SHANGHAI, Aug. 22, 2018—Kantar Media CIC has today released its annual China Social Media Landscape Whitepaper 2018 in English, which provides the most up-to-date insights on the evolution of social media in China. The whitepaper analyzes three key elements: media platforms, users and brands.
Since 2008, Kantar Media CIC has been documenting the fast changing social media environment in China and the 2018 edition presents several new topics, shares new Kantar Media CIC viewpoints, and puts forward new perspective for brands to consider when developing marketing strategies.
I The definition of “social media” has been extended with the emergence of a dual-layer of CORE and DERIVATIVE social media platforms
Social media platforms have evolved to a new ‘ecosystem’ whereby Core Social Media Platforms aim to strengthen interpersonal relationships and Derivative Social Media Platforms leverage social media connections and personalized, filtered content to drive platform visits. On core platforms, users exchange their life experiences and information to make friends, share interests, create newsfeeds and send instant messages. Users on Derivative Social Media Platforms usually seek more personalized information from content creators to make better decisions. Derivative Social Media can be roughly divided into four categories, including online gaming, video and audio entertainment, knowledge and information, as well as online shopping.
II China’s social media giants expand from BATS to BATSB
The competition between the two types of platform continues to intensify but one cannot replace the other. Therefore, brand strategy should include different approaches and evaluation methods for each platform type.
Video streaming, music and gaming have become dominant forms of social media in the current China social media landscape. Dominated by social media giants, BATS, (abbreviated from Baidu, Alibaba, Tencent, Sina), the industry has been shaken up by newcomer ByteDance, with its precise Direct Push technology supported by algorithms and machine learning. The technology has achieved quick penetration, with short video platform Douyin (Tik Tok) and headline news platform Toutiao quickly gaining popularity.
III Ecosystem disrupted by technology, AI becomes the new generation of user
Present-day social media users are no longer confined to just regular users and key opinion leaders, but now also include Artificial Intelligence (AI) users.
The success of Microsoft’s virtual robot character Xiaobing and the virtual reality character “Hatsune Miku” show how AI gives new opportunities for brands to interact with social media users in order to increase brand affinity and advocacy.
IV Brand marketing has entered the era of 360° experience
Building a Brand Experience Circle is now the trend in brand marketing strategy. A complete Brand Experience Circle can include physical stores, offline events, media advertisements, embedded marketing, online distribution, and social marketing. Altogether, they create a closed loop for consumers to experience brand services and brand culture.
Social media platforms, because of their interactivity and flexibility, not only are a media form that can expand brand awareness, but they also form an ever larger part of the Brand Experience Circle, amplifying brand 360°degree experience through consumer generated social media word of mouth.
Download China Social Media Landscape Whitepaper 2018 by Kantar Media CIC (PDF version):
About Kantar Media CIC
As part of the leading global communication group WPP, Kantar Media is China's leading business strategies and competitive intelligence provider, servicing worldwide brands, publishers, agencies and brand owners. Kantar Media provides paid media analysis, reputation management, business consultation, and consumer engagement evaluation.
In 2012, Kantar Media CIC was established through the acquisition of CIC, a social and digital business intelligence pioneer since 2004 by Kantar Media. The company offers social buzz analysis, technology solutions, new media research and social business consultation.
Kantar Media CIC enables enterprise to leverage the power of social media and Internet Word of Mouth for operational and marketing innovation. The company is the inventor of concept – IWOM and later Social Business to Chinese market. It consistent provides social business intelligence from an objective, third-party perspective to global leading brands and agencies.
For information about Kantar Media CIC, please visit http://www.kantarmedia.com.cn, or follow us on Sina Microblog KantarMediaCIC and Wetchat KMCIC.