5 Ways to Maximise Your China Social Media Strategy
Photo by Cris Feliciano at Pexels.
Entering the lucrative Chinese e-commerce market? Key to your brand’s success is developing a social media strategy that’s in line with local culture and platforms
We might not be able to agree on the most delicious type of dim sum, or whether Shanghai or Beijing has the most to offer tourists, but one thing is unanimous. A localised social media strategy is essential for brands entering the Chinese market.
More so than in the West, daily life in China is intrinsically linked with social media. Whether making a purchasing decision, paying a bill, or ordering food delivery, almost all transactions take place via the country’s unique social media platforms.
Read more: A Guide to China’s Unique Social Media Landscape
Just as its platforms differ from our familiar Facebook, Instagram and the likes, though, so does the way brands should use them to engage with consumers.
Beyond sheer numbers of users – 931 million – is the mind-boggling usage rates. On average, each internet user had about 7.4 social media accounts in China – far more than the average user in the UK. And something as simple as using the wrong emoji can mean missing the mark entirely.
Such an active and potentially lucrative market requires a well-researched and localised plan. Here are five things to consider when developing your China social media strategy.
1. Partner with a local expert.
Photo by Yang Shuo at Unsplash.
From the Chinese language to the country’s cultural nuances, China’s social media landscape is as vast as it is unique.
Imagine: new platforms that crop up and become major players almost overnight, fake KOLs that have the potential to derail campaigns and local holidays like 520 day, which was born from its cyber-culture…
It’s not hard to see why those overseas brands that chose to collaborate with a local marketing agency – like Pyxhub – on their social media strategies have the most success in tapping into China’s e-commerce market.
2. Consider Western cliches
Brand Britain is in strong demand in China. Brands that highlight their origins are finding success thanks to Chinese consumer interest in British heritage, which is highlighted in their buying habit.
Consider this: A survey conducted by Barclay’s found that three-quarters of 25-34-year-olds in China would be swayed to buy a product purely because of the placement of a Union Jack.
Read more: How UK Retailers Can Capitalise on China’s Demand For ‘Brand Britain’
Before plastering your Chinese social media channels with red, white and blue and references to Her Majesty, though, consider that despite this fascination with Western culture, all is not always as it seems. In fact, there can be significant discrepancies between Chinese consumers’ perception of the UK and other countries and how things truly are ‘back home’. As a result, social media content should reflect this.
For example:
“Starbucks doesn’t communicate much about Christmas on its English website; it’s different in China, where they use many Christmas-centered slogans. China isn’t known for celebrating Christmas but Starbucks made the marketing move to associate this festivity with American culture, and it seems to work well.” Neal Schaffer, Chinese Digital Marketing Expert.
3. Learn the language of emojis
Photo by Jason Leung at Unsplash.
Just as on familiar platforms like Twitter and Instagram, emojis are vital in communicating a message a certain way.
In China though, the language of emojis is as foreign as Mandarin. Using a smiley face? Chinese social media users read it as overly formal. It’s definitely not seen as something friendly to be used amongst friends. In fact, many consider it to convey sarcasm or a mocking tone.
Then there’s 👋. A WeChat wave looks a little different to what we’re used to in the rest of the world. And it’s not just the visual that’s different.
“For many of us, this would simply mean that we’re happily waving goodbye. On WeChat, it could mean that you just said something really dumb and the sender doesn’t want to speak to you anymore. Ouch!” That’s according to TechinAsia.com.
Considering Asian cultural stances is also key when choosing an emoji. For instance, it’s polite to act a little embarrassed when asking for a favour, so a wide-eyed emoji would be a perfect choice.
4. Get personal in groups
Speaking to users on a personal level is a great way to boost brand loyalty. One way to do this in China is to embrace unique functions like groups.
Take QQ. Although its popularity as a platform has plateaued, it still boasts around 800 million users monthly. And with 60% of its user base under 30 years old, it’s a powerful tool in reaching a younger demographic.
Brands looking to capitalise on shared interests can use the platform’s grounds function to engage with users. Take a UK university looking to engage with potential Chinese students, as explained by Asian marketing experts Sinorbis:
“As a university, you can set up a QQ group and invite potential students to join the group to learn more about studying at your institution. You can also invite current students to the conversation, giving prospective students a unique opportunity to ask direct questions to their peers. This personal level of engagement is much more powerful than any glossy brochure could ever be. What’s more, you can invite up to 200 people to a QQ group, making it much more efficient than answering questions in a one-on-one environment.”
5. Create a community via Super Topics
Photo by Mae Mu at Unsplash.
Weibo, arguably China’s biggest social media platform, takes the concept of following a hashtag one step further with its super topics.
So what are super topics?
“Super topics are a hashtag and a community on Weibo that integrates fans and related content on a customisable landing page,” explains Jing Daily.
As well as being more permanent than trending hashtags, super topics can have hosts. Brands can also become administrators – hosts – of the super topics, and therefore maintaining some control over the narrative. This is done via application on the app and generally takes a few days to be approved.
What’s more, brands can give super topics their own introductory text, thanks to the customisable landing pages previously mentioned. Users can follow the super topic, see how many other users also follow and how active the community is. Brands can then engage and inform directly with interested users.
Super topics are a powerful way to track brand perception and find out things like who your superfans are, but requires a significant investment in time, warns tech and language firm TranslateMedia:
“Being a Weibo topic host is no small commitment. If you’re not active at least weekly, you’ll be removed as a topic moderator. You also bear responsibility for managing the community, including everything from setting up the profile at the initial stage of the super topic to inviting the first fans to pinning and highlighting content on an ongoing basis to keep the community alive.”
Developing a China social media strategy is vital to ensuring your brand has the best possible chance of success when entering its e-commerce market. What that strategy entails requires careful consideration and a localised approach. Mirroring what works in the UK isn’t enough.