Found these China market insights valuable? Share this article with your colleagues and subscribe to BWB's newsletter PEOPLE'S PARK to get weekly updates on China's latest consumer stories, delivered straight to your inbox.BY FRANK YE, FOUNDER
This blog is originally published in July 2024.
Type in “marketing in China” on Google and you will see a hundred million results. Most of them are good, insightful and detailed. But with one problem — they all seem to equate “marketing in China” to “social media marketing in China” or “search engine marketing in China” or “eCommerce marketing in China. While these are extremely important to reach Chinese consumers, there are many other tactics to consider in China.
For example, podcast marketing.
BY THE NUMBERS: Once considered to be a “niche” content type, podcasts are becoming more popular every hour. As of now, there are over 26,000 Chinese podcasts in circulation, with more than 100 million listeners. It’s expected by 2024, 10% of the total population in China will be a podcast listener.
Take one of the most popular podcast, Story FM, as an example, in just 5 years, their shows were played 450 million times and each of their new show today is listened by around 1.5 million people.
WHY IT MATTERS: As a more intimate medium than social media and other trending media types, podcasts can slowly build a story and create strong emotion around a subject. The hosts’ laughters, murmurs, even stutters, as well as background music played during the show, can create a holistic and authentic experience for the listeners, and thus quickly form a sense of association and trust with the show and the hosts. This is also why brands in all sectors, like Lancome, Nike and Patagonia, are using podcast as a way to build their brand in China.
GO DEEPER: As a relatively new medium, podcasts are attracting a new audience in China with the following distinct characteristics:
Young (75% of the listeners are between 18 and 35 years old, with a balanced gender ratio.)
Highly educated
High purchasing power
Live in top-tier cities and developed areas
Unlike traditional media and social media, these are also the characteristics of Chinese podcast creators. They form tightly knit cultural circles around their shows that are highly active and engaged.
According to "The Time for Ears is Now - 2024 Podcast Industry Report," over 80% of users listen to podcasts for 3 or more days per week; 76.2% of respondents listen for more than half an hour per day; nearly 40% of respondents listen to podcasts for more than 1 hour per day. Compared to other audio-visual and social media platforms, podcasts have become the primary time investment direction for nearly half of the respondents.
Many brands in China are already using podcasts to market their brands and products. We identified three types of companies who are at the forefront of the trend.
Consumer brands, who have a strong brand idea and brand voice, and seek to create a distinct and lasting impression among the consumers. E.g. FMCG, jewelry, fashion, luxury, etc.
B2B brands, who want to attract a specific group of audience with their insider knowledge of an industry. E.g. finance, logistics, management consulting, banking, etc.
Cultural organizations, who look for ways to diversify their content distribution and build larger communities. E.g. publishers, museums, universities, galleries, etc.
BEHIND THE SCENES: There a three popular and tested methods for brands to market on podcasts.
Create a branded show: For established brands, who have a sizeable and stable consumer base but want to diversify into other communities, and/or who want to increase the brands’ cultural significance.
Example:
Nike’s Ni-Listen 耐听
Giada’s HER STORY with Tatler
Partner with popular shows to customize episode(s) for your branded campaign: For any brands, who want to promote a specific campaign or message.
Kering x Stochastic Volatility on women artists
Lacome with 7 shows on late night stories (featuring Lancome eye cream)
Advertize with popular shows: For any brands, who want to be featured in a show
REALITY CHECK: Things to consider if you want to try out podcast marketing in China
How big is your brand’s awareness in China?
How do your Chinese consumers / audience perceive your brand?
Does your brand have a clear brand idea? A message? For Chinese market?
Does your brand have a story? A personality?
Thank you for reading. If you have any questions about how your businesses can grow in the Chinese market, please don't hesitate to contact our China experts.
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