WeChat and Weibo are impacting Chinese netizens' lives in leapfrog speed.
Want to succeed in this social media craze in China? Experts have given 3 tips you cannot overlook.
1. KOLs and no they are not for conversion
Ben Xu, Vice President of Weiboyi, said that the worst thing a brand can do is to constantly talk talk talk about themselves! Instead, let KOLs speak!
Some die-hard followers will go the extra length of creating accounts to boost the number of their favourite KOLs. (don't worry, there are solutions!)
2. Report Card: conversion or awareness?
“Some KOLs may have lower engagement rates, but their posts are shared at multiple levels," said Maggie Wang, VP, commercial and ecommerce of AdMaster said.
For instance, during Singles' Day Sales, few consumers shared about the live-steaming by Tmall, but many were buying.
So, what is important to you?
3. Platform War
Did you even know mum and baby care products show better performance on Weibo and beauty products work better on WeChat?
Ben Xu, vice president of Weiboyi, the KOL database and advertising platform, said the worst thing that brands can do on social media is to talk about themselves. “The talking must be done by the KOLs, people who are on the same wavelength as the audience,” said Xu. “Fans are already aware that it is paid endorsement, but they are willing to engage provided that the content is good.”