SOCIAL MEDIA PLAYBOOK - for brands in China - Sinclair
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# SOCIAL MEDIA PLAYBOOK for brands in China
CHINA’S SOCIAL SOLAR SYSTEM
The definition of “social media” has been extended with the emergence of
a dual-layer of CORE and DERIVATIVE social media platforms
DERIVATIVE platforms are
focusing on different interest
tribes and subcultures
CORE platforms are
dominated by four giants
CHINA’S SOCIAL MEDIA CONTENT CREATORS
Future Shaper Lifestyle Artist Knowledge Sharer
215 Million 1 Billion 300 Million
Generation Z are leading the way About 70% of China’s population have Knowledge content creators and sharers
towards an immersive future in digital engaged with social media and online across China are on BBS (online
creativity activities. They are actively sharing their community), social community, short
lifestyle activities and purchases video platforms and super Apps
SOCIAL MEDIA TRENDS IN CHINA
China’s 215 million strong generation Z are leading the way towards an immersive
future in digital creativity
TRADITIONAL CULTURE IN LIVING IN THE THIRD SPACE CROSS-CULTURE THINKERS SUBCULTURE MOVEMENTS
RENAISSANCE
China’s Gen Z are more confident in Interest in AR and VR is set to grow as The consumption of a wide variety of Having grown up with lifestyle as a
their own roots compared to the consumers became more familiar with free subtitled content has helped fixed part of their identity, Gen Z has
previous generations. As a digital digital environments during periods of foster a cross-culture way of thinking contributed significantly to the growth
savvy generation, they are applying home isolation. China’s Gen Z engage among China’s Gen Z. Their internet of China's small but developing
their creativity to interpret traditional with virtual communities in games, speak and creative hacks mix a wide subcultures. Top movements to watch
culture in modern ways. cultural groups and social media. variety of references, creating a rich, include sneakers, cosplay and
internationally hyphenated pop Japanese-inspired Lolita fashion.
culture.
Most interactive platform, dominated by trending
topics around celebrity and entertainment news
Super App, the one that you
cannot live without
One stop for lifestyle, boutiques,
travel and urban living
Set the short video trend, domestically
created to drive global popularity
Short video dominates
Male Female
Live-streaming e-commerce
45.4% 54.6%
Great exposure in “Weibo Square”
Daily Video Searches
400M
Real-time interactions with users
DAU DAU
200M 600M
MAU DAOT
Male Female
120B 57min/day 12% 88%
Content hub
Product reviews and reports
Mini program to increase interactions
Lifestyle inspirations
#
WHAT WECHAT CAN OFFER
Three major WeChat updates in 2020
A VARIETY
OF CONTENT VIDEOS
# HASHTAGS
Allowing better reading
experience by using feature/topic
columns to create synergy
E-COMMERCE COMMUNITY
CHANNELS
An up-to-date solution for video
content creators, and another
way to engage users
WeChat is the most significant social As an omni-media platform with multi-
media app and the most efficient functions, WeChat users have the highest MINI PROGRAM
platform for promotion in China. It connections and receive comparatively 400 million users are actively
boasts a massive monthly active user heavy content among the social media engaging with WeChat programs as
the functionality and interactions
count of 1.2 billion as of August 2020. channels in China. allow a new level of emersion
WECHAT FUNCTIONS
CONTENT MARKETING COMMERCE COMMUNITY
WeChat can be used as simply a WeChat SEO offers a variety of Product Display allows brands to CRM allows brands to utilise its
brand “website”, which offers a brand ID optimisation, demonstrate their features in a customer center or mini program
branded touch point to attract verification and commerce variety of presentations, from to better provide point to point
followers, share content, push conversions. the basics to AR and VR displays. service.
promotions, offer customer
service, and convert to e- Instant Message allows brands Track Shipping allows users to Chatbot allows push responses
commerce. to “chat” with followers. After track shipping and returns with automated answers.
