(Source: https://pltfrm.com.cn)
Introduction
For overseas brands looking to expand their presence in China, creating content that resonates with Chinese consumers is essential. Weibo, as one of China’s largest social platforms, offers vast potential for brand visibility. This article explores best practices for creating shareable content on Weibo that drives engagement.
1. Craft Content with Local Cultural Relevance
1.1 Incorporate Local Festivals and Traditions
Weibo users are heavily influenced by local cultural events and holidays. Brands can create content that reflects traditional celebrations like the Lantern Festival, Dragon Boat Festival, or Mid-Autumn Festival. Customizing product launches or promotions around these holidays helps brands resonate with local audiences and stay relevant.
1.2 Reflect Popular Chinese Values
Themes like family, unity, and prosperity hold significant weight in Chinese culture. Crafting content that aligns with these values, such as showcasing family-oriented products during Chinese New Year, can foster emotional connections with consumers and increase the likelihood of sharing.
2. Focus on Storytelling and Emotional Engagement
2.1 Tell a Compelling Brand Story
Weibo users appreciate authenticity and stories that resonate on an emotional level. A brand’s backstory, sustainability efforts, or community initiatives can be shared through creative storytelling, tapping into the growing Chinese consumer base’s interest in brands with purpose.
2.2 Use Emotionally Charged Campaigns
Brands can run campaigns that evoke emotions like nostalgia, hope, or joy. These types of campaigns tend to go viral because they strike a chord with followers. Content that features heartwarming family moments or inspirational stories often sees higher engagement on Weibo.
3. Create a Strong Call to Action
3.1 Encourage User Interaction
To drive shares and comments, always include a clear call to action in your posts. For instance, asking users to share their experiences with your product or tag a friend in a comment increases interaction rates. Contests or giveaways can also motivate users to engage with the content and spread the word.
3.2 Optimize for User-Generated Content
User-generated content (UGC) is one of the most powerful ways to increase shares and brand exposure. Brands can create campaigns that encourage users to submit their own content, such as photos or videos using the brand’s product, and share it on Weibo.
4. Case Study: An Electronics Brand’s Emotional Campaign
PLTFRM worked with an electronics brand that launched a holiday-themed Weibo campaign focused on family moments. The brand invited users to share heartfelt stories about how their products brought families together. The campaign went viral, with user-generated content increasing by 40%, and the brand saw a 20% rise in product sales during the campaign period.
Conclusion
Creating shareable content on Weibo requires an understanding of local culture, emotional engagement, and strategic calls to action. By following these best practices, brands can build a strong social media presence and connect with a broader Chinese audience.
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!
