This article is adapted from China Playbook, our subscription-based strategy hub for decision-makers navigating China’s ever-shifting consumer landscape.
Podcasts in China have transitioned from a niche audio hobby to a multi-platform visual medium for amplifying brand engagement. Platforms like Bilibili, Rednote (Xiaohongshu), and Himalaya have all integrated video podcast tools and are actively engaging with brands and podcasters for this shift.
For brands, video podcasts provide a high-density trust channel: viewers of video podcasts stay engaged 1.5x longer than audio-only listeners. By combining intellectual depth with visual aesthetics, brands like Songmont and Tiffany & Co. are building lifestyle universes that convert passive listeners into loyal community members.
From Earbuds to Eyes: The Platform Evolution
The "video-fication" of everything has finally hit the podcast world. In early 2025, consumption of video podcasts on Bilibili alone grew by 270% year-on-year. This isn't just about adding a camera to a radio show; it’s about a structural shift in how Chinese consumers discover content.
Whether it's the vertical clips culture or long-form intellectual deep-dives, video podcasts are now the primary bridge between a brand's "values" and a consumer's "vibe".
Two Paths to Video Podcast: Sponsorship vs. Ownership
1. The High-Impact Sponsorship: Tiffany & Co.
For the 2025 Qixi (Chinese Valentine's Day) season, Tiffany & Co. moved beyond the traditional 30-second commercial. They partnered with intellectual heavyweight Xu Zhiyuan for the program "I Am the Subject of Love".
The Result? By focusing on philosophical reflections on love rather than product specs, the video went viral on social media, proving that intellectual credibility is the new luxury currency.
The episode featuring actor Zhang Ruoyun was particularly popular on social media.
2. The In-House Broadcaster: Songmont
The Chinese leather brand Songmont has evolved from an advertiser into a full-scale broadcaster.
- The Pivot: Starting with Season 2 in late 2025, Songmont transitioned its "Song of Mont" podcast into a dedicated video format.
- The Host: They employed veteran journalist Zhou Yijun to interview a diverse roster of ambassadors—from filmmakers like Jia Zhangke to athletes like Li Na.
- The Result: This studio ecosystem approach creates a rich, aesthetic world where the product exists naturally within a high-brow cultural conversation.
3 Key Tactics for Branded Video Podcasts in 2026
- Host and Guest Credibility: Brands are moving away from influencers and toward thought leaders. Using hosts with editorial backgrounds (like Zhou Yijun or Xu Zhiyuan) elevates the brand's image from a seller to a cultural curator.
- The "Alt Account" Strategy: Leading brands now run "alt accounts" on Rednote. These accounts post raw, unpolished, behind-the-scenes clips of podcast recordings. This hybrid authenticity—pairing high production with personal, low-fi social content—is what builds emotional relevance today.
- Omnichannel Discovery: A podcast is no longer a destination; it's a content engine. One 60-minute recording is sliced into vertical clips, key takeaway articles or social posts and AI-generated summaries for search engines.
The "So What?" for Global Brands
If your brand only communicates through short-form ads and product-centric posts, you are missing the "deep attention" economy. In a saturated market, video podcasts offer a rare commodity: time.
Podcasting in 2026 is no longer a side project; it is a defining expression of brand identity. It’s where you don’t just tell people who you are—you show them how you think.
This article is adapted from our subscription-based strategy hub, China Playbook. Read the full article here with insights and takeaways from our senior strategist, or click the button below to subscribe for free updates.
All visuals screengrabbed via Bilibili
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