Choosing a Chinese digital marketing agency is less about finding a vendor and more about finding a partner who can translate brand strategy into platform-native execution. For brands entering China, that usually means more than media buying: it requires localisation, channel planning, content adaptation, and a clear path to measurable demand.

Comms8 positions itself as an award-winning cross-border marketing agency and a one-stop marketing specialist across Europe and Asia, with integrated marketing, media planning & buying, and social media support delivered from London, Hong Kong, and China.

The scale of China’s digital ecosystem reinforces the importance of this decision. Internet usage reached 1.30 billion users with 91.6% penetration, while social media adoption reached 1.28 billion active identities, equivalent to 90.3% of the population (Data Reportal, 2026). Additional data from CNNIC indicates that:

• Internet users reached 1.108 billion by December 2024

• Short video users totalled 1.04 billion

• Online shopping penetration reached 87.9%

• Online payment penetration reached 92.8%

At the same time, cross-border e-commerce exports surpassed 2 trillion yuan in 2024, growing 16.9% year-on-year. These figures highlight that selecting an agency should begin with market realities rather than generic positioning.

Start with strategic fit, not service lists

For a brand comparing options, the first question is whether the agency understands your category, your margin structure, and your route to purchase. A Chinese marketing agency UK brands can work with should be able to explain how awareness, consideration, and conversion will be handled across Chinese platforms, not just promise “reach.”

Comms8’s integrated marketing approach emphasises a bespoke strategy built around multiple capabilities, including:

• Marketing planning

• B2B marketing

• Market research

• Content localisation

• Influencer marketing

This structure is particularly relevant for brands that require both market entry support and long-term brand building. In addition, the presence of case studies involving Schneider Electric, Nestlé, and Montblanc provides necessary validation. A credible agency should support its claims with demonstrable execution, not abstract positioning.

Check whether they understand the actual platform mix

China cannot be approached as a single-channel market. Instead, it requires a coordinated use of multiple platforms, each with distinct roles in the consumer journey. A competent agency should understand how search, social, short video, and KOL-driven discovery interact within a unified strategy.

Core platforms typically include WeChat, Weibo, Douyin, and Xiaohongshu, supported by broader media infrastructure such as Baidu search, programmatic advertising, and video placements. The relevance of each platform depends on the brand’s category and objectives.

A practical way to assess this capability is to evaluate how an agency approaches budget allocation. Specifically, brands should ask how investment is distributed across:

• Education (awareness and discovery)

• Conversion (performance-driven channels)

• Retention (CRM and community building)

The expected answer should not be uniform across all clients. For example, a premium skincare brand may prioritise Xiaohongshu for credibility and creator-led content, while a B2B exporter may rely more heavily on Baidu search and WeChat-based lead nurturing. This variability reflects whether the agency is applying strategic thinking or default templates. That is the kind of operational depth brands need from a cross-border marketing agency when the brief includes both local relevance and commercial efficiency.

Ask for localisation capability, not just translation

Localisation remains one of the most critical differentiators in China marketing. It is not sufficient to translate existing assets; messaging must be adapted to align with local consumer expectations, platform behaviours, and cultural context.

This includes adjustments to:

• Claims and value propositions

• Visual presentation

• Tone of voice

• Promotional mechanics

Chinese consumers operate within platform-native ecosystems, where discovery, evaluation, and purchase often occur within the same environment. As a result, content must feel native to each platform rather than adapted from external markets.

Review the proof of execution

Before briefing a Chinese marketing agency UK brands should look at work that resembles their own commercial context. Comms8 case study and work pages show activity across integrated campaigns, Chinese parent audiences in the luxury, industrial, and cross-border categories. That breadth matters because the best agency for China market briefs usually need two things at once:

• category understanding

• ability to execute under local constraints.

Choose the partner that can connect strategy to demand

The right chinese digital marketing agency should give you a clear answer to four questions:

• How will the market be researched?

• Which platforms will carry the message?

• How will creative be localised?

• How will performance be measured?

Comms8’s own positioning as a cross-border marketing agency, together with its integrated marketing, media buying, social media, and content localisation services, suggests a model built for brands that are close to briefing rather than still exploring.

For teams comparing a Chinese marketing agency UK option against other agencies, the real filter is whether the partner can operate across strategy and delivery without losing commercial focus. In practice, a chinese digital marketing agency should make those trade-offs visible before the brief is signed.

Conclusion

Selecting the right chinese digital marketing agency is ultimately a commercial decision, not a branding exercise. The partner you choose must demonstrate clear capability across strategy, localisation, platform execution, and measurable performance. In a market as complex and fast-moving as China, fragmented or surface-level approaches tend to underperform. Brands that prioritise integrated delivery, proven case studies, and platform-native expertise are more likely to see sustainable results.

Key Takeaways

• A chinese digital marketing agency should offer end-to-end capability, not just isolated services.

• The best agency for China market will align platform strategy (WeChat, Douyin, Xiaohongshu, Baidu) with your specific commercial goals.

• A credible cross-border marketing agency must demonstrate localisation expertise beyond translation, including cultural and consumer insight.

• For UK-based brands, working with a Chinese marketing agency UK presence can improve coordination, communication, and execution speed.

• Data-backed decision-making and proven case studies are stronger indicators of performance than generic claims.

• If you are close to briefing, prioritise agencies that can connect strategy directly to measurable demand and revenue outcomes.

For more in-depth insights, follow Comms8 where we help your brand expand into foreign markets.

At Comms8, we specialise in helping businesses leverage the power of cross-border marketing in Asia.  With our expertise, we can assist you in harnessing the influence of social commerce strategies to boost your brand’s credibility and awareness.  Contact us today to learn more about empowering your brand in the dynamic market.

China’s social media ecosystem is one of the most advanced and commercially integrated digital environments in the world. For global brands, understanding Douyin vs TikTok distinction is no longer optional. It is the foundational step in building a Douyin marketing strategy that actually converts.

To truly understand this, we first need to look beyond the surface similarities between the two platforms, as this will ultimately determine which one brands should choose before executing campaigns in China.

Two Platforms, One DNA — But Entirely Different Ecosystems

The confusion is understandable. ByteDance launched Douyin in China in September 2016, then released an international version under the name TikTok in 2017. From the outside, the UI is almost identical: a full-screen, algorithmically-curated feed of short videos. 

But from a brand perspective, the two platforms are as different as operating in two separate countries because they essentially are.

The Scale of Douyin in China: Why It Cannot Be Ignored

The scale of Douyin in China deserves its own moment. According to QuestMobile data (May 2025), Douyin has surpassed 1 billion monthly active users in China reaching approximately 71% of the entire Chinese population. Its daily active users exceed 766 million, with users spending more than 120 minutes per day on the platform. That is more time per day than any other social platform in China, including WeChat.

On the commerce side, Douyin's e-commerce GMV reached ¥3.5 trillion (approximately US$490 billion) in 2024, a 34% year-on-year increase. This positions Douyin as the third-largest e-commerce player in China, behind only Taobao-Tmall and JD.com.

According to Demandsage (2026) TikTok globally has approximately 1.99 billion billion monthly active users, with its largest market being the United States (136 million users), followed by Indonesia (108 million) and Brazil (91.7 million). China's Douyin user base alone rivals TikTok's entire global footprint  and Douyin users are buying, not just browsing.

China's social commerce sector heavily driven by Douyin was valued at USD $497 billion in 2024 and is projected to reach USD $769 billion by 2030 (businesswire, 2025). 82% of Chinese consumers cite social media as their preferred channel for discovering new products.

Five Critical Differences That Define Your Campaign Strategy

1.Algorithm Logic and Content Strategy

• TikTok: Prioritises entertainment, virality, and trend-driven content (challenges, dances, “wow” moments).

• Douyin: Favours educational, problem-solving, and product-focused content. Functions as a search and discovery engine for high-intent consumers, making content localisation essential.

• A strong Douyin marketing strategy blends entertainment with clear purchase triggers, something most TikTok China brand campaigns fail to adapt to. This requires a different approach to TikTok China brand campaigns, where storytelling alone is not enough.

2.E-Commerce Integration and Purchase Journey

• TikTok: Growing TikTok Shop ecosystem, especially in Southeast Asia and the UK, but still developing in terms of user habit and infrastructure.

• Douyin: Fully integrated closed-loop commerce system from discovery to payment via Douyin Pay enabling seamless in-app purchases and high-conversion livestream commerce.

• This aligns closely with trends highlighted in Live Commerce in China and Social Commerce in Asia. This is why Douyin advertising 2026 is increasingly performance-driven, not just awareness-based.

3.KOL and Influencer Marketing Ecosystems

• TikTok: Creator economy is large but less structured and less directly tied to commerce outcomes.

• Douyin: Highly structured KOL/KOC ecosystem with clear pricing tiers and strong ROI linkage. Influencer recommendations significantly drive purchase decisions (74% of consumers).

4.Content Localisation Requirements

• TikTok: Works well with globalised content subtitles, dubbing, and international creative styles are often sufficient.

• Douyin: Requires deep cultural localisation. Content must align with Chinese consumer behaviour, cultural nuances, and platform-specific expectations to avoid poor performance or negative brand perception.

5.Regulatory Environment and Market Access

• TikTok: Operates globally across 150+ countries with relatively flexible regulations for foreign brands. Easier onboarding and fewer restrictions on market entry.

• Douyin: Restricted to mainland China and governed by strict regulations under the CAC. Requires APK download, data localisation, and full compliance with China’s Internet Advertising Management Regulations. Sponsorship disclosures are mandatory.

Formats That Matter for Douyin Advertising in 2026

For brands building a China Online Advertising plan, understanding the available ad formats is essential. 

• TopView Ads: Full-screen video ads that appear the moment a user opens the app. 

• In-Feed Ads: Native-format video ads integrated into the For You feed, blending with organic content for higher engagement. 

• Brand Hashtag Challenges: Branded content challenges encouraging user-generated content (UGC). 

• Live Commerce Ads: Promoted livestream sessions combining brand storytelling with real-time product demonstrations and direct purchase links.

• Search Ads (Douyin SEO): As Douyin increasingly functions as a Gen-Z search engine, optimising video captions with trending keywords is a growing Douyin marketing strategy for organic and paid discoverability.

For a broader view of short-form video platform options in China, our Top Chinese Short Video Platforms 2025 provides a comprehensive comparison including Kuaishou, Bilibili, and WeChat Video Channel.

Which Platform Should Your Brand Prioritise?

• If your primary goal is China market entry or China sales growth: Douyin is your primary platform. No other channel combines the reach, the commerce infrastructure, and the cultural authority that Douyin commands within China.

• If your goal is Southeast Asia, the US, UK, or global brand building: TikTok is your platform of choice, with TikTok Shop increasingly relevant for conversion-oriented campaigns in eligible markets.

For brands operating in both markets, the key principle is: maintain separate strategies, separate content, and separate KOL relationships for Douyin and TikTok. Cross-posting content between the two without localisation consistently underperforms against campaigns that treat each platform as a distinct channel with its own editorial logic.

What Great Douyin Brand Campaigns Look Like

1. Dior KOL-Led Luxury Commerce : Dior's Douyin marketing strategy centred on partnering with mid-to-high tier fashion KOLs who understood Douyin's platform tone  playful, interactive, lifestyle-driven.

2. Ralph Lauren: Achieved the #1 ranking on Douyin's brand index in early 2025. The brand's approach combined aspirational short-form content with consistent platform-native storytelling that balanced American heritage with Chinese lifestyle aspirations.

Conclusion: Winning in China Starts with Choosing the Right Platform Strategy

The Douyin vs TikTok debate is, at its core, a strategy question — not a platform preference. Douyin is the most powerful short-form video and commerce platform ever built for a single national market. TikTok is the global entertainment platform that shares its technology but serves an entirely different consumer context. For brands with China ambitions in 2026, a well-executed Douyin marketing strategy is not a competitive advantage — it is the price of entry.

Key Takeaways for Brands

• Douyin and TikTok are separate so treat them that way

• Localise at the script level, not the subtitle level

• Set up your Douyin Store before any campaign goes live

• Livestreaming is the primary conversion mechanism

• Build a Douyin-to-WeChat private traffic funnel from day one

• Build a tiered KOL + KOC mix

For more in-depth insights, follow Comms8 where we help your brand expand into foreign markets.

At Comms8, we specialise in helping businesses leverage the power of cross-border marketing in Asia.  With our expertise, we can assist you in harnessing the influence of social commerce strategies to boost your brand’s credibility and awareness.  Contact us today to learn more about empowering your brand in the dynamic market.

China is not merely a leader in social commerce; it is setting the benchmark for the industry. In 2026, content is not about marketing; it is the storefront, the sales funnel, and the conversion engine all in one.

For global brands and creators alike, understanding how to get discovered as an influencer is now directly tied to mastering China’s content-driven commerce ecosystem. Platforms like Douyin, Xiaohongshu, and Kuaishou have blurred the lines between entertainment and transaction, creating a model where discovery and purchase happen in seconds.

This article explores how China social commerce strategy has evolved in 2026, and how brands are turning content into measurable revenue.

Introduction : History of Social Commerce

Social commerce isn’t a completely new idea it has been developing for years, but its growth has accelerated significantly over the past decade. 

• In the mid-2000s, social media platforms started testing features like “Buy” buttons and embedded purchase links, though user adoption remained limited. 

• Moving into the 2010s, platforms such as Instagram, Pinterest, and Facebook introduced more integrated shopping tools; however, these features were still treated as secondary rather than core sales channels. 

• Since 2020, the landscape has shifted dramatically. Driven by the pandemic, increased smartphone usage, and changing consumer habits, social commerce has rapidly expanded particularly in China where livestream shopping, influencer-led promotions, and seamless in-app purchasing have become key components of the modern retail experience.

The State of Social Commerce in China (2026)

China’s social commerce continues its rapid growth trajectory by projected market to reach $4.22 trillion in 2026 (Research and Markets). A sign for China development in social media marketing.

At the same time:

• Emarketer report livestream commerce is expected to surpass $1 trillion in value 

• Over 70% of consumers have purchased through livestream or social platforms 

• Social commerce already contributes 16%+ of total e-commerce sales (Marketing China)

This means that consumers no longer “search” for products, but by content.

From Content to Checkout: The Core of China Social Commerce Strategy

A successful China social commerce strategy in 2026 is built around content-first ecosystems, where:

• Short videos drive awareness

• Livestreams drive urgency

• Influencers drive trust

• Integrated checkout drives instant conversion

Unlike Western with separated ecosystem, China’s model compresses everything into a single user journey. For brands, this means learning how to get discovered as an influencer is no longer optional, it’s a mandatory to revenue generation.

Key Shift: Interest-Based Commerce

Platforms like Douyin operate on interest-based algorithms, not follower graphs. This means:

• Content quality is more important than follower count

• Virality can happen instantly

• New creators can scale fast

Live Commerce China: The Engine Behind Explosive Growth

Live commerce in China has evolved into the most powerful sales channel in the country.

• Douyin alone contributes a massive share of live commerce GMV

• Platforms integrate real-time interaction, limited-time deals, and influencer storytelling

• Conversion rates far exceed traditional e-commerce

By 2023, China’s live commerce market had already reached $695 billion, with projections exceeding $1.1 trillion by 2026 (Trade.gov)

Why It Works

Live commerce China succeeds because it combines:

• Entertainment (engaging hosts)

• Social proof (real-time comments)

• Urgency (flash discounts)

For creators, understanding how to get discovered as an influencer often starts with mastering livestream formats. By understanding everything about livestream, influencers could gain more engagement.

How Global Brands Are Winning in 2026

1. Content-Led Product Launches

Brands are not just launching products, they launch content narratives.

Example strategies:

• Short drama storytelling on Douyin

• Cultural campaigns tied to Chinese aesthetics

• Influencer-led product seeding

This aligns directly with a strong China social commerce strategy. A content narrative attracting better than ordinary products 

2. KOL and Influencer Ecosystems

Influencers (KOLs) are the backbone of commerce.

Brands are investing in:

• Long-term creator partnerships

• Micro-influencer networks

• Livestream co-hosting

For creators, this reinforces the importance of understanding how to get discovered as an influencer across multiple platforms.

3. Seamless Content-to-Commerce Integration

China’s platforms eliminate friction:

• In-video product links

• One-click checkout

• AI-driven recommendations

This “closed-loop commerce” is what makes the Douyin e-commerce brand guide so critical for success.

