Is Long Video Worth It for Brands in China?

When people think Chinese video they think Douyin now, and fair enough, that is where the energy is. But long video still matters, and Youku, Tencent Video, and iQiyi reach hundreds of millions of people sitting down to watch properly, not scrolling for ten seconds. For some brands that is exactly the audience you want. Here is when long-form video is worth your time, and when it is not.

The two kinds of video in China

Short video, Douyin and Kuaishou, is for grabbing attention and impulse buying. Long video, Youku and its rivals, is for considered viewing: shows, documentaries, branded content people actually sit through. The mistake is treating them as the same channel. They reach people in completely different mental states, one restless, one settled, and they sell in different ways.

When long video pays off

If your product needs explaining, or your brand story is the reason people buy, long video earns its place. Premium goods, complex products, heritage brands, anything where a minute of context changes the buying decision. Product placement in popular shows and quality branded content can build the kind of trust a six-second clip never will. It is slower and more expensive, but it goes deeper.

No, Youku is not dead in China. It’s still very much alive and one of the top long-form video platforms.

Youku (owned by Alibaba) remains a major player for full-length dramas, movies, variety shows, and anime. It has strong upcoming lineups for 2025-2026, with fans and media actively discussing its new C-dramas and anime releases. As of late 2024/early 2025 data, it had around 448 million monthly active users, and it continues to lead or rank high among long-form streaming apps.

Why it feels “dead” to some people

Short video dominance: Douyin (TikTok China) completely changed how people consume video in China. Most daily time goes to fast, entertaining short videos and livestreams. Youku, like iQiyi and Tencent Video, focuses on longer content, so it gets less casual daily scrolling.
Competition is brutal: It lost its old “YouTube of China” crown years ago. Platforms like Bilibili took the young, deep-dive audience, while Douyin and Kuaishou took the mass entertainment and commerce side.
Past struggles: It had big losses and impairment charges in previous years, which made headlines.

Current reality (2026)

Still a heavyweight for premium content — especially TV series and anime.
Solid user base (hundreds of millions MAU) and ongoing investment from Alibaba.
Actively producing and promoting big new shows. It’s not growing like Douyin, but it’s not disappearing either.

For brands: Youku is good for longer storytelling, drama placements, and reaching audiences who want quality series or movies. It’s not the place for quick virality or impulse sales like Douyin. Use it to build deeper brand love through content integration or sponsorships.

So should a small brand bother?

Usually not as a first move. Long-video production and placement cost real money, and a small brand gets faster returns from Douyin and Xiaohongshu first. Long video makes sense once you have proven demand and want to deepen the brand, or when your category genuinely needs explaining. Earn the budget on the fast channels, then invest in the slow one.

Can I just reuse my Douyin videos on Youku?

Not really. A punchy ten-second hook feels thin and odd on a platform where people came to watch something. Long video wants a different rhythm: a story, a reason to keep watching. Repurpose the idea, not the file. Match the content to the mindset of the platform or it falls flat.

Douyin (抖音)

Douyin is the king of video in China. It’s the short video platform that everyone opens every day, the place where trends start, where people kill time, and where brands make real money fast. Think of it as TikTok on steroids with built-in shopping and livestreaming that actually sells. It moves crazy fast — what works today might not tomorrow. Brands that treat it like normal advertising lose. The ones that win understand it’s pure entertainment first, then business.

Entertainment must come before brand. Every video needs a strong hook in the first 3 seconds. Fun, emotional, surprising, or useful — users scroll like crazy. Pure product shots die quick. Wrap your message in trends, music, stories, humor, or challenges. Show real life, real people using the product in a natural way.
Livestream commerce is the real power. This is where Douyin shines for brands. Top livestreams sell millions in one session. Host your own or work with strong creators. Show products live, answer questions, create urgency with limited offers, flash sales, or exclusive bundles. Practice a lot good hosts build trust on the spot and close sales directly.
Content volume and speed matter. Post often, test many versions. The algorithm loves fresh content that keeps people watching. Mix tutorials, unboxings, behind-the-scenes, duets, user stories, and pure fun videos. One good video can explode, but you need volume to feed the machine.
Work with creators the smart way. Big KOLs for reach, micro and KOCs for trust. Give them creative freedom but keep brand safety. Long-term partnerships work better than one-off paid posts. Creators who feel the brand do the best work.
Paid ads to amplify what works. Ocean Engine (Douyin ads) is powerful. Test small, find winners, then scale. Use it to push good organic videos or target specific audiences. Combine with organic for best results.
E-commerce integration is seamless. Link to Douyin stores or mini-programs. Make the path from video to buy super easy. Many brands close sales inside the app during lives or right after videos.
Stay agile and local. The platform changes fast. Watch trends daily, react quick, follow rules strictly or risk limits. Work with local teams or agencies who live on the platform. Foreign brands that copy Western TikTok style without local flavor usually look off.
Common mistakes to avoid. Don’t sound like an ad. Don’t post too polished or fake. Don’t ignore comments — engage fast. Don’t expect one campaign to last forever. Consistency and quick learning win here. Measure watch time, completion rate, shares, and sales, not just views.

Douyin is perfect for awareness, virality, and direct sales, especially if your brand has visual, fun, or lifestyle appeal. It works great together with Rednotes for desire and WeChat for loyalty.

Here’s a quick table for the main video platforms (Douyin leads, others have their niches):

Platform	Main Strength	Best For Brands	Content Style	User Mindset
Douyin	Short video + livestream sales	Virality, impulse buy, trends	Fast, fun, trendy videos & lives	“Entertain me and let me buy now”
Kuaishou	Community & authentic lives	Lower-tier cities, trust building	Real, community-focused	“Show me real people like me”
Bilibili	Longer videos & deep content	Education, Gen Z niches, storytelling	In-depth, series, bullet chats	“Teach me or tell me a good story”

Sources (good recent overviews):

Where we come in

We are a team of 15 in Shanghai who tell small brands honestly when video is worth the spend and where to put it, short or long. We start you on the channels that pay back fastest and get you found on Baidu so the views turn into checks that close. Tell us your product and we will tell you if video is the move.

Jon wang has helped small brands get found and sell here ever since. He co-founded this agency to give smaller companies the China Tips the big agencies keep for enterprise clients.