users follow an official account or information, which can be
Official Accounts serves as a one- send a message to an official redirected to customer service. Live Support offers immediate
stop hub for a brand to generate account, brands can push responses and real-time
in-depth content. unlimited messages within 48 O2O Functions enables users to customer care.
hours, including loyalty purchase online and pick-up
Mini Programmes are a branded programmes, ecommerce, items offline. Personalised Journey offers
mini app within WeChat. promotions and campaigns. customer names in the message
and ends the chat with a rating
Brand Zone enables a branded Personalisation enables brand to request/farewell note within the
visual display to be shown as the engage with loyalty or mini program services.
first search result for brand membership members to
names and related SEO terms. consistently conduct CRM.
CONTENT THAT WORKS ON WECHAT
USEFUL INTERACTIVE CAMPAIGN
CONTENT CONTENT CONTENT
WeChat is the only popular global platform WeChat allows users to share individual One of the most popular and effective means
that offers in-depth content to viewers. Its articles developed by official accounts with to drive traffic and increase followers and
users are across all demographic groups. their friends or via their own Moment Page. viewership is to create WeChat campaigns.
Branded official accounts provide fun and This creates opportunities for brands to This can be seen as both campaign-able
informative content to engage with followers. consider how they want to generate content developed by official accounts, and
shareable content. interactive campaigns created for the
No matter if the accounts are consumer community.
facing or targeted at trade stakeholders, WeChat also allows brands to interact with
useful content always drives more user users’ comments, which has led to more Campaign-able content drives inspiration and
expressions. interactions and increased popularity of calls for users to proactively engage with
official accounts. brands.
Brands can consider:
• Guides Exclusive content has gained more attention Interactive campaigns drive direct
• Toolkits recently, allowing users to pay for content as engagement, such as following, likes, shares
• Learning materials well as experience exclusive content by and conversion. Incentives and benefits
• Industrial reports following official accounts or sharing should be applied to campaigns when
• Insight pieces particular content through their Moment possible, and it is a huge ‘plus’ if brands can
Page. Online surveys, quizzes and lucky draws apply a matrix to synergize mini program
would always bring increased engagement. functions.#
WHAT PURPOSE CAN WEIBO SERVE
COMMUNITY TO BUILD
ONE-STOP BRAND SOCIAL LISTENING BRAND POPULARITY & ENGAGE FUTURE
OR CORPORATE HUB & RESPONDING CORPORATE TRUST GENERATIONS
Promote brand or corporate Protect corporate brand Build a strong brand social Actively learn about and
news, announcements and reputation through active presence by engaging with react to younger generations’
updates in a timely manner social listening and scanning different owned brands, lifestyles and demands by
makes the platform a one- for netizens’ comments. It’s influencers and celebrities on leveraging Weibo as their
stop destination for brand or the fastest way to manage Weibo to create a trusted main social hub, opening a
corporate stories. Weibo is a and communicate potential brand reputation online for conversation channel to talk
Twitter-like platform. corporate issues and crises. the long term. to a new demographic.CONTENTS THAT WORKS ON WEIBO
Sound volume is explosive Sound volume slowly increasing
Transmission time is short Propagation time is longer
Celebrity
Social Event
Entertainment Blue V Influencer Meme
Discussion
News Group in Specific Influencer
Hype Areas & BOT
Popular content formats Brand should consider to become an emotional
brand window, not a news machine
SOCIAL POSTERS
BRANDED PICTURES Use hashtags to become a part of hot topics
BRANDED VIDEOS Leave comments on popular Weibo posts to expand
SHORT AND SWEET POST brand awareness where appropriate
PERSONAL TONE Actively participate in interesting conversations that
are relevant to owned accounts’ followersOWNED AND EARNED CONTENTS ON WEIBO
OWNED CONTENT EARNED CONTENT
Corporate/Brand Updates Trending Topics that are relevant to brands #Trending
01 • Red-hot topics that are brand-related
