How Can Companies Leverage Youku?

How to realize effective Marketing Campaign on Youku? Youku Tudou is the largest video-sharing site in China with more than 500 million monthly visitors and over 800 million daily video views.

Youku has become an effective social platform to reach a vast audience in China.

Youku Tudou was launched in 2012 as the merger of the Chinese video sites Youku and Tudou, creating China’s leading video online platform.

In 2014 the revenues of Youku Tudou increased by up to 29 percent and in the third quarter net revenues accounted for $180 million. Also, the gross profit for the third quarter grew up to 200% at $40.2 million.

In China, users have no access to Youtube, the world’s most popular online video site, therefore Youku Tudou has occupied its place in China.

This online platform allows users to search, view and share video content through different devices. Youku Tudou has a huge number of content on its platforms including 5900 movies, 2200 television shows, 800 variety shows, sporting events, current events, and other content which are generated by users.

Brand Advertising

Through Youku Tudou, companies have the opportunity to advertise their brands via this popular social platform and reach a huge number of potential consumers. In addition, it is an effective method to build brand awareness.

Due to the success of Youku Tudou among Chinese users, many companies have decided to advertise their brands on this video site, and therefore in 2013 around 89% of Youku revenues came from selling ads.

Mobile advertising

In the third quarter of 2014, Youku Tudou was the second most popular mobile app in China after WeChat according to the time users spent on the mobile platforms. During that period of time, users spent over 3.32 billion hours.

Increasingly more, video viewing is becoming an indispensable entertainment activity for Chinese users.

In 2014, daily mobile video views exceeded 400 million which means 25% of Youku traffic and they spent an average of 25.9 hours online per week.

Online viewing analytics

Online viewing analytics is a tool of Youku Tudou that enables brands to identify their audience by providing the viewers’ demographics, geolocation, browsing technology, and language.

This enables brands to show targeted adverts or other location-related content.

The multitude of ad options

The ads can be shown in a multitude of ways such as banners which can be both static or animated, text links, buttons, and branded viral videos.

Other advertising options include sponsorship for live events, product-placement advertisements in in-house produced content, and in-house produced viral videos.

In addition, videos can be displayed before, during, or after video content and also there are pause ads.
Youko pre-roll, mid-roll, and post-roll are ads that are displayed before, during, and after the video respectively and these can’t be skipped.

Youku pause ads are those ads that are displayed when the video is paused and they finish when the video is resumed.

Banner ads can be shown at the top, the middle, or at the bottom of the page, and their price depends on where are located.

The price depends on the type of ad, where, and how it is displayed.

Multiscreen advertising

The purpose of multi-screen advertising is to engage users on different devices such as mobile, tablet, or PC. Users can continue watching the same content even if they change from one device to another.

Thanks to multiscreen advertising, companies are able to increase their exposure and engage consumers.

Youku accounts

Another way to have a presence on Youku is through the creation of an official brand channel on the video platform.
Brands are using this method to communicate their brand story and engage consumers.
There are many brands such as Burberry, Cartier, and Louis Vuitton which already have an official brand channel on Youku.

For instance, Burberry uses Youku to share promotional films of collections and seasonal campaigns while Louis Vuitton creates short videos that are developed around different sections such as Louis Vuitton travel, The Sotres of Louis Vuitton, and Louis Vuitton Art.

Thanks to Youku Tudou, brands have the chance to reach a huge number of consumers through different devices and interact with and engage them.

A video is very efficient to attract customers in China. In fact, they spend most of their time online watching videos. Good storytelling will gather a huge success

Here is an example

Louis Vuitton Storytelling Video “L’invitation au voyage”

<embed src=”https://player.youku.com/player.php/sid/XNDcyNDA4NjQw/v.swf” allowFullScreen=”true” quality=”high” width=”480″ height=”400″ align=”middle” allowScriptAccess=”always” type=”application/x-shockwave-flash”></embed>

More than 3,1 million viewers

So if you want to attract Chinese customers, videos are the way to go, we have a video service that can design videos made for your brand to tell your story to your Chinese customers to increase your sales. Contact us!

Sources:

• How to promote your brand on Social media in China.
• All you need to know about marketing online in China
• Why can video improve your user experience in China?
• Forbes

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