(Source: https://pltfrm.com.cn)
Introduction
In China’s highly competitive digital landscape, simply being active on social media isn’t enough. Overseas brands must track the right metrics to understand what’s working, optimize their campaigns, and demonstrate tangible business value. From WeChat and Xiaohongshu to Douyin and Weibo, each platform offers unique user behaviors and measurement standards. This article identifies the top social media metrics that overseas brands should monitor to succeed in China.
1. Engagement Depth Across Content Types
1.1 Content Interaction Rate
- Focus: Measure how users are interacting with posts—comments, shares, and saves, not just likes.
- Insight: Deeper interactions signal genuine interest and intent to engage with the brand beyond passive consumption.
1.2 Video Completion and Playback Rates
- Application: Track how many viewers watch your video content all the way through on platforms like Douyin or Xiaohongshu.
- Value: Completion rates highlight which content formats retain attention, informing future production and topic planning.
2. Conversion Events and In-Platform Purchases
2.1 Click-to-Action Rates
- Tracking: Monitor how often users click from social posts to Mini Programs, product pages, or external websites.
- Benefit: High CTA click-throughs reveal which messaging, visuals, or influencers effectively drive intent.
2.2 Direct Transaction Metrics
- Measurement: Use integrated analytics (e.g. from WeChat Mini Programs or Douyin Storefronts) to track actual purchases made via social content.
- Outcome: Ties social performance directly to business ROI—crucial for justifying campaign investment.
3. Community Sentiment and Brand Mentions
3.1 Sentiment Analysis
- Technique: Use natural language processing tools to assess the tone of user comments and mentions across platforms.
- Relevance: Positive sentiment paired with high engagement reveals strong brand resonance, while negative sentiment flags potential issues.
3.2 Share of Voice
- Metric: Evaluate how often your brand is mentioned compared to competitors within the same category.
- Result: A growing share of voice indicates rising brand influence and visibility in the Chinese digital space.
4. Follower Retention and Re-Engagement
4.1 Repeat Engagement Rates
- Strategy: Track how often the same followers engage with multiple posts over time.
- Insight: Repeat engagement shows your content is not only reaching people, but resonating consistently.
4.2 Loyalty Metrics
- Measurement: Assess how many followers stay active over 30, 60, or 90 days after a campaign.
- Impact: Retention shows content longevity and brand alignment, helping you fine-tune messaging for sustained loyalty.
Case Study: Clarins’ Data-Led WeChat Strategy
Clarins launched a targeted skincare campaign via WeChat Mini Programs and tracked in-depth social metrics including click-through rates, product trial sign-ups, and follower sentiment. Using the data, Clarins refined its messaging and user flow, which led to a 2.5x increase in campaign CTR and significantly higher re-engagement from existing followers—proving that consistent metric monitoring can directly enhance performance.
Conclusion
Tracking the right social media metrics—from content engagement and conversions to sentiment and loyalty—empowers overseas brands to make data-driven decisions in China. By understanding how content performs and how consumers respond across platforms, brands can fine-tune campaigns, optimize spend, and build stronger, more lasting customer relationships.
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!
