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?
RED (Xiaohongshu) and Bilibili are known to be popular to younger generations, especially Gen Z. However, the presence and potentials of seniors can not be ignored on those platforms.
Seniors are flocking to RED
From must-buy recommendations, local service reviews to beauty hack and even apartment leasing — RED — with most of its content in text and images, has become the encyclopedia for modern life.
Though RED is commonly known as a playground for the younger (upper-to-middle class female) consumers, the number of active senior users on RED is estimated to be over 11 million [S], and the number of senior influencers has doubled in 2022 [S].
Global brands in China are more socially involved than ever as social media accounts let you communicate with your target audience and customers immediately and directly, and most importantly, build a lasting relationship that boost brand loyalty for the brand.
But, the question is how can you tell if the brand’s social media profiles are driving good engagement to keep your competitors at bay, and help you excel in your field?
As a marketing professional, you probably already know that social media analysis is the answer to this question; without it, your brand will have difficulty determining whether or not and how your Chinese social presence is helping you build a name there.
Read on to learn about the benefits of social media analysis, and how you can run them yourself to optimize your Chinese social media accounts in a smarter way.
In recent years, the open rate for WeChat Official Accounts (“OA”) has been declining due to fierce competition for readers’ attention. However, this is not the case for accounts with mostly senior followers who tend to stay loyal and focused.
The perfect place to engage directly with seniors
Seniors (51 years and older) account for 23% of WeChat’s 1.31 billion monthly active users, [S]. WeChat’s extensive list of features designed for better communication, content sharing and entertainment makes it the most popular social media platform for seniors in China.
Wonderland for online community building
“乐退族” LORTUI (LOve ReTirement yoU & I ) is a local company focusing on education, culture and domestic travel services for seniors.
Long-term senior followers of its WeChat OA have helped the brand maintain 30k+ average reads for each main article. In addition, articles continue to receive views long after publishing, signaling that followers continue to grow and that users continue to come back to this channel for news and info.
The Boom of WeChat Channels
Modeled after “Dou Kuai” and launched in 2020, Channels was not originally considered a serious competitor, yet just 2 years later, its video views have increased by 200%, and live-stream views increased by 300%. The number of Channels’ content creators with 10k+ followers also increased by 308% [S].
In recent years, social media usage and purchasing power of seniors have increased exponentially, yet little effort has been put into studying their needs and behavior changes … This is a missed opportunity for brands across many industries.
Short Video: Seniors’ Favorite
80% of netizens over age 60 spend on average 1.5 hours each day browsing short videos [S]. Many retired seniors report experiencing common issues such as loss of vision and hearing capabilities. Short video, offering graphic motion and clear sound, is more entertaining and effortless for seniors to enjoy and kill time compared to plain text and images.
Douyin and Kuaishou are China’s two major short video players. 49.3% of senior viewers choose Douyin as their go-to video platform, while Kuaishou comes in a close second at 33.3% [S]. With both focused on live-streaming and e-commerce, “Dou Kuai” (Short for “Douyin and Kuaishou”) continue to grow and increasingly encroach on each other’s territory vying for viewers.
