Marketing Opportunities for Brands in China after the Coronavirus Crisis Recedes

We review the types of online video content that proved popular among Chinese consumers during the outbreak.

Education and learning: Short-video platform users turned to educational content—such as computer skills courses and cooking classes—to make productive use of their quarantine time at home. Key opinion leader (KOL) Amanda posts cooking tutorial videos on TikTok; she had accrued 1.6 million followers, as of May 5. One of her videos, which featured instructions on how to make a Japanese-style black-bean dish, received 23,000 likes between February 24 (when it was posted) and May 5.

Amanda’s cooking tutorial for a black-bean dish

Source: TikTok

Interior design and do-it-yourself (DIY): As people spent more time at home, they had a greater desire to make their homes more attractive and comfortable, prompting them to turn to TikTok to look for content on home décor and DIY projects. Reflecting this, KOL Yanzi’s video on “how to better design your kitchen”—posted on March 14—received 19,000 likes by May 5.

Yanzi’s video on “how to better design your kitchen”

Source: TikTok

These video trends might continue post crisis, so brands could consider exploring creative ways to leverage these types of content as part of product marketing strategies going forward.