We analyse social media trends and opportunities for brands to implement social strategies. We also explain social media related concepts and platform features.
From first hearing about a brand to becoming a paying customer is always a journey.
A company should choose a range of KPIs that measure different stages of the marketing funnel to ensure it’s not losing customers somewhere along the way.
Awareness: Capture the attention of people who have never heard of your brand before and getting them to connect and follow one of your official channels – what do be aware of
Consideration: Build trust with existing followers through informing and educating them about your brand and products – what to be aware of
Purchase: Get customers to the point where they trust you enough to hand over their hard-earned money to your company – what to be aware of
Loyalty: Build a long-term connection with your customers which brings them back to buy again and requires much less effort than acquiring a new customer – what to be aware of
Advocacy: Customers trust you so much that they recommend you to their friends, family and colleagues – what to be aware of
Each marketer’s role, or the whole marketing team possibly just focus on one step of the funnel, so feel free to skip to the part that are most relevant to you.
This Guide will help marketers understand where each platform sits in the marketing funneland how metrics and KPIs can be translated into actual business success
China’s social media platforms are diverse, unique and present a challenge for brands who are investing millions in reaching your audience, but may not have the right tools to measure results and impact. We hope that this Guide to China Social Metrics will present brands with a framework to understand the Chinese social media landscape and allow you to astutely leverage each platform across the customer journey – be it in China, or among the millions of Chinese diaspora around the world that uses these platforms.
Overview of Mainstream Chinese Social Platforms
With the social media landscape in China constantly changing, it is imperative to have a broad understanding of the ecosystem before diving deeper into how success is measured across platforms. In the Guide, KAWO provides a snapshot of the current state of Chinese social platforms along with the type of content popular with Chinese consumers.
Brands in the West face strict controls on who they can legally target through social, but how about in China? The government has attracted international attention for its strict policies aimed at protecting young internet users from spending too much time on “harmful” online activities such as gaming or excessive social media use — so how careful should alcohol brands be?
The spending potential of China’s senior citizens is expected to contribute to a third of China’s GDP in the next 30 years, rising from RMB 5.9 trillion in 2021 to RMB 106 trillion by 2050.
In 2022, China’s population of 60+ year-olds reached 280 million, making up 19.8% of China’s total population. This is swiftly approaching that of the U.S.’s total population of 339 million.
The above number is increasing every year by 20 million to 25 million as the second wave of baby boomers, born between 1962 and 1978, retire — making China the fastest-aging country in the world.
In the ever-changing development of China’s social media platforms, the speed of changes in content forms, iterations of social media platform functions, and changes in social media marketing methods is astonishing. At the same time, several major social media platforms have begun to build a closed loop of e-commerce, forming their own ecosystem. Consumer behavior and shopping habits have also quietly changed.
At KAWO, we are dedicated to helping brands and agencies gain success on China social. Keep reading for the top eight China social media trends we have summarized for you to keep on the radar in 2023.
