Approaching social media channels in China for eCommerce brands requires a deep understanding of the unique platforms and digital culture. Western strategies wonāt suffice in this market, where platforms like WeChat, Weibo, and Douyin dominate, each with its distinct features and user behaviors.
In this blog, four thought leaders share their insights on how to tailor strategies to Chinese social media, from immersing in the local digital culture to crafting customized content and engaging with influential KOLs (Key Opinion Leaders).
By leveraging the unique attributes of each platform and aligning content with Chinese values and trends, these experts provide actionable strategies to enhance visibility, engagement, and brand loyalty in the rapidly evolving Chinese eCommerce landscape.
Tailor Strategies for Chinese Platforms
When approaching social media channels in China for eCommerce brands and clients, it’s essential to recognize that the landscape is markedly different from Western platforms. We prioritize using platforms like WeChat, Weibo, and Douyin (TikTok) to effectively reach and engage with the local audience.
Developing a comprehensive strategy tailored to each platform is crucial; for instance, WeChat serves as an all-in-one app for messaging, payments, and content sharing, making it ideal for building customer relationships through personalized messaging and mini-programs.
Additionally, leveraging influencer marketing, particularly KOLs (Key Opinion Leaders), is a vital part of our strategy. Collaborating with these influencers not only increases brand visibility but also builds trust among consumers who value peer recommendations.
We also focus on creating localized content that resonates with Chinese culture and trends, ensuring that our messaging aligns with local values and interests. By integrating these tactics and continuously monitoring engagement metrics, we can adapt our approach to optimize performance and foster brand loyalty in the competitive Chinese eCommerce market.
Shehar Yar, CEO, Software House
Immerse in Chinese Digital Culture
When I approach social media channels in China, I don’t just “localize” contentāI build digital personas tailored for each platform.
Instead of translating campaigns, I immerse myself in Chinese digital culture by using local apps like WeChat, Douyin, and Xiaohongshu personally.
I keep a second phone with a Chinese SIM card so I can experience the platforms like a native.
Then, I craft content not just for the platform but for the context: Douyin is fast and quirky, while WeChat needs to feel like a trusted friend talking.
I also maintain a network of Chinese micro-influencers who give me real-time feedback on trends and consumer sentiment.
I make sure I am living the market, and not just marketing to it.
Austin Benton, Marketing Consultant, Gotham Artists
Customize Content and Engage Influencers
In my approach to social media channels in China for eCommerce brands and clients, I prioritize several key strategies. First, while having a quality product is essential, developing a customized marketing strategy is crucial to standing out in this competitive market.
I focus on creating engaging, culturally relevant content tailored to the unique styles of each platform. Collaborating with local influencers is also an effective way to enhance brand visibility and build trust with consumers.
Recognizing that many Chinese users favor WeChat and similar platforms over traditional email marketing, I adapt my strategies accordingly. It’s important to ensure our messaging aligns with Chinese values and trends, often requiring adjustments to global campaigns for better resonance with local audiences.
Finally, I monitor engagement metrics closely to refine our strategies continuously, ensuring we effectively reach and engage our target audience in China. By leveraging local insights, relevant content, and influencer partnerships, I aim to drive success for eCommerce brands in the Chinese market.
Steve Neher, CEO, Mail King USA
Understand Unique Social Media Features
In the first place, you cannot simply copycat what works in Western markets. The self-contained ecosystems of WeChat, Weibo, and Douyin must all be understood. One of my favorite methods is to dive deep into the unique features and behaviors of each app.
For example, WeChat is not just a texting app. Because of the many direct sales and customer service features, if you implement WeChat Pay and have a mini-program within the app, user engagement can explode, and the user can buy directly from within the app.
A second one-of-a-kind technique is to make the best use of KOLs on Douyin, a product similar to TikTok but with a different pattern of user interaction.
The idea is not to just ask for a shoutout for the brand but to create fun and engaging brand-embedded challenges or content that KOLs can later share with their followers. The process is very much built on the communal and participatory culture of Chinese social media users, facilitating a very different brand-to-customer interaction where the customer feels that they are also participating in the creation of the content, and not just consuming it casually as they do in the case of traditional advertising.
The second technique revolves around getting consumers to buy a product that’s integrated into their daily consumption routine on a platform. The idea is to create content that fits seamlessly into the daily routine of users on the platform, making it a lot easier for brands to enhance their visibility and engagement with the target audience.
Danilo Miranda, Managing Director, Presenteverso