(Source: https://pltfrm.com.cn)
Chinese consumers, like many others around the globe, engage with brands on TikTok in multiple ways. Their engagement preferences often mirror the nature of the content and the brand’s approach to interaction. Let’s break down the primary methods of engagement:
1. Comments:
- Depth of Engagement: Comments provide deeper insights into users’ sentiments. A comment requires more effort than a like or share, indicating a higher level of engagement.
- Feedback & Queries: Chinese consumers frequently use the comments section to ask about product details, availability, or share their experiences. It’s crucial for brands to be proactive in addressing these comments to foster trust and positive brand sentiment.
2. Shares (Duets & Reposts):
- Virality Potential: Shares, especially duets, are essential for virality on TikTok. When a user shares or creates a duet with a brand’s content, it can reach a broader audience, multiplying the video’s reach.
- User-Generated Content (UGC): Engaging campaigns that encourage duets or shares can result in a surge of UGC, acting as organic promotional content for the brand.
3. Likes:
- Popularity Indicator: Likes act as a quick pulse check of a content piece’s popularity. A high number of likes can signify resonance with the audience, though it’s a more passive form of engagement.
- Algorithm Boost: TikTok’s algorithm considers the number of likes a video gets when deciding its reach. More likes can increase the chances of a video appearing on more users’ “For You Page” (FYP).
4. Follows:
- Long-term Engagement: When Chinese consumers follow a brand, it indicates an interest in ongoing engagement and a desire to see more of the brand’s content in the future.
5. Participation in Challenges & Campaigns:
- Interactive Engagement: Many brands initiate challenges or campaigns on TikTok. Chinese consumers actively participating in these challenges demonstrate a higher commitment to brand interaction.
In essence, while likes, shares, and comments are all valuable forms of engagement, the depth and implications of each differ. Brands aiming for success on TikTok should prioritize creating content that encourages a mix of all these engagement forms, ensuring both breadth and depth in their interactions with Chinese consumers.
PLTFRM is an international brand consulting agency that works with companies such as Red, Tiktok, Tmall, Baidu, and other well-known Chinese internet e-commerce platforms. We have been working with Chile Cherries for many years, reaching Chinese consumers in depth through different platforms and realizing that Chile Cherries exports in China account for 97% of the total exports in Asia. Contact us and we will help you find the best China e-commerce platform for you. Search pltfrm for a free consultation!