The Role of Content Localisation in Driving Sales

Global brands cannot simply replicate Western campaigns.

They must localise:

• Messaging

• Cultural references

• Visual storytelling

Without localisation, even the best China social commerce strategy will fail to resonate.

Paid Media + Organic Content: A Unified Approach

Organic reach is powerful, but amplification makes it better.

Brands are combining:

• Influencer content

• Paid traffic boosting

• Platform-native ads

This hybrid approach ensures visibility while scaling conversions.

How to Get Discovered as an Influencer in China 

If you’re entering China as a creator or brand ambassador, here’s what matters:

1. Prioritise Content Quality Over Followers

Algorithms reward engagement, not size.Platforms reward content that generates interactions such as likes, comments, shares, and watch time.

This means that even creators with smaller audiences can go viral if their content resonates well. Instead of chasing followers, focus on:

• Creating visually appealing and culturally relevant content

• Hooking attention within the first few seconds

• Encouraging interaction (questions, calls-to-action, storytelling)

High follower numbers don’t matter if your content isn’t being pushed by the algorithm.

2. Master Platform Formats

Each Chinese platform has its own strengths and content preferences, so adapting your format is key:

• Short-form video: Best suited for Douyin, where fast-paced, entertaining, and trend-driven content performs well

• Live streaming: Platforms like Taobao Live and Kuaishou are powerful for real-time engagement and direct selling

• Lifestyle & aesthetic content: Ideal for Xiaohongshu, where authenticity and detailed reviews matter

Understanding not just the platform—but the format within each platform—is critical. Use formats and its platforms wisely

3. Be Consistent and Data-Driven

Consistency plays a major role in how algorithms rank your content. Posting regularly signals reliability and keeps your account active in the system.

At the same time, you need to track performance metrics such as:

• Engagement rate

• Watch time and completion rate

• Conversion (especially for commerce content)

4. Collaborate with Brands Early

Unlike many Western markets, brand collaboration in China often happens earlier, even with smaller creators.

Working with brands can:

• Boost your credibility

• Increase exposure through brand-owned channels

• Help you understand commercial content formats faster

Early partnerships also position you within the platform’s commerce ecosystem, which is a major growth driver in China.

5. Use Platform Tools Strategically

Chinese platforms offer built-in tools designed to amplify reach and drive conversions—especially in e-commerce.

For example:

• In-app shops and product tagging

• Livestream selling features

• Algorithm boosting tools for high-performing content

Following structured platform guidelines (especially on Douyin’s e-commerce system) can significantly improve your discoverability.

The Future: AI, Instant Commerce, and Content Ecosystems

Looking ahead, China social commerce strategy will be shaped by:

• AI-generated content (AIGC)

• Virtual influencers

• Instant checkout ecosystems

• Search + social integration

Platforms are collapsing the gap between inspiration and purchase, making content the most valuable asset in digital commerce. But how about its ecosystem?

Conclusion

China’s social commerce ecosystem in 2026 has fundamentally redefined how brands drive sales: content is no longer a marketing tool, it is the entire sales journey. From discovery to conversion, everything happens within a single, seamless, content-driven environment.

For brands, success is no longer determined by traditional advertising or large follower bases, but by the ability to create engaging, localised, and platform-native content that converts instantly. Those who adapt to this “content-to-commerce” model will unlock massive growth opportunities, while those who rely on conventional strategies risk becoming irrelevant in China’s fast-evolving digital landscape

Key Takeaway from Brands

1. Content isn’t just marketing anymore, it is the sales channel

2. Short videos and livestreams are where real growth happens

3. Influencers aren’t optional, they’re essential

4. It’s not about how many followers you have, it’s about how good your content is

5. Make it easy for people to buy, instantly

6. Each platform has its own role, don’t treat them the same

7. Localisation goes beyond translation

8. Organic content and paid media should work in hand

For more in-depth insights, follow Comms8 where we help your brand expand into foreign markets.

At Comms8, we specialise in helping businesses leverage the power of cross-border marketing in Asia.  With our expertise, we can assist you in harnessing the influence of social commerce strategies to boost your brand’s credibility and awareness.  Contact us today to learn more about empowering your brand in the dynamic market.

Social media is no longer just a channel for communication, it is deeply integrated with entertainment, search, commerce, and everyday decision-making. For brands looking to enter or scale in this environment, KOL marketing China plays a central role in how products are discovered, evaluated, and purchased.

For brands unfamiliar with how these ecosystems connect, it is useful to first understand the broader platform landscape and user behaviour. A structured view like chinese social media platforms such as Douyin, WeChat, and Xiaohongshu play different but complementary roles in the consumer journey. Similarly, approaches such as Influencer marketing in China differ significantly from global norms, as they are closely tied to commerce infrastructure rather than just content distribution.

Data from DataReportal showed that China had over 1.11 billion internet users and more than 1.08 billion social media identities as of 2025, with short video and livestreaming dominating user behaviour. Within this landscape, a key opinion leader China strategy operates inside a highly saturated but opportunity-rich environment where attention is abundant, but trust is selective.

Why KOL Marketing China looks different in 2026

The biggest mistake global brands still make is assuming China works like a translated version of Instagram, TikTok, or YouTube. It does not. Chinese platforms are more tightly woven into search, social proof, chat, payment, and purchase behaviour, which means KOL marketing China sits much closer to the point of sale than in many Western markets. The combined MAU for Weixin and WeChat at 1.418 billion as of 31 December 2025 (Tencent, 2026), while official U.S. Department of Agriculture analysis says China’s livestreaming e-commerce market reached about $807 billion in 2024, with 833 million livestreaming users and projected 18% CAGR through 2026.

That is why a winning Chinese KOL strategy in 2026 is not just about awareness. It is about mapping creators to the actual Chinese buying journey: discovery on short video, validation through comments and community, conversion through livestream or native checkout, and retention through private traffic on WeChat and brand-owned channels. If your campaign plan stops at “book an influencer and post content,” it is too shallow for how Chinese consumers actually shop.

KOL, KOC, and why the distinction matters

The most common brief we hear from international brands is simple: “We need influencers in China.” The better question is KOC vs KOL China: who is building reach, who is building trust, and who is actually closing sales?

A useful way to think about it is this. A key opinion leader China partnership is usually best when you need fast visibility, category authority, and a stronger signal to the market that your brand belongs in the conversation. KOLs are especially effective when you are entering a new category, launching a premium offer, or trying to compress awareness-building into a short campaign window.

A KOC vs KOL China plan becomes more powerful when you add Key Opinion Consumers for proof, review-style storytelling, and peer-level credibility. KOCs often outperform bigger names when the buying decision depends on detail, relatability, or repeat exposure rather than celebrity pull alone. The distinct roles of KOLs and KOCs in China’s creator ecosystem, which is one reason brands should not rely on a single creator type. (Lefty,2024)

For most mid-market brands, the right answer is not celebrity-first. It is a Chinese KOL strategy built in layers: a small number of authority creators for reach, a wider KOC group for social proof, and always-on owned content to carry the message after the campaign spike. That approach is usually more affordable, more culturally grounded, and more scalable than chasing one expensive face.

The real 2026 shift: store-led and commerce-led creator strategy

One of the most important changes for 2026 is that brands no longer need to depend entirely on expensive mega-creators. Store-operated livestreaming has become a major driver of performance, accounting for more than half of total livestreaming GMV in 2024 and increasingly favoured for its authenticity, accurate product storytelling, and cost efficiency (USDA, 2025). For mid-market teams, this shift is redefining how KOL marketing China budgets are structured and optimised.

This is where KOC and KOL in China becomes a strategic lever rather than just a content choice. Instead of relying on a single creator type, brands are now combining roles to balance reach, trust, and conversion  more effectively:

• KOLs → drive visibility and market entry impact

• KOCs → build credibility through relatable product experience

• In-house or brand hosts → convert through education-led livestreaming

This layered approach helps brands avoid overpaying for top-tier exposure when the real objective is sustainable, repeatable conversion.

It also explains why a key opinion leader China brief must now go beyond audience demographics. Operational fit has become just as important as reach. Brands should evaluate:

• Livestream capability and on-camera performance

• Ability to drive traffic into private ecosystems (e.g. WeChat)

• Compatibility with store-led or always-on content strategies

• Understanding of local culture, humour, and platform-native formats

These considerations are what separate short-term campaign activity from long-term market traction.

Platform choices: where each role works best

The best Chinese KOL strategy is always platform-specific, as each platform plays a distinct role in the consumer journey:

• Douyin (TikTok China)

• Best for scale, fast reach, and strong commerce momentum

• Combines short video and livestream for seamless conversion

• Held the largest share of livestreaming e-commerce GMV, reaching around $487 billion.

• Ideal as a core performance platform for growth-stage brands

• WeChat (Weixin ecosystem)

• Best for retention, private traffic, and long-term customer relationships

• Integrates content, CRM, Mini Programs, and transactions in one ecosystem

• Shipinhao (video channel) connects discovery with owned channels

• Supports repeat purchase and community-driven brand building 

• Xiaohongshu (REDnote)

• Best for trust-building, product discovery, and lifestyle positioning

• Highly effective for categories driven by peer validation and search behaviour

• Strong platform for KOCs and review-style content

• Plays a key role in influencing consideration before purchase

Culture is not decoration. It is performance.

Many global brands still localise too late. They approve a global concept, translate captions, and then wonder why engagement looks polite but weak. In China, culture is not a finishing touch. It shapes humour, status cues, gifting logic, trend cycles, and what “authentic” even sounds like on each platform.

That is why a KOL campaign should begin with localisation, not translation. The creator brief, comment moderation, keyword framing, offer structure, and visual references all need to feel native to the platform and the audience segment. Cultural context in Asia explains why regional nuance changes performance, and our content localisation work helps brands operationalise that nuance rather than treat it as theory.

The same rule applies to broader channel planning. Your creator work will perform better when it is connected to china online advertising, integrated marketing, and a wider content ecosystem rather than being asked to carry the whole launch alone. Creator campaigns work best when paid, owned, and earned media are reinforcing the same local insight.

Compliance now matters even more

Another reason 2026 requires a sharper Chinese KOL strategy is regulation. China’s new Measures for the Supervision and Administration of Livestreaming E-commerce were issued in December 2025 and took effect on 1 February 2026 (Digital Policy Alert, 2026). The rules require platform operators to verify real identity information for livestream participants, retain transaction-related information for at least three years, train livestream marketing personnel, and take steps against false or misleading commercial information, including misuse of AI.

For brands, that means a KOC vs KOL China decision cannot be separated from governance. You need clear contracts, disclosure standards, claims review, product substantiation, record keeping, and local oversight. The cost of getting this wrong is not just wasted media spend; it is platform risk, reputational damage, and compliance exposure at the moment you are trying to scale.

What a practical 2026 playbook looks like

First, get market and platform fit right. China creator economy 2025 gives a useful snapshot of the landscape, but the key move is choosing the platform that matches how your category is bought, not the platform your HQ team happens to know best.

1. Second, build the creator mix deliberately. A key opinion leader China layer creates relevance and visibility. A KOC layer builds social proof and searchable review content. Store-led or founder-led livestreaming then closes the gap between inspiration and purchase, especially for mid-market brands that need efficient growth.

2. Third, define success properly. The strongest campaigns do not report only on views. They measure saves, search lift, comment quality, click-through, add-to-cart, livestream conversion, private-domain growth, repeat purchase, and content re-use value across owned channels.

3. Finally, connect creator work to the rest of your China stack. The best results come when campaigns support product launches, channel promotions, community building, distributor relationships, and long-term market education instead of being treated as a standalone burst.

Conclusion: Winning with KOL Marketing China in 2026

As China’s digital ecosystem continues to evolve, KOL marketing China is becoming less about one-off influencer campaigns and more about building an integrated, commerce-driven growth engine. Success in 2026 will depend on how well brands balance cultural understanding, platform strategy, and creator collaboration across the full customer journey.

Rather than chasing visibility alone, brands that win are those that combine influence with infrastructure connecting content, community, and conversion in ways that feel native to the Chinese market.

Key Takeaways for Brands

Build a Chinese KOL strategy that integrates awareness, trust, and conversion—not just reach

• Understand the role of KOC and KOL in China and use both strategically to balance credibility and scale

• Prioritise platform-native execution across Douyin, WeChat, and Xiaohongshu

• Invest in localisation. Content should be culturally relevant, not just translated

• Leverage livestreaming and store-led content to drive measurable ROI

• Ensure compliance and operational readiness as regulations continue to evolve

• Think long-term: sustained engagement outperforms short campaign bursts

For more in-depth insights, follow Comms8 where we help your brand expand into foreign markets.

AtComms8, we specialise in helping businesses leverage the power of cross-border marketing in Asia.  With our expertise, we can assist you in harnessing the influence of social commerce strategies to boost your brand’s credibility and awareness.  Contact us today to learn more about empowering your brand in the dynamic market.

Introduction: Beyond Chat – KakaoTalk Korea’s Digital Empire

In South Korea, KakaoTalk isn’t just an app, it’s a national utility. With a 92% market penetration rate among smartphone users, KakaoTalk is embedded into the daily digital habits of over 47 million Koreans. From catching up with friends to booking appointments, shopping, and making payments, it’s the digital connective tissue of Korean society.

Yet KakaoTalk’s influence stretches beyond communication. It has evolved into a full-fledged digital ecosystem, one that seamlessly integrates culture, commerce, and community. For brands, understanding how KakaoTalk shapes Korea is no longer optional—it’s essential.

Let’s explore how KakaoTalk became the most powerful app in Korea, and what this means for foreign and domestic brands seeking to break into Asia’s most connected consumer market.

KakaoTalk Korea: The Digital Heartbeat of Everyday Life

To grasp KakaoTalk’s impact on Korean society, you need to understand how deeply embedded it is across every touchpoint of a Korean citizen’s daily life. It is the default communication channel for family, friends, schools, workplaces, and even government services.

The Ubiquity of KakaoTalk: From Birthdays to Banking

• Used by 92.4% of mobile users (Statista, 2025), KakaoTalk outpaces competitors like WhatsApp and LINE by a wide margin in Korea.

• It’s not just text and calls—KakaoTalk offers:

• Payments (Kakao Pay)

• Shopping (Kakao Gift, Kakao Store)

• Reservations (KakaoTalk Booking)

• Live shopping (Kakao Shopping Live)

For example, instead of opening five separate apps to schedule a haircut, order gifts, pay bills, or join a group chat—users stay within KakaoTalk.

Think of KakaoTalk as Korea’s “everything app”—a fusion of WhatsApp, PayPal, Shopify, Google Calendar, and Amazon, all in one interface.

Work Meets Messaging: KakaoTalk’s Slack-Like Features

A major update in 2026 brought collaborative features akin to Slack, threaded comments in Open Chat, smart notifications, and improved file sharing. This reflects the shift to hybrid working and the growing need for integrated productivity tools.

These features now allow:

• Teams to collaborate in Open Chats without switching platforms

• Influencers to manage fan communities in real-time

• Businesses to deliver customer service seamlessly

This pivot shows how KakaoTalk Korea is transforming from a personal messenger to a professional platform as well.

KakaoTalk Commerce: Where Conversations Drive Conversions

Here’s where it gets exciting for marketers: KakaoTalk is no longer just an app to communicate—it’s a major revenue-generating platform. Its blend of content, commerce, and communication has built an environment where brands live where conversations happen.

Let’s break down the ecosystem brands can tap into.

Introducing Kakao Business: Commerce Meets Community

Kakao Business allows brands to:

• Launch KakaoTalk Channels (branded mini-sites within the app)

• Run personalised ad campaigns based on user behaviour

• Offer real-time customer chat support

• Create interactive forms, booking tools, and surveys

Key stats:

• Kakao reports 2 billion partner friends on KakaoTalk Channel (Kakao)

• Businesses using KakaoTalk Channels see average open rates of 70%+ for messages

• Kakao Ad users benefit from audience targeting tools using location, interest, and device data

These features let brands move beyond generic broadcasting. For instance, a skincare brand can segment messages to users based on skin concerns, purchase history, and even time of day.

Conversational Commerce: KakaoTalk’s Real Strength

Koreans don’t browse stores—they chat, click, and buy.

• KakaoTalk’s “Gift” function enables users to send everything from coffee coupons to designer bags in-app

• Kakao Shopping Live features live-streamed sales with influencers, mimicking the success of China’s live commerce boom

• Kakao’s "Talk Checkout" lets users buy with a single tap after a conversation

This frictionless experience creates higher conversion rates—and keeps users inside the ecosystem.

