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Little RED Book (Xiaohongshu) KOL Marketing in 2021

Little RED Book (Xiaohongshu) is one of the Chinese social apps we never tire of recommending to marketers, and 2021 is set to be a big year for the platform. As of November 2020, the platform’s user base stood at 150 million registered users and 30 million monthly active users.

Five Trends Shaping KOL Marketing on Bilibili in 2021

Bilibili started 2021 on a high, announcing plans for an IPO in Hong Kong that could raise over $2 billion. That came on the back of impressive results for Q3 of 2020, which saw the company record 74 percent year-on-year growth in revenue. The video, gaming, and anime app are

How Do Brands Open Douyin And Xiaohongshu Stores?

A few years ago, it may have been enough for a brand to run its China e-commerce operation via a Tmall and JD.com shopfront, with a WeChat mini-program to take care of social media. In 2021, that’s no longer the case, as both the social media and e-commerce landscapes have

KOL Marketing in China: 2020 Influencer Marketing Case Studies

As we bid farewell to 2020, it’s safe to say that brands have been through the wringer. Marketing and promotions have been more challenging than usual thanks to the COVID-19 pandemic and its lingering effects on the supply chain, consumption habits, and broader economic conditions. Having said that, some brands

Double 11 2020: What Brands and Marketers Need to Know

Alibaba’s Double 11 2020 events racked up a record-breaking RMB 498 billion  in sales this year, almost doubling last year’s total. KOLs and celebrity influencers played a key role in driving sales to those new heights, with brands spending more than ever on partnerships. The main reason this year’s sales

China Influencer Campaign Case Study: Proya’s Bubble Mask

Proya’s Bubble Mask has epitomized the potential of social media marketing and social commerce in a way few other products have in recent years. The quirky mask’s runaway success is an outstanding example of how brands can deploy a multi-pronged marketing strategy to create incredible demand for a new product,

China’s GenZ are Hooked on Bilibili’s Conversational Content

Short videos and live-streaming are where so much of the excitement and investment in Chinese social marketing is right now, but content that invites co-creation is a specific niche within those categories. And it’s one that delivers impressive returns in terms of engagement, especially on Bilibili. The culture of Bilibili:

China’s Video Platforms Are in a Battle for KOLs’ Content

You could be forgiven for assuming that an audience of 1.4 billion would divide up nicely between China's short video platforms, giving everyone sufficiently healthy audience figures to put in front of advertisers and keep business growing. But, of course, that’s not how it works in practice. Every tech company

Little Red Book (Xiaohongshu) SEO Manual for KOL Marketing

Little Red Book maintains a stable position in the buyers’ journey of 18 to 35-year-old Chinese females. The brands that know exactly how to conduct SEO in Little Red Book KOL marketing campaigns have a distinct advantage influencing the buyers’ journey of this highly-valuable demographic. This Little Red Book (Xiaohongshu)

The Importance of Building a Brand UGC Flywheel in China

Most marketing campaigns are missing a flywheel effect that adds the potential for unbounded returns. The flywheel effect we will talk about in this article is brand user-generated content (UGC) and its unbounded returns are compounding retention loops. Luckily for brand marketers, social media provides ample opportunity to leverage brand UGC

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