Mastering Douyin and Xiaohongshu Marketing: A Complete Guide
In the vast realm of China's social media landscape, where Facebook, Twitter, and YouTube have no presence, two powerful platforms reign supreme for brands targeting Gen Zs and millennials: Douyin and Xiaohongshu(XHS). As of January 2023, China had 1.03 billion social media users1. Douyin and XHS are two go-to Chinese social media platforms for global brands with ambitions to sell to Gen Zs and millennials in China.
Douyin and TikTok are Not the Same
To clarify any confusion, let us debunk a common misconception - Douyin and TikTok are not interchangeable. While both platforms are owned by ByteDance, they are separate entities. Douyin app is exclusively accessible only to users based in China, while Tiktok app serves international audiences.
Some Impressive Numbers of Douyin
Douyin has experienced remarkable success, and it continues to capture the attention of millions of users. According to Statista, Douyin had 743 million monthly active users (MAUs) in December 20222, making it the most popular short video app in China. This showcases the immense reach and influence it commands in the digital landscape. As far as demographics are concerned, one in every three Douyin users is below 26 years old, with the majority of them living in first-tier cities including Shanghai, Beijing, and Guangzhou.
Tips for Marketing on Douyin
Douyin has evolved from a video-sharing app into a social commerce platform. Its viral content creation, e-commerce functionality, and innovative technologies like AR try-on have created a closed-loop system of product, effect, and sales. Douyin offers brands and businesses a lucrative opportunity to reach out to their targeted Chinese consumers.
Content Resonating with Target Audience
Marketers are indeed competing for viewers on Douyin. Apart from the universal steps of opening an account and a store, etc., brands should develop compelling content that resonates with their target audience. The key to success lies in creating relatable content that can evoke emotion and has the potential to go viral. Also, by crafting engaging and entertaining content, brands can captivate Douyin users and establish a strong connection that drives meaningful engagement and ultimately boosts brand visibility and success.
Douyin Livestreaming: Leveraging AI-Powered Curation
Douyin’s AI-powered curation ensures the right viewers are watching. Marketers can leverage short videos on Douyin for seeding and attracting traffic for live streaming, which can stimulate user demand and conversion. In addition, the right KOL (Key Opinion Leader) or KOC (Key Opinion Customer) can help in getting content discovered by niche groups, increasing a brand’s visibility speedily.
Paid Advertising on Douyin: Tailored Solutions for Success
A range of interactive and diverse paid advertising options are available on Douyin to drive effective traffic to your official website or e-commerce store, including brand takeover, top view, in-feed ads, search ads, and live stream ads. With the dedicated support of iClick's Global Account Management team, tailored Douyin Advertising Solutions can lead to impactful results.
Third-Party Links and Douyin Flagship Store
With a Douyin business account, brands can add links to their content that redirect viewers or existing customers to their own websites, search engines, or online stores. Alternatively, brands can create their own flagship stores directly or drive traffic to their stores on e-commerce platforms including Tmall, Taobao, or JD.com to generate sales for products or services.
Unlocking Xiaohongshu’s Potential
Xiaohongshu(XHS), also known as Little Red Book or RED is a social e-commerce platform focusing on fashion, beauty, and lifestyle. This platform appeals predominantly to young urban females seeking authentic product reviews before making purchases.
Find out more about Xiaohongshu in our article: Precision Marketing Based On Big Data | Xiaohongshu
Selling on Xiaohongshu — the Know-How
To embark on a successful journey on Xiaohongshu, businesses must have a registered company in China, enabling access to the platform's e-commerce feature. But rather than a traditional sales approach, think of Xiaohongshu as a place to share stories, as content-driven conversions rely heavily on word-of-mouth recommendations
Think This Way: Sharing Engaging Stories with People
Deliver content that resonates with Xiaohongshu's community, focusing on educational, informative, and useful posts such as product comparisons, tutorials, and shopping guides. Avoid hard-selling tactics and create content such as shoppable posts to higher the retention rate of your fans.
Popular types of posts on Xiaohongshu
From captivating product unboxing & review sessions to revealing top favorite products, users love informative tips, exciting store check-in experiences, engaging events, entertaining mini-dramas, immersive game trials, and mesmerizing cosmetics content.
Embracing these content types can help brands forge stronger connections with Xiaohongshu's community and drive meaningful interactions that lead to increased visibility and success.
Observe the rules
When marketing on Xiaohongshu, it is essential to adhere to China's norms and etiquette. Posts containing censored words or banned content could negatively impact your traffic and engagement levels.
Collaborate with KOLs and KOCs
User-generated content (UGC) by Key Opinion Leaders (KOLs) and Key Opinion Customers (KOCs) holds immense value in Xiaohongshu. Audiences love to hear real-life experiences about products, cuisines, and travel-related comments from KOLs and KOCs, as they find such content more trustworthy than conventional advertisements. Partnering with KOLs and KOCs can effectively charm target audiences and boost brand appeal.
iClick Xiaohongshu Marketing Solution
As Xiaohongshu's official overseas advertising partner and award-winning marketing agency, iClick Interactive provides a wide range of comprehensive, data-driven, and AI-powered Xiaohongshu marketing solutions. Our all-rounded services encompass advertising placement service, content creation, account operation and management, and KOL/KOC advertising strategies, allowing brands to efficiently and effectively target and acquire the right customers.