Advertising with Precision: Kakao Ad’s Smart Targeting

Kakao’s advertising tools let brands:

• Reach hyper-specific audiences using keyword-based and interest-based targeting

• Show ads within KakaoTalk, Daum (search engine), and Kakao Map

• Use performance-based or guaranteed exposure models

Kakao’s Brand Pick ad tool ensures your ads reach users with a known interest in your category—maximising ROI.

Combined with chatbot integration, this creates a seamless customer journey from discovery to purchase.

KakaoTalk and Korean Culture: From Memes to Movements

In Korea, KakaoTalk isn’t just an app—it’s a cultural phenomenon. Its iconic yellow speech bubble is as recognisable as any national symbol. From viral sticker packs to celebrity campaigns, KakaoTalk shapes how people express identity, build relationships, and consume content.

Branding with Emotions: Stickers, Characters, and Memes

One of KakaoTalk’s strongest emotional levers is its character IP. The Kakao Friends—Ryan, Apeach, Muzi, and others—aren’t just cute avatars. They are:

• Merchandise lines

• Café themes

• Brand ambassadors

Brands can partner with Kakao IP to co-create limited edition products or sticker packs, which become highly shareable assets within chats.

KakaoTalk as a Platform for Social Movements

Open Chat has emerged as a tool for grassroots organising and public discourse. During recent elections, environmental campaigns, and even pandemic-related updates, Open Chat rooms became real-time news hubs.

This gives brands an opportunity to:

• Align with causes and social conversations

• Launch community-based initiatives

• Offer customer service or crisis response in real time

The line between social platforms and civic infrastructure is increasingly blurry—especially in a society as connected as Korea’s.

K-Culture Export via KakaoTalk

KakaoTalk has become a gateway to the K-pop and K-drama ecosystems. Entertainment companies use KakaoTalk Channels to:

• Offer exclusive content

• Sell fan merchandise

• Run global fan events

For global brands trying to ride the Korean wave (Hallyu), KakaoTalk offers the perfect bridge.

Did you know? Kakao acquired Melon (Korea’s top music streaming app) and integrates it with KakaoTalk—turning the app into a promotional platform for artists and brands alike.

Summary: Why Brands Must Understand KakaoTalk Korea

KakaoTalk isn’t just Korea’s top messenger. It’s the digital super-app that fuels Korea’s social, cultural, and commercial infrastructure. For any brand looking to penetrate South Korea—or understand what a future-forward digital ecosystem looks like—KakaoTalk is the blueprint.

Key Takeaways for Brands:

• KakaoTalk Korea reaches 90%+ of mobile users, embedding your brand directly into everyday life.

• Its commerce tools empower brands to sell, serve, and connect within the chat.

• Cultural relevance through characters, memes, and fandoms strengthens emotional ties with consumers.

• Advanced ad tools offer personalised targeting based on user intent and behaviour.

And if you’re looking for a KOL or influencer, InfluenConnect offers the perfect platform to connect you with over 105,000 Chinese and Asian KOL. Click here to learn more about InfluenConnect.

For more in-depth insights, follow Comms8 where we help your brand expand into foreign markets.

At Comms8, we specialise in helping businesses leverage the power of cross-border marketing in Asia.  With our expertise, we can assist you in harnessing the influence of social commerce strategies to boost your brand’s credibility and awareness.  Contact us today to learn more about empowering your brand in the dynamic market.

Introduction: Why K-Pop Marketing Deserves Global Attention

In a world where attention spans are shrinking and audience loyalty is harder to earn, K-Pop has cracked the code. Korean artists don’t just promote music—they build movements. From fan-led campaigns to strategic global collaborations, K-Pop marketing strategies have reshaped how artists and brands connect with consumers.

And it’s working. The global K-Pop market reached 12.63 trillion KRW in 2023 (Statista, 2025). Western artists, by contrast, still rely heavily on conventional promo cycles and passive fan consumption. But K-Pop treats fans as co-creators, not just spectators.

Let’s dive into what makes K-Pop marketing so effective—and what brands in the West can learn from it.

K-Pop Marketing Strategies: Building Fandoms, Not Just Followings

Western artists often chase virality. K-Pop idols? They build ecosystems. At the heart of K-Pop marketing strategies is fandom engineering—the deliberate nurturing of highly organised, emotionally invested fan communities.

Fan Engagement is Data-Driven, Personal, and Constant

K-Pop companies like HYBE, SM Entertainment and YG Entertainment track fan behaviour with precision. They use fan data not only to promote new releases, but to design them.

Here’s how fan engagement becomes marketing gold in K-Pop:

• Personalised content: Idols regularly drop content across multiple platforms, Weverse, VLive, TikTok—designed to feel one-on-one.

• Real-time feedback loops: Song teasers, concept photos, and interactive polls are used to test ideas with fans before finalising.

• Exclusive digital ecosystems: Platforms like Weverse allow fans to buy merchandise, access VIP content, and engage directly with artists—without third-party intermediaries.

Gamification Makes Every Comeback an Event

K-Pop turns album launches into immersive campaigns. This is a stark contrast to the West’s reliance on album drops, interviews, and radio airplay.

Key K-Pop gamified marketing strategies include:

• Photo card collecting: Fans buy multiple copies of the same album to get rare collectible cards.

• Streaming goals and reward systems: Fans compete to hit streaming targets, unlocking exclusive content or bonus videos.

• Voting mechanics: Comeback shows and music awards often involve fan voting, giving fans a sense of ownership over idol success.

K-Pop Artists as Multi-Channel Brands

Unlike many Western artists who focus primarily on music, K-Pop idols are trained to become 360° brands. That includes fashion, skincare, gaming, and even diplomacy. Marketing strategies in K-Pop are deeply integrated with brand-building from the start.

Let’s take a closer look at what this full-stack branding looks like.

Strategic Brand Collaborations—Beyond Surface-Level Sponsorships

K-Pop idols don’t just endorse brands—they often co-create them. This deeper level of integration leads to higher consumer trust and engagement.

Consider the following examples:

Key takeaways for Western brands:

• Choose ambassadors with emotional alignment, not just reach.

• Involve artists in creative direction and storytelling.

• Focus on long-term partnerships, not one-off campaigns.

Visual Identity and Performance Are Seamlessly Branded

Every detail in a K-Pop campaign—from costumes to choreography—is intentional. Idols often debut with pre-planned style narratives, leading to more recognisable and consistent branding.

• Blackpink’s global ambassador roles with Dior, Chanel and Celine aren’t just endorsements—they’re brand alignments built over years.

• BTS’s branding consistency across albums like “Map of the Soul” made it easier for fans to form emotional connections with themes and aesthetics.

This level of branding consistency is rarely seen in the West, where reinvention is often valued over narrative continuity.

K-Pop Marketing Strategies Are Global by Design, Not Default

While many Western artists go global after domestic success, K-Pop acts build global appeal from day one. Multilingual lyrics, worldwide distribution strategies, and targeted marketing make this possible.

But it’s not just about language—it’s about cultural fluency.

Localisation Is Intentional and Deeply Researched

K-Pop companies study regional audiences like marketers study buyer personas. 

Western marketing campaigns often overlook these emerging markets, whereas K-Pop treats them as priority expansion zones.

Data shows that the top countries streaming K-pop are not Korea itself, but the United States, Indonesia, Japan, and Brazil.

Storytelling Transcends Language Barriers

Even if fans don’t speak Korean, they understand the story behind every comeback.

K-Pop videos often follow cinematic arcs, with sequels, Easter eggs, and layered meanings. This fuels fan theories, engagement, and replays.

Key storytelling tactics include:

• Multi-part music video series (e.g., BTS’s “HYYH” era)

• Conceptual photo shoots that hint at album themes

• Lyrics packed with universal emotions—loss, self-love, hope

Western artists may have viral songs, but few build worlds in the same way. K-Pop creates transmedia universes that deepen emotional investment.

Conclusion: What Western Brands and Artists Can Learn from K-Pop

K-Pop marketing strategies work because they’re fan-first, data-driven, and brand-integrated. It’s a model that has turned idols into global icons and fandoms into economic powerhouses.

Here’s a recap of what makes K-Pop marketing uniquely powerful:

• Hyper-personalised fan engagement

• Gamified campaigns and product launches

• Strategic brand collaborations built on emotional synergy

• Cohesive brand identities across visuals, music, and messaging

• Deliberate globalisation with local market fluency

As the line between entertainment and commerce continues to blur, K-Pop offers a blueprint for sustainable fan-brand ecosystems. Whether you're an artist, marketer, or brand leader, there’s immense value in looking East for inspiration.

And if you’re looking for a KOL or influencer, InfluenConnect offers the perfect platform to connect you with over 105,000 Chinese and Asian KOL. Click here to learn more about InfluenConnect.

For more in-depth insights, follow Comms8 where we help your brand expand into foreign markets.

At Comms8, we specialise in helping businesses leverage the power of cross-border marketing in Asia.  With our expertise, we can assist you in harnessing the influence of social commerce strategies to boost your brand’s credibility and awareness.  Contact us today to learn more about empowering your brand in the dynamic market.

Most brands still chase the click. But what if that’s not where the decision happens?

In today’s digital landscape, trust is no longer formed at the moment of conversion—it starts much earlier. While teams pour effort into optimising call-to-actions and retargeting ads, they often miss the most influential stage: the decision-making journey that begins long before anyone reaches your site.

And in that space between awareness and action, creators are the new power brokers of trust.

Let’s unpack why trust before the click is your brand’s most overlooked advantage—and how creators are quietly reshaping the consumer journey.

Why Brands Must Focus on Trust Before the Click

People don’t just click—they decide. And most of that decision-making happens far upstream.

From the first scroll on TikTok to a moment of pause during a YouTube vlog, people are constantly forming impressions. Whether comparing products or reflecting on subtle cues from trusted creators, expectations are being shaped well before your brand enters the picture.

According to Bazaarvoice, 56% of shoppers between the ages of 18 and 34 have made purchases based on creator recommendations. But here’s the twist—they're not looking to be “sold to”. They’re looking to trust, to relate, to connect.

“The biggest myth in marketing is that trust is built at the point of conversion. It’s not. Trust is built when people are watching, comparing, and deciding who to believe—long before they ever click.” 

This shift in consumer behaviour means brands must:

• Rethink where trust is built (spoiler: not on the product page)

• Understand how content influences belief, not just conversion

• Align with authentic voices that shape pre-click perception

Let’s explore how content creators lead that trust-building journey.

The Hidden Power of Content Creators in Trust Building

Creators aren’t just conduits for conversion. They’re trust architects.

In a recent report by Cropink, Gen Z trusts micro-influencers for their authenticity, with 73% preferring them over celebrities. This generation is savvy, sceptical, and keenly aware of when a brand message feels forced.

What Makes Creators Trusted Sources?

When creators align with their audiences and speak authentically, they:

• Build emotional credibility through long-term content

• Offer peer-like recommendations that feel organic

• Influence subconscious expectations—even when the viewer isn't buying yet

And it works. According to CrunchGrowth, consumers need 7.5 hours of exposure to a brand across multiple touchpoints before they trust it enough to purchase. Most of that time? It happens in passive, pre-click moments like:

• Watching daily vlogs or GRWM videos

• Browsing reviews on YouTube or Xiaohongshu

• Listening to podcast mentions or Instagram stories

In other words, personalisation starts with the story, not just with the algorithm.

How to Personalise the Pre-Click Journey Through Creators

Brands often focus personalisation efforts on the final mile—email subject lines, product recommendations, website UX. But the real magic lies further up the funnel. Personalisation starts with understanding how people decide, not just how they click.

So, how can brands use creator marketing to personalise trust-building?

Start With Creator Affinity, Not Reach

Choosing creators purely by follower count is a short-sighted strategy. Instead, look at:

• Audience alignment: Does their community reflect your ideal buyer?

• Content themes: Do they naturally discuss topics related to your product?

• Engagement authenticity: Are comments meaningful, not just emojis?

Influence is no longer transactional. It’s relational.

Co-Create, Don’t Just Sponsor

Work with creators, not through them. Audiences notice when a message is crafted to resonate vs. pushed for conversion. Collaborative formats that work:

• Behind-the-scenes co-development videos

• Creator-led product storytelling

• Unfiltered “real use” moments instead of polished promos

This deepens the pre-click trust and makes your brand part of their narrative.

Respect the Viewer’s Journey

The viewer might not buy today—and that’s okay. They’re still forming a perception of your brand. Use creator-led content to:

• Answer unspoken questions (“Is this product really worth it?”)

• Reduce perceived risk

• Frame your product in real-life contexts

Trust isn’t built in one click. It’s layered through multiple subtle moments.

The Creator Trust Framework: From Discovery to Decision

To align with how modern consumers make decisions, brands need a new framework.

We call it the Creator Trust Loop:

Why This Matters More Than Ever in 2026

In 2026, digital trust is fractured. AI-generated content, fake reviews, and over-polished ads have made consumers more sceptical than ever.

What cuts through the noise?

• Human voices

• Authentic recommendations

• Pre-click emotional resonance

And creators deliver on all three.

Consider These Key Stats:

• 78% of consumers trust influencer recommendations more than traditional ads (IMF, 2025)

• Gen Z and Millennials spend over 4 hours daily consuming creator content (Cropink, 2025)

• Successful personalization programs yield more engaged customers and drive up the top line (McKinsey, 2024)

The data is clear. Trust isn’t triggered by clever buttons or discount codes. It’s built gradually—before the click.

Final Thoughts: Rethinking Trust as a Journey, Not a Trigger

If you’re still measuring success only at the point of click, you’re missing the real story.

Trust is built before the click, in those moments when people are watching, comparing, and thinking. Creators are no longer optional—they’re essential partners in shaping that trust. And brands that master this pre-click space will not only drive more conversions—they’ll win lasting loyalty.

Get a deeper look on how trust is built during customer journey in our online webinar, register now: From Market Signals to Revenue.

And if you’re looking for a KOL or influencer, InfluenConnect offers the perfect platform to connect you with over 105,000 Chinese and Asian KOL. Click here to learn more about InfluenConnect.

For more in-depth insights, follow Comms8 where we help your brand expand into foreign markets.

At Comms8, we specialise in helping businesses leverage the power of cross-border marketing in Asia.  With our expertise, we can assist you in harnessing the influence of social commerce strategies to boost your brand’s credibility and awareness.  Contact us today to learn more about empowering your brand in the dynamic market.

AI is revolutionising marketing, from dynamic ads to hyper-targeted content. But there's a pattern many marketers know all too well:

• A creator-led campaign delivers strong engagement.

• The team sees an opportunity to scale.

• The next step? “Let’s personalise it with AI.”

But the results barely shift.

Not because AI personalisation doesn’t work—but because it’s often applied too late. By then, the most valuable signals have already been lost.

Let’s explore why this happens, what most teams are missing, and how to truly unlock the power of AI personalisation by treating creators not as distribution channels—but as dynamic sources of market intelligence.

AI Personalisation: Why Most Strategies Fail to Deliver

AI personalisation promises tailored experiences, improved click-throughs, and higher conversions. But reality often falls short.

According to McKinsey (2023), 71% of consumers expect personalised interactions, but only 43% consumers agree that their experiences are personalized (Deloitte, 2024). The gap isn’t from lack of data—it’s from misinterpreting it.

The Mistake: Treating Creators as Just Media Channels

Most teams approach creator partnerships as media buys:

• Track impressions and reach

• Analyse surface-level metrics (likes, shares, views)

• Use results to inform AI targeting models

But this overlooks something critical: creators shape, not just share, audience behaviour.

When creators build authentic narratives, they don't just distribute content—they surface raw, emotional, and highly contextual insights:

• How audiences react to certain language

• Where they pause, hesitate, or express doubt

• What motivates versus what alienates

These signals are gold—but they’re rarely captured in traditional personalisation models.

As a result, AI is fed engagement metrics, not intent signals. The output? Assumptions. Not intelligence.

From Assumptions to Intelligence: Creators as Market Signals

Here’s the key insight: creators are more than just media—they’re real-time behavioural analysts.

Treating them as signal generators can transform how your AI personalisation operates.

Why is this shift important for AI personalisation?

Because AI only works as well as the data it's trained on.

And when that data misses how and why audiences engage, the output feels robotic, not relevant.

