Brand localization has a wide range of scope, involving everything from the language and culture of the region to the attitudes of the buyers. Every market requires some amount of localization. But since there is a vast information gap about the Chinese market, it is even more important to understand more about China before entering the market.
China’s social media ecosystem is super-vibrant with new trends emerging every year (or several times in a single year). From the rise of short-video and live-streaming Chinese social media platforms such as Douyin and Kuaishou to the creation of new features such as WeChat Video Channels, your company will need to keep up to date with the latest market changes and demands to adopt the best marketing strategy and achieve the best possible ROI and ROAS in China.
When it comes to native advertising, timelines are carefully curated, news channels are simply structured, and social media platforms are perfectly personalized, delivering ads in just the right place to build genuine exposure. Chinese consumers tend to be enticed by products and services that provide a certain level of authenticity, creating a strong sense of loyalty to brands that they consider authentic.
As with all marketing, social media trends can change drastically from year to year and this is especially true when it comes to social media platforms in China. As social media sites continue to develop their own niche, brands need to stay up-to-date on the latest platforms to market their business. Whether you are an experienced marketer or a marketer looking to venture into Chinese social media marketing, it’s helpful to know the most popular social media sites around.
Weibo, was once herald as the only social media platform in China, but has since been overshadowed by the rise of WeChat and the growing popularity of Toutiao. It is true that we barely hear about Weibo marketing anymore, but Weibo is the second most popular social media platform in China. The company is continuing to experience significant growth with its user base nearing 500 million users.
From the printing press to digital ads, advertising has changed with the times especially when marketing to China. Advertisement spending will continue to increase as the middle classes’ purchasing habits continue to fuel the market, but many foreign companies often fail to understand that the digital advertisement industry in China differs from the West. When advertising your business to the Chinese market, there are three important factors to remember: the digital landscape is fragmented, China is dominated by mobile, and Chinese consumers change quickly.
With the rise of social media in this digital era, it’s no surprise that the fast-moving influencer industry has developed at an even more advanced pace. The digital age has seen a shift in marketing with the presence of KOL. KOL, better known as Key Opinion Leaders, are what consumers are drifting towards in hopes of finding some authenticity from the traditional approach of digital advertising.
Kantar, the data, insight and consultancy division of WPP, has released its fourth annual China Social Media Impact report.
As opposed to other social media reports published during the year, Kantar’s impact report specifically focuses on qualitative research analysis and attempts to understand the reasons behind certain increases or decreases in user penetration or monthly active users, for instance.