(Source: https://pltfrm.com.cn)
Social media plays a massive role in shaping consumer behavior in China. To expand your brand’s reach, it is essential to understand how to utilize social platforms and the influencers who drive conversations. Below are key strategies to leverage social media effectively.
1. Choosing the Right Social Platforms
- With numerous platforms available in China, overseas brands must carefully choose the right platform based on their target demographic. Douyin (TikTok), Kuaishou, and Weibo are the most popular platforms for engaging with younger audiences, while WeChat and Zhihu cater more to an older, professional crowd.
- Research and understanding where your audience spends their time will ensure that you tailor your marketing efforts effectively.
2. Aligning Content Strategy with Local Preferences
- Content needs to be adapted to meet the cultural nuances of Chinese consumers. Visual content such as videos and live streaming is particularly popular, so brands should focus on creating content that is engaging, visually appealing, and aligned with local trends.
- Local humor, language nuances, and pop culture references can also resonate with the Chinese audience, so it’s important to work with local content creators who understand these elements.
3. Partnering with the Right KOLs for Authentic Engagement
- Key Opinion Leaders (KOLs) are instrumental in driving engagement on social platforms. It’s essential to choose KOLs who have an authentic connection with their followers and align with your brand’s identity.
- Successful KOL partnerships often result in organic product endorsements, which resonate more deeply with followers than traditional advertising.
4. Utilizing Live Streaming for Real-Time Engagement
- Live streaming has exploded in China, offering an interactive platform for brands to engage with their audience in real-time. Partnering with influencers who can host live streaming sessions allows brands to showcase their products, interact with viewers, and answer questions directly.
- For instance, e-commerce platforms like Taobao have integrated live streaming, allowing brands to sell directly through live broadcasts.
Case Study: Launching a Product Through Douyin Live Streaming
A popular overseas fashion brand leveraged a Douyin influencer with a loyal following to host a live-streaming event. The influencer showcased the brand’s new collection, shared styling tips, and interacted with viewers by answering live questions. The live-streaming session resulted in over 5,000 purchases within 24 hours and a noticeable increase in the brand’s followers on Douyin.
Conclusion:
In China, social media is more than just a platform for content sharing—it’s a space for building relationships with your target audience. By understanding the landscape and working with local influencers, your overseas brand can thrive.
For a free consultation on creating a social media strategy for your brand in China, don’t hesitate to contact us.
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 overseas brands for many years, reaching Chinese consumers in depth through different platforms. Contact us, and we will help you find the best China e-commerce platform for you.