Consider this:

• 61% of consumers are willing to spend more for personalized experiences (Medallia, 2023)

• Yet most AI models still rely on outdated CRM segments and third-party cookies that no longer provide meaningful insight

In contrast, creator content offers live, human insight that can't be replicated by traditional data sources:

What creators reveal through their content:

• Real-time audience sentiment (via comments, DMs, reposts)

• Emotional language that resonates or repels

• Cultural nuances in humour, sarcasm, or slang

• Pain points not yet captured in customer service logs

This makes creator-led campaigns fertile ground for AI training—but only when the signals are captured early.

How to Fix AI Personalisation: Start With Creator Signals

You don’t need to ditch your AI tools—you just need to fuel them differently.

The goal is to capture creator insights before AI personalisation begins, not after campaigns are over.

Here's how to operationalise this shift:

1. Reframe Creators as Insight Engines, Not Just Distributors

Don’t wait for the campaign to end. During creator collaborations:

• Monitor comment sections in real-time

• Track sentiment clusters (e.g. excitement, confusion, criticism)

• Note phrases or hooks that drive emotional reaction

Use this live feedback loop to shape AI prompts and personalisation scripts.

2. Use AI for Pattern Recognition, Not Just Targeting

Rather than using AI only for ad targeting, apply it upstream:

• Run NLP (Natural Language Processing) on creator comments

• Identify top emotional drivers

• Find phrasing or ideas that repeat across audience types

This builds a foundation of voice-of-customer data far richer than demographic targeting.

3. Let Creators Guide Content Variation

Instead of guessing what version of content will resonate, co-create variations with input from creators:

• What formats work best with their audience?

• Which calls-to-action feel organic, not forced?

• What objections or concerns are recurring themes?

Let these answers shape how your AI generates personalised assets—ensuring authenticity is baked in.

How Brands Can Fix Broken AI Personalisation in Creator Campaigns

To solve this, brands must shift how they conceptualise creators in the marketing funnel.

Not as post-campaign amplifiers, but as pre-campaign insight generators.

Practical Ways to Capture Creator-Led Market Signals

If you're running creator campaigns and want to layer AI effectively, here's how to start:

• Integrate creator insights into briefings
  Before launching AI-generated content, gather insights from top-performing creator content. Look at which phrasings, visuals, or product features sparked conversation.

• Treat comments as customer interviews
  Analyse the language and recurring themes in comments. Use natural language processing (NLP) tools to surface sentiment patterns.

• Tag and categorise audience objections
  Break down audience pushback (e.g., “Is this safe?”, “Too expensive?”, “Is it vegan?”) to feed into your AI content decisioning.

• Use creators as co-strategists, not just talent
  Run workshops with your creators. Ask: “What surprised you about audience reactions?” or “What didn’t land well?”

• Feed emotional insights into your AI models
  Use LLM prompts or fine-tuning based on emotional tone, not just product specs.

Why AI Personalisation Needs Creator-Led Insight to Succeed

At the core, most AI personalisation fails because it is detached from real human context. It assumes behaviour based on past patterns, not evolving motivations.

But creators offer a living map of audience mindset shifts. When used correctly, they don’t just help scale engagement—they guide strategy.

Recap: Why AI Personalisation Falls Short Without Creator Insight

• AI is only as good as the signals it receives

• Creators provide unique, real-time behavioural insight

• Engagement ≠ intent—true personalisation needs context

• Teams that miss this treat creators as media, not market

The fix? Shift your AI strategy to start with audience signals from the source—your creators.

Final Thought: It’s Not the AI That’s Broken. It’s the Input.

AI personalisation has potential—but only when it's human-led, not just data-led. Creators are the missing link. They’re not just media—they’re market intelligence in motion.

Don’t let their insights get buried under spreadsheets.

Capture. Learn. Apply. Then personalise.

Get a deeper look at how to capture creator-led insights as structured intelligence and activate them through AI-driven personalization. Register now for our online webinar: From Market Signals to Revenue.

And if you’re looking for a KOL or influencer, InfluenConnect offers the perfect platform to connect you with over 105,000 Chinese and Asian KOL. Click here to learn more about InfluenConnect.

For more in-depth insights, follow Comms8 where we help your brand expand into foreign markets.

At Comms8, we specialise in helping businesses leverage the power of cross-border marketing in Asia.  With our expertise, we can assist you in harnessing the influence of social commerce strategies to boost your brand’s credibility and awareness.  Contact us today to learn more about empowering your brand in the dynamic market.

Top Ways Businesses Are Using ChatGPT Atlas to Save Time & Money

In today’s fast-paced digital economy, the demand for smarter, faster, and leaner operations is stronger than ever. Enter ChatGPT Atlas—a groundbreaking browser-based AI assistant built by OpenAI. Currently available on macOS, Atlas seamlessly integrates ChatGPT into your daily online tasks, bringing advanced automation and real-time web interaction directly into your browser.

For businesses, this isn’t just another AI tool. It’s a powerful time-saver, decision accelerator, and cost-cutting companion.

Let’s explore how ChatGPT Atlas for business is becoming an essential part of modern workflows—and how you can leverage it for your competitive advantage.

How Is ChatGPT Atlas for Business Changing Daily Operations?

The evolution of browser-based AI tools has introduced a new layer of productivity—without switching tabs or apps. ChatGPT Atlas for business is revolutionising workflows by integrating directly into the web, allowing instant access to intelligent support, from data analysis to competitive research.

What Makes ChatGPT Atlas Unique?

Atlas isn’t just a browser extension. It’s a full-fledged AI assistant within your browser, enabling:

• A sidebar that opens ChatGPT on any site

• Agent Mode (for Business, Plus, and Pro users) that interacts with websites on your behalf

• Smart memory that tracks preferences and context

• Instant rewriting and summarising of text

• Search augmentation with smarter queries and image/video/article filters

Privacy-first design means you control what Atlas remembers and sees—an essential feature for regulated industries.

This fusion of AI and browsing is more than just convenience—it’s reshaping productivity for startups, agencies, and enterprises alike.

Top 3 Use Cases of ChatGPT Atlas for Business Efficiency

So how are real companies using ChatGPT Atlas to save time and money? Let’s break down the most impactful, real-world applications.

1. Automating Research & Data Collection in Real-Time

Businesses spend countless hours gathering data—whether for market research, competitor analysis, or sourcing suppliers. ChatGPT Atlas compresses this work from hours to minutes.

Real-time web analysis at your fingertips

With the sidebar and Agent Mode, businesses can:

• Summarise long articles in seconds

• Compare multiple products or services side by side

• Extract insights from public reports, blogs, or even Reddit threads

• Track pricing trends across eCommerce sites

• Get live competitor benchmarking based on current online content

Example: A marketing agency using ChatGPT Atlas to monitor client competitors across 10+ websites weekly now completes the task in under 15 minutes—saving over 8 hours/month.

2. Enhancing Content & Communications with One-Click Writing Support

Effective business communication is vital—whether drafting sales emails, proposals, or social media content. With ChatGPT Atlas, your cursor becomes your copywriter.

Streamlining communications without switching tools

Atlas allows users to:

• Rewrite or polish text in emails, calendars, and documents

• Draft personalised messages directly from within Gmail, Slack, or Notion

• Localise content or translate copy instantly

• Maintain brand tone and style with memory settings

Use Case: A global HR team reduced the turnaround time for crafting multilingual employee communications by 60% using Atlas’s in-line writing support.

3. Automating Repetitive Tasks with Agent Mode

One of the most powerful features of ChatGPT Atlas for business is Agent Mode—available to Pro, Plus, and Business users.

In this mode, Atlas can interact with sites on your behalf, performing end-to-end tasks while keeping you in control.

Agent Mode in action

Tasks businesses are automating:

• Booking travel and comparing itineraries

• Filling out web forms and databases

• Researching vendors across multiple tabs

• Pulling pricing or availability data from eCommerce sites

• Drafting and posting job ads on multiple platforms

Case Study: A small eCommerce business uses Agent Mode to automate its weekly supplier comparison—saving £300/month in manual labour.

Why Businesses Are Turning to ChatGPT Atlas for Smarter Cost Management

Let’s face it—modern business is resource-stretched. ChatGPT Atlas for business offers not just convenience, but significant cost reductions.

Where Are the Biggest Cost Savings Coming From?

Here’s how businesses are making tangible financial gains:

• Time savings: Professionals reclaim up to 10 hours/week on admin and research (source: Forbes, 2025)

• Staffing efficiency: Solopreneurs and small teams can achieve enterprise-level output with fewer hires

• Training & onboarding: With in-browser assistance, new team members can learn tools and workflows faster

• Reduced tool stack: Atlas consolidates tasks previously split across 4–5 tools.

Bullet point wins with ChatGPT Atlas:

• Research faster → Spend less on analyst hours

• Write smarter → Avoid outsourcing copywriting

• Automate workflows → Reduce dependency on virtual assistants

• Work across languages → Skip translation services

• Learn faster → Save time onboarding new hires

According to Samurrai (2025), Atlas can generate up to $30/hour in productivity value for solo operators—especially those in eCommerce, marketing, and consulting.

Is ChatGPT Atlas Worth It for Your Business?

While the benefits are clear, it’s natural to ask: is ChatGPT Atlas worth adopting now?

Here’s a quick breakdown.

Currently, ChatGPT Atlas is only available on macOS and to Plus, Pro, and Business users—but this exclusivity means faster innovation and more robust support.

Who should use ChatGPT Atlas?

• Startups & SMEs looking to maximise team output

• Marketing & content teams needing fast, AI-driven help

• Consultants & solopreneurs streamlining daily operations

• Cross-border teams managing language barriers and time zones

• Corporate teams needing compliant AI tools for research and admin

Final Thoughts: ChatGPT Atlas Is the Browser Upgrade Businesses Have Been Waiting For

In an era where speed and scale matter more than ever, ChatGPT Atlas for business is a game-changer. It’s not about replacing people—it’s about giving teams superpowers. From research and content to workflow automation and smarter communications, Atlas is helping brands do more with less.

AI-browser integration is no longer a future concept. It’s today’s advantage.

And if you’re looking for a KOL or influencer, InfluenConnect offers the perfect platform to connect you with over 105,000 Chinese and Asian KOL. Click here to learn more about InfluenConnect.

For more in-depth insights, follow Comms8 where we help your brand expand into foreign markets.

At Comms8, we specialise in helping businesses leverage the power of cross-border marketing in Asia.  With our expertise, we can assist you in harnessing the influence of social commerce strategies to boost your brand’s credibility and awareness.  Contact us today to learn more about empowering your brand in the dynamic market.

AI SEO in 2025: How Artificial Intelligence Is Reshaping Search

Search has changed — again.

And this time, it’s not just a core update or another tweak to algorithms. It’s AI SEO taking centre stage, rewriting the rules of how brands appear in front of users and how those users behave in the search ecosystem.

In 2025, traditional SEO tactics are no longer enough. With AI-driven engines such as Google’s Search Generative Experience (SGE) transforming the very fabric of search, brands must rethink their entire content and keyword strategy — or risk disappearing from the conversation altogether.

So what does AI SEO really mean in 2025? Why is it revolutionising how people find and interact with businesses? And most importantly — how can your brand stay visible?

Let’s explore.

What Is AI SEO in 2025 and Why It’s Changing Everything

The role of artificial intelligence in SEO has evolved from being a supporting tool to becoming the driving force behind search visibility, discovery, and relevance.

AI SEO: A Definition for 2025

AI SEO refers to the integration of artificial intelligence across SEO functions — including content creation, keyword clustering, user behaviour prediction, voice search optimisation, and even SERP (Search Engine Results Page) formatting. It also encompasses the shift in how search engines themselves are using AI to serve more personalised and contextualised results.

This is not about sprinkling keywords or chasing backlinks. It’s about building AI-optimised content ecosystems that respond to real human intent.

Here’s what makes 2025 a pivotal moment for AI SEO:

• Google's AI Overviews now appear in over 75% of search results in the US, reshaping how people interact with the SERP (Search Engine Land, 2025).

• According to McKinsey, AI now drives 40%+ of digital marketing activities, including SEO, content generation, and media buying.

• A recent Nielsen Norman Group study found that 70% of users no longer click links, relying instead on AI-generated summaries.

• Google Search’s new “Search Mode” leverages Gemini AI to deliver real-time, contextual responses, pulling from a wider variety of web sources — not just top-ranking domains (Google Blog, 2025).

This evolution means ranking first on Google no longer guarantees visibility. AI-driven summaries and knowledge panels often answer the user’s query before they ever scroll.

In essence, SEO is no longer about ranking — it’s about relevance in the AI layer of search.

How Search Engines Use AI in 2025

AI isn’t just a tool you use. It’s also what powers the search engine itself.

Major search engines like Google and Bing have integrated large language models (LLMs) into their core functionalities:

• Search Generative Experience (SGE): Google’s Gemini now generates AI-powered summaries at the top of results pages.

• Multimodal Search: Voice, image, and text are now processed simultaneously, meaning your content must be optimised across formats.

• Entity-Based Search: AI uses relationships between topics (rather than keywords) to determine relevance.

This means:

• Long-tail queries are more important than ever. Users are asking conversational, intent-rich questions.

• Structured data is vital. Schema markup helps AI interpret your content correctly.

• Topical authority wins. Creating deep, interconnected content on niche subjects matters more than broad keyword stuffing.

How AI SEO Is Reshaping Search Behaviour and Content Strategy

The user journey has fundamentally changed — and your SEO strategy must follow suit.

Let’s unpack how AI SEO is changing how people search, read, and decide.

Why Traditional Click-Through Rates Are Declining

According to Search Engine Land, Google’s market share has dropped from 92% to below 90% in some regions due to emerging AI platforms offering direct answers without needing to click through.

And even when users do use Google:

• Zero-click searches now make up 65% of mobile queries.

• AI snippets often replace traditional meta descriptions, limiting brand exposure.

• Users are shifting to multi-platform discovery — especially through chatbots, voice assistants, and visual search tools.

This is where your AI SEO strategy must step in — with content that anticipates intent, answers questions, and is visible in AI-generated summaries.

How To Adapt Your Content for AI SEO

If your content is still written for human readers and the Googlebot, it’s time to shift focus.

Your content must now serve three audiences:

1. Humans (engagement, clarity, value)

2. Traditional search algorithms (structure, schema, authority)

3. AI summarisation models (context, concise explanations, entity clarity)

To optimise for AI SEO, ensure:

• Your content answers full questions clearly within the first few paragraphs.

• Use FAQ schema and How-To schema to provide machine-readable formats.

• Internal linking supports topical depth and navigation across themes.

• Use semantic keyword clustering (e.g., “AI SEO tools”, “AI for content ranking”, “SEO in 2025”) to build relevance.

Bonus: AI SEO Checklist for Content Creation

When publishing new content in 2025, ask:

• Does it include conversational long-tail queries in H2/H3?
  Have you structured content to be summarised by an LLM?
  Is there clear semantic flow and topic depth?
  Are there proprietary insights or statistics included?
  Have you added relevant schema markup?

Tools and Technologies Powering AI SEO in 2025

Here are the most widely adopted AI SEO tools this year:

• Surfer AI: Assists with content scoring and real-time AI writing assistance.

• NeuronWriter: Analyses intent and generates outline suggestions using LLMs.

• MarketMuse: Builds content strategy based on topical authority models.

• ChatGPT + Custom GPTs: Widely used to generate copy, FAQs, schema, and intent-based variations.

• Google’s Gemini: Powers generative search; understanding how it reads your content is critical.

As McKinsey notes, AI adoption in marketing has reached 72% among leading digital brands — up from 50% in 2023. Ignoring these tools now risks serious competitive disadvantages.

Winning Strategies for AI SEO in 2025 and Beyond

It’s not about hacking the algorithm anymore. It’s about building for human intent — in AI-interpretable formats.

So, how do brands position themselves to win in the age of AI SEO?

5 Practical Tactics to Succeed in AI SEO

1. Double Down on Topic Authority
   Build deep content libraries around focused subjects, not just isolated blog posts.

2. Implement Structured Data Across All Pages
   This includes FAQ, Article, Review, How-To, and Product schemas.

3. Write for AI Summarisation
   Start content with value-packed summaries and context-driven bullet points.

4. Optimise for Multimodal Search
   Ensure your images, voice responses, and video content are labelled and described using AI-friendly metadata.

5. Use Your Own AI Tools
   Don’t just respond to AI in search. Use your own GPTs and tools to generate content faster, test semantic variations, and map user journeys.

