6 Tips for Social Video Marketing in China
Jiaqi Li, the Lipstick King: 15,000 lipsticks sold in a 15-min livestream
In China, November 11 is deemed Double 11 or Singles’ Day, and it’s the biggest shopping holiday in the world, with USD $44.5 billion spent on Double 11 2017.
On Double 11 2018, Jack Ma, the co-founder of Alibaba, and Jiaqi Li (李佳琦), a Chinese beauty KOL, competed in a lipstick selloff on a Taobao livestream.
Jiaqi Li sold 15,000 lipsticks in just 15 minutes, while Jack Ma only sold ten.
On that day, Jiaqi was crowned the Lipstick King. Today, he has over 8 million followers on Weibo and 50 million followers on Douyin (Tik Tok).
So how and why does Jiaqi command such a huge following and compel people to purchase his recommended products?
Some people think it’s dumb luck that he’s capitalized on the viral trend of short videos, while others think it’s pure smarts that he’s capitalized on public interests, desires, and demands in an effective video format.
Here, we look at 6 of Jiaqi Li’s successful tactics and how you can incorporate them into your social video marketing efforts in China.
1. Clearly articulate selling points
The most-watched social videos are around 1 minute in duration, so if you want to capture viewers’ attention and keep them engaged in that limited amount of time, you must tell your audience your selling points quickly—and often repeatedly.
For example, Jiaqi Li articulates selling points basically from beginning to end in his videos, with such descriptors as the lipstick color is bright, the packaging is exquisite, the texture is comfortable and moisturizing, the wear is long-lasting and non-fading, the fragrance is appealing, etc. Every selling point piques viewer interest while giving a tangible product review that his viewership has grown to trust.
Because time is limited in social videos, selling points must be repeated and reinforced throughout for viewers to understand the product.
2. Establish a consistent brand
Jiaqi Li often says “Oh my god!”, ”Buy it!”, “Amazing!”. He frequently repeats these emotive descriptors, such that it has become a part of his brand while he’s promoting other brands. While this style may annoy some audiences, it creates a ‘brainwashing effect’ so that viewers remember and relate to him.
Most of Jiaqi’s followers are female. As a male recommending lipsticks with professional and sincere insight, Jiaqi has established himself as a unique and authoritative source, trusted by his female fanbase through his consistent brand of authenticity, relatability and reliability.
Brands should also establish a strong style and key phrases/taglines and use them consistently across content to help audiences recognize, remember, and ultimately purchase from them.
3. Emphasize the purchase
If you watch Jiaqi Li’s videos, you can see that he emphasizes purchasing every 3-4 sentences, which is why “Buy it!” has become his one of classic phrases.
After testing myriad lipsticks, he picks what he feels are the best and most trustworthy products for his diverse viewership. With his encouragement and trusted opinions, viewers are open to buying his recommendations.
Brands can also emphasize the purchase—and remember to make it easy for your viewers to convert.
4. Use products in real-life scenarios
In short social videos, it’s important to take advantage of entertaining audio/visual functionality across real life scenes and use cases.
For Jiaqi, lipsticks of different colours and textures are suitable for different scenarios, seasons, weather, etc. Jiaqi tells viewers which lipsticks go best with real-life use cases, such as weddings, concerts, dates, etc. He uses different design and sound effects and text displays to relay his messages.
Brands can do this too—helping viewers visualise using your products in everyday life.
5. Create a product identity
Jiaqi uses this tactic often: After applying a lipstick, he gives it an identity or uses an analogy, like “This lipstick will turn you into a mermaid!” or ”If you apply this lipstick, you’ll suddenly look like Taylor Swift!” or “This is the Louis Vuitton of lipsticks!”
While viewers understand that these statements aren’t necessarily to be taken literally, the analogies help to create a sense of familiarity and desirability.
6. Product presentation is key
In Jiaqi’s lipstick videos, he applies lipstick and then shows it off at all angles to the camera. To show lipstick features, such as long-wear, he will kiss a transparent cup and display the clean cup to show that the lipstick didn’t come off.
These demonstrations help viewers see the product in different lights and in real use cases, ultimately helping them picture themselves using it and compelling them to purchase.