Chinese Consumers Want to Get from Brands' Social Media?

Nowadays, if a brand doesn't actively engage on Chinese social media platforms, it's as if it has disappeared in the eyes of Chinese consumers.

Simply having a static page on social media or occasionally posting an article is far from enough. Consumers expect brands to be present on their frequently used platforms, respond quickly to their needs, and provide tangible value, not just advertising. Actively engaging on social media, sharing client content, and providing genuine value isn't just about gaining followers; it's about building long-term relationships.

1. What do consumers expect from brands on social media platforms?

Consumers follow brands not just because a brand has an account. They follow because the brand offers something valuable. Whether it's exclusive offers or engaging content, if done right, a brand can win customer loyalty.

So, what should brands do?

Clearly explain the value  

Use introductions, pinned content, and short stories/posts to tell users what they can get by following you: exclusive offers, curated content, or community benefits.

Build trust with real feedback

Publish genuine customer reviews and user-generated content (UGC), and let users see that you have replied to comments and questions.

Turn fans into "one of us"

Give fans early access to new products, exclusive discounts on social media platforms, and exclusive previews—things they can't get anywhere else.

2. What factors can attract users to engage, purchase, and remain loyal?

Approximately half of heavy social media users made purchases through social media platforms in the past 90 days. This indicates that a brand's most active followers are often also its most active buyers. However, the reasons that motivate consumers to place orders vary. Clearly, consumers trust "people like themselves" more than the brand itself; at the same time, they also expect brands to respond to current trends and hot topics.

People are more willing to buy brands that resonate with them.

58% of people said it's important to see brands responding to users on social media.

Celebrity endorsements do not necessarily lead to direct conversions.

Only 14% of people said celebrities influence them, while 65% said user-generated content (UGC) has a greater impact on them.

Discounts and promotions are the most effective way to boost sales.

Sixty percent of consumers will buy because of the discount, which is far more effective than the appearance, resonance, or humor.

So, what should brands do?

Interact like a member of the community

Reply to posts and comments that mention your brand—even if that content isn't posted on your brand's own homepage.

Make the customer the protagonist

Encourage users to post product recommendations with genuine reviews, photos, and videos, and highlight these posts to build trust.

Promotional information should be clear and consistent.

Prioritize distributing benefits and special offers, rather than blindly chasing trends and memes. Give users what they truly want.

3. How can brands maintain consumer engagement?

Middle-aged and older users prefer short, concise videos. Many prefer product information or promotional videos to be under 30 seconds. Generation Z, on the other hand, is more accepting of longer live streams. As long as the content is interesting, they can even watch live streams that are over 20 minutes long .

So, what should brands do?

The content should be simple and direct.

Each 30-second video conveys only one clear message, used to share offers, tutorials, or real customer feedback.

Try longer, more interactive live streams

If Generation Z is the primary audience, it's essential to ensure the content is engaging and captivating enough to hold their attention.

Update regularly to maintain visibility.

While maintaining activity, the content format should be diverse, combining text, images, short videos, and promotional activities to keep users engaged. If targeting older users, focus on publishing product information, user tutorials, and promotional activities; if targeting younger users, emphasize entertainment and interactivity.

4. What do consumers expect to gain from social customer service?

58% of people believe that brand responses on social media are important. Slow responses can be frustrating and may even lead to customer churn. Setting up instant auto-response is essential; even a simple "Received!" can make users feel valued.

All consumers expect a quick response. One-third of consumers expect a reply to their comments and private messages within an hour. If there is no response after 24 hours, the customer is likely to be lost.

Two-thirds of consumers prefer human responses, even though they know AI responses might be faster. But human responses remain the most important factor—people still want to communicate with people.

Clients want their brands to be seen on their most frequently used platforms. If they're active on TikTok, that's where they expect to get help.

Social customer service is not just about solving problems, but also about building loyalty and driving sales. A powerful social customer service strategy can build trust, improve conversion rates, and encourage repeat purchases.

So, what should brands do?

Make it easy for users to contact you.

Place your contact information in a prominent position and respond promptly through all channels.

Real-person communication

Use AI for initial screening and triage, but ensure that real people follow up quickly.

Multi-platform operation

Don't underestimate certain social media platforms; their importance may exceed your imagination.

Incorporate these key points into daily operations

Brief, clear, and truthful is better than lengthy, elaborate, and deliberately arranged.

Videos should be kept under 60 seconds. Prioritize transparency and authenticity over excessive production quality. Consumers care more about the authenticity of the content than its perfection.

User-generated content (UGC) drives sales more effectively than any meticulously planned marketing campaign.

65% of consumers trust content from ordinary users more than influencer recommendations. Brands that showcase genuine customer experiences are more likely to build loyalty and trust.

Give users a reason to place an order now

Nearly two-thirds of consumers follow brands specifically to find deals and discounts. Therefore, it's crucial to make sure they see these benefits. Through promotional activities, exclusive discounts, and genuine interaction with fans, convert casual followers into actual customers.

How to make social customer service the best it can be?

Quick response = customer loyalty; slow response = customer loss.

About one-third of users expect a reply to their private messages within 24 hours, while only 8% are willing to wait 48 hours. Speed is not just a bonus, but a core competitive advantage.

AI is very useful, but it's not enough on its own.

After all, 67% of consumers prefer a real human response to an AI-generated one. While automation can improve response speed, users need real people to build trust and resolve issues. Users need easy access to human customer service when they need it.

Provide services directly on platforms where users need help.  

If your users are active on Douyin or Xiaohongshu, don't direct them to other platforms to find customer service. Each extra step could result in losing an order.