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Introduction
With its vast digital ecosystem and highly connected consumer base, China offers a unique opportunity for brands to create viral campaigns that drive both engagement and sales. Social media plays a central role in this strategy, as platforms like WeChat, Douyin (Chinese TikTok), and Weibo offer vast audiences eager to engage with relevant and entertaining content. In this article, we’ll explore how brands can utilize China’s social media landscape to create viral campaigns that connect with local consumers and drive success in the eCommerce space.
1. Harness the Power of WeChat Ecosystem
1.1 Create Interactive WeChat Mini Programs
WeChat has evolved into more than just a messaging app; it’s a powerful platform for eCommerce, marketing, and customer engagement. WeChat Mini Programs allow brands to create app-like experiences within WeChat, offering a seamless way for consumers to browse products, make purchases, and participate in promotions. Brands can design gamified, interactive Mini Programs that encourage users to engage with the content, share it with friends, and generate viral awareness.
1.2 Leverage WeChat Moments Ads
WeChat Moments, the platform’s social feed, is an ideal space for brands to promote their campaigns. By using targeted ads and sponsored posts that appear in users’ Moments, brands can gain visibility among their ideal customer segments. Combining these ads with engaging content—such as limited-time offers or exclusive product launches—can quickly generate buzz. These ads can also encourage users to share the content, helping the campaign spread organically.
2. Engage with Douyin (TikTok China) for Short-Form Viral Content
2.1 Produce Creative Short-Form Videos
Douyin, the Chinese counterpart to TikTok, is a powerhouse when it comes to creating viral content. The platform thrives on short, entertaining videos that capture users’ attention quickly. Brands can tap into Douyin’s viral potential by creating eye-catching, funny, or emotional videos that resonate with the platform’s audience. The key is to craft content that feels natural and engaging, rather than overly promotional. For example, leveraging trending music, challenges, or viral memes can help a brand’s message spread quickly and gain traction.
2.2 Collaborate with Douyin Influencers (KOLs)
Working with influencers on Douyin is one of the most effective ways to boost your brand’s visibility and increase the chances of your content going viral. These influencers, also known as KOLs (Key Opinion Leaders), have established trust with their audiences, and their endorsement can provide your brand with instant credibility. Collaborating with Douyin KOLs to create branded content, challenges, or live streams can significantly amplify the reach of your campaign, especially when KOLs share your content with their millions of followers.
3. Utilize Weibo for Trendjacking and Hashtag Campaigns
3.1 Participate in Trending Topics and Hashtags
Weibo, one of China’s largest social media platforms, operates on a trend-driven model where hashtags and viral topics dominate the conversation. Brands can create campaigns around these trending topics, or even generate their own hashtag to encourage user participation. By jumping on popular topics or starting viral conversations, brands can quickly attract attention and engage with a wide audience. Utilizing Weibo’s hashtag features enables easy tracking of campaign performance, while also fostering community participation.
3.2 Run User-Generated Content Campaigns
User-generated content (UGC) is a critical element in creating viral campaigns on Weibo. Encouraging users to share their experiences with your brand, create their own content related to your products, or participate in a challenge can help spread the campaign organically. Offering rewards, prizes, or exposure to the best UGC can incentivize participation and create a sense of community around your brand. UGC also builds trust with potential customers, as content from real users is often seen as more authentic than traditional advertising.
4. Integrate E-Commerce and Social Shopping Features
4.1 Use Live Streaming to Drive Real-Time Sales
Live streaming is one of the fastest-growing trends in Chinese eCommerce. Platforms like Taobao Live, Douyin, and WeChat offer brands the ability to host live sales events, where influencers or brand representatives showcase products in real-time. During the live stream, viewers can interact with the hosts, ask questions, and make purchases instantly. This type of real-time engagement not only boosts sales but also creates a sense of excitement that can make the campaign go viral. Exclusive promotions, limited-time offers, and live-only discounts can further enhance the viral potential of the campaign.
4.2 Social Commerce and In-App Purchasing
Social commerce is an essential aspect of China’s eCommerce ecosystem, and platforms like WeChat, Douyin, and Xiaohongshu integrate shopping features that allow users to purchase products directly within the app. Brands can create campaigns that link directly to product pages, reducing friction in the buying process and increasing the likelihood of spontaneous purchases. These in-app purchases, when combined with social sharing features, encourage users to share their favorite products with friends, amplifying the viral effect of the campaign.
5. Case Study: How a Skincare Brand Leveraged Douyin for Viral Marketing
A global skincare brand successfully launched a viral campaign on Douyin by partnering with a popular KOL to create a series of skincare tutorials and product demos. The influencer’s followers were encouraged to participate in a skincare challenge using the brand’s products and share their results using a unique campaign hashtag. The brand also ran a limited-time offer through a Douyin live-stream event, where viewers could purchase the featured products at a discounted rate. The campaign generated millions of views and tens of thousands of user-generated videos, with the hashtag becoming one of the top trending topics on Douyin. The brand’s products saw a significant sales increase within hours of the campaign’s launch.
Conclusion
Creating viral campaigns in China’s highly competitive digital market requires a deep understanding of local platforms, cultural nuances, and consumer behavior. By leveraging social media tools like WeChat, Douyin, and Weibo, brands can create engaging, interactive, and shareable content that drives massive awareness and boosts eCommerce sales. Collaborating with influencers, utilizing live-streaming, and encouraging user-generated content are just some of the ways brands can increase their chances of going viral. With the right strategy, brands can harness the power of China’s digital landscape to significantly elevate their market presence and drive lasting success.
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!
