(Source: https://pltfrm.com.cn)
Introduction
In today’s Chinese market, leveraging local influencers is one of the most effective ways to build brand visibility and consumer trust. This article outlines strategies for creating powerful digital campaigns that increase brand exposure in China.
1. Understanding Chinese Consumer Behavior
1.1 Prioritizing Digital Engagement
Chinese consumers are highly active on digital platforms and often prefer engaging with brands through social media channels. Therefore, using influencers to communicate the brand message on platforms like Douyin, WeChat, and Xiaohongshu is crucial for maximizing reach.
1.2 Trust in Local Recommendations
Chinese consumers tend to trust local recommendations more than traditional advertising. Influencers who have built their credibility over time can act as trusted intermediaries between the brand and its potential customers.
2. Choosing the Right Influencers for Campaign Success
2.1 Micro-Influencers and Niche Markets
While celebrity influencers have vast reach, micro-influencers in specific niches tend to have more engaged and loyal audiences. For example, working with influencers in tech, beauty, or fitness can drive more targeted traffic to your brand.
2.2 Influencer-Centric Platforms
Certain influencers may only operate on specific platforms. For instance, beauty influencers dominate Xiaohongshu, while lifestyle influencers are more prominent on Douyin. Understanding platform behavior helps brands align with the right influencer for their message.
3. Engaging with Digital Talent on Multiple Channels
3.1 Multi-Platform Campaigns
Brands should take advantage of influencers’ presence across various digital channels. For example, a campaign may kick off on WeChat with content sharing, followed by live-streaming events on Douyin, and then user-generated content on Xiaohongshu.
3.2 Cross-Promotion
Encouraging influencers to promote campaigns across multiple platforms boosts exposure. Influencers may share teasers on WeChat, host giveaways on Douyin, and post behind-the-scenes content on Weibo to keep the audience engaged.
4. Enhancing Campaigns with Real-Time Feedback
4.1 Monitor Campaign Metrics
Using analytics tools, brands can track the performance of influencer-driven campaigns in real time. Key performance indicators (KPIs) such as click-through rates, social mentions, and sales conversion rates provide clear insights into campaign success.
4.2 Dynamic Adjustments
The beauty of digital campaigns is the ability to adjust on the fly. If an influencer’s content isn’t generating the desired results, brands can tweak the campaign’s tone, offer, or influencer approach to better align with the audience.
Case Study: An International Beverage Brand’s Douyin Campaign
A global beverage company launched a Douyin campaign with multiple influencers. The campaign began with teasers from influencers, followed by interactive live streams where influencers tried the products in real-time. Engagement grew by 120%, and sales increased by 40% within the first month.
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!
