Along with being the world’s largest social media market, China also boasts on 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 opportunity.
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 Content
- 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 customers 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, 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 and 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, as 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 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.