— SOCIAL MEDIA —

WECHAT OFFICIAL ACCOUNT MANAGEMENT

With more than 900 million users, Wechat has quickly become one of the most sought after marketing channels. As of 2016, there are 650,000 corporate / business official accounts actively engaging with current and potential customers.

Being the dominating social app in China, students and parents view this platform as an authorized and reliable source of information. Easier to access and more interactive than a website, a WeChat official account can help you achieve the following:

Drop-down menu featuring relevant information to the Chinese audience
Post bilingual or Chinese articles regularly
Share important updates and news feeds with your followers
Include videos and pictures hosted locally instead of blocked sites like YouTube, Flicker, and Instagram
Acquire audience effortlessly with only two steps - scan and follow
Build brand awareness on the go using QR code

Here are some examples of the accounts managed by Sunrise.

Click to view some sample posts we created for University of Missouri, University of Oregon, Pace University, and Case Western Reserve University.

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WEIBO OFFICIAL ACCOUNt MANAGEMENT

Weibo is the leading micro-blogging social media in China with more than 165 million active daily users. One fascinating feature about Weibo is that it is an open space, trending topics are made visible on everyone’s feeds no matter they follow a certain account or not, making marketing effective and easy.

Weibo is a content driven, hybrid platform (Twitter and Instagram) where short blurbs, short videos, pictures, and "stories" are the most popular forms. Sunrise will focus on your highlights and what we believe are the most relevant information, and create an active account with the following services:

Chinese profile setup with a short introduction and customized "Customer Service" interface
Regular content posting with creative images and videos to captivate the audience
Regular and precisely targeted marketing to increase brand awareness
Bi-annual giveaways to further engage existing followers and generate new followers
Creative content marketing to boost account popularity
Acquire audience effortlessly with only two steps - scan and follow

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WeChat and Weibo are the two dominant platforms, but they possess drastically different personalities which require different focuses and strategies. To do this right, time, energy, and local expertise are equally important.

KEY DIFFERENCES BETWEEN WEIBO AND WECHAT

WECHAT: Suitable for large-scale event promotion; targeted exposure; lead generation

WEIBO: Suitable for building brand awareness on a large scale; targeted exposure; market entry campaigns; growing and engaging an online community

SOCIAL MEDIA CAMPAIGNS

If you acknowledge the importance of social media marketing and the fact that one third of the world’s social media users are from China, you will plan an ambitious social media marketing strategy dedicated to China.

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Douyin/toutiao campaigns

Douyin is quickly climbing the ranks of Chinese social media and recently overtook Weibo in number of daily active users. Douyin/TikTok and is best known for viral, short-video content (15-60 seconds) paired with catchy music. Unlike Wechat and Weibo, these ad posts appear almost identical to user-generated content, so long as the ad is shot as a video configured for vertical mobile devices, boosting CTR.

Toutiao is growing to be the largest news app in China. Toutiao has reached over 120 million people in China spend more than an average of 76 minutes on it (more than that on Facebook or Snapchat by US people), making it an attractive platform for advertisements. Toutiao Ad is more likely to be accepted by students and parents because ads are fed to users just like pieces of news.

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