Can Western Influencers Succeed in China?
So you're a creator who found success on Instagram, YouTube, or other Western platforms, and now you want to expand to China. Will it work?
At Shanghai Jungle, we've worked with numerous Western influencers who asked the same question, and we've helped them enter the Chinese market. We work with small creators as well as influencers with over 50 million Instagram followers who are trying to enter the Chinese market. Here’s how to do it.
Step 1: Evaluate whether your material aligns with the Chinese market.
If your content does not resonate with local audiences, investing time and resources could be a waste of effort. Take a moment to reflect on the relevance of your content to Chinese viewers. Consider consulting with a local expert who possesses an understanding of the market dynamics and audience preferences.
Step 2: Register official accounts on popular Chinese platforms.
This process can be quite challenging compared to Western social media. Typically, you'll need a passport verification process, pay a registration fee, and establish a contact within the platform to successfully open a creator account. Having an insider can expedite your access to creator features (as opposed to waiting to reach set follower numbers first). It's advisable to leverage any connections you may have and get your creator features activated sooner rather than later.
The platforms you should be working with are:
RedNote (Xiaohongshu, Little Red Book)
WeChat
Douyin
Step 3: Start posting content.
First, focus on creating material specifically tailored for Chinese audiences. This could include a welcoming greeting or a brief video that directly addresses viewers in China. Then, start repurposing popular content from your other channels and include Chinese captions to make it accessible. Do this for a while to track what resonates with your audience.
The trajectory of growth will vary significantly depending on the type of creator you are. For instance, creators focusing on short-form viral content might get good impressions but experience slower follower growth. A well-known athlete who is already familiar to Chinese audiences may see a rapid increase in followers right away.
Step 4: Managing your online image is crucial.
The comment sections on your posts can become contentious, so it's important to ensure that someone is assigned to moderate these interactions. This includes removing any problematic comments, addressing questions, and managing any issues that may arise to protect and maintain your reputation.
Also, there are often many accounts in China that repost content from popular Western social media and may be impersonating you. It's important to monitor these accounts and continuously try to have them removed.
Step 5: Monetization.
While platforms such as RedNote, WeChat, and Douyin do offer built-in monetization features, the payout is much lower than on Western platforms. In the China, your primary source of income will come from paid promotions by brands. Aim to get listed on the platforms that brands utilize to discover and book creators, or consider collaborating with a talent-management agency that can pitch your profile to potential brand partners.
We've seen some succeed in as little as a week, while others needed a year. Reach out to us to learn more!