned shopping market.
Lu Ke is focused on improving and supporting the user’s e-commerce experience.
Lu Ke users can upload videos and images of their goods and can 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 one click.
The platform has been so successful so far that its president Jiang Fan has said that it is possible that Tabao’s content will be 90% composed of videos in the future.
Kuaishou may not be as large as many of its competitors, but it is the preferred video platform in less developed regions of China.
At first, the platform was a manufacturer of GIFs, but now users can upload short videos and can even have live streaming sessions.
The feature of adding filters and singing karaoke is very popular.
It should be noted that recently, large companies like Tencent, Baidu and Alibaba have invested in Kuaishou, which suggests that this video platform will continue to develop.
Conclusion : video is the future of content marketing in China
The online video market in China is growing, and several available solutions should be of real interest to marketers and companies wishing to target the Chinese audience.
The Chinese video sites we have included in this list are different in the content they host and the audience they target.
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 must do their homework to find the right path and the right partners to help them organize an effective video marketing campaign in China and make the best use of the tools available in this market. .
We have created an in-house studio, and offer videos for brands, to communicate on these video platforms in China.