Why Ads Struggle to Win Trust in China

This post is part of the “Marketing in China” series. Click here to view the series introduction and why it was created.

In the Chinese market, the word “advertising” almost always carries a negative undertone. Consumers often see it as an interruption, yet brands cannot avoid paid placements. This article looks at the contradiction and how ads relate to content.

How Users See Ads

In China, “advertising” itself is loaded with negativity. When users see the word “promoted” in their feed, the default reaction is to skip. Many ads are poorly produced, repetitive, and sound like slogans rather than real messages, which only deepens the dislike.

On platforms like Rednote, Bilibili, or Weibo, people expect product reviews, personal notes, or community discussions. When a post feels like a direct sales pitch, it is quickly dismissed as a hard ad.

The Brand Dilemma

At the same time, skipping ads altogether is rarely an option. For new accounts, organic growth is slow and often invisible in crowded categories. Paid placements can break this cold start barrier and push a brand into visibility.

The challenge is that if a brand keeps relying only on ads, users will soon tag the account as “just another ad channel.” Even with larger budgets, the impact tends to fade.

Ads and Content in Balance

Advertising is not useless in itself. The issue is that it is often used in isolation. When an account already has consistent and engaging content, ads work more like an amplifier, showing the content to more people. Without that base, the ad becomes the only face of the brand, and the rejection grows stronger.

In China, ads should be seen as a tool to handle carefully. They can help with early exposure, but what really keeps users around is the content.

Closing Thoughts

The awkward reality is clear: consumers in China instinctively push back against ads, while brands cannot completely avoid them. The more useful question is how to build enough content so that ads do not stand alone.

When ads echo with what users have already seen in content, they feel less intrusive. People first discover you through posts or comments, then see something familiar in the ad, and are more likely to accept it. For ideas on how to align ads with organic growth, see my other article: How to Balance Paid Ads and Organic Content on Rednote.

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