We analyse social media trends and opportunities for brands to implement social strategies. We also explain social media related concepts and platform features.
In the ever-evolving realm of China social media marketing, staying ahead of the curve is not just a strategy; it’s a necessity. As we eagerly look forward to the trends that will shape the social media landscape in 2024, one thing is abundantly clear: the future is brimming with innovation and opportunities, and it’s moving faster than ever before!
In this blog post, we’re diving into the trends that brands with a social media presence in China should keenly observe in 2024. From the integration of AI for unparalleled insights to clever methods of engaging employees for customer-centric (and budget-friendly) content, and the rise of virtual idols, we’re uncovering the keys to staying ahead in the dynamic social media landscape.
Let’s delve into six trends that will shape the social media narrative in 2024 and equip your brand with the foresight it needs to stand out in a crowded digital landscape.
1. Social Media Marketing Driven by AI Insights
The problem isn’t a lack of data… it’s what’s done with it — and that’s where the inclusion of AI-powered tools makes things interesting for marketers. According to a survey by Accenture (埃森哲), 13% of Chinese companies have achieved excellent growth and business transformation through AI. Another 35% have made some progress in AI maturity, and half of the companies (52%) are in the pilot phase. In 2021, about one-third of the Chinese companies surveyed will spend more than 30% of their technology budget on AI development; by 2024, nearly two-thirds of the companies will have this idea.
Global policy, national reforms, and access to the Internet have shaped experiences and values of Millennials in China. They find outlets and a variety of mediums for self-expression and see life as more than just making ends meet. Today, the purchasing power of this demographic is among the highest in China.
One of the Most Influential Consumer Groups in China
Millennials are the first generation in China to come of age in a consumer-driven society and an ‘open’ China. They are the top spenders in most consumer categories,especially in their penchant for technology purchases, outspending other consumer groups.
Top-of-funnel performance is usually hard to track and measure. That’s why we need to take advantage of unique QR codes to better categorize sources where followers come from to find the most loyal audience.
A QR code is essentially a unique URL link stored in a graphic, which can be scanned and read by smartphones. It’s a convenient and secure way to access information and services online, often used in payment, account following, targeted communications, etc.
*Most QR code actions happen in WeChat. Therefore we use WeChat as an example.
How to Find and Measure the Right Source？
Let’s say a beauty brand kicked off two campaigns: One is about free giveaways of sample products, and the other one is about a partnership with a KOL sharing beauty tips. After respective audiences scan the unique QR code of each campaign to gain access to the giveaway, marketers can monitor their unfollowing decisions: Do they just accept the value and leave or do they stay, and for how long? When the account pushes new content, are they still willing to be there and listen? It’ll help you gain insights into your followers’ behaviors.
With the once tightly-closed China social ecosystem continuing to open, it’s possible to direct traffic between different social channels. However, PIPL is strict and the stakes for violating personal information are high. In addition to social channels’ universal mentality of keeping traffic within the platform’s own territory, tracking and measuring are not easy, but not impossible. Generally, you have two weapons at your disposal: Link shorteners and link tagging.
URL links can be long and complex. Link shorteners can help create a unique and shorter link that redirects to the original link. It’s more presentable and easier to share.
During an online campaign, you could have 5 different social networks directing traffic to your website, or one of your social networks is receiving traffic from other networks and websites. In the most complicated scenario, traffic even comes from multiple places in one social channel …
Each traffic channel has its unique URL. Link Tagging can help differentiate them by adding tracking parameters to each link, which can be set manually by your team. You can gain insights into traffic and conversion and understand user behavior on each channel better.
Using different social metrics in combination can provide a comprehensive assessment of each stage of the customer journey, while each metric may reveal different insights.
The marketing teams of different brands focus on different social channels and implement different strategies, but in order to achieve business results, brands must understand how social metrics work across each platform, and understand the appropriate stage of the customer journey. Only then can the right message be delivered at the right time.
KAWO’s Guide to China Social Metrics will combine social metrics with customer journey, and categorize metrics in a systematic way to inspire marketers in their daily efforts.
WeChat is one of the most established social platforms in China. Even though the open rate for Official Accounts (“OA”) has been declining for years due to fierce competition for readers’ attention, high-quality content remains the most efficient tool for maintaining audience stickiness.
Note: You can find the specific definition of the labeled metrics egorization category in the appendix.
