In today’s digital landscape, social media has become an essential tool for overseas brands aiming to enhance visibility and engagement. One of the most powerful features of these platforms is the use of hashtags. This article Deep Digital China explores how overseas brands can effectively utilize hashtags on platforms like Xiaohongshu, WeChat, and Douyin, supported by successful examples.
Understanding Hashtags
What Are Hashtags?
Hashtags are keywords or phrases preceded by the ‘#’ symbol, used to categorize content on social media platforms. They help users discover content related to specific topics, making them a vital tool for increasing reach and engagement.
The Evolution of Hashtags
Originally popularized by Twitter, hashtags have evolved across various platforms, becoming a common feature on social media. Their ability to organize and amplify content makes them essential for any social media strategy.
Hashtag Strategies on Xiaohongshu
Knowing Xiaohongshu’s User Demographics
Xiaohongshu, or Little Red Book, primarily attracts a younger, trend-savvy audience interested in lifestyle, fashion, and beauty products. Understanding this demographic is crucial for brands aiming to resonate with potential customers.
Selecting and Using Hashtags
Choose Relevant and Popular Hashtags: Brands should research trending hashtags relevant to their niche. For example, a skincare brand might use hashtags like #SkincareRoutine or #NaturalBeauty.
Create Brand-Specific Hashtags: Developing a unique hashtag can help build a community around the brand.
Estée Lauder successfully used the hashtag #雅思兰黛小金管(#Estée Lauder Little Gold Tube)on Xiaohongshu to promote its popular lipstick. By encouraging users to share their makeup looks and experiences with the product, they not only increased visibility but also fostered a sense of community among users. The campaign led to significant engagement, with many users posting their makeup routines.
Best Practices for Hashtags on Xiaohongshu
Leverage User-Generated Content (UGC): Encourage customers to use your hashtags when sharing their experiences. This boosts engagement and provides authentic content for your brand.
Monitor Hashtag Performance: Use Xiaohongshu’s analytics tools to track the performance. Adjust your strategy based on what resonates with your audience.
Nike launched a campaign on Xiaohongshu with the hashtag #2024马拉松（#2024 Marathon）, encouraging users to participate to the popular event. This initiative resulted in increased engagement and significant rise in user-generated content related to their products.
Hashtag Strategies on WeChat
Understanding WeChat’s Ecosystem
WeChat operates differently from other social media platforms, focusing more on direct communication and content sharing. Its unique features, like Moments, videos and Mini Programs, offer various opportunities for hashtag usage.
Effective Hashtag Usage on WeChat
Integrate Hashtags into Articles and Moments: Brands can include relevant hashtags in their articles and posts to enhance discoverability. For instance, a food brand might use hashtags like #HealthyEating or #QuickRecipes.
McDonald’s China used the hashtag 麦麦农场(#McDonald’s Farm) in their WeChat video campaigns, to share the farm stories with target audiences and demonstrate how healthy the ingredients are. This approach helped strengthen the brand’s connection with Chinese audiences.
Engagement and Interaction
Encourage User Participation: Brands can prompt users to share their thoughts or photos using specific hashtags. This strategy increases engagement and builds a community around the brand.
Starbucks launched a campaign on WeChat with the hashtag 星巴克星光会员夜(#Starbucks Starlight Member Night), the member night provides an opportunity for members to actively participate in various activities such as games, tastings, and sharing sessions, which in turn increases their engagement with the brand.
Hashtag Strategies on Douyin
Understanding Douyin’s Unique Features
Douyin, the Chinese version of TikTok, is a short-video platform that thrives on creative content and trends. Hashtags play a crucial role in helping videos go viral.
Effective Hashtag Use on Douyin
Create Hashtag Challenges: Brands can launch challenges encouraging users to create content around specific themes. This can significantly increase brand visibility.
Nike launched a successful hashtag challenge on Douyin with #比野外更野雅（#wilder than the wild）,this hashtag helps Nike’s event content to be discovered by a wider audience on the platform. Users who are interested in Nike or related topics are more likely to stumble upon the post when searching or browsing hashtags. This helps to reinforce brand awareness and create a positive association between Nike and the activities or values promoted in the event
Engaging with Trends
Jump on Trending Hashtags: Participating in trending challenges can help brands reach a broader audience. For example, during a beauty trend, brands can create relevant content using the trending hashtag.
Monitoring and Evaluating Performance
Measuring the effectiveness of hashtags is crucial for refining strategies. Brands should utilize analytics tools to assess the engagement levels of their hashtags and adjust their approach based on performance data.
Tools for Analysis
Several tools, such as WeChat Analytics and Douyin’s built-in metrics, can help brands track hashtag performance. Monitoring metrics like reach, engagement, and user interaction can provide valuable insights for optimizing future campaigns.
Conclusion
Hashtags are a powerful tool for overseas brands looking to enhance their presence on Chinese social media platforms. By understanding the unique characteristics of each platform and implementing effective hashtag strategies, overseas brands can significantly improve their visibility and engagement. As demonstrated by successful case studies, the right hashtags can cultivate a community, drive user-generated content, and ultimately lead to increased sales and brand loyalty. Overseas brands should embrace the potential and continually innovate their strategies to stay ahead in the competitive social media landscape.