KAWO Blog

With another trip around the sun completed, it’s that time for us to take a peek into the future and share what we think the new trends for the coming year will be.

1. The marketer’s AI social media companion

In 2024, the use of AI in social media is transitioning from a mere buzz to a practical reality. With the exponential growth in social media interactions and content creation, marketers face the challenge of handling vast amounts of data.

So, you’re nosy—totally normal! We’ve all been there, peeking over the fence to see what the neighbors are up to. But when it comes to your brand’s strategy, is stalking the competition really the secret sauce? Well, not exactly. It’s a bit like trying to copy your friend’s answers in class—might work sometimes, but you won’t ace the test.

It comes as no surprise to us that the ability to track competitor performance in China has been one of the most requested KAWO features — so, being the customer-centric SaaS company we are, of course, we built it! But, dear friends, it’s how you use it that will make the real difference.

The KAWO Competitor Tracking feature is like the Sherlock Holmes of brand strategy but without the deerstalker hat. So, how can playing detective with your competitors actually help your brand performance in China, without turning into a hot mess? Stick around; we’re about to spill the tea!

Chinese millennials, born between 1981 and 1995, came of age during a systematic transformation of China’s social fabric coupled with rapid economic growth. Today, they wield significant economic influence, emerging as major drivers of the entire economy, especially in their penchant for technology purchases, outspending other consumer groups.

Chinese Millennials is One of the Most Influential Consumer Groups in China

The population of millennials in China reached 320 million in 2023, making up 22% of China’s total population [S] — this number is 3.5 times the number of millennials in North America. Chinese millennials account for 28% [S] of the total income among active consumers in China. 

Chinese millennials are the top spenders in most consumer categories, second only to the older generation (46 to 65 years old) who have successfully accumulated their wealth and contribute to more than 50% of the nation’s consumption power. [S] Undoubtedly, millennials will follow suit.

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.

KAWO’s Social Media Marketing to Millennials in China helps brands to attract and convert them into a loyal audience.

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.