CHINESE SOCIAL MEDIA
TAPPING INTO THE CHINESE MARKET WITH WEIBO AND WECHAT

CHINA IS AUSTRALIA’S LARGEST TWO WAY TRADING PARTNER

Approximately 1.2 million Chinese tourists visit Australia per annum. This makes China the most valuable tourism market for Australia, as well as its largest source of international students and a major source of foreign investment.

Chinese social media is constantly evolving and developing at a fast rate, with popular content being viewed by millions every day. The more time spent on social networking results in higher exposure of specific content, increasing the amount of daily online interactions. WeChat and Weibo are the two pillars of Chinese Social Media, with over 340 million monthly active users on Weibo and over 1 billion daily active users on WeChat.

Weibo and Wechat are Chinese micro blogging websites that allow people to stay updated with the latest news and trends. Yuan Ren summarised WeChat stating “If you rolled all your phone apps into one, the result would be WeChat,” due to it being incredibly multifaceted. They are both one of the largest social media platforms in the global market today, making it a great platform for advertising and marketing.


weibo

Weibo incorporates elements from a variety of prominent social media platforms including Facebook and YouTube. Weibo has over 558 million users world-wide, and approximately 313 million of those are active monthly users.


WECHAT

WeChat is an IM (instant messaging) service, comparable to WhatsApp. It boasts 1.1 billion users, and 846 million of these accounts are active monthly.


KEY OPINION LEADERS (KOLs)

KOLs are bloggers, celebrities and “influencers” of social media platforms. They usually have official, verified accounts.
Weibo KOLs help to build brand image and foster trust among consumers. They also encourage followers to repost and comment on content, helping to convert them into customers.
KOL sponsored content on WeChat is usually written in long from format, with interviews and short biographies being the most popular means of conveying the desired message.

Chinese Marketing and Social Media

Chinese advertising is a large part of Chinese social media, whether it is sponsored advertisements or posted online by well-known KOLS (Key Opinion Leaders). Both apps are the highest form of digital for Chinese advertising as is a very effective way for Chinese Marketing Agencies to target specific audiences on a higher platform. Danielle Li stated “Citizens in China are now getting their news from social media instead of traditional news outlets”. This allows for a broader audience to target, as both apps are open platforms for communication.

  • 1.2 million+ Australian registered Chinese social media users
  • 2.1 million+ Weibo posts are published in Australia monthly
  • A minimum of 46 minutes is spent on Chinese social media daily
  • An average of 8 business accounts are followed by each Chinese social media user
  • 43% of users favour products shared by their peers on social media
  • 60% of Chinese consumers identify WeChat and Weibo as their main online source of information on luxury goods
  • 64.4% of users have interacted with an advertisement on Weibo

FUN Facts

  • 340M MONTHLY ACTIVE USERS ON WEIBO Q1,2017
  • 1.2M CHINESE SOCIAL MEDIA ACCOUNTS IN AUSTRALIA
  • 68M IMPRESSIONS GENERATED FOR OUR CLIENTS

 

Publisher’s Internationale specialise in China social solutions media. We apply extensive knowledge and experience with Chinese Social Media platforms, providing specialised skills when it comes to Chinese Marketing and media.

 




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