In today’s marketing age, social media marketing has become indispensable. No matter the scale of your business, social media marketing can help your brand reach a global audience. For businesspersons looking to expand their business across borders, particularly in China, social media marketing acts as that essential tool that can drive their sales through the sky. There is no dearth of listicles on all the things that you must do for optimum social media marketing in China; however, very few will guide you on what are the most common social media marketing mistakes and how to avoid them.

Presented below are common social media marketing mistakes and our helpful tips on how to avoid them.

Social Media Marketing in China—Mistake #1

International businesspersons often mistake Chinese consumers to be the same as consumers in their country. This is the most commonly seen mistake—misinterpreting the likes and dislikes of the Chinese buyers.

Chinese consumers are known to adore extremely slick, fun, and engaging digital content. More than their Western counterparts, Chinese consumers spend hours on social media and engage heavily with contemporary digital content, such as challenges and viral campaigns. It is equally important to know that the Chinese market has distinct local differences and that quality market research is needed for successful social media marketing.

Social Media Marketing in China—Mistake #2

Many brands do go the extra mile in understanding the behaviour of the Chinese consumers but they fall short in sufficiently localizing their content. There are levels of localization depending on your budget. Localisation can range from quality translation that takes local context and nuances into account, through to expert creation of targeted Chinese content. If the budget and scale permit it is advisable to design a brand particularly for China.

Social Media Marketing in China—Mistake #3

Many brands merely restrict their social media campaign to social media advertisements. However, a successful brand campaign is incomplete without a thoroughly integrated digital marketing strategy. Your brand can begin by creating a locally hosted Chinese language website followed by optimising your landing pages to maximise the ROI of your social media marketing strategy. Many social media platforms in China offer integrated e-commerce functionalities. However, using these inherent powerful tools on offer requires sound knowledge of the Chinese language and China-specific digital marketing expertise.

Social Media Marketing in China—Mistake #4

Online influencers of the Chinese social media market are loyally followed by millions of fans. Yet, many brands fail to recognize this nascent superpower. Also known as Key Opinion Leaders or KOLs, are extremely valued by their loyal fans. Endorsements by any of the high-profile KOLs are sure to position your cross-border brand as a trusted brand. Such KOLs are known to charge anywhere between hundreds and thousands of pounds for posting sponsored content such as product explainers, product placement, reviews, and competition launches.

Social Media Marketing in China—Mistake #5

China is one of the world’s biggest and fastest-growing smartphone markets. Many brands fail to understand the depth of this vital information. Chinese consumers tend to heavily consume content on their smartphones. With the market’s sophisticated digital infrastructure that offers a seamless online experience, the consumers are willing to spend hours engaging with popular social media platforms. The scope and power of social media marketing in China are phenomenal. Do not make the mistake of restricting the reach of your brand to popular platforms such as WeChat, Weibo, and DouYin extend your strategy and include niche platforms such as Little Red Book and YouKu.

Avoid these most commonly made mistakes and cement your brand’s presence in the Chinese digital market.