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Introduction
In China’s competitive digital ecosystem, influencer marketing has become a powerful tool for overseas brands. However, creating the right content for influencer campaigns requires a nuanced approach to appeal to Chinese consumers. This article delves into key strategies for influencer content creation, enabling brands to drive engagement and build credibility in this unique market.
1. Personalized Content Tailored to Target Audiences
1.1 Segmenting Your Audience
Understanding your target audience is crucial in China’s diverse market. Utilize tools like WeChat analytics or Baidu Index to segment audiences based on demographics, interests, and purchasing behavior. Influencers should create personalized content that resonates with these segments, such as skincare tutorials for younger audiences or family-oriented product reviews for parents.
1.2 Highlighting Cultural Relevance
Cultural authenticity is essential in influencer campaigns. Ensure content aligns with local festivals, traditions, or values. For example, a food brand could collaborate with influencers to create content featuring recipes for Lunar New Year celebrations.
2. Incorporating Trending Topics and Hashtags
2.1 Real-Time Engagement
Leveraging current trends on platforms like Weibo or Douyin can amplify an influencer’s reach. Brands should monitor trending hashtags and create content that ties their products to these themes. For instance, during the 618 Shopping Festival, influencers can produce unboxing videos with festival-related hashtags to maximize visibility.
2.2 Seasonal Content Creation
Seasonal campaigns perform exceptionally well in China. Collaborate with influencers to create season-specific content, such as summer travel guides featuring outdoor gear or winter skincare routines. Seasonal themes can help make the content more relatable and timely.
3. Emphasizing Visual Storytelling
3.1 Aesthetic-Driven Content for Xiaohongshu
Xiaohongshu thrives on visually appealing content. Influencers should focus on high-quality photography and aesthetically pleasing layouts that align with the platform’s aspirational vibe. Use filters, creative compositions, and vibrant colors to captivate viewers.
3.2 Behind-the-Scenes Footage
Authenticity is key to building trust. Encourage influencers to share behind-the-scenes moments, such as how they incorporate your products into their daily lives. This approach creates a deeper emotional connection with their followers.
4. Optimizing Content for Mobile Viewing
4.1 Vertical Video Formats
With over 99% of China’s internet users accessing content via mobile devices, brands must ensure influencer content is optimized for mobile viewing. Vertical videos, especially on platforms like Douyin and WeChat, enhance user experience and engagement.
4.2 Short, Engaging Clips
Chinese audiences have short attention spans for digital content. Influencers should focus on creating short clips, ideally under 15 seconds, that capture attention quickly while delivering key messages.
5. Tracking and Refining Campaign Performance
5.1 Analyzing Metrics
Track performance metrics like views, shares, and conversion rates using analytics tools from Weibo, Douyin, or third-party platforms. These insights help refine future campaigns and identify high-performing influencers.
5.2 Iterative Content Improvements
Influencer content creation should be a dynamic process. Regularly analyze audience feedback and optimize content formats, messaging, or visuals based on what resonates most with viewers.
Case Study: A Sportswear Brand’s Campaign on Douyin
An Australian sportswear brand aimed to expand its presence in China by partnering with fitness influencers on Douyin. Influencers created short workout tutorials featuring the brand’s apparel, combining aspirational storytelling with practical fitness tips.
The campaign also incorporated trending hashtags like #FitForSummer and encouraged followers to participate in a challenge by sharing their workout routines. The result was a 40% increase in brand followers on Douyin and a 25% boost in sales during the campaign period.
Conclusion
Successful influencer content creation in China requires a combination of personalization, cultural relevance, and visually engaging formats. By staying updated on trends and focusing on mobile optimization, brands can craft campaigns that captivate Chinese audiences and drive measurable results.
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!
