Content production
What you say matters more than how cheaply you can produce it.
Strategy, creative direction, AIGC, real-life shoots, copywriting, and localization. From Shanghai and Hong Kong.
The shift
Why content production has changed
AI can now produce visuals and copy in minutes. When everyone can create cheaply, the thinking behind the content becomes the real differentiator.
Tone is platform-specific
RedNote rewards casual, almost diary-like content. Weibo demands punchy headlines. WeChat needs depth. Douyin lives on hooks and pacing. Same voice across all four won't work.
Trends move fast
A hashtag trending on Douyin today might be dead by next week. Your content team needs to be on the platforms daily, spotting opportunities in real time.
Volume is massive
Run three or four platforms and you're looking at 30 to 50 pieces per month, plus ad creatives. No team can sustain that with traditional production alone.
AI is the only way to keep up
AIGC handles the production volume. Your team handles creative direction. The thinking is human. The output speed isn't.
What we do
Content structure and strategy
Content strategy
Content pillars, messaging framework, editorial voice, and platform-specific formats. 100% human-led. AI can't decide if your brand should ride a trending topic or stay quiet.
AIGC images and video
AI-generated product visuals, lifestyle imagery, and short-form video. Custom models trained on your brand identity so output looks like yours. Roughly 80% faster than traditional production.
Real-life production
Shot on location in China. Behind-the-scenes footage, product unboxings, brand films, KOL collaboration shoots. AI can't replicate a real person using your product.
Copywriting and localization
This is not translation.
A WeChat article has structure and depth. A RedNote caption reads like a friend sharing a tip. A Douyin overlay needs to hook in two seconds. The copy is different for each platform, even when the product is the same.
AI drafts. Native Chinese speakers proofread and culturally adapt. For brands entering the market, we also handle brand naming, tagline localization, and messaging adaptation.
AIGC indicative pricing
10 AIGC product images: ¥2,000 to ¥5,000. 5 short social videos (15-30 sec): ¥5,000 to ¥12,000. Compare that to traditional: a product photo shoot in Shanghai runs ¥8,000 to ¥25,000/day. A 30-second video starts at ¥15,000 to ¥50,000.
Real-life indicative pricing
Half-day photo shoot (Shanghai): ¥8,000 to ¥15,000. Full-day video production with crew and editing: ¥20,000 to ¥60,000. Depends on scope, location, talent, and post-production.
Platform formats
Douyin
Short video (15-60 sec)
The dominant format. Product demos, tutorials, lifestyle clips, trend-riding content. Vertical 9:16. Hook must land in the first 2 seconds. Music and subtitles are essential.
Live streaming
Product demos, Q&A, flash sales. Can run 1 to 4 hours. Drives direct sales through Douyin Shop. Requires a trained host, real-time chat, and product display coordination.
Douyin carousel
Up to 20 images in a swipeable format. Good for educational content, step-by-step guides, product comparisons. Growing in popularity for beauty and skincare brands.
Platform formats
RedNote / Xiaohongshu
Photo notes
1 to 9 images with caption. The native format. Lifestyle photography, flat lays, before-and-after shots. Tone needs to feel personal and genuine. Think diary entry, not press release.
Video notes
1 to 5 minutes. More space for storytelling than Douyin. Product reviews, routine videos, how-tos. Works best when it feels like a real person sharing an honest experience.
Search-optimized notes
Content created to rank for keywords RedNote users search for. Think of it as SEO for social media. Requires keyword research within RedNote's own search ecosystem.
Platform formats
Official Account articles
Long-form content. 800 to 2,500 words with images, embedded video, and links to Mini Programs or stores. Good for brand storytelling, product education, and thought leadership.
Channels videos
Short vertical video within WeChat's video feed. 1 to 3 minutes. Growing fast. More intimate audience since it's shared within WeChat's social graph.
Mini Program content
Product catalogs, interactive experiences, event pages, loyalty programs. Content lives inside the Mini Program and gets distributed through articles, ads, and QR codes.
Getting started
From brief to first content live in two weeks.
Discovery call.
Tell us about your brand, your platforms, and where content is falling short.
Content plan.
Format recommendations, production approach, AIGC vs. real-life split, and pricing. Clear scope.
Live in 2 weeks.
Content strategy, asset production, and first posts published. Fourteen days from signed contract.
FAQ
Frequently asked questions
Everything you need to know about content production with TheRedScroll.
Yes, if you train the model properly. Generic AI output looks generic. We train custom models on your brand's visual identity, color palette, packaging, and product photography style. The output matches your brand. Not someone else's.
Depends on the brand and the platform. For most clients, AIGC handles 60 to 70% of visual production (product images, social graphics, simple video). Real-life production covers the remaining 30 to 40% (hero videos, lifestyle content, KOL shoots).
We write in Chinese. Not translate. Big difference. Our copywriters are native Mandarin speakers based in Shanghai. If you provide English brand guidelines, we use those as a starting point, but the output is written for Chinese platforms from scratch.
Our social media managers are on the platforms every day. They track trending hashtags, viral formats, seasonal moments, and competitor activity. When something relevant appears, we can produce and publish a response within 24 to 48 hours.
We can adapt them, but adaptation usually doesn't perform as well as locally produced content. We'll use your global assets where they make sense and supplement with locally produced AIGC and real-life content for the day-to-day posts.
Minimum viable presence: 8 to 12 posts per platform per month. Competitive presence: 20 to 30. That's just organic. Ad creatives are on top. We build a content calendar that matches your budget and goals.
That's basically the default. Most clients run two to four platforms. Each one gets its own content calendar, its own tone, and its own formats. We don't recycle the same post across platforms. That doesn't work.
Fixed scope, fixed price. You know the number of posts, videos, articles, and shoots included each month. Ad spend and real-life production add-ons are quoted separately and transparently.
You do. Every asset we produce, whether AIGC or real-life, belongs to your brand. Full usage rights, no licensing restrictions, no expiration dates. You can repurpose it anywhere.
AIGC assets: 2 to 3 business days from brief to delivery. Real-life shoots need 1 to 2 weeks for planning, shooting, and post-production. Trend-reactive content can go from concept to published in 24 to 48 hours when needed.