China Internet Media: Marketers branding with short videos

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Over the past two years, the short video media platform in China has boomed. These are videos typically lasting 15 seconds to a few minutes, uploaded by anybody on various apps. According to a recent survey, short videos have become a greater focus for marketers and media agency professionals. Xing Ruinan has more.

Chen Chao lives in Beijing and is a loyal user of Douyin, a popular short video app. In his eyes, short videos are a good way to kill time.

CHEN CHAO BEIJING RESIDENT "It is a fragmented way of entertainment. Without knowing, you may have already spent two or three hours swiping through countless short videos."

Douyin, the short video app Chen Chao is addicted to, saw its daily active users more than double between December 2017 and March 2018. Professional marketers in China have noticed this trend. Pan Fei's team specializes in creating short videos and provides online integrated campaigns. He says most companies in China are now starting to tap into the potential of short videos.

PAN FEI, CEO BLUE FOCUS "Short videos are growing to be a real entrance, a cultural entrance for consumers, and a socializing entrance for marketers. Eventually, companies of all kinds will change the way they use their advertising budgets. It is just a matter of time."

In 2017, 22% of respondents said short videos are one of the leading social media marketing tactics they use. Fast forward one year later, and 62% of respondents say they use it.

PENG HAO, MANAGER SHORT VIDEO DEPARTMENT, BLUE FOCUS "Short videos have a life span of as short as one or two weeks. We have to always think about what would become the next hit, and how we can come up with another hit by digging into the previous one. That's where we keep pushing."

So why the refocus for marketers? One of the main reasons is that the general public, from old to young, are on their phones all the time, and with their phones everywhere.

Short videos require short attention spans, which make them perfect for the tech-savvy consumer.

ZHANG YI, CEO IIMEDIA RESEARCH "Chinese netizens have entered the era dominated by the post 2000s. They are after a new and unique online experience. And short video has become a platform these new users can rely on."

L'Oréal conducted a Halloween campaign and more than 11,000 users uploaded their creative makeup videos. Shanghai Disneyland launched a short video campaign, and successfully attracted attention from park visitors. With the rising popularity of short videos, the medium is becoming a new favorite marketing tool for brands in China. Xing Ruinan, CGTN.