Short Video Marketing in China - Baidu Vertical Video Ads Matrix

Nowadays, short videos are everywhere and become an increasingly important component of user leisure. The number of Chinese short video users reached 873 million last year, and per capita spend 2 hours a day watching short videos according to the 2021 China Network Audiovisual Development Research Report.

It is no exaggeration to say that the Chinese can't get enough of these bitty snippets of video content.



Short video marketing is favored by brands


At the same time, the short video is a new choice for marketers as well. Short videos can meet various promotional needs such as product showcases, brand promotion, and more.

Compared to long-form videos, short videos are much cheaper to make and are equally even more effective. There are some data that can tell you how effective they are:


a. 84% of people were convinced to buy a product or service based on the brand’s video (*from Wyzowl)

b. 68% of people will happily watch a business video if it’s under a minute (*from Vidyard)

c. 72% of consumers prefer videos to text marketing (*from Retail Dive)



The Chinese prefer vertical videos


In addition, it is noticeable that the rise of short videos is accompanied by the popularity of China's mobile-driven internet.

As a result, Chinese users are mostly consuming content via their mobile devices while they’re on the go, which means vertical videos are the way to go compared to horizontal videos.

Similarly, vertical video ads will also perform better than horizontal video ads.


Baidu Vertical Video Ads Matrix


Baidu understands the marketing value of vertical videos, so there is a traffic matrix for vertical video ads in Baidu Ads. This traffic matrix includes 4 platforms: Baidu App, Baidu Search, Haokan Video, and Baiqingteng (Baidu Display Networks).


In addition to ordinary vertical video ads, advertisers can also create Rewarded Video Ads to deeply interact with users. Rewarded video ads can be advertised in both Baidu's own apps and Baiqingteng app networks.


How to create attractive vertical videos?


Tip 1: Show highlights in the first 5 seconds of the video to grab users' attention and avoid them from skipping.


Tip 2: Use stories to present product selling points. People are tired of the content full of selling points without anything else.


Tip 3: Make good use of subtitles. It is obvious that people are not willing to watch a video without any subtitles.


Tip 4: Direct users with CTA buttons. People who are interested in your videos are likely to make purchases, so use appropriate CTA buttons in the video to direct them.


Contact us to learn more about Baidu's vertical video advertising matrix.


*Source: Baidu Marketing

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