China social media marketing is completely different of the rest of the World. If you want to be up to date with what is going on in China you need to follow the following tendencies.
FIVE TENDENCIES TO TAKE IN ACCOUNT :
- Service apps: applications like Dianping and Ctrip have some of the highest satisfactory classifications in China, according to the report of Kantar. Dianping, formed by the fusion of two small companies similar to Groupon and Yelp, allows the users to make lunch reservations, order food and buy movie tickets through the application, tells Sherisse Pham of CNN.
2. Social Live streaming: interactive functions like danmaku, where the thoughts of other people seem to fly through the screen, have pushed the launch of a component of social media in streaming, says Social Brand Watch. One of these applications, Mango TV, is growing very fast among young users.
3. Social News: these interactive characteristics are also gaining a lot of popularity in the news application. Toutiao, by example, adds news and presents questions and answers live.
4. eSports: it was expected that the market of eSports in China will grow up to US$1,26 million in 2017, according to a report of Niko Partners. As well it was announced that Tencent has compromised US$15 thousand millions for this segment in the next few years.
5. Applications that target older people: Worldwide the groups of older people boost the growth of social media, and this is also true in China, because the users of 60+ years had a growth of 38.2% last year. This group tends to see social media as way to connect with family and friends. On the contrary, the younger generations see social media as a way to release pressure of real life.
THE IMPACT OF SOCIAL MEDIA
In general, Kantar’s investigation suggests that the majority of Chinese people believe that social media has a positive impact. Women users, in particular, pointed that social media are useful to take decisions while shopping, release work and increase confidence in them.
However and besides its popularity, the use of social media marketing in China has not been extent of tensions.
In August 2017, BBC informed that the Chinese Administrator of Cyberspace had accused users of violating security cybernetic laws in the country, by sharing violence, terror, false rumors, pornography and other threats to National Security, the public safety and social order.
Sites and applications in occident countries like Facebook, Instagram and Twitter, as well as Google, are blocked in China. Publications can be easily tracked through registered phone numbers and the majority of people know already the subjects and opinions that they should avoid.
All the brands and international agencies that want to expand in China will need to understand better the complexities of the Chinese market and many of the products and services that exist in internet marketing in China. This, together with the size of these social media, means that the observers must watch them closely, if they haven’t been doing it already.