Thought Leadership
Interaction with influencers #Friends
Seasonal Greetings 02 • Lifestyle, fashion and trade influencers
• Celebrities and brand ambassadors
Alliance & related brand updates
Fans and community interactions #LuckyDraw
03 • Existing followers
Care & Sustainability
Industrial Trends Other account interactions #Storybehind
04 • Trade accounts
• Media accounts
• Influencer accountsLEVERAGE WEIBO SMARTLY
Owned media
Ongoing Brand Messaging
Paid media Organic brand and product related
Posts information with relevancy to local
Earned media audiences
Weibo Media Purchase Weibo
Follower Interaction & UGC + Comments
Media
Allows audiences to find RC Sharing
Purchase Interact with daily hot topics and UGC,
with higher efficiency
transforming them into expressions of
the brand, perform secondary output,
and drawing consumers closer
Trending
KOL Boost Influencers Weibo Trending Topics
Potential hot content and Interaction Make full use of celebrity, crossovers, groups
UGC package dissemination and other triggers to create topical events
that make followers feel more involved#
WHAT DOUYIN OFFERS
Short Video
+ Live-Stream
E-commerce
• Browse video content
• Share updates and • Track trending short
video posts videos • Search content
• Live-streaming • Discover recommended
• Follow accounts; like, products and purchase • Discover recommended
comment, re-share the on Douyin or third-party restaurants, tourism • Shop at Douyin native
short videos; platforms attractions, hotels, etc. store
messagingCONTENT THAT WORKS ON DOUYIN
OFFICIAL ACCOUNT O2O MARKETING PAID TRAFFIC COMMUNITY
Content Distribution Short videos on Douyin can be used for Influencers
content marketing as well as serve for Welcome screen ads
• With verified official accounts, Influencers on Douyin are kings and
brands can upload longer videos – O2O retail model purposes queens. They can partner with brands to
up to 1 minute long (compared to drive offline retail conversion and online
15 seconds for basic users) Brands can apply actual locations for e-commerce sales through inserting up
their offline presence. Brands with Newsfeed ads to one product link per video
• Challenges are easy to follow and locators on Douyin can drive online to
very welcome on this platform, offline traffic through events run on the Douyin influencer collaborations can be
brands can initiate competitions platform or coupon giveaways on the a highly effective tactic for brands
such as dance moves to create channel
social buzz
Retail location detail page Traditional media accounts
• Funny or eye-catching videos are • Online “location” function Traditional media accounts on Douyin
also welcome, brands can even • Map/address of offline stores are on the rise, and they normally share
Display ads
announce a prize to win in the short videos capturing mainstream news
videos to encourage higher Offline store coupon and act as a news engine for brands to
participation earn buzz
dissemination
• Online display ads
Own a hashtag • E-coupon to use in offline stores
• Brands can create their own
hashtags when launching a social
campaign or new post to drive UGC
posts and increase viewership#
WHAT DIFFERENTIATES RED
RED (Xiao Hong Shu) has evolved from a peer-review platform focused on fashion and beauty into a lifestyle powerhouse that is now
cultivating emerging social trends across lifestyle, food and travel, and is a driver of social commerce
UGCs DISCOVER-BASED LIFESTYLE INSPIRATIONS DRIVEN TO OFFLINE
With its largely user-generated The discovery-driven algorithms With domestic consumption now As consumers search for
content building authenticity and on RED’s landing page have been being highlighted as the major interesting experiences, with
generating buzz, RED is fast- instrumental in creating user driver of China’s economic international travel still largely
becoming a major growth engine stickiness, as they don't favour recovery and growth in 2021, restricted, RED has become a
for brands and retailers, driving accounts with large followers Chinese consumers will continue useful tool for driving conversions
social commerce across a range rather rank posts according to to pursue richer experiences and for physical stores. There has been
of lifestyle categories. content and engagement. to upgrade their lifestyles. a boom in user content
surrounding store visits,
This has encouraged users, no Content-hungry users on RED are restaurants and domestic travel.
