Weibo is a vibrant social media platform where millions of users share their thoughts, stories, and experiences every day. While many China marketers often debate how relevant Weibo is — the truth remains that Weibo continues to boast a large user base, and is the go-to platform for breaking news and hot-topic discussions among Chinese netizens. As of June 2023 Weibo reported to have 599 million of monthly active users [s].
Standing out in the midst of this bustling online community can be a challenge. Should you create posts with text, video, GIFs. What format of posts really work best?
KAWO is able to analyze the data from hundreds of thousands of Weibo posts published by our clients over the years and what we found was a bit surprising, and something that we found many of our clients were often overlooking: the power of GIFs on Weibo.
In this blog post, we’ll explore the value of using GIFs for Weibo posts, why they are more engaging than photos or text, and provide you with a step-by-step guide on how to create and export GIFs from Keynote on your Mac computer.
Understanding consumers’ needs and wants is of great importance to marketing teams as it eliminates guesswork in decision-making. Do you know you can draw consumer insights from benchmarking your competitors’ social media performance? And KAWO can help you with that by having a fast and cost-effective way to understand the needs of your target customers in China. 🎯
How exactly? You can use KAWO to:
Explore the keywords and content that are trending in your peer group to learn what your competitors’ customers are interested in or not;
Discover and analyze your competitors’ best social media practices;
Identify your position in relation to industry averages and mediums of social media metrics, such as Follower Growth, Engagement, and Reach
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.
