In the rapidly evolving landscape of digital marketing, China stands out as a beacon for the influencer marketing platform industry, boasting a robust ecosystem that has harnessed the power of social media influencers to drive brand engagement and sales.
The leading influencer marketing platform in China has revolutionized the way brands interact with their audience by leveraging sophisticated algorithms and deep data analytics to pair products with the most suitable influencers.
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What Chinese social media apps are the most useful influencer marketing platforms
The following are some of the most useful Chinese social media apps for influencer marketing:
1. Weibo:
It is often considered China's equivalent to Twitter. As of 2021, it had over 573 million monthly active users. Weibo has been a source of major trends in China's mainstream and pop culture. Influencers, also known as key opinion leaders (KOLs), are very active on this platform. Having the right influencers to spread the word about your brand on Weibo can increase your brand’s visibility. It offers various marketing tools for brands, such as running ads and opening an official and verified account.
2. Douyin (TikTok in China):
Launched in 2016, Douyin is one of the most popular short-video platforms in China. The number of monthly active users exceeds 750 million. It is a great platform for influencer marketing campaigns as it allows influencers to make, share, and sometimes live stream videos that promote brands. Its ease of use and wide user base make it attractive for both influencers and brands.
3. Xiaohongshu (Red):
Also known as the Little Red Book, it is a Chinese social media and e-commerce platform. It has 85 million monthly active users. Users on this platform love to review fashion, beauty, lifestyle products, and rate restaurants and travel services. It is a trusted social shopping platform in China, making it ideal for brands to collaborate with influencers for product promotion.
4. Kuaishou:
Launched in 2011, Kuaishou is a leading short-video platform in China, with over 300 million daily active users. It has a strong user community, especially in lower-tier cities and rural areas. Influencers on Kuaishou build deep, authentic relationships with their followers. Brands can collaborate with these influencers to promote products in a more grassroots and personal way.
5. Bilibili:
Commonly called B-Station, it is a growing platform for China's Gen Z. With 326 million monthly active users in the last quarter of 2022, it is a great platform for brands targeting the younger generation. Although it started as an anime streaming site, it has expanded into various categories such as fashion, luxury, and knowledge. Brands can collaborate with Bilibili influencers to reach their target audience.
Whether global brands like to use influencer marketing in China market?
Many overseas brands like to use influencer marketing in the Chinese market for several reasons, and here are some examples:
1. Reasons for Overseas Brands to Use Influencer Marketing in China:
- Large Consumer Base and High Digital Penetration:
China has a huge population and a high level of digital penetration, with a large number of active social media users. This provides a vast audience for overseas brands to reach through influencer marketing. For example, platforms like Weibo, Douyin (the Chinese version of TikTok), and Xiaohongshu have hundreds of millions of monthly active users, allowing brands to gain extensive exposure.
- High Consumer Trust in Influencers:
Chinese consumers tend to trust the recommendations of influencers. According to some reports, a significant percentage of Chinese consumers make purchasing decisions based on influencers' recommendations, which makes influencer marketing an effective way for overseas brands to build trust and promote their products.
- Cultural Adaptation and Localization:
Influencers can help overseas brands better adapt to the Chinese market and culture. They can create content that resonates with the local audience, bridging the cultural gap and enhancing the brand's understanding and connection with Chinese consumers.
2. Examples of Overseas Brands Using Influencer Marketing in China:
- Gucci:
The luxury brand Gucci has actively engaged in influencer marketing in China. They collaborate with well-known fashion influencers on platforms like Xiaohongshu and Weibo to showcase their new collections, fashion shows, and limited-edition products. These influencers share their experiences of using Gucci products, providing styling tips and reviews, which helps to enhance the brand's image and attract Chinese consumers.
- Estée Lauder:
Estée Lauder has partnered with various beauty influencers in China to promote its skincare and makeup products. Influencers create content such as makeup tutorials, product reviews, and skincare routines using Estée Lauder products, demonstrating their effectiveness and quality. This not only increases the brand's visibility but also drives sales among Chinese consumers who are highly interested in beauty and skincare.
- Airbnb:
The accommodation-sharing platform Airbnb has used influencer marketing to promote its services in China. They collaborate with travel influencers who share their experiences of staying in Airbnb listings in different cities across China. These influencers highlight the unique features and benefits of staying in an Airbnb, such as local experiences, unique accommodations, and personalized service, which appeals to Chinese travelers who are increasingly looking for alternative accommodation options.
- McDonald's:
McDonald's has launched several influencer marketing campaigns in China to promote new products and special offers. They work with food influencers who create content about trying new McDonald's menu items, sharing their taste experiences and opinions. This helps to generate buzz and interest among Chinese consumers, especially the younger generation who are active on social media.
Embracing an influencer marketing platform in China can yield a multitude of benefits for businesses aiming to elevate their brand presence. These platforms serve as a gateway to connect with a vast network of influencers who have the power to sway public opinion and shape consumer behavior.
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