2024 China Digital Marketing Trends

Jan 8, 2024 |
Up Your Marketing Game in China with Our Insights

On December 20th, 2023, the Minute Marketing Science Academy, along with the Global Digital Marketing Summit (GDMS) and Marketing Think Tank M360, released the “2024 China Digital Marketing Trend Report.”

This report, based on a survey of 257 advertisers from over 20 industries, provides a forecast and interpretation of the Chinese marketing landscape for 2024.

The key findings indicate an 11% growth rate in overall marketing expenditure, including both traditional and digital channels, with social media and short videos continuing as the focal points for advertisers. KOL marketing remains crucial, with 71% of advertisers planning to engage in it, a 5% increase year-over-year.

Meanwhile, 44% plan to use live streaming, and over 30% will focus on search keyword optimization and niche marketing. Official social media account operation stands at 38%. When it comes to media types, mobile remains the primary choice for marketing investments, with 55% of advertisers planning to increase their spending.

  • LinkedIn
  • Facebook

In China’s digital marketing landscape, understanding and utilizing Baidu SEO, social media account management, and KOL marketing are crucial for success.

Baidu SEO & Baidu SEM: As the leading search engine in China, optimizing for Baidu can significantly increase your visibility and drive targeted traffic to your website. It’s essential for businesses looking to establish and expand their online presence in China.

  • LinkedIn
  • Facebook

Social Media Account Management: Managing accounts on platforms like WeChat, Weibo, and Little Red Book (Xiaohongshu) is key to engaging with customers and building brand loyalty. Effective social media management helps in disseminating brand messages, interacting with users, and understanding consumer behaviors.

  • LinkedIn
  • Facebook

KOL Marketing: Collaborating with Key Opinion Leaders can tremendously boost brand credibility and consumer trust. KOLs, with their large followings and influence, can effectively promote your products or services, leading to higher engagement and conversions.

  • LinkedIn
  • Facebook

Leveraging these strategies can significantly impact your brand’s reach, engagement, and sales in China’s vast and competitive digital market.

The report highlights the critical role of platforms like Douyin (TikTok), WeChat, Zhihu, and Little Red Book (Xiaohongshu) in the digital marketing strategy:

Douyin: Known for its engaging short-form videos and viral content, Douyin is a powerhouse for creative and interactive marketing campaigns.

WeChat: With its comprehensive ecosystem, WeChat is pivotal for official accounts combined with useful content, short videos, payment, and mini program.

Zhihu: As a knowledge-sharing platform, Zhihu is invaluable for establishing brand authority and engaging with a more professional or curious audience.

Little Red Book (Xiaohongshu): This lifestyle platform is ideal for connecting with younger demographics and tapping into user-generated content and reviews.

The importance of digital marketing in China’s market is underscored by these platforms’ ability to engage with diverse and massive audiences, offer targeted and interactive content, and drive sales and brand loyalty. Businesses looking to succeed in China must understand and leverage these platforms’ unique features and user bases, tailoring their strategies to meet the rapidly changing consumer landscape.

In summary, as digital marketing evolves, understanding platforms’ roles and capitalizing on their strengths becomes increasingly important. The Chinese market, with its unique digital ecosystem, offers vast opportunities for tailored, effective marketing strategies.

If you are interested in getting a recommendation on what activities you should focus on to reach your business objectives, contact us and book a meeting with us.

Ready to reach the Chinese digital market?

Book a free consultation with NBHs experts to assess the right way forward for your company toward China’s digital market.


We are experts in how to target your digital marketing in China.