Creating a social media strategy for China offers unparalleled economic opportunities for global brands.
Did you know that more than 60% of the world’s population uses social media? In today’s digital landscape, having a social media presence is not just an option – it’s a necessity for businesses. Even more so, in the Chinese market – where economic growth and digitalization are a catalyst for brands to set up their presence or expand.
However, for beginners or those with limited resources, the world of social media marketing can be daunting. Especially in the Chinese market which marches to the beat of its own drums.
In this article by China Gravy, your experts on the “Middle Kingdom”, we will explore how to create an effective social media strategy for the Chinese market in three simple steps. Thus offering a cost-effective and impactful start in the digital marketing world.
Table of Contents
- Social Media Strategy for China
- Step 1: Know your Playing Field
- Step 2: Developing a Social Media Strategy for China
- Step 3: Get help from an expert
- The Takeaway – Social Media Strategy for China
So, let’s jump right in.
Social Media Strategy for China
The Chinese population is tech-savvy with nearly 100% of 14 to 47-year-olds owning a mobile phone, and half of them using it daily.
Another nuance of this market is that they are not receptive to mass media. Combine these two factors with a booming tech and innovation sector and you end up with a thriving social media landscape.
- Step 1: Know your Playing Field
- Step 2: Develop a Social Media Strategy for China
- Step 3: Get Help from an Expert
Now, how does this look in detail?
Step 1: Know your Playing Field
The purpose of this phase is to
- identify your brand goals for the Chinese market
- select the appropriate platform(s) to achieve your goals
- know the type of content you need to produce to reach your ideal audience
- test advertising with a small budget
Based on our experience, this can take 1-3 months.
1. Identify your brand goals for China
Whether it is to grow your audience, drive sales, increase app downloads, or diversify your followers, knowing what you want to achieve by entering or expanding in the Chinese market will determine your next steps.
2. Select the right platform(s)
Analyze where your potential customers are most active online and focus your efforts there.
As China’s super app for everything, WeChat is part of the life of 1.32 billion monthly active users, offering
- official brand accounts that serve as a website, CRM, and engagement tool
- analytical data on users, allowing insights for targeted and tailored advertising
- a native pay function (WeChat Pay)
- various PPC advertising options (moment ads, official account ads, video account ads, mini-program ads, search ads)
Also known as the Chinese Facebook, which is blocked in the “Middle Kingdom”, WeChat serves as a one-stop-shop for more than 90% of the Chinese population.
Douyin
As the original version and builder of the current TikTok, Douyin in China
- is more advanced
- allows branded videos
- unlocks an e-commerce option once an account’s following exceeds one million.
With more than 750 million monthly active users, Douyin is the second-largest social media platform in the “Middle Kingdom”.
Weibo, previously Sina Weibo, is a microblogging site and one of the largest social media platforms in China. As the Chinese X (formerly Twitter), which is blocked in China, Weibo is
- known for its influencers
- typically used to draw users into topics to promote awareness
- embedded with a paid advertising system
- offering analytics tools to monitor consumers and competitors
With 605 million monthly active users, Weibo is the third-largest social media app in China.
RED (Little Red Book)
Also known as Xiaohongshu, RED is a combination of Instagram and Pinterest (which are blocked in China), as well as Amazon (which is available in China), and focuses on fashion and beauty using photographs and reviews.
The Xiaohongshu app
- offers themed online events encouraging users to post pictures
- hosts trustworthy traders on the site
- has an 80% female following
- allows instant sales
With more than 300 million monthly active users, RED allows individuals to share their personal experiences.
3. Create the “right” content
Chinese consumers are receptive to interactive content that shows creativity. They also pursue instant gratification in terms of customer service and transactions and lay a lot of stores in cyber celebrities–explaining the prevalence of social media marketing in the country.
With this in mind, what does it take to woo Chinese consumers?
- Straight Talk: Avoid sales jargon; instead use plain language and give them the facts
- Leverage the Culture: For example, when customers enter their birth date, you could provide expert information about the Chinese moon phases
- Global Traditions: Cater to the identification of Chinese people as global citizens, who are well aware of international trends
- Educational Value: Create content with specific value for your audience as it is more memorable
- Content Consistency: Share content regularly and make sure it is “on brand”
- Rewards: Create exclusive promotions, discounts, virtual gifts, and the likes – your Chinese audience will love you for it
To sum it up, turn your products or services into interesting stories that resonate with your targeted audiences. That’s because building a connection is key for authentic, engaging dialog. For example, you can interact with your audience through comments and polls, making them feel heard and valued.
4. Initial ads on Chinese socials with a smaller budget
With a small budget, explore how paid ads can expand your reach, providing insights into effective advertising for your brand.
