In this article, you will find the most popular video sites and platforms in China in 2020 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 France?
In this analysis, you will find all the information you need to understand the China online video market and how to use it in your marketing strategy.
- The trend of video marketing
- 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 trend of video marketing
The online video market is all the rage around the world and this positive trend will continue throughout 2020.
Video sites and platforms are constantly growing in popularity and have become an essential asset for gaining visibility and popularity online.
Videos are one of the most promising marketing strategies in China.
More information on video marketing in China.
Despite the differences between China and the Western world, when it comes to online video marketing, both countries are following the same trend.
China currently has more online video site users 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% over the past three years.
That’s enough information to get online marketers excited.
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.
That is why we have prepared a list of the most popular video apps in China. But first, we have a little 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 any product related to Google.
If you try to access YouTube from mainland China, you will only see a blank screen.
This may come as a shock to users who mainly rely on YouTube.
However, there are some valid alternatives in China which 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 a server located outside of China and therefore bypass censorship.
However, remember that you must install the VPN on your devices before entering 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, the YouTube alternative in China.
After YouTube was banned in 2009, Youku took over 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 view 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.
Extensive use of artificial intelligence and data collection allows Youku to tailor its content to 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 since it is primarily aimed at fans of anime culture in China.
After the platform’s launch in 2009, Bilibili introduced new categories like mobile games, advertising and e-commerce, but the most watched videos are still related to cartoons from Japan.
Bilibili is well known 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.
This process can become too intense and cluttered for some users when thousands of people are watching the video at the same time.
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 offers space for influencers, but with a different take on what we see in the Western world.
Unlike 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, the 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 newer video sites, having debuted in September 2016.
Douyin is also known as 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 related to WeChat, a social media juggernaut, Tencent Video quickly grew to become one of the top ten most downloaded apps.
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 application offered by Taobao, a shopping market owned by Alibaba.
Lu Ke is focused on improving and supporting the e-commerce experience of its users.
Lu Ke users can upload videos and images of their merchandise and can quickly interact with potential buyers through the platform.
What makes this Chinese video site interesting is that its users can purchase products on the platform with just one click.
The platform has been so successful so far that its chairman Jiang Fan has said that there is a possibility that Tabao’s content will be 90% video in the future.
Kuaishou may not be as big as many of its competition, but it is the preferred video platform in less developed parts of China.
At first the platform was a GIF maker, but now users can upload short videos and can even have live streaming sessions.
The feature to add filters and sing 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 rapidly, and there are several solutions available that should be of real interest to marketers and companies who wish to target Chinese audiences.
The Chinese video sites we have included in this list are different in the content they host and the audience they cater to.
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 partners 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 created an in-house studio, and offer videos for brands, to communicate on these video platforms in China.