(Source: https://pltfrm.com.cn)
Introduction
Douyin has become a powerhouse for driving brand awareness and sales in China. For overseas brands, understanding how influencers impact consumer decisions is crucial. Qualitative research can reveal motivations, preferences, and perception nuances that help brands design more effective campaigns.
1. Identifying Key Influencers
1.1 Audience Alignment
Selecting influencers whose audience matches your target demographic is critical. Engagement quality is more important than follower count, as active followers are more likely to convert.
1.2 Brand Synergy
Ensure the influencer’s tone, content style, and values align with your brand. Misalignment can harm credibility and reduce the effectiveness of campaigns.
2. Analyzing Influencer Content Qualitatively
2.1 Storytelling and Engagement
Review influencers’ past content to understand what resonates with their audience. Observing storytelling techniques, tone, and visual style can inform how your brand should present itself.
2.2 Sentiment and Authenticity
Qualitative analysis of comments and engagement sentiment provides insights into audience perception. This helps assess whether influencers are trusted sources in their niche.
3. Designing Campaigns Based on Insights
3.1 Customized Content
Use insights from qualitative research to co-create content that resonates with viewers. Tailored messaging improves engagement and brand recall.
3.2 Interactive Formats
Leverage live streaming and short videos to create immersive experiences. Encouraging direct interaction enhances trust and influences purchase behavior.
4. Measuring and Iterating
4.1 Observational Metrics
Track patterns in engagement and qualitative feedback to understand audience preferences. This informs campaign adjustments in real time.
4.2 Continuous Improvement
Use qualitative insights to refine influencer partnerships and campaign formats over time. Iteration ensures relevance and stronger ROI.
Case Study: Healthy Snack Brand
An overseas healthy snack brand conducted qualitative research on Douyin parenting influencers. By analyzing comment sentiment and audience engagement, the brand co-created short videos that addressed parents’ concerns. The campaign led to a 2.5x increase in followers and a 35% uplift in online sales over two months.
Conclusion
Qualitative research helps overseas brands understand Douyin influencer impact and design campaigns that resonate with Chinese consumers. By carefully selecting influencers, analyzing content, and iterating campaigns, brands can strengthen credibility and drive conversions.
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!
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