But to truly stand out and establish connections with younger consumers, it’s crucial for brands to carefully select the right social media platforms and take advantage of their innovative features. A recently published report by Chozan titled “China E-Commerce, Marketing and Digital Space 2023” provides several key marketing insights on how a brand can stand out on these platforms, which have been summarized below.
Before choosing your social media platform, make sure you are doing the following best practices:
- Engage on relevant topics and build a community that is centered around broader themes like culture, fashion, and art. This way, you can connect easily with younger users on Xiaohongshu. Meaningful offline exhibitions and check-in activities featured on Xiaohongshu can increase loyalty and provide unique cultural experiences for fans.
- Luxury brands should aim for subtle, sincere, and localized storytelling:
Highlight your long-standing history, traditions, and classic values. During Chinese festivals, Weibo posts can be used to convey pure and fresh greetings, while short films on Bilibili can help build long-term brand assets by showcasing cultural initiatives and seasonal shows. - Use gamification on WeChat to boost a brand’s social currency:
Luxury brands can design their own communication methods inspired by entertainment and technology, creating exciting opportunities beyond the platform’s traditional features.
These features can help you create the perfect marketing strategy in China. Brands will need to identify what resonates with their brand the best and go with it. Continue to read the full article here
