Social Media Marketing Trends in China for 2020

Along with being the world’s largest social media market.  China also boasts of its phenomenal rich and diverse online landscape.

A remarkable revolution is seen in China in terms of communication, advertisement, and interaction. Big data, unlimited internet coverage, and extensive mobile usage are driving anomalous social connectivity and marketing opportunities.

This blog is to help brands optimize their social media marketing in China in 2019.

Let’s have a look at 4 latest trends in social media ads, communication, content, and regional focus which might add value to your social media marketing.

  • To define lookalike audiences through Ads
  • Leveraging multiple channels through Communication
  • Creating short videos by
  • Targeting Tier 2, Tier 3, and Tier 4 cities by Regional Focus

Use of big data to define lookalike audiences through Ads

Big data and scientific algorithms help in reaching the right audiences at the right time on the right platform. Subsequently, this helps in targeting more customers in fewer budgets.

Defining lookalike audiences helps to connect new people who are likely to be interested in your business. Because they’re similar to your existing customers.

Like for example, on WeChat, you can set up a lookalike group using your existing customer's QQ numbers, mobile numbers or other attributes. Then, when you advertise on WeChat, you can click this group to find similar audiences.

Leveraging multiple channels through Communication

In a study shown in the image above, it was found the average mobile internet user had 51 apps installed on his/her phone in 2018 Q4.

Users have started to spend more time on video and live-stream apps these days. And it is given that this is the preferred content format. In this case, it is important to leverage multiple platforms and channels, such as Douyin, Zhihu, Jianshu, Little Red book apps, KOLs, etc., to increase your brand exposure and awareness.

Leveraging multiple platforms altogether doesn’t mean that you must indulge in a huge number of social accounts. Rather, research to understand which channels work best for your brand.  The audience to drive the most traffic to your primary conversion platform.

Creating short videos: Content

As video as a medium has become mainstream, they also drive deeper engagement being dynamic with exceptional visual content. While brands may have to increase their budget in creating videos, it is worth the effort. Recognizing this fact, more than 64% of brands have implemented Instagram stories into their social strategy this coming year.

Short videos fit well into social stories; these are the videos that disappear after 24 hours.

Targeting Tier 2, Tier 3, and Tier 4 Cities: Regional Focus

Consumption Confidence Index: Tier 1 (blue), 2 (purple), 3 (green), 4 (yellow), and rural areas (red)

Source: Nielsen & Tencent News

People in Tier 1 cities are less likely to make impulsive purchases. Thus, they have become more critical toward purchases, considering factors as price, suitability, quality, service, etc. However, people in Tier 2, Tier 3, and Tier 4 cities have greater consumption capacity.

Dyson increased sales by 117.5% in Tier 6 cities in the year 2018.

In fact, major social video apps, like Weibo, Douyin, and Kuaishou, have a larger percentage of their users from Tier 2, 3, and 4 cities.

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