5 tips on Chinese social media marketing

When confronted with establishing a social media marketing campaign in China, one might question where to start. Language barriers and cultural differences can seem daunting if you’re a Western brand planning on breaking into this new market. Social media is a growing influence globally and going digital is the key to finding success. Consider these points below when it comes to entering the huge Chinese social media market.

Chinese social media alternatives

Western social media sites such as Facebook, Twitter and Instagram are blocked in Mainland China, meaning if you plan on using social media for your marketing campaign you’ll have to adjust to a whole new set of platforms. Weibo and WeChat are the most popular Chinese alternatives to sites such as these, as well as Tencent Qzone. Understanding these platforms and engaging with these users is key to growing a customer base, perhaps even more so than it is in the Western world.

Understand your audience

While social media users in the Western world are seen as ‘readers’, Chinese users are typically more likely to create content on their social media pages. Surveys suggest that Chinese users are more likely to react and engage with an online business by posting reviews and responses. In the west, only 1% of users will do the same. 91% of Chinese citizens have a social media account, meaning you’ll have a wider audience if you choose to promote your brand via social media in China.

Customer relationships

Communication with Chinese customers should be done in a way that is different from their countries. The Chinese culture is widely regarded as a ‘saving-face’ culture, and so building up a Chinese customer base should be done in a way that promotes loyalty and reliability. As Chinese customers are more likely to leave a review, customer service should be your number one priority in order to save yourself any negative comments that could be detrimental to your brand integrity.

Influencers / Key Opinion Leaders (KOLs)

Much like in the Western market, social media influencers / Key Opinion Leaders (KOLs) hold a large sway over their audience. This kind of promotion is invaluable to a business, as it promotes authenticity and strong customer bonds. Many people in the modern day are turning their social media popularity into businesses of their own, and many marketing campaigns can benefit greatly from this kind of promotion.


With the Chinese social media market as saturated as it is, it’s no surprise that as a business you will find yourself with many competitors. Ensuring content is authentic and original is key on this platform, and it will make you stand out from other companies.

Take action now and beat out your competitors in the booming Chinese market. Don’t let language barriers and cultural differences stop you from achieving your potential. At Market Me China we provide a wide range of services to help you grow your Chinese customer base, so contact us now and start your journey to success in the Chinese market.

(Image source: Image created by basketman| www.freedigitalphotos.net)