Asia is one of the most dynamic digital ecosystems in the world. With hyper-engaged audiences, platform-specific behaviours, and rapid content experimentation, the region has become a blueprint for how modern marketing funnels work. Brands looking to grow in Asia, or learn from it, can benefit from understanding how local content formats guide consumers from awareness to consideration to intent.
In the first post of the series, we’ll explore the first two stages of the funnel and examine the content formats, platforms, and amplification strategies brands use across APAC.
Awareness: Short-Form, Entertaining, Mass-Reach Content
In Asia, awareness is driven primarily by content that’s snackable, visual, and built for virality. These formats thrive on platforms like TikTok (Douyin), YouTube Shorts, Instagram Reels, RED, and LINE.
Key content formats often involve short-form videos (6-15 seconds) with “hooks”. These could include quick product teases, POV or lifestyle snippets, humorous or relatable clips, and content featuring trending audio or challenges.
Short, highly shareable videos excel at capturing broad audiences, especially younger viewers.
KOL/KOC awareness bursts
Influencers in Asia—especially micro or nano creators—play a significant role. Brief creator shoutouts or “first impressions” introduce products to millions quickly.
Branded TikTok/Douyin effects
AR filters and stickers help brands ride cultural moments. These effects often go viral across markets like China, Indonesia, and Thailand.
Colgate presents a great example of using AR filters for awareness. The brand launched a campaign to promote Colgate Max Fresh toothpaste in Vietnam in collaboration with rapper Lang LD. Colgate used AR hand tracking technology on TikTok, allowing players to activate filter effects when performing movements like high-five, rock’n roll, and “smile” hand gestures. KOL participation was utlized, which encouraged viral UGC and helped and the campaign achieved 1.2 billion views.
High-frequency social posting
In markets such as South Korea and Japan, frequent brand updates using clean visuals, memes, and seasonal aesthetics maintain visibility.
Awareness goal:
Show up often, show up fast, and match the cultural tone of the moment.
Consideration: Educational, Value-Driven, and Community-Based Content
Once consumers are aware of a brand, they turn to deeper formats that help them evaluate its credibility. Asian consumers tend to be research-heavy, platforms and peer recommendations matter a lot.
High-performing content formats involve in-depth product demonstration. These could be longer TikTok/Douyin videos of 30-60 seconds, YouTube mid-length videos of 3 to 8 minutes.
Comparison content is highly utilized in this stage of the funnel, especially, in Japan, Korea and China. These could take form of A vs. B review, Price–value comparisons and ingredients breakdowns in the beauty and wellness industry. Consumers want to see functionality and real results.
User-generated content (UGC) on platforms like RED
RED (for Chinese consumers) is a hub for authentic testimonials, before–after stories, and community-driven recommendations.
Many car brands in China now use RED as a consideration content platform where detailed user-generated reviews, guides, and feature walkthroughs help buyers evaluate cars before purchasing. These posts often include:
- Interior and exterior photo breakdowns
- Feature demos (infotainment, safety tech)
- Comparison with other models
- User lifestyle scenarios (family road trips, daily commute)
Volvo XC40 was highlighted through the #为生活做减法 (“living with less but better”) themed posts, tying the car’s simplicity and safety into everyday life. Posts include walking tours of the car, feature notes, tips for urban driving, etc
Livestream soft-selling
On platforms like Taobao Live, TikTok Shop, and Shopee Live, hosts explain products in detail before pushing for purchase.
Long-form written reviews
Especially influential in Korea (Naver Blogs), Japan (Ameblo), and Taiwan (Dcard). Written content helps build trust and credibility.
Consideration goal:
Help customers understand value, compare options, and feel confident that the product fits their needs.
In conclusion, across the upper stages of the funnel in APAC, creators play a central role in driving awareness bursts through cultural moments, while also building trust and delivering reason-to-buy during the consideration phase. In the next post, we’ll explore the key content formats and amplification tactics that drive performance in the conversion stage.