Many social media marketers have shied away from China, thinking that because mainland Chinese can’t access Facebook and Twitter, Google Plus, Podcasts and Google search, social media doesn’t exist. That view couldn’t be more wrong. China’s social media industry is thriving, and savvy businesses are capitalising on China’s platforms-of-choice for the young, hip and wealthy. This episode gives you well-researched and timely tips on how to break into this burgeoning market by using powerful content!
Today’s Brilliant Content Tip
Today’s Brilliant Content Idea is to explore taking your product or service to China using brand storytelling and content marketing through channels such as WeChat and Weibo.
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Highlights From Today’s Show
- According to a report by Investorist, research from leading global management consulting firm McKinsey predicts China’s affluent population will grow from almost 8 million urban households in 2012 to over 32 million households in 2022. That’s two Australias!!!!
- Key motivations for Chinese investment in offshore companies, products and services have to do mainly with wealth creation and property, education, migration and lifestyle.
- [tweetherder]The Chinese market is a trust economy on steroids.[/tweetherder] Almost two thirds of all marketing in China is relationship-based.
- The number one marketing method of choice is live events.
- The number two marketing method of choice often is a follow on from no. 1, and that is referrals.
- The no. 3 marketing method is niche portals and sites.
- If you are aiming at Mandarin-speaking Chinese, you must work with a great translator. This means giving all your copy a longer lead time from production to publishing.
- The average user in China spends up to 1 hour and 30 mins on social media.
- There are two primary social media channels for engaging with Chinese who have disposable income. These are WeChat and Weibo.
- Wechat is like WhatsApp only way more versatile.
- You can leverage WeChat by creating outstanding helpful content that showcases new products and services, that gives special offers, that creates fun experiences and that adds value to readers and listeners.
- One of the keys to successful brand marketing on the platform is to use QR codes in your marketing collateral. It will be difficult for consumers to find you without them!
- Sina Weibo is Like Twitter.
- Brands can leverage events and online stores through video, live broadcasts and celebrity interviews and the like.
- All advertising on the Weibo platform is in-stream.
- Weibo also has an advertising model that is based on influencers, or Key Opinion Leaders (KOLs). Advertising through the recommendations of KOLs is considered to be the most effective way to promote your business on Weibo.
- When setting up your Weibo page, do some homework first to find out what colours and layouts are most appealing. Chinese consider some colours to be unlucky.
- Humour is always top of the list on Chinese social media!
- Post Videos and Visual Content on a regular basis. You will need to upload these to the platform directly as Youtube videos aren’t allowed in China.
- Don’t use Auto Translate: Automatic translation does not necessarily get it right. It’s best to have a Chinese translator look over your posts. Well worth the effort and investment.
- Use Hashtags: Yes, you can use hashtags on Weibo just like on Twitter.
- Connect Weibo to your website.
- Podcasting doesn’t exist in China like it does in the West. They don’t have access to iTunes Podcasts and the like. This is an opportunity for a savvy developer in China to produce one.
I would like to acknowledge the following sources I found in my research for this article.
- China 2015 International Property Outlook, Investorist
Over To You
Are you on WeChat? If so, let’s connect. My handle is @casmccullough! What are some of your brilliant content ideas, apps or plugins you’ve used? If you’d like to be featured on the show, catch me on Twitter @casmccullough and also, don’t forget to check out my other podcast show, Your Brilliant Un-Career.