When it comes to successful digital marketing in China, Western marketers often discover a steep learning curve, as the Chinese market is so huge, dispersed and technologically advanced.

Social, cultural, geographic and demographic factors vary widely, in this country where over a billion people have access to the internet and rely on their smartphones to carry out much of their daily lives.

Of course, this affinity with technology offers huge potential for Western businesses seeking to build their brands in China, but there are many differences to navigate. One of the primary differences is that the Chinese government has banned Western social media platforms in China, as part of the Great Firewall.

Facebook, Instagram and other Western social media sites cannot be accessed in China (along with Google, YouTube and many other sites.) This means that Western marketers need to focus their attention on Chinese alternatives.

The Good News for Western Marketers

In reality, the censorship of Western social media platforms needn’t affect the success of brands operating in China, as the country is so far ahead when it comes to its digital platforms.

Chinese social media sites such as WeChat, Weibo, DouYin (TikTok), Little Red Book and Zhihu are hugely powerful, sophisticated and diverse, offering far greater functionalities to marketers than social platforms in the West.

For example, in ‘super apps’ such as WeChat, users can engage, view content, shop, order food, buy tickets, play games, message and even do things like book doctor’s appointments and order food, thanks to ‘mini programs’ that exist within the site.

The site is so integral to everyday life, that Chinese users will access it throughout the day, for a huge array of services that go far beyond communication.

What to know about Chinese social media

• Chinese customers will choose their preferred social media platforms to engage with branded content, read reviews, get tips and recommendations and make product decisions.
• They will also use social media to take part in huge live-streaming sales events, like Alibaba’s Singles Day.
• The average user spends nearly two hours a day on social media.
• Although the Great Firewall prevents Western social media sites from being accessed in China, Western brands can easily access and market their offerings on Chinese equivalents.
• Chinese social media is free, but sign-up patterns can be different and often rely on mobile phone numbers and the use of QR codes, which is slightly different to the West.

The scale and diversity of Chinese social media is staggering. Western brands can focus on one platform and find a market that is as big as an entire country elsewhere!

How to Achieve Success with Chinese Social Media Marketing

Every Western brand will have its own route to success with Chinese social media, but these steps are valuable to consider:

1. Start Small

In a country this vast, complex and disparate, it is sensible to begin small and grow as you gain experience. Choose one or two key platforms (nothing that these may not be the biggest ones necessarily, but the platforms most relevant to your offer and target market. Understand what users on this platform want and then seek to deliver it, building your audience, engagement and tone of voice.

2. Work with KOLs

Key Opinion Leaders (KOLs) are synonymous with social media success in China, and it is valuable to find a KOL that can partner with your brand and promote it to their followers. Again, focus tightly on a defined niche and the right KOL who has a strong crossover with their follower base and your brand.

3. Tailor Content to the Platform

In the West, social media platforms such as Facebook and Instagram are fairly broad in their marketing, and many brands will simply cross-promote their content across platforms.

But in China, it is important to understand what customers use each platform for and create content that works for that platform. For example, brands may use WeChat to offer flash sales, live-stream a branded show, or sell a limited edition product via a mini-program e-commerce store. On Little Red Book they might launch a lifestyle competition with a KOL, or share explainer videos for an innovative new product.

4. Be Consistent and Thorough

Success with Chinese social media marketing means being innovative, targeted and consistent. With so many competitor brands, it is very easy to focus on launching the most creative and exciting campaign, but it is just as important to be consistent with your efforts and this means fully resourcing your activity.

Chinese customers will expect to engage with your brand on their chosen platforms, so you must have Chinese-speaking agents on hand to reply (this could be a mix of ChatBots and human staff.) Fully resource this so that your customers can find quick answers and great service when they need it. This will build and reinforce a positive brand experience in their minds.

5. Be Integrated

Customers will also expect your chosen Chinese social media platforms to be integrated into your broader digital ecosystem. So ensure that your Chinese UX is optimised and your website, apps and social media are slickly integrated for a smooth customer journey, with Chinese payment platforms and sign-up methods. Test this carefully and continue to do so to continually refine and ‘A/B’ test what you are doing digitally.

6. Work with a Chinese Digital Marketing Agency

The right Chinese digital marketing agency can greatly assist your efforts with Chinese social media marketing, whether you are a new brand operating in China, or more established and keen to grow your presence.

At Market Me China, we offer a highly experienced team of digital marketing professionals with cutting-edge know-how and native language skills. We work with a wide variety of brands on a flexible, trusted basis, providing access to the skillsets and resourcing that they need to deliver success digital marketing campaigns in China.

To find out more, please contact our friendly team for an informal chat about your needs and we will be delighted to assist you!