Adapting to Shanghai’s influencer marketing landscape is a challenge Western brands can’t afford to overlook. The city’s distinct digital ecosystem, led by platforms like WeChat and Douyin, demands a localized approach.
Douyin, with over 300 million monthly active users, remains a powerhouse for reaching highly engaged audiences. Compounding this complexity is China’s Gen Z, a group driving domestic consumption with its preference for self-expression, bold designs, and emotional value in brands. Representing 21% of China’s population by 2025, this generation’s influence is reshaping how goods are marketed.
For brands, navigating cultural nuances, selecting the right platforms, and measuring campaign ROI remain pressing issues. Additionally, aligning with Gen Z’s dynamic tastes while building trust and authenticity through influencers adds further challenges.
Success in this space requires strategic partnerships with Shanghai-based influencer marketing agenciesthat understand the city’s unique market. This article explores the critical steps to identify, evaluate, and collaborate with …