What AI SEO Means for Businesses in Asia

For businesses expanding into Asian markets, AI SEO is especially critical.

• In markets like China, where Baidu and TikTok (Douyin) are evolving AI-first discovery platforms, adapting content to AI SEO principles will directly impact visibility.

• Platforms like Naver in South Korea and Yahoo Japan are integrating AI into search — requiring region-specific optimisations.

Comms8 supports brands with cross-border marketing strategies tailored for Asia’s fast-evolving tech landscape.

Final Thoughts: AI SEO Is Not the Future — It’s Now

AI SEO has moved beyond hype — it’s the new foundation of digital visibility.

Your brand must adapt not just to new tools, but to a new philosophy of SEO: one that’s predictive, responsive, and deeply tied to user intent.

Whether you're targeting local markets or global audiences, your content must now perform across multiple AI layers — from voice assistants to LLM-powered snippets.

The rules have changed. Is your strategy ready? In the AI era, is the role of marketing agencies still relevant? Dive deeper in our latest blog.

And if you’re looking for a KOL or influencer, InfluenConnect offers the perfect platform to connect you with over 105,000 Chinese and Asian KOL. Click here to learn more about InfluenConnect.

For more in-depth insights, follow Comms8 where we help your brand expand into foreign markets.

At Comms8, we specialise in helping businesses leverage the power of cross-border marketing in Asia.  With our expertise, we can assist you in harnessing the influence of social commerce strategies to boost your brand’s credibility and awareness.  Contact us today to learn more about empowering your brand in the dynamic market.

Cracking the RedNote Algorithm: A 2025 Playbook for Brands and Influencers

As China's social commerce market reaches new heights, brands and influencers are racing to master one platform: RedNote — better known internationally as Xiaohongshu (小红书 or “Little Red Book”). With over 300 million monthly active users, and more than 70% under 30 years old, RedNote is Gen Z China’s lifestyle compass, product review hub, and trend incubator all rolled into one.

But simply being on the platform is no longer enough. To stand out in 2025’s hypercompetitive environment, you need to crack the RedNote algorithm.

This guide breaks down how the RedNote algorithm works, how to ride its waves, and how both brands and influencers can grow visibility, trust, and revenue. This is your step-by-step playbook to winning on RedNote — grounded in data, strategy, and real-world examples.

How Does the RedNote Algorithm Actually Work?

Before we dive into tactics, it’s vital to understand how RedNote (Xiaohongshu) decides what content to show users. The platform’s algorithm prioritises personalised discovery — not just popularity. Unlike Instagram, RedNote doesn’t rank by likes alone. Instead, it relies on a content-value-first model, where context, relevance, and authenticity play a starring role.

The Core Components of the RedNote Algorithm in 2025

RedNote uses AI-powered semantic recognition to rank and recommend content. Based on the latest insights, the algorithm considers:

• User Intent: Based on recent search behaviours, saved posts, and browsing habits.

• Content Quality: Clarity, formatting, grammar, keyword relevance, and visual appeal.

• Engagement Patterns: Saves > Shares > Comments > Likes (in this order of importance).

• Post Consistency: Accounts that post regularly see increased exposure.

• User Trust Score: Influenced by authenticity signals (e.g., organic interactions, real reviews).

RedNote's AI can detect over 300 behavioural data points per user, enabling content-level targeting like never before.

This creates a discovery-driven ecosystem — ideal for emerging brands and micro-influencers who want to punch above their follower count.

Why Is Cracking the RedNote Algorithm Crucial for Brand Growth?

If you're a brand targeting Chinese Gen Z or millennial consumers, RedNote is no longer optional — it’s central to discovery, validation, and conversion.

RedNote Marketing Is Driving Purchase Intent Like Never Before

According to data from Hashmeta:

• 80% of consumers are influenced by KOL to research products before buying

• Average CPM is 15-40 RMB and CPC is 5-15 RMB 

• Conversion rates on RedNote outperform traditional e-commerce ads by up to 3 – 7.5% for beauty, fashion, and F&B

And with China's social commerce market projected to exceed US$537.29 billion in 2025 (Yahoo Finance), mastering RedNote SEO is essential for your survival — and success.

RedNote isn’t just a platform — it’s a trust engine. When users see your brand recommended in everyday posts by relatable KOLs or micro-influencers, your conversion potential skyrockets.

What Types of Brands Are Winning on RedNote?

From niche skincare startups to luxury fashion houses, those who understand the RedNote algorithm are reaping serious rewards.

Here’s what winning brands have in common:

• They aren't hard-sell. RedNote penalises overly promotional content.

• They collaborate with native influencers (KOLs) who match their audience.

• They optimise for in-app search, using long-tail keywords in natural language.

• They localise their tone and visuals to match RedNote’s ‘everyday aesthetic’ — soft, informative, and authentic.

Step-by-Step RedNote Algorithm Playbook for 2025

Understanding the algorithm is just step one. Here's your actionable playbook to grow brand visibility and trust through RedNote marketing.

Step 1: Master RedNote SEO and Voice-Friendly Content

Let’s start where most brands struggle — optimising RedNote content for discovery.

Use Long-Tail Keywords to Align with User Intent

Unlike Baidu or Google, RedNote users search in natural, conversational language.

Instead of: “Anti-ageing serum”
Use: “What’s the best serum for fine lines at 30?”

Tips to optimise RedNote SEO:

• Include your primary keyword in the first 50 characters of your caption

• Use 3-5 high-intent hashtags (avoid overstuffing)

• Answer user queries directly in your captions

• Incorporate FAQs in bullet points

• Avoid text overlays on images (RedNote AI can’t parse them well)

Step 2: Optimise Visuals for Engagement, Not Just Aesthetics

RedNote is a visual-first platform — but it’s not Instagram.

Focus on Relatable, Raw Visuals Over Polished Perfection

RedNote prioritises content that feels honest and “everyday”. Think: dim lighting, cluttered dressing tables, bare-faced reviews.

High-performing visual formats include:

• Step-by-step tutorials with minimal editing

• Before/after transformations (especially for skincare/beauty)

• Flat-lay product setups on relatable surfaces (bed, desk, bathroom sink)

• Carousel posts with swipe-through mini-guides

Include Native CTAs — But Keep It Conversational

RedNote’s algorithm suppresses direct purchase CTAs like “Buy now” or “Link in bio.” Instead:

• Use CTAs like: “I didn’t expect this to work so well – would you try it?”

• Pose questions to invite comments: “Have you found a better dupe?”

• Encourage saves subtly: “Bookmark this if you’re trying this next month!”

Step 3: Collaborate with the Right KOLs, Not the Biggest

When it comes to influencers on RedNote, relevance > reach. The algorithm boosts posts from micro-KOLs (5k–50k followers) if engagement is high and niche alignment is strong.

How to Select Influencers That Boost Your RedNote Ranking

Key metrics to assess:

• Save-to-like ratio: Indicates value (Aim for 0.5+)

• Comment quality: Are followers asking thoughtful questions or just dropping emojis?

• Niche alignment: Are they known for your category (e.g., skincare, fitness, wellness)?

• Consistency: Do they post regularly in a similar style?

Encourage Algorithm-Friendly Creator Posts

When briefing influencers:

• Request organic storytelling — how they discovered your brand, why it worked

• Avoid overly branded language or discount codes in the caption

• Prioritise posts that answer a problem or question

• Include your long-tail keyword and allow them to localise the phrasing

Bonus: Key RedNote Algorithm Hacks for 2025

Sometimes, it’s the little tweaks that make the biggest difference. Here are some quick wins to boost your post ranking:

Final Thoughts: Cracking RedNote Is a Strategy, Not a Shortcut

The RedNote algorithm isn’t just a filter — it’s a real-time engine that rewards relevance, honesty, and engagement. For both brands and influencers, succeeding in 2025 means leaning into storytelling, searchability, and strategy.

To win, remember:

• Optimise for how users speak and search

• Build trust through human-centred visuals and captions

• Collaborate with creators who reflect your audience, not just their follower count

RedNote is evolving. So must your strategy.

And for brands looking to understand today’s China digital landscape, read our latest blog for deeper insights.

And if you’re looking for a KOL or influencer, InfluenConnect offers the perfect platform to connect you with over 105,000 Chinese and Asian KOL. Click here to learn more about InfluenConnect.

For more in-depth insights, follow Comms8 where we help your brand expand into foreign markets.

At Comms8, we specialise in helping businesses leverage the power of cross-border marketing in Asia.  With our expertise, we can assist you in harnessing the influence of social commerce strategies to boost your brand’s credibility and awareness.  Contact us today to learn more about empowering your brand in the dynamic market.

Why More Brands Are Investing in Bing Ads in 2025

Is Microsoft Advertising finally living up to the hype?

 It’s not just a budget-friendly alternative to Google anymore. In 2025, Bing Ads (now part of Microsoft Advertising) is proving itself as a powerful, high-performing platform—especially for brands focused on B2B, high-value leads, and smarter targeting.

While Google still commands the majority of search traffic, Bing’s market share has quietly climbed to over 10.5% of desktop searches worldwide—up from 6.4% in 2021 (Statista, 2024). But more importantly, brands are seeing measurably higher returns on investment thanks to lower competition, more granular targeting, and seamless LinkedIn integration.

Let’s break down exactly why Bing Ads are outperforming expectations—and how your brand can take advantage.

The ROI Case: Why Bing Ads Outperform Google for Certain Brands

Bing Ads vs Google Ads: What’s the real difference?

Many brands initially treat Bing Ads as a backup plan—but that’s changing. Microsoft Advertising’s return on investment is no longer a secret among savvy marketers, especially in B2B and niche industries. Here’s why:

Lower Cost Per Click, Better Lead Quality

While Google Ads is known for higher traffic volumes, Bing Ads offer significantly lower CPCs—often by 30 - 70% depending on the industry (Wordstream, 2024).

• Lower CPC means your ad spend stretches further.

• Higher intent audiences due to Bing’s older, more affluent user base.

• Especially tailor for B2B services (Invoca, 2024).

This makes Bing Ads especially appealing if your cost per lead on Google is creeping upward and returns are flattening.

Exclusive LinkedIn Integration = Precision B2B Targeting

One of the most unique features of Bing Ads is its integration with LinkedIn targeting data—something Google simply cannot offer.

With this feature, you can target users based on:

• Company name

• Industry

• Job function

• Seniority or company size

This is a game changer for B2B marketers looking to reach decision-makers at specific companies or industries.

Imagine targeting Heads of Procurement at Fortune 500 firms searching for "enterprise procurement software" — only Bing Ads lets you do this.

And with over 930 million professionals on LinkedIn, Microsoft’s data pool is both rich and real-time.

Less Competition, More Visibility

Due to its smaller advertiser base, Bing Ads faces far less competition in many sectors—especially in high-value verticals like:

• Financial services

• Industrial manufacturing

• Enterprise tech

• Education

• Healthcare

This translates to:

• Higher impression share

• Lower bidding thresholds

• More consistent ad placements at a lower cost

Understanding Bing's Growing Search Share in 2025

Bing Ads aren’t just for desktop anymore. The landscape is evolving fast.

According to recent reports, Bing now accounts for over 10.2% of global desktop searches and is the default search engine on Microsoft Edge, Xbox, and Windows devices. This "built-in advantage" helps funnel users directly into the Microsoft ecosystem without any Google detours.

Here’s where this market share really shines:

Bing Powers Yahoo, AOL & DuckDuckGo

Most brands don’t realise that Bing also powers search results for Yahoo, AOL, and DuckDuckGo. That’s millions of additional impressions your Bing Ads are eligible for—without lifting a finger.

• DuckDuckGo now processes 3.4 billion searches monthly and still routes many of them through Bing.

• Yahoo and AOL still maintain niche but engaged audiences, especially in North America and Japan.

This multi-channel coverage gives Bing Ads a broader reach than expected, especially for mid-market and global advertisers.

Microsoft Edge Adoption Is Fueling Bing Search Growth

With the rapid adoption of Microsoft Edge and Windows 11, Bing has experienced a major uptick in default search traffic. Many users, especially in corporate and public sector environments, never switch their default browser or search engine.

This matters because brand discovery now happens beyond just Google. If your ads aren’t showing on Bing, you're missing a significant slice of search-driven traffic—particularly for high-value B2B searches.

Incentives and Credits Attract First-Time Advertisers

Microsoft offers generous advertising credits for new advertisers. For example:

• Spend £200 and receive £400 in bonus credit to test your campaign.

• Easy import tools from Google Ads, allowing you to mirror your campaigns without rebuilding them.

This lowers the barrier to entry and gives marketers a low-risk way to test Bing Ads alongside existing channels.

How to Maximise ROI on Bing Ads in 2025

Ready to give Bing Ads a proper test? Here’s how to structure your campaigns for success in 2025.

Start With High-Intent, Exact Match Keywords

Given Bing’s smaller volume, focus on high-intent, exact match keywords that reflect your best-performing queries on Google. Avoid overly broad terms, and build tightly-themed ad groups.

Key best practices:

• Use exact or phrase match over broad match.

• Create separate campaigns for brand terms, product/service categories, and competitor keywords.

• Segment campaigns by device or location to better control budget.

Use LinkedIn Profile Targeting Wisely

Tap into the firmographic targeting mentioned earlier:

• Prioritise sectors or job titles where you already have strong case studies.

• Increase bids by 100–300% for your ICP (ideal customer profile).

• Reduce bids elsewhere to maximise budget efficiency.

Example: Target only “Marketing Directors” in “Automotive” companies for a vehicle SaaS platform.

Optimise Campaign Settings for Quality Traffic

To avoid wasted spend, adjust these key settings:

• Only show ads on Microsoft and select partner sites. Avoid lower-quality syndication traffic.

• Use enhanced conversions with proper UET (Universal Event Tracking) tagging to attribute offline leads and phone calls.

• Set bid adjustments by device if desktop converts better for your audience.

Monitor & Refine Using Microsoft’s AI Tools

Microsoft now integrates AI-driven ad suggestions and performance insights (leveraging OpenAI’s models, partially owned by Microsoft).

• Use auto-suggestions for ad copy (but review before launching).

• Take advantage of performance-based bid strategies (e.g. maximise conversions, target CPA).

• Refine headlines and site links based on click-through rates and sentiment analysis.

Final Thoughts: Bing Ads Are More Than a Backup

Microsoft Advertising has emerged as a serious contender in the paid media space. For brands seeking higher ROI, more precise targeting, and lower costs, Bing Ads offer a powerful—and often underutilised—alternative to Google.

Key Takeaways:

• Lower CPC makes Bing Ads ideal for ROI-driven marketers.

• LinkedIn integration enables next-level B2B targeting.

• The Microsoft ecosystem is growing fast—especially in desktop environments.

• With the right strategy, Bing Ads can outperform Google in lead quality and cost-efficiency.

And if you’re looking for a KOL or influencer, InfluenConnect offers the perfect platform to connect you with over 105,000 Chinese and Asian KOL. Click here to learn more about InfluenConnect.

For more in-depth insights, follow Comms8 where we help your brand expand into foreign markets.

At Comms8, we specialise in helping businesses leverage the power of cross-border marketing in Asia.  With our expertise, we can assist you in harnessing the influence of social commerce strategies to boost your brand’s credibility and awareness.  Contact us today to learn more about empowering your brand in the dynamic market.

C8 B – How AI Is Changing Marketing: Are Agencies Still Relevant?

AI is no longer just a buzzword. It’s rewriting the rules of marketing—reshaping how brands understand audiences, create content, and run campaigns. And with 61% of marketers already using AI in some form (Salesforce, 2024), the shift isn’t coming—it’s here.

From hyper-personalised email sequences to real-time customer support chatbots, AI in marketing is accelerating processes that once took weeks. But here’s the big question: As machines take over the “doing,” do we still need agencies?

Let’s explore the evolving relationship between AI and marketing agencies—what’s changing, what’s staying, and how forward-thinking brands should respond.

The Rise of AI in Marketing: A Revolution or Just a New Tool?

AI is powering an entirely new marketing ecosystem. Brands no longer rely solely on gut instinct or traditional campaign planning. Instead, they’re tapping into machine learning, natural language processing, and predictive analytics to shape strategies at scale.

What exactly is AI in marketing?

