In October, Daryl Morey, the general manager of NBA team the Houston Rockets, shared a message in support of the Hong Kong protesters on Twitter, a site which is blocked in mainland China. Within hours, the public went mad – at its peak, he was receiving comments at a rate of two per second. The Wall Street Journal said the attacks were by a troll-mob but more likely it was …
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- ConsumerCultureRetail
Short form video is the new number one form of advertising to reach Gen-Z customers in China
Print ads, online ads, TVCs, influencer content… today, short-form video is the go-to form of media for brands trying to reach young new audiences, writes Tim Jeeves Short-form videos are increasingly becoming the go-to medium for advertisers trying to reach a large or targeted audience in China. Usually between 15 seconds and one minute in length, short form videos are watched on mobile screens by hundreds of millions of Chinese …
WeChat’s Mini Programs are the latest method of social selling in China and every company needs to know what they are and how they work. By Lionel Sim and Tom Pattinson What are Mini Programs? Launched in January 2017, WeChat’s Mini Programs (MPs) provide an important link for user and businesses, by providing an accessible and powerful way to consume products and services through the WeChat platform. WeChat contains a …
First it was push, then it was pull, now it is prod. Is China using ‘sharp power’ to build their global reputation, asks Tom Pattinson “It is not the first time that people have tried to smear China, and it will not be the last time,” said Wang Guoqing, spokesman of the Chinese People’s Political Consultative Conference (CPPCC) at a briefing in Beijing ahead of the opening of its annual …
China’s livestreaming stars are earning millions in a new social media revolution, writes Tom Pattinson ‘Influencers’ are people who have wide followings on social media platforms like Instagram or YouTube. They are people who can make serious money from posting branded content to their legions of followers. The majority are pop stars, reality TV personalities or supermodels, and brands pay thousands of dollars for them to showcase their products. The …