We have a proven track record of assisting numerous global brands in successfully tapping into the Chinese market through Xiaohongshu, unlocking its full potential for remarkable success. Reach out to us now to explore how our comprehensive solutions can elevate your marketing strategies.
iClick Douyin Marketing Solution
As Douyin’s official advertising partner, iClick Interactive provides an extensive range of services tailored to unlock the platform's true potential, delivering impactful results that deeply resonate with your target audience. Our offerings encompass brand building through verified business accounts, expert management of e-commerce traffic and engagement, and lead qualification to drive sales generation.
Let's harness the full power of Douyin and elevate your marketing endeavors for remarkable success. Reach out to us and discover the full spectrum of data-driven and AI-powered marketing solutions we have to offer.
Founded in 2009, iClick Interactive Asia Group Limited (NASDAQ: ICLK) is a leading enterprise and marketing cloud platform in China, operating in over 11 countries, including the United Kingdom (UK), Australia, and Singapore. With its leading proprietary technologies, iClick's full suite of data-driven solutions helps brands drive significant business growth and profitability throughout the full consumer lifecycle and engage with their target audience through leading Chinese media channels and China’s internet giants. Over the years, iClick has won immense trust from our 3000+ direct marketers and agency clients and was listed on NASDAQ in 2017.
References & Source
iSuite Insights Spotlight - Issue #12 Discover The Latest Trends In Imported Whisky Market
October 4, 2023
The Chinese spirits market is rapidly growing and transforming, primarily due to the increasing demand for premium and luxury spirits among young Chinese consumers. This shift in consumer preferences, moving away from traditional spirits to premium whiskies, has created opportunities for premium whisky brands in a market that was once dominated by baijiu. According to Statista, the revenue in the whisky market is projected to reach 1.16 billion USD in 2023, with an expected annual growth rate of 2.09% from 2023 to 2027.
Douyin's Like-Minded Strategy: A Marketer's Guide
September 26, 2023
Douyin, often referred to as the Chinese counterpart of TikTok, reigns supreme as China's most prominent short-form video content-sharing platform, captivating 731 million active users. Its rapid rise has cemented its position as one of the swiftly expanding social media platforms in China. Although it has become extremely popular in non-tier 1 cities, Douyin's appeal goes far beyond its massive user base.
Xiaohongshu: Your Gateway to China's Fashion and Lifestyle Market
September 18, 2023
Xiaohongshu stands out as China's premier social e-commerce platform, renowned for its emphasis on fashion, beauty, and lifestyle. It goes beyond being a mere social media application; it represents a dynamic combination of Pinterest, Amazon, and TripAdvisor. With a user-generated content (UGC) model, 200 million monthly active users (MAUs), and a growing presence, Xiaohongshu presents an exceptional opportunity for marketers to engage with the ideal Chinese audience and elevate conversion rates. Here's what makes Xiaohongshu so special for marketers:
Why Overseas Brands Should Embrace Xiaohongshu
September 15, 2023
To thrive in the Chinese market, brands must adapt and embrace strategies that resonate with the younger generation. Xiaohongshu boasts 200 million monthly active users (MAUs) in China and has attracted 140,000 registered brands. For foreign brands looking to increase brand awareness in China and connect with the right Chinese consumers, Xiaohongshu is virtually the must-go-to platform.
A Comprehensive Guide: Setting Up a Xiaohongshu E-Commerce Store
September 15, 2023
Xiaohongshu (XHS) stands as a prominent social media platform and thriving e-commerce marketplace within China. Its focus on user-generated content (UGC) makes it an essential resource for international businesses seeking to penetrate the Chinese market and connect with a vast user base. In this guide, we will explore the process of setting up an XHS e-commerce store and harnessing UGC to drive sales while building brand credibility.
iClick Interactive 小紅書營銷 X 小紅書廣告投放解決方案
September 12, 2023
小紅書（Xiaohongshu - XHS）是中國領先的社交和網絡購物平台之一，旨在豐富用戶的生活。 這個被譽為「中國版Instagram」的平台已經進化成一個龐大的社群，用戶可以在這裡分享有關生活的種種「筆記」，包括時尚、美容、食品、旅行等方面的內容。小紅書以內容為核心，完美融合社群和一站式網絡購物服務，有效地為品牌提升知名度及用戶參與度。
Embark on Your Inbound Marketing Journey on Xiaohongshu
August 24, 2023
The current marketing trend revolves around a community-centric strategy aimed at engaging specific target demographics and fostering lasting relationships. Acknowledged as China's foremost social shopping platform, Xiaohongshu commands a broad spectrum of trust from online users. Boasting over 200 million monthly active users (MAUs) in China, this platform stands as the definitive choice for businesses seeking to engage the right Chinese consumers through inbound marketing strategies.
iSuite Insights Spotlight - Issue #11 Explore The Trends Of Luxury Watch Brands In China
August 17, 2023
The Chinese luxury watches market is a dynamic and booming market. Chinese consumers are increasingly attracted to luxury watches because of the prestige and status associated with them. According to Statista, the revenue in the Chinese luxury watches segment amounts to 10.89 billion USD in 2023, and the market is expected to grow annually by 1.96%. Most revenue will be generated in the Chinese market. International brands are focusing on providing the highest quality watches to increase the sophisticated Chinese consumer base.
Case Study - UGG: Leveraging oCPX to Increase Followers on Private Domain
August 15, 2023
In 2023, the UGG brand is poised to enhance its private traffic following on both WeChat and Douyin platforms. Leveraging UGG's ongoing campaigns and a comprehensive understanding of the target audience, the application of optimizing cost per X (oCPX) will be employed to precisely target and attract new followers effectively, thereby significantly expanding UGG's private traffic reservoir.