Keep in mind to create high-quality image/videos with few words as the Chinese market is mobile-first. Create fun, shareable, and disruptive content to maximize your reach.
Most platforms have their own monitoring and analytics tools to keep track of likes, shares, and new followers. This helps you to understand what’s working and what’s not.
Overview of ad options on China’s most popular social media platforms:
| Platform | Type | Content | Description |
| Moments Ads | – Videos – Photos – Links | – Looks like a standard update from a friend in the feed. – If a user interacts with it within six hours after its posting, it will be displayed to their entire friend circle for the next seven days. If not, it will disappear. | |
| Official Account Ads | – Logos – Account names – Headline – Picture – Video – Interaction button | Button links to: – Webpages – Downloadable apps – Coupon codes – Purchases – Sign up opportunity – And/or website landing pages | |
| Video Account Ads (Also known as Channel Ads) | – Short promotional branded videos | – Similar to TikTok accounts in that they allow users to disseminate short videos among friends and strangers. | |
| Mini-Program Ads | – Mini-Programs – Games – Loyalty programs | – Resembles Moments and Official Account ads – A powerful tool for promoting other mini-programs on WeChat | |
| Search Ads | – Listings and results according to searched results | – Promotions, services – Brand campaigns – Applications – Mini-Programs – Official Accounts | |
| Fan Tunnel | – Text near the top of the feed | – Targets non-followers | |
| In-feed ad | – Images with links | – Occurs in the feed or on the sidebar of the website – Clicking on this will lead to the vendor’s homepage | |
| Douyin | Dou+ | – Live Stream – Videos | – AI-powered targeting – Similar audience targeting – Demographic targeting – Full-screen ads appear Douyin launches – Ads can be searched for using keyword |
| Ocean Engine | – Videos – Images | – Users only qualify after a million followers – Allows landing pages like brand zones – Hosts product listings and virtual stores | |
| Xiaohongshu | Pop Ups | – Banner | – Supports full-screen or non-full-screen – Allows multiple types of landing page |
| Integrated | – Video – Banner | – Content marketing through native post | |
| Brand Zone | – Official account page | – Product/campaign information – Popup and integrated ads are linked to it – Appears as listing after searched for by keyword |
This brings us to the next phase.
Step 2: Developing a Social Media Strategy for China
The purpose of this phase is to take the learnings from Step 1 to structure and optimize your approach for your social media presence and marketing in China.
- Diversify your content
- Increase engagement
- Collaborate with influencers
- Expand advertising and outreach
1. Diversify your content
This is a strategy of creating different formats of media across various platforms to reach a larger audience and keep them engaged. It consists of videos, blog posts, and images.
2. Increase engagement
Remember to:
- Use hashtags to help users find relevant content, categorization, and expand the poster’s reach
- Provide added value for users, e.g. information, education, entertainment
- Share interactive content like contests and Q&A sessions to drive engagement
3. Collaborate with influencers
Consumers worldwide know that companies cast their products and services in a good light rather than an honest one. Influencers are a tunnel through this doubt. Influencers establish trust and authority among your audience. China has three types of influencers:
- The Cyber Celebrity aka Wanghong represent the perfect lifestyle, health, and beauty
- Key Opinion Leaders (KOLs) are often journalists, entrepreneurs, writers, and politicians
- Key Opinion Customers (KOCs) are real customers and experts in their field, who review the products and make honest assessments
4. Expand advertising and outreach
By now, your China social media strategy should be formalized (for your colleagues or an agency to work with) and in full swing.
It is time to increase your advertising efforts to reach a broader audience and boost sales. Consider making an audit to further tweak and improve your strategy. But definitely regularly review and adjust your marketing efforts to stay up-to-date and make necessary improvements.
Step 3: Get help from an expert
If all of this sounds too overwhelming or you simply would like the help of an expert on the Chinese market, consider consulting an agency.
Things to look out for when selecting a China marketing agency and partner:
- Years of on-the-ground experience
- Reputable clients and their niche
- Industry experience
- Local and international partnerships
- Chinese language proficiency
- Cultural understanding
- In-country representation
- Client services and support (hours, communication channels, etc.)
- Compliance and ethics
This brings us to the end of this beginner’s guide to create a Chinese social media strategy.
The Takeaway – Social Media Strategy for China
Our step-by-step guide is designed to make social media marketing manageable and effective for beginners. Starting with building a foundation and gradually moving towards expanding your reach and engagement, this approach is adaptable to your business’s growing needs.
Remember, in social media marketing, consistency and adaptability are key to long-term success.
Would you like our help? Message us to tell us about your project.