matter their number of followers, seeking more diversified lifestyle
to create quality content in the content beyond beauty and
hope of gaining exposure and fashion, looking to culture, food,
going viral. and niche interests.CONTENTS THAT WORK ON RED #OOTD INSPIRING FOR A VARIETY OF NICHE LIFESTYLES Popular theme and topic on RED which has With over half of RED users coming from generated a lot of high-quality user generated sophisticated first-tier cities, the platform is now content, such as “Outfit of The Day”. Allows users highly influential in cultivating emerging lifestyle to share their daily and weekly look within the trends in China. community. CONSUMERS AS CREATORS DRIVE OFFLINE SHOPPING Chinese consumers are now emphasising the RED is appealing to Asia’s new cohort of clout importance of leading creative lifestyles, and chasers, who are looking for unique retail brands should invite consumers to take part in experiences to flex online amid a sea of engaging co-creation. ubiquitous e-commerce. COMMUNITY-LED TRAVEL FOOD-HOLIC Chinese travelers are turning to RED to research With eating at home now on the rise, people are becoming travel destinations, and attractive visual content more interested in trying out new cooking techniques and is now a must to connect with the social-savvy turning to RED to share online. They are still keen on Chinese consumer. posting niche restaurants and bar reviews.
APPS TO WATCH: WHAT MATTERS TO THE NEXT GENERATION
Originally launched as a Q&A site
similar to Quora, where users ask and With the unique “Bullet Screen”
search for expert advice on a wide culture, bilibili has quickly attracted
range of topics through user- young Gen Z users. Providing
generated content. Zhihu has grown diversified content mainly from UGC
into a hub with a reputation for expert and PGC, which have strong
knowledge that allows users to connections to general users, bilibili
interact directly with subject matter constructed an integrated community.
experts.
Zhihu VS bilibili
Monthly Active User Total Q&A Monthly Active User Daily Average Online Time
20 Million 284 Million 200 Million 75 MinutesVIDEO SITES & OTT TO HOST NEW ENTERTAINMENT
MAU 190M 580M MAU
Idol Culture Extension
Traditional TV Giant Owned The entertainment source from Tencent
Mango TV’s exclusive copy rights encourages self-made content. “Doki”
to many Hunan TV (traditional TV community intensifies “idol” service.
program giant) programs help it
attract more users.
MAU 240 M 670M MAU
Reality Show Maker Comprehensive Platform
Based on the entertainment Using exclusive popular IP, iQIYI won
system of Alibaba, the series of many users by self-made programs.
“This is…” reality show won Live-streaming, VR and community
much reputation for Youku. make iQIYI more functional.INFLUENCERS AS THE TUNNEL CONNECTING PLATFORMS AND CULTURES
CONTENT, CAMPAIGNS & INTERESTS & CULTURES
COMMERCE
ART
FOODIE
BOUTIQUE
Platforms Influencers Emotions
TRAVEL
Other
Popular
Other Subcultures
Derivative
PlatformsHONG KONG
7/F, 299 QRC, 299 Queen’s Road Central,
Sheung Wan, Hong Kong
HONG KONG T (852) 2915 1234
SHANGHAI
7/F, 299 QRC, 299 Queen’s Road Central, 302, Building No.1, 546 Yuyuan Road,
Sheung Wan, Hong SHANGHAI
Kong Jing An District, Shanghai, China (200040)
T (852) 2915 1234 302, Building No.1, 546 YuyuanTRoad,
(86) 021-6226-1337
Jing An District, Shanghai, China (200040)
SINGAPORE T (86) 021-6226-1337
BEIJING
#10-01, 1 George Street, D05, 3/F, Block A, No.9 Dong Da Qiao Road,
Singapore (049145)BEIJING Parkview Green, Chao Yang District, Beijing,
sinclaircomms.com
sinclaircomms.com T (65) 6816 8000 D05, 3/F, Block A, No.9 Dong DaChina (100020)
Qiao Road,
T (86) 010-5785-2307
Parkview Green, Chao Yang District, Beijing, China (100020)
talk@sinclaircomms.com
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