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Social media marketing

China's digital development has been isolated from the rest of the world because of the Great Firewall. Facebook, Instagram, Whatsapp, etc. cannot be accessed from China. This has allowed a unique ecosystem of social media platforms to develop in China. Many of these apps have developed into super apps that can do everything from chatting, news feeds, payment, ecommerce, etc. 

Still, each social media platform has it's own strengths and weaknesses. When engaging the Chinese market it is important to have a clear social media strategy; how to utilize the strengths of each platform for optimal synergy. 

It is increasingly difficult to increase brand awareness in China. It is necessary to gain critical mass on social media, advertising and influencer activity. We help you optimize these activities for maximum effect.

Social media operations

We operate social media accounts for our clients on the main social media platforms in China. It is not necessary for you to have a dedicated China team in-house, we take care of everything. From planning and content creation to paid advertising and data reporting. 

 

When we create content we focus on the balance between localizing your international brand to a Chinese context and not losing your DNA in the process. Your brand should be presented in China in eye level with your local audience and still be recognizable from your international expression.

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WeChat

The ubiquitous social media in China with over 1.2 billion users.

The platform is touches upon almost all aspects of everyday life. Messaging, sharing, payments, utilities, taxis, etc. 

An official presence on WeChat is a must.

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Xiaohongshu (RED)

Often described as China's Instagram, Xiaohongshu's over 300 million users come here for inspiration and sharing their everyday life.

Xiaohongshu is an ideal place to engage with influencers, who are very active on the platform, through an official presence.

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Weibo

With almost 600 million users, Weibo is an important part of the social media eco stystem.

Weibo is know for the virality of its content and is in many ways comparable to Twitter.

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Douyin

The Chinese counterpart to TikTok. It has fast grown to be one of the most popular social media platforms in China with over 600 million users.

Short video is the name of the game, and it is an ideal place to engage with influencers and followers.

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WeChat mini programs

WeChat mini programs are apps that open within WeChat. They can be used for a wide range of functions such as ecommerce, loyalty programs etc.

They are easily shared across WeChat's ecosystem and open instantly without download.

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Dianping

China's number one consumer and lifestyle platform. It features consumer reviews, vouchers, influencer interaction, etc.

This is the go-to platform when exploring the city and an excellent tool to boost O2O.

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Bilibili

In many ways it can be compared to a mix between YouTube and Twich. Where Douyin is the king of short videos, Bilibili focuses on long-form video content.

Starting out as an anime platform, Bilibili has evolved and is now a diverse and mature video platform.

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Tmall

Tmall dominates the ecommerce industry in China. Brands who are serious about doing business in China should be present on Tmall.

It is not an easy platform to navigate, though, and it is important to make sure that all marketing activities are coordinated.

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Getting the word out there

Influencers

In China, influencers are often referred to as KOLs, or Key Opinion Leaders. KOLs will enable you to reach a wider audience and your  choice of KOLs will also affect your branding in China.

The world of KOLs can be challenging to navigate and especially in China there are issues of tracking your efforts and their effectiveness.

Nonetheless, it is necessary to engage with KOLs to increase brand awareness and number of touch points for your followers.

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Paid advertising

Paid advertising is a must when engaging with social media platforms. This is not unique to China. Firstly it is a useful tool to grow a following and brand awareness when starting from scratch, but also only a fraction of your following will actually see and engage with your content organically and must be targeted with tailored ads.

Unlike KOLs, paid advertising has a transparent pricing model and it is relatively easy to measure their efficiency.

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