Marketers need to consider the uniqueness of China’s social platforms when planning an influencer marketing campaign. Those entering this market should know the top digital platforms for influencer marketing and how they operate, how different generations use social media and how they engage with influencers.
WeChat, Weibo, Douyin, Xiaohongshu, Meipai, Tmall and Taobao are some of the leading platforms to consider for influencer marketing campaigns.
Influencers such as A-list celebrities may be better at driving brand awareness, while key opinion leaders (KOLs), online celebrities and other microinfluencers engage consumers in a deeper way.
One study showed that 68% of consumers in China say their shopping choices are influenced by social media.
Product recommendations from influencers have the most impact on millennials and Gen Z in China.
Luxury consumers in China look to influencers when making purchase decisions.
While regulations on disclosure of brand sponsorships on social media do not exist, marketers should be mindful of censorship rules imposed by the government that restrict types of content.
Leading Social Media Marketing Tactics Among Marketers/Media Agency Professionals in China, 2017 & 2018 (% of respondents)
Post-95* vs. Total Consumers in Urban China Whose Shopping Behavior Is Influenced by Celebrities and Influencers**, July 2017 (% of respondents in each group)
Affluent* Millennial Internet Users in Select Countries in Asia-Pacific Who Bought a Luxury Item Because of Recommendation from an Influencer, Nov 2017 (% of respondents)
Affluent* Millennial Internet Users in Select Countries in Asia-Pacific Who Trust Opinions of Influencers More than Celebrity Endorsements, Nov 2017 (% of respondents)