AI in marketing refers to the use of artificial intelligence technologies—like machine learning, generative AI, and automation—to optimise marketing functions. These tools help businesses:

• Analyse large datasets to uncover audience insights

• Automate repetitive tasks such as ad placements and reporting

• Generate content using tools like ChatGPT or Midjourney

• Predict customer behaviour and personalise experiences in real-time

In practical terms, this means AI can write product descriptions, segment audiences, run A/B tests, and even plan media budgets—faster than a human team.

Stat Alert: According to PwC (2024), AI could contribute $15.7 trillion to the global economy by 2030, with marketing expected to benefit from 20% of that productivity gain.

The benefits of AI in marketing are undeniable

Here’s where AI is already making a measurable difference:

• Faster campaign execution

• Hyper-personalisation at scale

• Cost reduction through automation

• Real-time customer insights

• Increased ROI through better targeting

But while efficiency is up, questions about creativity, empathy, and cultural relevance still linger.

Are Marketing Agencies Still Relevant in the Age of AI?

This is the question brands are asking. With access to low-cost AI tools, do businesses still need an agency?

The answer isn’t a binary yes or no—it’s a strategic “it depends.”

What AI can’t replace in marketing agencies

While AI is fantastic at processing data and generating basic content, it lacks:

• Contextual judgement

• Cultural sensitivity

• Long-term strategies

• Human empathy and emotion

• Creative innovation

Think about launching a cross-border campaign in Asia. AI might help translate your slogan, but it won’t understand local idioms, societal trends, or political sensitivities the way a culturally embedded agency does.

Agencies bring this nuance, which no algorithm currently can replicate.

Why AI makes smart agencies even more indispensable

Rather than replacing agencies, AI is changing what clients expect from them. Agencies that integrate AI into their workflows offer:

• Faster turnaround times

• Data-driven decision-making

• Creative ideas grounded in performance insights

• Strategic counsel to guide AI use ethically and effectively

In short, agencies are evolving from service providers to strategic advisors.

Here’s what top agencies are focusing on:

• Humanising AI outputs: Editing, refining, and contextualising AI-generated copy

• Cross-channel strategy: Orchestrating seamless experiences across paid, owned, and earned media

• Cultural localisation: Ensuring global campaigns feel native to each audience

• Performance consulting: Making sense of AI-driven insights to optimise campaigns

Agencies that ignore AI? They’ll fall behind. But agencies that embrace it while doubling down on creativity and strategy? They’ll thrive.

The Future of AI in Marketing and Agencies: Collaboration, Not Competition

We’re entering a “human + machine” era, not “human vs. machine.” The future of marketing will be co-created—where AI handles scale and agencies handle strategy.

Here’s how the new agency model is evolving:

New agency roles in the AI era

Agencies are not becoming obsolete—they’re becoming:

• AI curators: Selecting, integrating, and training AI tools to suit brand needs

• Creative directors: Shaping AI content into brand-aligned, emotionally resonant stories

• Ethics gatekeepers: Preventing misuse of AI (e.g., deepfakes, bias in targeting)

• Cultural navigators: Translating global campaigns for local markets

• Data translators: Turning AI insights into actionable business strategy

“What kind of marketing agencies will survive AI?”
Answer: Agencies that blend tech fluency with human creativity, and can guide brands through AI-powered transformation with empathy, ethics, and local knowledge.

Why AI makes cross-border agencies like Comms8 more valuable

When marketing across borders, AI struggles with localisation. It can’t detect cultural nuance, societal taboos, or humour unique to each region. This is where cross-border specialists like Comms8 provide irreplaceable value.

At Comms8, we combine AI-powered tools with regional expertise to help brands:

• Launch culturally relevant campaigns across Asian markets

• Navigate platform-specific behaviours (WeChat vs. TikTok vs. LINE)

• Build trust with local consumers through tailored storytelling

AI gives us efficiency. Our human touch gives you resonance.

Summary: AI Is Changing the Game—But Not the Goal

AI in marketing is not about replacing humans—it’s about enhancing them. Yes, it changes how agencies work. But it doesn’t change why brands need them: to connect meaningfully with people.

The marketing agency of the future isn’t obsolete. It’s augmented. Equipped with AI, yet fuelled by human insight, strategy, and creativity.

Final Thoughts

So, are agencies still relevant in the age of AI? Absolutely—if they evolve.

Agencies that embrace AI while doubling down on emotional intelligence, cultural fluency, and creative thinking will not only survive—they’ll lead.

For brands, the key isn’t to choose between AI and agencies. The real magic happens when both work together. As digital ecosystems evolve, explore how social commerce is redefining brand growth across Asia in our latest blog.

And if you’re looking for a KOL or influencer, InfluenConnect offers the perfect platform to connect you with over 105,000 Chinese and Asian KOL. Click here to learn more about InfluenConnect.

For more in-depth insights, follow Comms8 where we help your brand expand into foreign markets.

At Comms8, we specialise in helping businesses leverage the power of cross-border marketing in Asia.  With our expertise, we can assist you in harnessing the influence of social commerce strategies to boost your brand’s credibility and awareness.  Contact us today to learn more about empowering your brand in the dynamic market.

What Is Youku? Inside China’s Leading Video Streaming Platform

In China’s rapidly evolving digital landscape, where millions turn to online platforms for daily entertainment, Youku stands out as a pioneer and heavyweight in the streaming industry. But beyond the name recognition, many outside of China still ask: What is Youku — and how does it fit into the country's media ecosystem?

As one of China’s original long-form streaming platforms, Youku (优酷) has played a foundational role in shaping the online video space. Owned by Alibaba Group, Youku has evolved from a simple video-sharing site into a major producer and distributor of original TV dramas, variety shows, and licensed international content.

In this blog, we explore Youku’s journey, its current position in the market, and why it remains one of the most valuable platforms for reaching Chinese audiences with long-form storytelling and immersive video experiences.

What Is Youku: A Pioneer in China’s Online Video Industry

To understand what Youku is today, we need to explore its origins and strategic pivots over the years.

From Video Sharing to Streaming Powerhouse

Youku launched in 2006, inspired by platforms like YouTube. Initially focused on user-generated videos, Youku shifted gears by prioritising licensed and professional content. This strategic change was driven by growing demand for higher-quality productions and compliance with China’s strict content regulations (SCMP, 2019).

Key moments in Youku’s journey include:

• 2012: Merged with Tudou, creating China’s largest video platform by traffic at the time.

• 2015: Acquired by Alibaba Group, aligning Youku with one of China’s biggest tech ecosystems.

• 2018–2024: Refocused on original drama, reality shows, and strategic content partnerships to stay competitive in a market led by Tencent Video and iQIYI.

Youku today is known for investing heavily in premium long-form content, drawing millions of daily viewers and remaining a go-to destination for culturally resonant Chinese entertainment.

Youku’s Market Position and Competitive Edge

The Chinese video streaming industry is dominated by what many refer to as the "Big Three": Youku, Tencent Video, and iQIYI. Each platform competes in a crowded and content-driven landscape where original programming, licensing deals, and user loyalty define success.

A Leader in High-Quality Long-Form Content

What truly distinguishes Youku is its commitment to high-production value dramas and culturally rooted storytelling. Unlike platforms focused on short video or user-generated content, Youku positions itself as a long-form content provider — akin to a hybrid of Netflix and HBO.

Youku’s programming spans:

• Historical and period dramas

• Family and urban dramas

• Variety shows and talent competitions

• Children’s programming and animation

• Documentaries with a Chinese cultural lens

In 2024, Youku announced a strategic reduction in drama episode lengths, moving towards more concise, impactful storytelling. This aligns with evolving viewer preferences for faster-paced narratives while maintaining high production quality.

How Youku Compares to Tencent Video and iQIYI

To understand where Youku stands today, consider the core strengths of China’s top three platforms:

Youku’s focus on quality, storytelling, and traditional themes resonates strongly with viewers in Tier 1 and Tier 2 cities, particularly audiences aged 25–40 who value emotionally rich and visually polished content.

What Is Youku’s Role in Brand Building and Media Strategy?

While Youku is not a social commerce or short-form video platform like Douyin, it remains one of the most effective channels for brand storytelling and product placement within long-form video content.

Advertising and Sponsorship Opportunities on Youku

Brands looking to build credibility and visibility in China’s media market can explore a range of advertising opportunities on Youku, including:

• Pre-roll and mid-roll ads: Short video ads embedded before or during video content.

• Branded content partnerships: Collaborative series or content sponsored by brands, often integrated seamlessly into the storyline or production.

• Title sponsorships: Brands can sponsor entire seasons of dramas or variety shows, gaining consistent exposure throughout the series.

• In-show product placements: High-end brands frequently appear in Youku dramas and shows, especially in urban and lifestyle content.

It is noted that Youku screencast interactive ads have higher acceptance, credibility, and high attractiveness compared to standalone ads (OctoPlus, 2023). The long-form nature of Youku’s content offers more immersive storytelling environments, which enhances emotional connection and viewer engagement.

Who Watches Youku?

Understanding Youku’s audience is crucial for marketers. According to recent reports:

• Major of Youku users are between 25 and 40 years old

• Users are typically urban, educated, and middle- to high-income

• The platform enjoys a higher rate of engaged, consistent viewership than more transient short-video apps

This makes Youku ideal for mid-to-premium brands in sectors like beauty, game, education, automotive, etc — categories that benefit from narrative-driven engagement rather than impulse-driven content.

What Is the Future of Youku?

While the video streaming market in China continues to evolve rapidly, Youku is well-positioned to remain a major player. Its strategic focus is centred on quality content, international collaborations, and platform refinement.

Investment in Original Content and Licensing

Youku has increasingly co-produced content with national broadcasters and regional studios, helping diversify its offering and maintain cultural relevance. Additionally, it secures licensing deals for international titles, including Korean dramas, Japanese animations, and selected Western series — often with dubbed or subtitled local versions.

Its investments are not just in quantity, but in producing award-winning, culturally significant works. This positions Youku as a tastemaker and cultural force in China’s digital media space.

Enhanced User Experience and Technology Integration

Youku continues to improve:

• Streaming quality, offering 4K and HDR content for premium users

• Content recommendation algorithms, using viewer history and preferences

• Mobile and TV integration, including smart TV apps for immersive home viewing

• VIP memberships, offering ad-free access, early releases, and exclusive content

While competitors experiment with gamification or short-form formats, Youku’s focus remains consistent: delivering compelling narratives in a traditional, high-quality viewing environment.

Final Thoughts: Why Youku Still Matters

As global attention shifts towards short-form video and social commerce, Youku proves there is still immense value in long-form, premium storytelling. It plays a unique role in China’s digital ecosystem — not as the flashiest or trendiest platform, but as a stable, culturally significant venue for meaningful entertainment.

Brands seeking to make a lasting impression in China should not overlook the power of content integration, title sponsorships, and brand storytelling within Youku’s original productions. These campaigns often deliver deeper impact and long-term value compared to high-volume short video strategies.

Summary

Youku is a cornerstone of China’s digital entertainment world, offering unmatched opportunities for brand integration, audience engagement, and narrative-driven advertising. With its deep cultural roots, loyal viewer base, and premium content strategy, Youku offers a powerful, authentic way for brands to enter and grow in the Chinese market.

And it’s not just within China—TV-based content and shopping formats are seeing renewed momentum across Asia. For a deeper look at how TV shopping is evolving in regional markets, explore our recent blog on Asia’s modern TV shopping landscape.

And if you’re looking for a KOL or influencer, InfluenConnect offers the perfect platform to connect you with over 105,000 Chinese and Asian KOL. Click here to learn more about InfluenConnect.

For more in-depth insights, follow Comms8 where we help your brand expand into foreign markets.

At Comms8, we specialise in helping businesses leverage the power of cross-border marketing in Asia.  With our expertise, we can assist you in harnessing the influence of social commerce strategies to boost your brand’s credibility and awareness.  Contact us today to learn more about empowering your brand in the dynamic market.

Why Shenma Deserves Your Attention in 2025

In China’s fast-evolving digital ecosystem, mobile isn't just a channel—it’s the primary gateway to online life. As of 2025, about 1.1 billion Chinese had subscribed to mobile internet services in the country, equivalent to roughly 78 percent of its population (Statista, 2024).

While most international marketers focus heavily on Baidu, many overlook a rising player that commands serious attention on mobile: Shenma. Launched as a joint venture between Alibaba Group and UCWeb, Shenma is a mobile-only search engine that’s deeply embedded in China’s mobile-first consumer habits.

So, what makes Shenma different? How does it function in China’s "walled garden" of search engines? And most importantly, how can foreign brands take advantage of it?

Let’s explore the untapped power of Shenma and its growing relevance for mobile-centric search strategies in China.

What Is Shenma and Why Is It China’s Mobile-Only Search Engine?

Shenma Search Engine is exclusively designed for mobile users. It operates as a built-in search engine within UC Browser, China’s fourth most popular mobile browser as of 2024 (StatCounter, 2024), with a 4.35% market share.

But unlike Baidu, which spans desktop and mobile, Shenma is designed with a mobile-native philosophy, prioritising mobile content, apps, and commerce from the ground up.

Shenma’s Origin and Strategic Positioning

Created in 2014 as a joint venture between Alibaba and UCWeb (Forbes, 2014), Shenma was designed to capture the growing mobile search demand in China. While Alibaba lacked a full-fledged search engine of its own, UCWeb had the browser infrastructure and mobile expertise.

Together, they built Shenma to meet these strategic goals:

• Leverage Alibaba's massive e-commerce ecosystem

• Prioritise mobile app discovery, not just web pages

• Seamlessly connect search with purchase intent

Shenma's mission wasn’t to replace Baidu but to specialise in mobile scenarios—from app downloads and location-based services to in-app product searches.

Shenma vs Baidu: What Sets It Apart?

While Baidu dominates overall search share in China (over 66% as of 2024), Shenma is carving a niche that Baidu doesn’t fully cover:Key differentiators:

• Shenma prioritises mobile-first content, including mini-programs and apps.

• It integrates deeply with Taobao, Tmall, and other Alibaba platforms.

• It’s optimised for faster, leaner mobile search results with fewer ads than Baidu.

How Shenma Fits into China’s Mobile Search Ecosystem

China’s search engine landscape is unique. Unlike in Western markets, Google is blocked, and local players dominate within highly fragmented, closed digital ecosystems.

Shenma plays a specialised role in this environment—and it's growing in importance thanks to mobile-first habits.

Think of Shenma as the search engine of choice when users want to find apps, shop on mobile, or discover local services without being bombarded by heavy advertising or irrelevant results.

Shenma’s Core Strengths in the Mobile Search Arena

1. E-Commerce Search Integration

• Shenma pulls product listings directly from Alibaba’s e-commerce platforms, giving it a significant edge for shopping-related searches.

• It’s estimated that over 35% of Shenma searches are transactional in nature—especially for product comparisons, price checks, and reviews.

2. App Search Engine Capability

• Unlike other search engines, Shenma is highly effective at indexing mobile apps.

• When users search on Shenma, they’re often served direct download links or app info cards, improving conversion rates for developers.

3. Minimal Ad Clutter

• Shenma has fewer paid listings than Baidu, providing a cleaner, faster, and more user-friendly experience.

• This design choice increases organic visibility for brands investing in mobile SEO.

4. Localised and Personalised Results

• Shenma uses location data from mobile devices to offer relevant, localised results for food delivery, stores, and services.

• With UC Browser’s data, Shenma can provide personalised content based on user interests, apps, and browsing history.

How Can Brands Optimise for Shenma Search Engine?

With mobile-first users spending an average of 5.5 hours per day on their smartphones in China (Meltwater, 2025), Shenma offers a powerful opportunity for mobile-led engagement—if brands know how to use it effectively.

Let’s break down the best practices for optimising your presence on Shenma.

Step-by-Step Optimisation for Shenma Search Engine

To succeed on Shenma, your brand needs more than just Chinese language content. You need a mobile-first mindset. Here’s how to start:

1. Ensure Your Site Is Mobile-First

• Shenma only crawls mobile-friendly content.

• Your site must load in under 3 seconds on mobile and be fully responsive across devices.

• Avoid JavaScript-heavy sites that slow down performance.

2. Leverage UC Browser Integration

• Shenma is native to UC Browser.

• Optimise content that renders well on UC Browser by testing your pages across devices and browsers.

3. Host Content in Mainland China

• To avoid slow speeds or blocking, ensure your website is hosted within China or uses a China-optimised CDN like ChinaCache or Chinafy.

