A Guide to Social Media Marketing in China

China’s social media market has its own flow and rhythm, and the world’s top social platforms cannot be accessed in the Middle Kingdom. So, new social media platforms emerged in China, and what makes them different from Western counterparts is the relevance of influencers known as KOCs (Key Opinion Consumers) and KOLs (Key Opinion Leaders). Chinese users trust their peers more than the daily advertisements, and anyone can create content and that sells. It is essential to understand the current social media environment so that you can become successful in social media marketing in China.Live to streamLive streaming is the next big thing in China’s social media after short videos. The streaming range tutorials to daily life, dancing, singing, online games, and other forms of entertainment. With over 200 live streaming platforms, most of them focus on entertainment shows, and half of the 910 million online users are using live streaming apps. Streaming offers a high level of engagement and interaction, and no other marketing strategy or channel provides the same depth of communication. Chinese people adore influencers and want to see them live, and that is why shopping and live streaming is a heavenly match.Artificial Intelligence (AI)Machines imitating human intelligence (AI) entered the online world in the form of data-driven in-store experiences, chatbots, speech and image recognition, and personalized recommendations. The global AI market in social media can surpass 3.7 billion USD by 2025. The most significant growth rate is expected in the Asia Pacific region, with a massive number of social media users. By 2030, China plans to become the world leader in AI. The future with smart cities, self-driving vehicles, delivery drones, facial recognition, and online medical diagnosis has already started. Furthermore, increasing the adoption of deep learning and machine learning technology is gaining importance in social media platforms. Therefore, you have immense opportunities to tap the tech-savvy users for social media marketing in China.SiachenSiachen means to submerge or sink, and these days, immersing into the lower tier markets with marketing activities is gaining more popularity. What is the reason? Well, consumers in top-tier cities like Shanghai, Beijing, Wuhan, and Xiamen receive tons of messages, content, calls to action, and others. This has become a hugely competitive environment for influencers and brands. Therefore, the more substantial potential for the growth of services and e-commerce in the rural area still exists. For instance, during the 2019 Annual Shopping Festival, a survey among female shoppers found that customers in Tier 3 cities and below spend more than the customers in top tier cities. The reason is the lower living cost at smaller-tier cities at an equivalent income of top-tier cities, which means consumers can spend more on entertainment, lifestyle, and shopping. Consumers in lower-tier cities prefer more relatable content than higher ones. They have a different way of messaging, imagery, and taste that portrays their actual lifestyle instead of a luxury lifestyle that top tier users aspire. But consumers must always look for higher-quality goods irrespective of their income.