China’s digital ecosystem operates in a way that may seem unfamiliar to those outside its borders. With platforms like YouTube, Twitter, and Facebook inaccessible, many wonder how social media marketing can succeed in this environment. However, the truth is that China’s social media users are more engaged than ever, with local platforms commanding massive user bases and driving powerful consumer behaviour.

In 2024, social media marketing is not just relevant—it's critical for brands that wish to capture the attention of China's massive online audience. Let’s dive into why China’s unique social media landscape is an indispensable tool for brands, and explore the latest trends, statistics, and strategies for success.

1. China Has the World’s Largest and Most Active Netizens

China boasts the largest online population in the world, with over 1.05 billion internet users as of 2023, according to Statista. Social media is the primary outlet for many of these users, with approximately 91% of Chinese internet users maintaining at least one social media account . Comparatively, in the United States, only 72% of internet users are active on social media platforms.

Moreover, Chinese internet users spend more time on social platforms than their Western counterparts, with the average user dedicating over 1.5 hours daily to these channels . This high level of engagement has positioned social media as a key space where consumers actively search for brand recommendations, product reviews, and interactive content.

In fact, Chinese consumers are known for their trust in peer reviews and influencer recommendations. With word-of-mouth playing a dominant role in purchase decisions, 80% of Chinese consumers report being more likely to purchase a product if it’s endorsed by someone they follow online .

Case Study: Perfect Diary's Social Media Success

Perfect Diary, a Chinese beauty brand, is a great example of social media done right. By leveraging platforms like Xiaohongshu (Little Red Book) and collaborating with Key Opinion Leaders (KOLs), Perfect Diary skyrocketed to success, becoming one of the top-selling beauty brands on e-commerce platforms like Tmall. Their strategy focused on user-generated content, KOL endorsements, and livestreaming, which played a pivotal role in their growth.

2. Chinese Consumers Are Avid Mobile Video Users

When it comes to mobile consumption, video content reigns supreme in China. The demand for mobile video content has soared over the past few years, with over 950 million mobile video viewers as of 2023 . Platforms such as Douyin (known as TikTok internationally), Kuaishou, and Bilibili dominate this space, drawing users with short-form, user-generated content, as well as professional video programming.

In fact, over 88% of Chinese internet users regularly watch videos on mobile devices, with a significant portion consuming content via livestreams and interactive video experiences . For brands, this is a key area of opportunity: advertising on video platforms not only offers high engagement rates but also allows brands to integrate seamlessly into the user experience through product placements, in-video advertisements, and influencer collaborations.

Engaging Consumers Through Mobile Video

Brands that effectively tap into mobile video can see tremendous results. For example, Louis Vuitton used livestreaming on Douyin to showcase their fashion shows and product launches, generating millions of views and driving significant traffic to their e-commerce platform. The interactive nature of these livestreams enabled the brand to engage with potential buyers in real time, leading to higher conversion rates.

3. Mobile Shopping and Social Commerce Are Dominating

Mobile commerce (m-commerce) is another critical aspect of China's digital landscape. China has long been a global leader in mobile shopping, and this trend is only accelerating. As of 2023, over 81% of Chinese consumers use their smartphones to shop online . This figure is expected to grow further, driven by the seamless integration of e-commerce within social media platforms such as WeChat, Xiaohongshu, and Douyin.

Social commerce—the merging of e-commerce and social media—has revolutionised how Chinese consumers shop. Social media platforms in China serve not only as channels for communication but also as robust marketplaces where consumers can discover, review, and purchase products all in one place. Live-streamed e-commerce has particularly gained traction, where hosts showcase products in real-time, answering questions and offering exclusive discounts.

Case Study: Estée Lauder’s Success with Livestreaming on Tmall

Estée Lauder, a leading global beauty brand, achieved outstanding results in China by embracing livestreaming on Alibaba’s Tmall platform. During the 11.11 Singles’ Day shopping festival, Estée Lauder partnered with influential beauty KOLs to host interactive product demonstrations and tutorials, offering viewers exclusive promotions.

These efforts garnered 500 million views, generating $28 million in sales and solidifying Estée Lauder as the top beauty brand in pre-sales on Tmall. By creating engaging, real-time shopping experiences, the brand significantly boosted its visibility and drove impressive sales, proving the power of livestreaming in China’s dynamic social commerce landscape.

Key Takeaways for Brands: Why Social Media Matters

In 2024, brands targeting Chinese consumers must embrace the country’s distinct social media ecosystem. With international platforms like Facebook and YouTube inaccessible, brands need to focus on China's native platforms, such as WeChat, Weibo, Douyin, and Xiaohongshu. Each platform offers unique opportunities to engage with consumers, whether through influencer marketing, short-form video content, or social commerce.

Key takeaways for brands include:

• Leverage Local Platforms: To succeed in China, brands must focus on local platforms like WeChat, Douyin, and Xiaohongshu.

• Engage Through Video: Video content, especially mobile videos and livestreams, is the most effective way to capture Chinese consumers' attention.

• Invest in Social Commerce: Integrating e-commerce within social platforms provides a seamless shopping experience that drives high conversion rates.

Platforms like InfluenConnect further empower brand owners by connecting them with a diverse network of KOLs, global reach, and data-driven insights. Click here to learn more about InfluenConnect.

For more in-depth insights, follow Comms8 where we help your brand expand into foreign markets.

At Comms8, we specialise in helping businesses leverage the power of cross-border marketing in Asia. With our expertise, we can assist you in harnessing the influence of social commerce strategies to boost your brand’s credibility and awareness. Contact us today to learn more about empowering your brand in the dynamic Asia market.