4. Submit to Shenma Webmaster Tools

• Register at zhanzhang.sm.cn to:

• Submit sitemaps

• Monitor indexing

• Track ranking performance

5. Use Simplified Chinese and Local SEO Tactics

• Use Simplified Chinese characters, and make sure keywords are localised using voice search-friendly terms.

6. Optimise for App Discovery

• If you have a mobile app, ensure it’s indexed with deep links and app metadata on Shenma.

• App title, size, description, rating, and category are all factored into Shenma’s app ranking algorithm.

7. Integrate E-Commerce and Conversion Tools

• If you’re selling in China, integrate your Shenma traffic with Tmall or Taobao shops.

• Use Buy Now buttons or in-app mini-programs to enable fast purchases.

Final Thoughts: Shenma Is More Than a Niche Search Engine

Shenma might not be a household name outside China, but it holds considerable influence where it matters most—in the hands of mobile-first Chinese consumers.

For brands aiming to:

• Drive mobile app downloads

• Increase e-commerce conversions

• Reach younger, mobile-native audiences

• Bypass the high cost and ad clutter of Baidu

Shenma provides a streamlined, intent-focused alternative to traditional search engines. However, achieving success on Shenma demands more than just translation—it requires China-ready infrastructure, a mobile-first approach, and locally tailored SEO strategies.

Comms8 helps brands simplify the process while maximising impact across China and the wider Asia-Pacific region. Let us show you how to do more with less—and win where it matters most.

And if you’re looking for a KOL or influencer, InfluenConnect offers the perfect platform to connect you with over 105,000 Chinese and Asian KOL. Click here to learn more about InfluenConnect.

For more in-depth insights, follow Comms8 where we help your brand expand into foreign markets.

At Comms8, we specialise in helping businesses leverage the power of cross-border marketing in Asia.  With our expertise, we can assist you in harnessing the influence of social commerce strategies to boost your brand’s credibility and awareness.  Contact us today to learn more about empowering your brand in the dynamic market.

How AI Is Revolutionising Digital Marketing in 2025

In 2025, artificial intelligence (AI) has firmly established itself as a cornerstone of modern marketing. It is no longer a futuristic concept or a speculative tool — AI is now central to delivering campaigns that are not only more efficient, but significantly more relevant and human-centric.

Brands are leveraging AI to transform how they engage with audiences: improving targeting accuracy, accelerating content production, and driving meaningful customer experiences at scale. With new capabilities in generative content, behavioural insights, and personalisation, AI is reshaping every stage of the marketing funnel — from strategy and ideation to execution and optimisation.

How Is AI Transforming Digital Marketing Strategy in 2025?

The application of AI in marketing today is not just about efficiency — it’s about enabling marketers to deliver deeper, more intelligent interactions with audiences.

Data-Led Personalisation Is Replacing Traditional Targeting

AI models can now process vast datasets — browsing history, demographic data, psychographics, and real-time behavioural signals — to deliver hyper-targeted messages tailored to individual user profiles.

Key advantages include:

• Predictive Customer Journey Mapping: AI anticipates the next-best action for each user based on real-time data.

• Dynamic Pricing and Product Offers: Adjustments made in real-time based on supply, demand, and user intent.

• Automated A/B Testing: Machine learning instantly optimises creatives and formats without manual intervention.

Automation Now Supports Adaptive and Intelligent Campaigns

Beyond automating routine marketing tasks, AI now supports adaptive systems that respond to user signals in real time. From programmatic advertising to responsive website content, marketers are delivering highly contextual experiences without increasing operational overhead.

McKinsey’s 2025 consumer behaviour study found that 76% of consumers feel frustrated when brand interactions are not personalised. AI has evolved from being a support function to becoming an enabler of these increasingly expected experiences.

What Are the Most Impactful AI Trends in Digital Marketing This Year?

To understand the real momentum behind AI in marketing, it is essential to look beyond surface-level innovation. The following five trends are defining the future of the digital marketing landscape in 2025.

1. Generative AI for Scalable Content Creation

Generative AI — powered by advanced large language models and diffusion models — is now a fundamental component of content strategy. Whether it is copywriting, image generation, or immersive video production, AI tools are enabling teams to produce high-quality, on-brand content in a fraction of the time.

Mondelez International, for example, has invested $40 million into generative AI across the Middle East and Africa, with the aim of reducing marketing production costs by 50%, while maintaining brand equity and performance outcomes.

2. Interactive and Immersive Experiences Powered by AI

Retailers and consumer brands are using AI in conjunction with augmented reality (AR) and extended reality (XR) to create memorable, educational, and interactive shopping experiences. These AI-enhanced activations have led to longer dwell times, greater engagement, and increased purchase intent across sectors.

Procter & Gamble’s 2025 “Back to School” campaign in the UAE utilised AI-powered kiosks and an XR experience that increased average customer dwell time by 10 to 15 minutes per store — a notable uplift in a traditionally low-engagement setting.

3. Emotionally Responsive AI Content

AI-generated marketing materials are increasingly capable of adapting to emotional cues — both from user data and broader social sentiment. AI engines are trained not only in language and visual aesthetics, but in tone, empathy, and inclusivity, enabling brands to connect more authentically.

This development is especially relevant in sectors such as health, beauty, and wellbeing, where trust and emotional resonance are critical.

4. Ethical and Inclusive AI Adoption

Ethical AI is not optional — it is a differentiator. Consumers are increasingly aware of how algorithms shape their digital experiences. Brands like Dove are taking proactive steps to influence AI training models with inclusive and representative content that better reflects society as a whole.

5. Human–AI Collaboration as the Standard Model

The most successful campaigns in 2025 are not created by AI alone. They are produced through collaborative workflows where human creatives provide strategic direction, while AI contributes scale, speed, and variation. This hybrid model empowers marketers to spend more time on creativity and insight, rather than execution.

Case Studies: How Leading Brands Are Applying AI in Digital Marketing

To understand the practical applications of AI in marketing, let’s examine three compelling case studies from 2025 that highlight both performance and purpose.

LG Electronics: AI-Generated 3D Product Experiences

Challenge:
In South Korea’s competitive e-commerce landscape, LG needed to upgrade its product display pages for large appliances to reflect in-store experiences online.

Solution:
By using a fully AI-orchestrated 3D content engine, LG generated high-fidelity product imagery, including 360° videos and interactive visualisations — all tailored to individual product specifications.

Results:

• 66% reduction in production time

• Significant improvement in engagement metrics

• Higher conversion rates on direct-to-consumer platforms

This case exemplifies how generative AI marketing can enhance both user experience and operational efficiency.

Google x NBCUniversal: The AI-Powered Olympics

Challenge:
To demystify AI for the mainstream American audience during the 2024 Paris Olympics.

Solution:
Google integrated its AI tools directly into NBC’s Olympic coverage and athlete content. Search tools explained Olympic rules in real time, and creators used Google’s Gemini to enhance fan interaction.

Results:

• 5.7 billion campaign impressions

• 10% increase in AI tool consideration

• Google AI perceived as three times more helpful than competitor AI tools

The campaign demonstrated the power of embedding AI into cultural moments to drive both visibility and relatability.

Dove: Redefining Beauty in the AI Era

Challenge:
Combatting the rise of unrealistic AI-generated beauty standards.

Solution:
Dove partnered with Pinterest to allow users to create their own “Real Beauty DNA” using diverse images and traits. These inputs reshaped users' Pinterest search results — effectively retraining the platform’s AI algorithm.

Results:

• 2.9-point increase in brand association with Dove’s “Real Beauty” message

• 21.4% engagement rate above benchmark among Millennial women

• 787 million impressions across platforms

This campaign not only advanced Dove’s long-standing brand values, but actively reshaped digital experiences for millions of users.

Key Considerations for Brands Adopting AI in 2025

To successfully implement AI in marketing, brands must move beyond technology for its own sake and align with clear objectives, user value, and ethical standards.

1. Align AI With Brand Purpose

Ensure AI-generated content and experiences reinforce your core brand identity and values.

2. Start with a Focused Application

Begin with a defined use case such as automated content generation, customer service chatbots, or email personalisation — and scale from there.

3. Prioritise Human–AI Collaboration

Invest in tools and training that enable your team to work effectively with AI. Focus on workflows that combine human insight with machine capability.

4. Uphold Data Privacy and Transparency

Ensure compliance with data regulations and make it clear to users how their data is being used. Transparency builds trust, especially in AI-driven environments.

Final Thoughts

AI is not replacing marketers. It is enhancing their ability to create, connect, and convert. The future of digital marketing lies in the balance between automation and authenticity — between scale and soul.

As demonstrated by LG, Google, and Dove, AI is a tool for transformation when guided by strategic vision and ethical responsibility. For marketers, the time to experiment has passed. The time to implement is now.

However, mastering AI alone is not enough. In today’s globalised economy, understanding cultural nuance is equally critical — especially for brands expanding into diverse and complex markets such as Asia. From local consumer behaviours to language sensitivities, success hinges on more than just technological capability.

Explore how to navigate these intricacies in our recent blog: Cultural Context in Asia: The Secret to Marketing Success.

And if you’re looking for a KOL or influencer, InfluenConnect offers the perfect platform to connect you with over 105,000 Chinese and Asian KOL. Click here to learn more about InfluenConnect.

For more in-depth insights, follow Comms8 where we help your brand expand into foreign markets.

At Comms8, we specialise in helping businesses leverage the power of cross-border marketing in Asia.  With our expertise, we can assist you in harnessing the influence of social commerce strategies to boost your brand’s credibility and awareness.  Contact us today to learn more about empowering your brand in the dynamic market.

In 2025, online advertising is no longer optional—it’s a fundamental driver of business growth. Whether you’re a start-up owner launching your first product, or a marketer expanding into new markets, Google Ads remains one of the most efficient and powerful tools available to reach high-intent customers at the right moment.

But let’s be honest—Google Ads can be overwhelming when you’re just starting out. From bidding strategies and ad types to performance metrics and keyword research, it’s easy to get lost in a sea of jargon.

This comprehensive guide breaks down everything beginners need to know about Google Ads in 2025. You’ll learn how the platform works, what has changed in recent years, how to launch your first campaign, and how to avoid common pitfalls. It’s built for clarity, practicality, and results—so you can get started with confidence.

What Is Google Ads? A 2025 Overview for Beginners

Why Google Ads for Beginners Still Makes Business Sense

If you’re new to digital marketing, you might be wondering: What exactly is Google Ads, and why is it so widely used?

Simply put, Google Ads is Google’s advertising platform where you pay to have your business appear at the top of search results, on YouTube, within apps, and across a vast network of partner websites. It’s a pay-per-click (PPC) system—so you only pay when someone interacts with your ad.

In 2025, Google Ads remains a top-tier channel for lead generation, sales, and website traffic:

For beginners, Search Ads offer the most direct path to conversions

For first-time advertisers, Google Ads for Beginners is all about leveraging these built-in advantages—without getting lost in the complexity of advanced settings.

Understanding Intent-Based Marketing

One reason Google Ads is so powerful is because it targets user intent. If someone searches for “best digital camera for beginners 2025,” they’re already in the buying mindset.

This makes Google Ads a high-conversion, low-funnel marketing tool, especially compared to social media advertising where users aren’t actively looking to buy.

Setting Up Google Ads for Beginners: Step-by-Step Campaign Walkthrough

If the idea of setting up a Google Ads campaign feels daunting, don’t worry. This section breaks it down clearly so any beginner can get started—without wasting budget.

Google Ads for Beginners is best approached by starting with Search Ads, which appear on Google’s results pages. They're simple, text-based, and easy to track.

Step 1: Create and Configure Your Google Ads Account

To get started with Google Ads setup, head to ads.google.com and sign in with your Gmail or Google Business account.

You’ll be prompted to:

• Enter your business name and website

• Choose your campaign objective (e.g. website traffic, sales, leads)

• Set up billing preferences

If you’re just starting out, it’s fine to begin with Smart Mode. But for more control and flexibility, switch to Expert Mode—which we recommend even for beginners after the first week.

Step 2: Choose the Right Campaign Objective

One of the first things Google asks is: What do you want to achieve with your campaign?

As a beginner, stick to one clear goal:

• Sales: For eCommerce or service-based businesses

• Leads: If you want users to fill out forms or call you

• Website traffic: Best for brand awareness and blog visits

• Local store visits: Great for brick-and-mortar shops

In 2025, Performance Max campaigns are gaining traction—they use AI to show ads across all of Google’s networks with minimal input. But unless you already have solid creative assets and tracking in place, Google Ads for Beginners works best when starting with Search Ads.

Step 3: Keyword Research for Google Ads Beginners

This is the foundation of your campaign—and also one of the easiest areas to mess up if you're not careful.

Use Google Keyword Planner to:

• Find keywords with high search volume and low competition

• Discover relevant terms your customers are searching for

• See suggested bid amounts per keyword

Tips for beginners:

• Start with long-tail keywords (3–5 words) like “affordable SEO agency in London”

• Use exact match and phrase match types to reduce wasted clicks

• Avoid broad match unless you’re ready to add lots of negative keywords

Also, don’t forget to exclude low-value terms such as “free”, “cheap”, or unrelated industry searches. These can eat your budget without conversions.

Step 4: Writing Effective Google Ads Copy for Beginners

Now it’s time to create your ad. Every Google Search Ad includes:

• Up to 3 headlines (max 30 characters each)

• 2 descriptions (max 90 characters each)

• Display URL (can be customised)

Google Ads for Beginners should focus on:

• Using your primary keyword in headline 1

• Highlighting a key benefit or USP

• Adding a strong call to action (CTA) like “Shop Now” or “Book Today”

Example:
"Buy Vegan Protein Powder | High-Protein, Clean Formula | Free Next-Day UK Delivery"

Make sure your landing page delivers on what your ad promises—Google ranks ads based on relevance (called Quality Score) and this directly affects how much you pay per click.

Step 5: Set Your Budget and Bidding Strategy

Google Ads for Beginners doesn’t require a massive budget to start. You can run a campaign for as little as £5 per day.

Google offers several bidding options:

• Manual CPC: You control the max cost-per-click

• Maximise Clicks: Google gets the most clicks for your budget

• Target CPA: Google tries to hit a set cost-per-acquisition

• Maximise Conversions: AI optimises your ads to drive conversions

The following table lists the available options in a budget bid strategy.

We recommend Maximise Clicks at first. Once your campaign collects data, you can shift to Target CPA for better efficiency.

Total plan spend calculation includes campaigns removed prior to end date, so the spend for Campaign A is still included in the total plan spend.

• Campaign A: $5,000 USD spend (removed prior to the end date of the plan)

• Campaign B: $10,000 USD spend

• Total plan spend: $15,000 USD

Step 6: Set Up Conversion Tracking

This is where many beginners go wrong—if you don’t track what happens after a click, you can’t optimise properly.

Use Google’s conversion tracking tag to monitor:

• Form submissions

• Purchases

• Calls from ads

• Button clicks

Most platforms like Shopify, WordPress, and Squarespace offer easy integrations, so you don’t need to be a developer to get it done.

Google Ads for Beginners: Common Mistakes and How to Avoid Them

Optimising and Scaling Google Ads for Beginners

Once your first campaign is running, you’ll need to evaluate and improve over time.

Review Key Performance Metrics

Track:

• CTR (Click-Through Rate) – Aim for 5% or higher

• CPC (Cost Per Click) – Monitor how much you’re spending

• Conversion Rate – Aim for 3–5% on average

• Quality Score – Ranges from 1–10, higher is better

A high Quality Score means:

• Lower costs per click

• Better ad positioning

• More conversions per pound

Test, Optimise, Repeat

Even if your first campaign performs well, there’s always room to improve:

• Test different ad copy

• A/B test landing pages

• Adjust bids based on device or location

• Add remarketing lists to bring users back

Eventually, expand your reach by trying:

• Performance Max campaigns

• Display campaigns for visual brand reach

• YouTube video ads for storytelling

Final Thoughts: Google Ads for Beginners Is Simpler Than You Think

Getting started with Google Ads may seem intimidating, but it’s more manageable than ever in 2025. Thanks to smart automation, beginner-friendly tools, and AI-driven insights, Google Ads for Beginners can now launch effective campaigns with minimal setup.

The key is to:

• Start small and focused

• Understand keyword intent

• Track performance from day one

• Keep testing and iterating

Done right, Google Ads can transform your digital marketing strategy—bringing not just traffic, but real results.

