WeChat dominates China’s social media: All B2B brands invest | Analysis

Source: Kawo 2024 B2B Social Media Marketing Research Report

Kawo, a number one social media administration platform in China, has launched its 2024 B2B Social Media Marketing Research Report. The report covers essential insights into the position of social media throughout the business-to-business (B2B) advertising and marketing panorama in China, in addition to its use by international B2B multinational companies (MNCs). This contains challenges, methods and tendencies in 2024, in addition to the appliance of synthetic intelligence for B2B social media advertising and marketing.

The report analysed the outcomes of a survey carried out amongst 50 worldwide B2B MNCs working in China, spanning 20 numerous industries. 

Here are a number of the key findings from the research: 

94% of these surveyed recognized social media as one in every of their main advertising and marketing channels, with 70% planning to extend their social media advertising and marketing price range in 2024.

78% plan to make use of AI for his or her social media actions, with greater than 50% of firms already utilizing it for content material enhancing and within the seek for content material concepts. However, over 20% of brands haven’t any intention to leverage the facility of AI this 12 months.

42% indicated that bettering model consciousness was their main goal, and 34% selected producing leads. 88% indicated impressions, views and reads as one of many social media metrics they use, adopted by the leads it generates (80%). However, solely 18% would utilise gross sales income as a metric for social media actions. 

Offline occasions (86%) and paid search (66%) have been recognized as different main advertising and marketing channels, with solely 38% planning to extend their advertising and marketing price range for paid search, and 44% indicating plans to cut back the price range on show advertisements.

Popular client platforms corresponding to Douyin have been adopted by B2B firms, with 40% indicating that they have been on Douyin, however solely 4% believed that it might be the perfect platform for them within the subsequent three years, which is similar price as Bilibili and better than Red (2%).  

All of the companies surveyed had WeChat official accounts, with 100% surveyed companies have WeChat Official Accounts and 76% are energetic on WeChat channels. Among these, 4 out of 5 believed that WeChat could be the perfect platform to attain their enterprise targets and goals within the subsequent three years.

Alex Li, CEO of Kawo, attributed WeChat’s most intensive consumer base in China and its capabilities for enterprise to its rising standing out there. “WeChat’s performance, corresponding to its mini-programs, have been discovered helpful by B2B entrepreneurs to facilitate skilled interactions for his or her branding and promotional wants—from managing gross sales funnels for lead acquisitions, offering on-line session companies, occasion administration and extra.” 

The survey additionally discovered that B2B entrepreneurs determine producing partaking content material (66%), growing content material that generates leads (66%) and connecting with the goal market as their prime three challenges in 2024. Regarding social media analytics, the highest challenges are the shortage of time (27%), the lack of knowledge (26%), and never having sufficient social media information (21%). 

However, a major majority have a optimistic outlook in the direction of Artificial Intelligence (AI), with 78% indicating that they’d use AI for his or her B2B actions on social media, with greater than 50% already utilizing it to edit footage, texts, movies, and content material ideation. Interestingly, 22% indicated that they don’t intend to leverage AI’s energy this 12 months. Looking forward, 70% would love AI to assist with content material ideation to beat one of many key challenges highlighted within the report, whereas 58% would love AI to assist produce stories, analyse information and supply insights.

Methodology: KAWO’s 2024 report on B2B social media advertising and marketing in China is predicated on a survey of fifty professionals throughout 20 industries, 20 qualitative interviews, and an evaluation of 30 case research.

 

https://www.campaignasia.com/article/wechat-dominates-chinas-social-media-76-b2b-brands-invest/494588