When we think of activism, we often picture offline protests, petitions, or radical social movements. Yet in today’s China, activism has taken on a very different, low intensity form: consumer video activism.

Short-video-based social media platforms such as Douyin, Kuaishou, Bilibili, and WeChat have become spaces where ordinary consumers express grievances, challenge companies, and call for accountability. As a Chinese saying goes, “The crying baby gets the milk.”

By making their grievances visible through short videos, consumers “amplify” their discontent, drawing public and media attention that pressures companies or regulators to take action. In my recent book Consumer Activism in China: The Video and Beyond (Yu, 2025), I explore how this phenomenon has emerged and why it matters. Although China’s environment is unique, the lessons it offers are highly relevant for global professionals in public relations and advertising.

The rise of short video activism in China reflects new public expectations for responsiveness from corporations and authorities. At the same time, the viral nature of user generated video means that institutional reputations can now be tested and damaged at unprecedented speed.

The power of the real

Most of these short videos posted by consumers are not polished media productions. They are shot on smartphones, often on location, and blend personal storytelling with tangible evidence. The power of the real is what gives them impact: a broken product shown on camera, a chaotic train delay, a factory leaking dirty water.

Such videos convince viewers that they are witnessing reality firsthand, not reading a second-hand report. Typically, under one minute long, these clips set the scene quickly, present evidence, and end with a sharp question or demand. The brevity forces clarity and fuels shareability.

In China’s particular social context, overtly confrontational activism carries high risks for ordinary citizens. Short video activists therefore frame their actions in the language of consumer rights. Their tone is usually calm and restrained, projecting rationality while avoiding excessive scrutiny or censorship.

Participation is crucial to success. Activists rarely just upload a video and wait; they actively encourage viewers to like, comment, and share, or they contact journalists and popular bloggers to amplify their story.

Compelling companies or regulators to respond

In a system where individual voices can be easily ignored, this strategy of “nao-da” (to make a fuss over; 闹大, which refers to Chinese consumers’ strategic practices to achieve greater public visibility) is central. By escalating their grievances into public conversations, activists compel companies or regulators to respond.

For public relations and advertising professionals, this wave of consumer video activism offers clear lessons. First, short video as a medium of protest cannot be ignored.

When audiences have seen the problem, a written statement rarely convinces. A short, transparent video that shows how a company is fixing the issue often communicates sincerity far better than text or images alone.

Second, speed matters. A short video can reach millions within hours. The traditional corporate response cycle, with its slow approvals and long chains of command, no longer fits this reality. Organizations need real time monitoring and faster crisis management systems to respond before reputational damage spreads.

Moreover, consumer videos should not be seen purely as threats; they can also serve as valuable feedback, revealing real weaknesses in products, services, or operations. Treating these clips as nuisances risks missing their warning signals.

Third, companies must grasp the underlying reasons for consumer grievances. Genuine dialogue and problem-solving build trust. Brands known for transparency and accountability are more resilient when facing short video crises, because their words carry more credibility. But such trust cannot be built overnight; it grows from long term, authentic engagement.

Are China’s short video activists representative of society at large? Not really. They are typically young, urban, well-educated and digitally literate individuals who understand platform culture. Their concerns tend to be everyday issues such as faulty products, unfair service, environmental nuisances, or safety hazards. Broader political themes rarely surface, partly because they are more sensitive, but also because framing grievances as consumer issues is more effective.

Becoming a national talking point

Yet even though activists are a minority, their videos often travel far beyond their circles. Once a complaint goes viral, picked up by media or prompting official intervention, it can quickly become a national talking point.

The impact is tangible. Many consumers have won compensation or public apologies through this tactic, while regulators have stepped in after viral posts. Even when individual complaints remain unresolved, the visibility of these videos sparks broader discussions and shapes social expectations.

Over time, repeated exposure to such content nurtures a new norm: the public expects companies to act responsibly, and problems to be documented on camera. Collective attention can bring results. Of course, there are downsides. Videos can be censored, creators risk privacy breaches or retaliation, and success is uneven, depending on algorithms, regulations, and shifting public attention.

Still, the message for communications professionals is unmistakable: we live in an era where every consumer can record, upload, and broadcast. Complaints now appear in short, visual, and highly shareable forms. The most fundamental reminder from China’s short video activism is that communication is no longer one way. Companies and institutions are constantly being observed, recorded, and judged in real time.

That reality can feel unsettling, but it also offers opportunity. The very tools consumers use to demand accountability can also be used by organizations to show empathy and responsibility. Those who stay silent or rely on hollow statements risk losing control of the narrative, while those who respond quickly, sincerely, and constructively can emerge stronger from the storm.