Collaborating with Chinese Influencers in Australia
Engaging with Chinese influencers based in Australia presents a unique opportunity for brands and organisations looking to tap into both local and international markets, as it not only leverages the influencers’ significant following but also capitalises on their cultural insight and authentic content creation, resonating with Chinese-speaking audiences in Australia and beyond.
Australia is home to a significant Chinese diaspora, with over 1.2 million people of Chinese ancestry, making up about 5% of the total population. This vibrant community maintains strong ties to their cultural roots and stays connected with friends and family in China and overseas through popular Chinese apps and social media platforms. Engaging with them here can only have benefits that flow back to friends and family overseas.
What’s important to note is that Chinese Australians widely use platforms like WeChat, Weibo, and Douyin, mirroring the digital habits of their counterparts in China. Marketing strategies here at home that acknowledge and leverage such platforms can be equally successful in engaging Chinese consumers overseas, offering a seamless blend of local and cultural relevance.
Chinese consumers have a profound appreciation for food, fashion, technology, and travel, and they actively seek out information and recommendations on these topics through social media platforms. This enthusiasm is not confined to those residing in China but extends to the Chinese diaspora in Australia and other parts of the world. They avidly follow trends, innovations, and experiences shared on platforms like WeChat, Weibo, and Douyin, making these interests prime areas for brands to engage with local Chinese consumers in Australia and Chinese communities abroad.
Bespok3, renowned for organising the Euphoria Dance and Music Festival at Circular Quay in Sydney Harbour, saw marketing with influencers as an opportunity to engage more effectively with the local Chinese youth demographic. Aiming to diversify its audience and create a more inclusive event experience, it successfully initiated a localised Chinese influencer marketing campaign targeted at attracting young Chinese people in the area.
Identifying the Right Influencers
The first step involves identifying influencers who align with your brand’s values and target demographic. This can range from fashion and beauty influencers to tech enthusiasts and lifestyle bloggers. Platforms like Weibo, WeChat, and even Instagram are excellent starting points for discovering influential personalities within the Chinese community in Australia, noting that the marketing activity is not just on Chinese platforms but also in the Chinese language.
Building Meaningful Partnerships
When you’re not Chinese, though, identifying the perfect influencer can be difficult. They are mostly found on social media channels that are more prevalent in Chinese. This is why working with an agency is essential, as we not only have access to qualified influencers but also know the marketing techniques required to ensure the content is optimised.
Leveraging Cultural Insights
Working with Chinese influencers in Australia allows brands to leverage their cultural insights. These influencers understand the nuances of both Australian and Chinese cultures, enabling them to create relatable content that engages a broader audience. This cultural sensitivity is key in crafting messages that resonate with Chinese speakers and can significantly enhance brand perception and authenticity.
Localised Content Creation
Influencers can create localized content that speaks directly to the Chinese community in Australia. This could include highlighting local events, featuring Australian products that appeal to Chinese consumers, or sharing experiences that bridge the gap between the two cultures. Such content not only appeals to the Chinese diaspora but also raises awareness among a broader audience.
Working with Chinese influencers in Australia is a strategic approach that offers direct access to a vibrant community, bridging cultural gaps and expanding market reach. By carefully selecting influencers who align with your brand and leveraging their insights and creativity, you can effectively engage with the Chinese-speaking population in Australia, fostering meaningful connections and driving brand growth.
If you have products that work well with influencer marketing, it might be worth considering this valuable market segment. Please feel free to reach out and connect. We are always happy to share ideas and strategies to help your business grow in China.