Videos: a Kick-Ass Strategy for Tourism in China
Short videos like Douyin, Kuaishou, WeChat Channel , have taken China’s social media landscape by storm, with platforms such as Douyin and Kuaishou leading the way. In 2023, short-form video will continue to dominate social media in China, with brands leveraging these platforms to reach millions of Chinese consumers, tourism players should use it too to attract Chinese travellers.
In this article, we will explore the key trends and strategies for short-form video marketing in China for tourism businesses.
The Rise of Short-Form Video in China Short-form video has become a massive phenomenon in China, with platforms such as Douyin (also known as TikTok) and Kuaishou boasting hundreds of millions of active users. These platforms allow users to create and share videos that are typically 15 seconds to one minute in length, making them perfect for bite-sized content that can be consumed on-the-go.
Douyin : Top engaging Social Media for Tourism in China
Douyin is a popular short-form video platform in China that is being used by travel marketers to promote tourism destinations and experiences. With over 600 million active users, Douyin offers a unique opportunity for travel brands to showcase their offerings to a highly engaged audience. Travel marketers can use Douyin to share visually appealing content, such as stunning landscapes, local cuisine, and cultural experiences, to inspire Chinese consumers to travel and explore new destinations.
Additionally, Douyin’s powerful algorithm makes it easy for travel brands to target specific audiences and reach users who are most likely to be interested in their offerings. Overall, Douyin is an effective platform for travel marketers to connect with Chinese travelers and promote their tourism products and services.
Kuaishou the challenger
Kuaishou is a popular short-form video platform in China that is being used by travel marketers to showcase tourism destinations and experiences. With over 300 million active users, Kuaishou offers a unique opportunity for travel brands to reach a large and diverse audience. Travel marketers can use Kuaishou to share visually stunning content, such as beautiful landscapes, cultural experiences, and local cuisine, to inspire Chinese consumers to travel and explore new destinations. Kuaishou’s live streaming feature also allows travel brands to engage with their audience in real-time and provide a more interactive and personalized experience.
WeChat Channel is a popular social media platform in China that is being used by travel marketers to connect with Chinese travelers and promote tourism destinations and experiences. With over one billion monthly active users, WeChat offers a unique opportunity for travel brands to reach a massive and engaged audience.
One successful case study of WeChat travel marketing is the campaign launched by Tourism Australia. They created a WeChat Mini Program that allowed Chinese travelers to plan and book their trips to Australia. The Mini Program provided information on popular destinations, flight schedules, visa applications, and more. Additionally, Tourism Australia collaborated with KOLs to promote the Mini Program and encourage Chinese travelers to visit Australia. This campaign was a great success, with over 500,000 users engaging with the Mini Program and a significant increase in Chinese travelers visiting Australia.
WeChat travel marketing
To gain more insights on WeChat travel marketing, I interviewed Olivier Verot, a China digital marketing expert and founder of the Gentlemen Marketing Agency. According to Verot, WeChat is an essential platform for travel marketers in China because it allows brands to build a direct relationship with their audience. He also emphasized the importance of creating engaging and visually appealing content, such as stunning imagery and videos, to capture the attention of Chinese travelers.
Olivier Verot noted that WeChat’s Mini Programs are particularly useful for travel marketers, as they allow brands to provide a seamless and personalized experience for users. He also highlighted the importance of leveraging, search engine, E-Reputation and social media influencers to promote travel services in China.
Short Video is THE thing in China
The popularity of short-form video can be attributed to several factors. First, younger generations in China have a preference for short and visually appealing content. Additionally, the rise of smartphones has made it easier than ever to create and share videos on the go.
Short Video for firms: complicated
Short-Form Video Marketing Strategies for Brands To succeed in the world of short-form video marketing in China, brands must adopt a strategic approach that takes into account the unique characteristics of these platforms and the preferences of Chinese consumers. Here are some key strategies for brands looking to leverage short-form video in China:
- Embrace Creativity: Short-form video is all about creativity and standing out from the crowd. Brands must be willing to experiment with different formats, styles, and themes to capture the attention of Chinese consumers.
- First step , collaborate with KOLs: Key Opinion Leaders (KOLs) play a critical role in short-form video marketing in China. Brands can partner with KOLs to create engaging content that resonates with their target audience.
- Focus on Entertainment: (not corporate) Short-form video platforms are primarily used for entertainment purposes, so brands should focus on creating content that is fun, engaging, and shareable.
- Visual content is the key to success in short-form video marketing. Brands should prioritize visuals over text and ensure that their videos are visually appealing and well-produced.
- Leverage Hashtags: Hashtags are a powerful tool for discovery on short-form video platforms. Brands can use relevant hashtags to increase the visibility of their content and reach a wider audience.
Douyin for marketing : the challenge
Douyin, in particular, has become a critical platform for influencer marketing in China, with many brands partnering with popular KOLs to promote their products and services. The platform’s powerful algorithm also makes it easy for brands to target specific audiences and promote their content to users who are most likely to be interested in their offerings.
Conclusion Try it or Not?
Tourists are back but most travel businesses are out of the game in China
Short-form video will continue to dominate social media in China in 2023, with platforms such as Douyin and Kuaishou leading the way. travel firms that want to succeed in China’s highly competitive digital marketing landscape must adopt a strategic approach that takes into account the unique characteristics of these platforms and the preferences of Chinese consumers. By embracing creativity, collaborating with KOLs, and focusing on entertainment,