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The Key to Delivering Impactful Video Communications in China

Tuesday, February 19, 2019 - 09:30
The Key to Delivering Impactful Video Communications in China

Over the past several years, video communications and webcasting have grown into crucial pieces of a communicator's toolkit. This trend has happened globally, with the use of video expected to double in the next five years.

And why wouldn't it? Just using the word “video” in an email subject line increases open rates by 19 percent. Video is more impactful, engaging and memorable than alternative communication models; it builds trust, improves retention and drives results.

One of the key points behind video webcasting is the ability to deliver a single message globally, maximizing reach and return on investment. The capability to deliver your message around the world, reaching your audience in their language and time zone, is a powerful thing.

The power of content delivery networks allow businesses to provide seamless communications in the far reaches of the world. However, despite greater access to video and webcasting channels, China continues to pose several unique challenges. These challenges must be considered as you choose the best way to deliver your company’s impactful content to Chinese audiences.

Quality: Overcome the "Great Firewall of China"

Quality of experience is paramount for Chinese users. Any issues in interacting with your content will ultimately reflect negatively on your brand. Despite having the largest global population with internet access, the largest consumer market and the second largest global economy, China ranks 91st globally in internet speed. This disparity is driven by the "Great Firewall of China."

The "Great Firewall" is a series of technologies that allow China to control and filter information on the internet. For businesses and consumers, this means in-country access to web applications (like communication tools) and content can be delayed or see the quality of its delivery affected. This means, using a video platform or content delivery network that doesn't provide content from inside of China will result in a negative viewing experience. It’s vital that any technology you use can perform within Chinese borders.

Language: Make Sure You Use a Localized Video Platform

Only 15 percent of the Chinese population is fluent in English. If you want your content to resonate, it’s critical that the platform you choose can have its navigation and content displayed in local languages. If the platform you use can’t localize content, ensure you can offer closed captioning as an aleternative.

Social: Use Chinese Social Media Integrations

Social media is an excellent way to grow your audience and increase the impact of your message. However, many global social media networks are not accessible in China. If you want your message shared, you’ll need to ensure it’s shareable on WeChat or Sina Weibo—both Chinese platforms can help deliver the results you are looking for.

What’s Next?

China represents the largest consumer market in the world. For companies whose communication strategies include China, there are a lot of opportunities. These opportunities come with challenges that, if properly considered, will ensure your video communications resonate, engage and drive results.

West Digital Media Solutions has been delivering successful video communications to China for more than five years, using integrations with ChinaCache and Aryaka. Our video platforms include more than 17 language options, including Mandarin and traditional Chinese. If you have any questions about how to drive a successful Chinese video strategy, contact our team today.