(Source: https://pltfrm.com.cn)
Introduction
Chinese social media is critical for brands seeking visibility in China. This guide highlights the top methods brands can use to establish and grow their presence on Chinese platforms.
- Selecting the Right Platforms
1.1 Platform Overview
Each platform serves a different purpose. While WeChat is central to daily life, Douyin and Xiaohongshu focus on lifestyle content. Identifying the best platform for each campaign ensures efficient targeting and improved outcomes.
1.2 Platform Synergies
Many brands use multiple platforms to broaden reach. Using WeChat for customer retention and Douyin for brand awareness, for instance, allows for a multi-platform approach that reaches diverse audiences. - Content Creation Tailored to Chinese Audiences
2.1 Visual Storytelling
Engaging visuals are key in China, where platforms like Weibo and Xiaohongshu thrive on visual content. By adopting a storytelling approach, brands can create visually compelling posts that capture consumer attention.
2.2 Culturally Relevant Campaigns
Incorporating local traditions, holidays, and values into content makes a brand relatable. Content around major holidays like Chinese New Year resonates well with audiences and improves engagement. - Collaborating with Local Influencers (KOLs)
3.1 Selecting Influencers
Collaborating with KOLs builds trust. Selecting influencers who align with the brand image ensures that campaigns resonate and reach the right followers. KOLs bring valuable authenticity to campaigns.
3.2 Structuring Partnerships
Clear partnership terms help maintain brand consistency across KOL content. Outlining brand values and messaging from the outset leads to authentic and effective campaigns. - Using Data Analytics for Continuous Improvement
4.1 Tracking Key Metrics
Metrics such as engagement rate, reach, and conversion on platforms like WeChat help brands gauge success and adjust strategies. Data-driven decisions ensure that each campaign is optimized for better performance.
4.2 Audience Segmentation
Segmenting audiences based on engagement data allows brands to tailor their approach. Understanding which segments respond best to various types of content helps brands allocate resources effectively. - Case Study: L’Oréal’s Success with Livestreaming on Tmall
L’Oréal successfully used Tmall’s live-streaming platform to engage with Chinese audiences during major shopping festivals. By partnering with popular influencers, the brand achieved remarkable sales and strengthened its connection 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!
