Advertising online is now the best way to promote your product and service in China. There are so many ways to advertising Online but the right thing to do is to know where you can really have a good customers engagement. So in this article, we have found 7 popular Chinese platforms where you can make ads Online.

Baidu

Baidu is very similar to Google and has copied many of its functions. Like Google with Adwords, Baidu has something similar called “推广 – Tuiguang” which literally translate to “Push Wide (To Promote)”, and they’re very similar in how they operate for advertisers. Baidu’s ads and bidding methods are just like Google as well.  However, there are some differences to be said for Baidu.

When managing keywords in Adwords for Google, you’ll have a choice of Broad Match, Modify Broad Match, Phrase Match, and Exact Match. Tuiguang, however, doesn’t have Modify Broad Match. They have instead a Phrase Synonym Match, which is due to the fact that there are a lot of Synonyms in Chinese compared to that of English.

Tuiguang is a lot more regimented than Adwords. Tuiguang requires you to have a business license, proof of ownership of your website, a minimum of $7,200 USD, and it takes about 45 days to process the account. However, with Baidu being so popular in China it is definitely a great bet on advertising to a large market in China.

Sogou

Taking the second spot in a search engine is Sogou. The one key difference between Sogou and Baidu is that Sogou has partnerships with a plethora of social media companies in China like WeChat to allow users on Sogou to be able to search for contents from these social media platforms. Being a second-tier search engine, the cost of pay-per-click is relatively lower. With social media as a platform, there is a great chance to target niche markets and customers.

Qihoo 360

Qihoo 360 expanded into the search business (so.com) in 2016 and currently owns about 10.52% of the market. Qihoo 360’s biggest accomplishment is that owns the second most popular Browser in China right after Internet Explorer by Microsoft. Like Soqou there is low traffic but also a low price-per-click system in place.

WeChat

As a foreign business in China doing just about anything is difficult, but operating on Wechat is even trickier.  However, Wechat is used by 750 million users with users chatting and socializing for over 90 minutes a day.

In order for you to do paid advertisement on WeChat, you must have at least one verified the official account, this can be subscription or service. As well as this, another stumbling block is the huge cost of advertising on the platform.

Sina Weibo

Considered to be the Twitter of China, Weibo is owned and operated by 2 different companies. Unlike Twitter, the term “Weibo” literally translates to “micro-blogging” and is not owned by any particular company. The type of weibo that most Chinese people refer to is actually Sina Weibo, as opposed to the less popular Tencent Weibo

Out of all the online platforms in China, Sina Weibo is actually the easiest to obtain a business account for foreign businesses. You simply register with them and pay 1,000 USD. The ad platform itself is called FenSi Tong. You can target your audience by age, locations, interest, gender, and even keywords.

Despite falling behind Wechat’s dominance, people on Weibo are looking for information and are not just chatting. Thus they hold their gaze on the screen longer, as opposed to flicking through moments (think facebook wall). Thus advertising can be more effective.

Toutiao

Toutiao wouldn’t be known by many foreigners in and out of China, but it translates to ‘headlines’ and is used as a news source for Chinese netizens. However, it is not simply a news-based platform. It uses complex algorithms to provide personalized news. Despite being in its infancy compared to other platforms mentioned beforehand, Toutiao has a robust ad distribution system. It has 11 different ad types that we’ve seen so far and 2 very unique ways of bidding. You can either pay for an entire 24-hour display to everyone or a personalized delivery that is similar to CPM. 

Youku & Tudou

Both Youku and Tudou are online video streaming sites, very much like Youtube. The two companies merged but you still have to advertise separately through each one. Being a video-based platform, the ads are primarily video based on banner ads also placed. However, unlike Youtube, Youku Tudou only gives the option to pay for impressions, thus making it best for brand based adverts. Thus, if you have the budget and a huge brand it’s a great resource. However, a small business who want a more direct marketing strategy would be best elsewhere.

One thing is to know another thing is how to use all these platforms for more engagement and traffic.

How do brands use Chinese platforms for more advertising Online?

Rich and Authentic Content is the Key

The quality of the content depends on the right of this advertising strategy. Chinese customers are tired to see the same content every time. All you need to do is to develop attractive content related to your product or service, by creating rich and authentic storytellings. It is very important that the content should be entertaining and engaging otherwise people will not bother to read it.. A good content is suitable for small and medium business which can’t afford expensive promotion methods. You can publish the content on your social media accounts, official websites, public forums, and blogs. You can also even send the content directly to your potential customers through e-mail. Newsletters are one example of content marketing.

Mini-Video Online: the new trend

One way to lure customers is to show them the product from a new angle. Actually, the mini-Video is a very popular way of advertising because it can be used on different platforms. The length and content of the video are also very important for the success of this form of advertising. There are several companies that provide mini-video advertising services such as Meituan, Dianping, Meitu…. . For example, Pepsi had more than 100,000 views for its “Bring Happiness Home” mini-movie and Bulgari’s video exceeded 350,000 views. These mini-videos are a creative and good way to attract consumers without distorting a brand’s image

The viral Online video is also one of the most innovative ways of promoting products, services, ideas, and events on the internet. It is a unique way of letting people know about your business. The strange things about this marketing technique are that no one knows how and when a content become viral on the internet.

Mobile Advertising

China is the largest connected country in the world, with more than 960 million Chinese internet users. At the end of 2014, China had 520million smartphone users. This number is expected to rise to 700million by the end of 2018. Chinese smartphone users are very open to being advertised on their mobile and 78% are more likely to click an advert if it contains content relevant to them. The most popular mobile marketing format is video, followed by coupons and banner ads. This is mainly due to the wide use of applications such as WeChat, Weibo, QQ which allow brands to communicate very precisely with their target.

KOL(Key Opinion Leaders): your best option

Chinese KOL is now the best marketing weapon that you can have. They are very popular and can influence the customer’s decisions. Actually many international and local brand use them to promote their service and products. KOL can help to manage the cultural gap between companies and Chinese consumers. Chinese customers normally like to check the reviews about what they are going to buy. If they read positive reviews, they will be more inclined to buy. So don’t forget this form of Online Advertising when you elaborate your marketing strategy to enter the Chinese market.

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