Google Ads for Beginners isn’t about throwing money at clicks—it’s about building a strategic, well-targeted campaign that delivers long-term results. With the steps and tips outlined here, you’re ready to take the first confident step in your advertising journey.

Curious about how we help global brands optimise their SEO across APAC? From multilingual content to local search strategy, you can explore more at our site.

And if you’re looking for a KOL or influencer, InfluenConnect offers the perfect platform to connect you with over 105,000 Chinese and Asian KOL. Click here to learn more about InfluenConnect.

For more in-depth insights, follow Comms8 where we help your brand expand into foreign markets.

At Comms8, we specialise in helping businesses leverage the power of cross-border marketing in Asia.  With our expertise, we can assist you in harnessing the influence of social commerce strategies to boost your brand’s credibility and awareness.  Contact us today to learn more about empowering your brand in the dynamic market.

This marks a proud milestone for our team: it’s the first time a Hong Kong Chinese-led MarTech company has been selected to represent the UKAEG at this prestigious international forum.

At Comms8, our mission has always been to bridge cultures, markets, and audiences—especially between Asia and the rest of the world. We’ve helped Chinese brands expand into international markets and supported global companies in navigating the nuances of connecting with audiences in mainland China and across Asia. From running public awareness campaigns with UNDP and the NHS, to supporting global tech leaders like Dropbox, ServiceNow, AVEVA, Schneider Electric, and Hitachi Vantara, we’ve delivered multilingual, cross-market strategies that connect meaningfully with people—across borders and cultural boundaries.

UKAEG plays a pivotal role in showcasing the strength of the UK’s advertising sector on the world stage. To be selected to join their delegation at AdAsia is not only a celebration for our team—it’s a step forward in strengthening cross-cultural collaboration between the UK and Asia, and a chance to amplify diverse voices in the global creative conversation.

For our team, this opportunity is deeply meaningful. Representing both Comms8, brings a unique perspective shaped by years of bridging brands and cultures across borders. As we prepare to join some of the industry's most visionary minds in Beijing, we’re excited to share our journey, exchange ideas, and contribute to the growing dialogue around innovation, diversity, and the future of global marketing.

If you’re attending AdAsia 2025 or will be in Beijing in the coming weeks, feel free to reach out to Carol and Khara to arrange a meeting. Whether you’re exploring market entry into Asia or aiming to build inclusive, cross-border campaigns, we’d love to connect!

Language translates meaning, but culture translates connection. In Asia’s diverse and complex landscape, influencer marketing only works when rooted in cultural context. Here's how brands win trust and engagement across Asian markets — by going beyond words.

Beyond Translation: Why Cultural Context Is the Secret to Influencer Marketing Success in Asia

Global brands often approach influencer marketing in Asia with good intentions but the wrong assumptions. Many believe that simply translating content is enough to engage local audiences. But in a region where language, behaviour, values, and social dynamics shift dramatically from country to country — and even city to city — translation is not localisation.

In Asia, what creates true connection isn’t just linguistic accuracy. It’s cultural fluency.

In this blog, we unpack the key lessons for brands looking to succeed with influencer marketing in Asia — not just by going local, but by going deep.

Why Cultural Context in Asia Matters More Than Translation

Influence doesn’t happen in a vacuum. It happens in lived realities — and these realities differ widely across Asia.

APAC consumers prefer culturally adapted content over translated global messages. But too often, brands localise their campaigns in language only, not in meaning, tone, or format.

This is a costly mistake. Without cultural context, even the most visually stunning or celebrity-led campaigns can misfire.

Embedding Cultural Context in Asia into Influencer Strategy

Below are five critical insights — grounded in market trends and recent standout campaigns — that show how cultural context drives performance in influencer marketing.

1. Design for Local Realities, Not Just Platforms

Success doesn’t begin with a platform — it begins with people. And people in Asia experience everyday life through very different lenses.

For instance, in India, 75% of farm labour is done by women, but farming systems and tools are designed for men. Lay’s recognised this and redesigned the agricultural ecosystem to empower women farmers, increasing both yield and income (Lay “Farm Equal”, 2024).

What this means for influencer marketing:

Campaigns must reflect not just local trends but local constraints. In Southeast Asia, this might mean creating mobile-first, low-data content. In the Philippines, it might mean acknowledging that many students don’t have a quiet space to study at home — something McDonald’s addressed through its “Night Classroom” initiative, converting stores into late-night study hubs with Wi-Fi and free laptops.

Influencer strategies that ignore these real-world conditions risk irrelevance.

Action step:

• Conduct on-ground cultural audits before building campaign briefs.

• Collaborate with local creators who live these realities — not just speak the language.

2. Solve Emotional Pain Points, Not Just Functional Needs

In China, the digital lives of young people are saturated with pressure — from academic performance to beauty standards amplified by social media filters. Apple’s 2025 “Little Garlic” campaign confronted this head-on.

The protagonist — a girl who shape-shifts to fit in — ultimately learns to embrace herself. Apple’s core message: “You are enough.” The story resonated deeply because it addressed a cultural truth: rising youth insecurity.

Implication for influencer marketing:
Don’t just promote a product. Promote peace of mind, identity, confidence, or self-expression — emotions that people value, especially when wrapped in relatable, culturally grounded narratives.

Action step:

• Use social listening to identify emotional tensions in your target demographic.

• Co-create narrative-driven content with influencers that addresses those feelings — not just your features.

3. Tap into Cultural Symbols and Social Rituals

Asia’s consumer landscape is heavily influenced by cultural traditions, rituals, and group behaviours. Brands that align with these — or reinvent them authentically — stand out.

In the Philippines, Coca-Cola’s “Video Vinyl” campaign combined Gen Z nostalgia with Filipino music culture, producing animated vinyls for Coke Studio tracks. The vinyls were seeded through record stores, influencers, and even Spotify — turning a digital platform into a treasure hunt experience.

Lesson: When a brand connects with something emotionally nostalgic and culturally relevant, it becomes more than a product — it becomes part of the story.

For influencer marketing:

• Create campaigns that centre around local experiences, rituals, or memories (e.g. 520 Day in China, Tet in Vietnam, Hari Raya in Malaysia).

• Let influencers draw the connection between your product and moments that matter.

4. Reframe Influence Through Community Contribution

In many Asian societies, trust is collective, not individual. This is especially true in rural or emerging markets, where endorsements from celebrities can feel detached, while community-rooted voices hold greater weight.

Lay’s “Farm Equal” campaign succeeded because it didn’t just showcase a solution — it changed lives. Influencer marketing here wasn’t about glam. It was about recognition, empowerment, and participation.

Similarly, McDonald’s “Night Classroom” didn’t feature flashy KOLs — it featured real students. The campaign generated over 73,000 student sign-ups and boosted the “Brand I Trust” score by 9.3 points.

Influencer strategy implication:
Work with micro and mid-tier influencers who are embedded in their communities. These voices are perceived as authentic and contribute to cultural relevance, not just algorithmic reach.

Action step:

• Partner with purpose-led creators who align with the campaign's intent — not just its style.

• Elevate creators from underserved or regional areas where community trust is paramount.

5. Don’t Just Translate — Co-create

This is the golden rule of influencer marketing in Asia: stop scripting. Start collaborating.

A 2024 study from MarketingWeek found that co-created content with local influencers yielded 2.3x more engagement than centrally produced content, even when translated perfectly.

Heineken’s “@fter Work Reset” campaign in China wasn’t just conceptually local. It was born out of the reality that WeChat overtime culture impacts young professionals’ personal time. The campaign used influencers not just to distribute the message but to demonstrate and contextualise it in real life.

Your influencer strategy should:

• Let local creators lead the narrative style

• Adapt content formats and humour to match local sensibilities (e.g. subtle storytelling in Japan vs. meme-based formats in Thailand)

• Encourage real stories, not just polished product placements

Final Word: Influence Begins with Cultural Listening

Winning in Asia requires more than visibility. It demands cultural sensitivity, emotional intelligence, and platform literacy — all tied together through the voices of creators who live and breathe their communities.

When brands listen before they launch, collaborate instead of command, and prioritise cultural connection over global consistency — they build something far more valuable than reach. They build trust.

For social commerce and brand growth in Asia, dives into why cultural nuance, creator partnerships, and cross-border fluency are becoming the new essentials for any brand hoping to thrive in Asia's evolving digital economy, see a deeper insights in our recent blog. 

And if you’re looking for a KOL or influencer, InfluenConnect offers the perfect platform to connect you with over 105,000 Chinese and Asian KOL. Click here to learn more about InfluenConnect.

For more in-depth insights, follow Comms8 where we help your brand expand into foreign markets.

At Comms8, we specialise in helping businesses leverage the power of cross-border marketing in Asia.  With our expertise, we can assist you in harnessing the influence of social commerce strategies to boost your brand’s credibility and awareness.  Contact us today to learn more about empowering your brand in the dynamic market.

 Xiaohongshu, also known as RedNote, has rapidly evolved into China’s most trusted influencer platform. Learn how UK brands are unlocking high-ROI campaigns and winning trust in the world’s largest social commerce market.

Introduction: The Rise of Xiaohongshu as China’s Credibility Engine

In an increasingly crowded digital landscape, trust is the ultimate currency. In China’s influencer marketing ecosystem, Xiaohongshu (also known as Red or RED) has emerged not just as another social platform—but as the credibility engine driving consumer decisions.

Launched in 2013 as a cross-border shopping app, Xiaohongshu has matured into a hybrid of Instagram, Pinterest, and TripAdvisor for Chinese millennials and Gen Z. But what sets it apart is not just its aesthetic—it’s the trust-based ecosystem built around authentic, user-generated content (UGC), lifestyle inspiration, and personal recommendations from influencers known locally as KOLs (Key Opinion Leaders).

In 2025, Xiaohongshu boasts over 300 million monthly active users, with more than 70% under the age of 35. That makes it one of the most influential platforms for both discovery and decision-making, particularly in verticals like beauty, fashion, travel, and wellness.

So, why are top-performing brands and influencers flocking to Xiaohongshu? More importantly, how can UK brands succeed on a platform that values authenticity over virality?

Let’s dive in.

Why Xiaohongshu Is More Than Just ‘China’s Instagram’

Before we unpack influencer marketing strategies, it's important to understand what makes Xiaohongshu fundamentally different from other Chinese platforms like WeChat, Douyin (TikTok China), or Weibo.

A Content-First, Commerce-Later Model

Xiaohongshu users aren’t there for memes or viral dances—they come to search, learn, and evaluate. This content-first mentality has turned the platform into a powerful decision-making engine, where people rely on influencer reviews and user notes to guide everything from skincare purchases to holiday destinations.

In fact, over 74% of Xiaohongshu users say they consult the platform before making a purchase.

This makes it a prime opportunity for foreign brands aiming to establish early trust and long-term loyalty with Chinese consumers.

RedNote Culture: The Power of Micro-Influence

The platform’s term for posts—"Notes" (小红书笔记)—reflects its diary-like approach. These posts don’t scream “ad”; they feel like personal journal entries. Unlike Douyin or Weibo, where mega-celebrity campaigns often dominate, Xiaohongshu thrives on micro-KOLs, typically with:

• 10K–100K followers

• Niche authority

• High engagement (>10% average)

This “RedNote” culture ensures that influencer content feels native, not intrusive—and it works.

According to Sekkei Digital Group (2025), conversion rates from Xiaohongshu Notes average 4–6%, nearly 3x higher than campaigns on Weibo.

Trust-Driven Influencer Strategies That Actually Convert

If Xiaohongshu’s culture is built on trust, then the key to success is earning that trust—not buying it. Here's how the best UK and global brands are doing it.

But remember: RedNote marketing is not plug-and-play. It requires a deeply localised and culturally sensitive approach.

Influencers as Educators, Not Entertainers

Unlike short-form video platforms, RED influencers often play the role of mentors:

• Skincare influencers break down ingredients

• Fitness KOLs offer before-after routines

• Travel bloggers share detailed itineraries with cost breakdowns

That’s why UK brands like The Ordinary and Charlotte Tilbury see higher ROI on Xiaohongshu than on Douyin. Their audience wants depth, not hype.

Quick Tips for Success:

• Focus on storytelling, not sales pitches

• Use everyday scenarios to feature your product

• Include subtitles and keywords in Mandarin

• Tag your location or store (Xiaohongshu has built-in mapping for offline discovery)

Setting Up Shop and Scaling the Right Way

While Xiaohongshu started as a UGC platform, it’s now a fully integrated social commerce ecosystem. Brands can:

• Launch verified brand accounts

• Open in-app stores (Xiaohongshu Mall)

• Run KOL-led livestreams

• Use paid Notes (sponsored content)

But here’s where many foreign brands fail—they treat Xiaohongshu like another TikTok or Instagram. Instead, success lies in long-tail nurturing and localisation.

Opening a Xiaohongshu Storefront: What You Need to Know

Sekkei Digital (2025) outlines key requirements for brands:

• A local Chinese business licence or approved cross-border partner

• A verified brand account (blue V badge)

• Local warehousing or third-party logistics (Xiaohongshu supports both domestic and bonded warehouses)

• Strong customer service (preferably native Mandarin support)

For UK brands without a physical presence in China, partnering with a Tmall partner or cross-border agency is often the most efficient route.

Paid vs Organic Notes: Striking the Right Balance

A common pitfall: throwing budget at mega-KOLs and neglecting organic engagement. RED’s audience is highly discerning. Overly polished content often triggers backlash.

A better strategy:

• Start with a KOL seeding campaign—send product samples to micro-influencers

• Amplify high-performing Notes with native ads (boosted posts)

• Track results in-platform and through third-party analytics like iClick or Ocean Insights

Redefining Influence: Why Xiaohongshu is the Future of Social Proof in China

Let’s step back: What does all this mean for UK brands looking to scale in China?

This Isn’t a Trend—It’s a Trust Movement

Chinese consumers are increasingly cynical of traditional advertising. They crave real voices, verified reviews, and emotional connection. Xiaohongshu meets these needs by:

• Prioritising relevance over reach

• Elevating community-driven discovery

• Enabling “quiet influence” through Notes

86% of Gen Z in Tier 1 and Tier 2 cities trust Xiaohongshu reviews more than Baidu search results.

Winning Cases on Xiaohongshu

Some standout examples:

Case Study: Big C – “Thailand Lucky Landing 2024”

Execution

• Partnered with the Tourism Authority of Thailand to promote Big C as a must-visit destination for tourists.

• Enabled Xiaohongshu’s Shopping Cart feature to drive content-to-commerce.

• Used a KOL Selection Dashboard with 150,000+ influencers to target ideal creators across Asia.

• Engaged KOLs from six countries to share immersive Big C experiences.

Outcome

• +200% social following and +400% search volume YoY.

• “Big C” became a viral topic among Chinese tourists.

• Ranked #1 in brand awareness among Chinese visitors in Thailand’s supermarket sector.

• Boosted foot traffic and sales significantly.

Case Study: Tourism New Zealand – Slow Down, Unwind

Execution

• Reframed New Zealand’s winter as a soulful, slow-travel experience.

• Launched two IP campaigns:

• #OffSeasonNZ (winter travel)

• #ChillVibesGuide (wellness & relaxation)

• Aligned with Xiaohongshu’s slow living trend and ran always-on keyword ads.

• Targeted emotional needs of Chinese travellers using custom personas.

Outcome

• +300% search volume and 200% content growth YoY.

• 70% of campaign content was user-generated.

• Shifted perception from “far and expensive” to “healing and worth returning to.”

• Ranked Top 3 in luxury travel searches on Xiaohongshu.

These brands succeeded because they understood that influence on RedNote is earned, not bought.

Final Thoughts: Influence Rooted in Trust Is the Future

In an era where attention is fleeting and scepticism is rising, platforms like Xiaohongshu offer a rare advantage—a trusted space for digital word-of-mouth.

UK brands looking to scale in China need to stop treating Xiaohongshu as a media channel and start viewing it as a cultural interface. One that blends social discovery, commerce, and authentic content to deliver real business results.

And if you’re looking for a KOL or influencer, InfluenConnect offers the perfect platform to connect you with over 105,000 Chinese and Asian KOL. Click here to learn more about InfluenConnect.

For more in-depth insights, follow Comms8 where we help your brand expand into foreign markets.

At Comms8, we specialise in helping businesses leverage the power of cross-border marketing in Asia.  With our expertise, we can assist you in harnessing the influence of social commerce strategies to boost your brand’s credibility and awareness.  Contact us today to learn more about empowering your brand in the dynamic market.