What are the overseas social media marketing trends for (non-tourism) applications in the second half of 2022?

Recently, the General Big Data Research Institute released the "2022H1 Global Mobile Application (Non-Game) Marketing White Paper". As a content partner, in this report, we provide a list of social media influence of BrandOS apps going overseas from January to May 2022 for all colleagues who go overseas with mobile apps.

The data of this white paper covers nearly 70 countries/regions around the world, accumulated 70+ mobile marketing channels at home and abroad, accumulated over 1.2 billion mobile marketing materials, as well as the download and revenue information of App Store & Google Play, two popular global stores.

The "BrandOS Application Overseas Brand Social Media Influence List" provided is from the public data of Facebook, Twitter, Instagram, and YouTube platforms obtained by Marketing Cloud.

The list also predicts that the "2022Q2 BrandOS Overseas Brand Social Media Influence List", which will be launched this month, will be launched soon.

In terms of building overseas social media influence, entertainment and social applications in non-game applications are more superior and active.

Whether it is a long video, short video, audio or comics application, the rich content gives such applications a basis for being active on social media; building a social media community also helps such applications enhance user identification and stickiness.

At the same time, with the increasing demand for editing pictures, audio and video on the mobile side, tool applications for material editing and editing have also begun to emerge on social media platforms.

From the observation of the changes in overseas social media influence of Chinese non-game app brands, we can see their overseas social media marketing trends in the second half of 2022:

TikTok becomes a new traffic portal

The main overseas social media marketing position for most non-game apps is on TikTok. 1 billion users make TikTok a huge traffic portal, where users are active, interested in many things, and willing to interact and share.

It is a very convenient way for entertainment applications to edit their own content into short videos; tool applications use videos to show tutorials, which are simple and easy to understand. In the second half of 2022, more non-game apps will enter TikTok to gain user bonuses.

The localization of entertainment application social media marketing is deepened

Entertainment applications need the most attention to localization. Different markets have different user preferences, tastes and appreciation habits. Reflected in social media marketing, as entertainment applications attach more importance to social media marketing, the localization of their homepage content is also deepening.

In the future, when entertainment applications enter different markets, they will set up regional homepages + more refined localized marketing methods to strengthen connections with local users.

Case: Tencent Video WeTv

Taking the recent social media marketing of Tencent Video, which ranks first in this list, as an example, we can clearly see the above two trends in the selection of social media platforms and the design of social media content for overseas brands of head applications.

Through the marketing cloud, we can see that Tencent Video's overseas social media matrix "WeTv" has a total of 22 social media homepages on Facebook, Instagram, YouTube and TikTok.

In terms of data performance, within the statistical interval (January-May), YouTube’s Indonesian homepage has the highest number of fans, and Facebook’s English homepage has the highest number of interactions.

The aggregation effect of WeTv's TikTok homepages in Southeast Asia is even more obvious, including homepages in Thailand, Vietnam, the Philippines, Malaysia, and Indonesia.

From the content of the homepage, although it is also the TikTok homepage of Tencent Video, the content released on the five homepages at the same time will be adjusted according to the localized subtitles of the episodes that were popular in the local market at that time.

For example, recently, WeTv's TikTok Vietnam homepage has been vigorously disseminating the popular costume idol drama "Xing Han Splendid" by Tencent Video. The short video content on the Vietnamese homepage is mostly the subtitled version of the domestic synchronous promotional material. The soundtrack is the popular soundtrack of the Chinese short video platform, and the text is the translated version of Chinese subtitles and Vietnamese subtitles. In terms of data performance, the WeTv Vietnam TikTok homepage has an average of 5,000+ likes recently.

The Indonesian homepage of WeTv focuses on promoting the popular idol drama "My Lecturer My Husband" adapted from Indonesian local romance novels and the Indonesian local school love idol drama "Romantic Melody". The promotional content of these local dramas, whether from the soundtrack or subtitles, is in Indonesian, and there will be no Chinese translation.

Vietnam is a market that recognizes Chinese stars and culture very much. Therefore, whether it is Chinese propaganda content or Chinese simulcast episodes, it can become a powerful tool for social media marketing in this market that already has a sense of identity.

Indonesia, on the other hand, is more aware of its own culture and its own stars. In the recent dissemination of content, even the short video "Meng Hualu", which has exploded in China, has only received 2,000+ views and 10 likes. Therefore, on the Indonesian homepage, WeTv's video material is mainly concentrated on local Indonesian dramas.

Adapting measures to local conditions, in-depth localization, and rational allocation of marketing resources are the main strategies adopted by more and more application brands going overseas on social media.

Epilogue

The category of Chinese application brands going overseas has expanded from the initial tool applications to entertainment, life, education and other aspects. With the popularity of Chinese culture in the world, especially in Southeast Asia, the strategy of further leveraging the influence of Chinese culture on social media and expanding the influence of brands will become the first choice for application brands to go overseas. Especially for entertainment applications with their own content and IP effects, TikTok has also become the preferred social media marketing platform.

As a global social media data marketing management brand, it will continue to pay attention to the most popular and cutting-edge marketing methods and cases in the world. Welcome to continue to pay attention to us and go overseas efficiently and globally.