(Source: https://pltfrm.com.cn)
Cultural symbols and references play a pivotal role in TikTok sales campaigns, especially in a market as culturally rich and diverse as China. Their significance can be understood in the following dimensions:
1. Enhancing Relatability:
Utilizing cultural symbols and references can help a brand strike a chord with its target audience. By showcasing that the brand understands and respects the local culture, consumers feel a deeper connection, making the brand more relatable and trustworthy.
2. Storytelling:
TikTok, being a short-video platform, relies heavily on concise storytelling. Cultural symbols can communicate complex narratives or emotions within seconds, thereby making the content more engaging and impactful.
3. Navigating Consumer Psyche:
Certain cultural symbols carry with them deeply ingrained sentiments and values. Brands can leverage these to navigate the consumer’s psyche and evoke specific feelings or reactions that align with the brand’s message or product.
4. Standing Out:
With a plethora of brands advertising on TikTok, using unique and resonant cultural references can help a brand stand out, capturing the audience’s attention and making the content memorable.
5. Fostering Authenticity:
Incorporating genuine cultural symbols and references can make a brand appear more authentic and genuine, as opposed to brands that use generic or globally standardized content.
6. Enhancing Virality:
Content that resonates on a cultural level is more likely to be shared. Chinese netizens often share content that makes them proud of their culture or that playfully references cultural nuances.
7. Navigating Sensitivities:
While cultural symbols can be powerful, they also come with inherent sensitivities. Proper usage shows respect and understanding, but misuse or misrepresentation can lead to significant backlash. Brands must be aware of the deeper meanings and historical contexts of symbols they use.
8. Seasonal Campaigns:
Certain cultural symbols are associated with specific festivals or seasons. For instance, lanterns and dragons during the Lunar New Year or mooncakes during the Mid-Autumn Festival. Leveraging these symbols at the right time can make campaigns timely and relevant.
9. Cross-Border Appeal:
For international brands, using Chinese cultural references can demonstrate a commitment to the Chinese market, signaling that the brand values its Chinese consumers and is not merely extending its global campaign without localization.
Conclusion:
Incorporating cultural symbols and references in TikTok sales campaigns is not merely a tactic but a strategic approach to deeply connect with the Chinese audience. While it offers numerous advantages, brands must tread carefully, ensuring they are authentic and respectful to avoid potential pitfalls.
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!
