Characteristics of Social Media in China

Social media has been deeply embedded in the lives of most young people, and the marketing advertisements of enterprises have also been changed by social media.

Social media magnifies the word-of-mouth effect: social media allows consumers to express their personal opinions more freely. Although word-of-mouth publicity has always been very important, in the past, oral communication was limited to a small range of interpersonal relationships, and with social media, every point of view about enterprises may have a far-reaching impact on enterprises.

Changes in the way consumers decide to buy: Most consumers begin to use social media to learn about other consumers' experiences and find more information about brands, products or services, so as to decide whether to buy.

Advertisements based on interpersonal relationships and precision marketing are more acceptable: although Nielsen's social media report shows that about one-third of social media users are more angry about finding advertisements on social applications than seeing advertisements elsewhere, the survey results still show that social media have opportunities to interact with consumers; More than a quarter of users said that they are more likely to pay attention to the advertisements shared by their friends; In addition, more than a quarter of consumers expressed their willingness to see advertisements tailored to their personal information on social networking sites.