Measuring performance is crucial when partnering with a Chinese social media agency. The Chinese digital landscape is vastly different from Western platforms, requiring brands to track key performance indicators (KPIs) specific to WeChat, Weibo, Xiaohongshu, and Douyin. Understanding these metrics ensures that your marketing campaigns are effective, data-driven, and aligned with business goals.
1. Follower Growth and Engagement Rate
Audience growth is a fundamental KPI, but the real value lies in engagement. On WeChat, this means tracking the number of new subscribers to an official account and their interactions with posts. For platforms like Weibo and Xiaohongshu, likes, shares, comments, and saves indicate content relevance and audience interest. High engagement rates suggest your content resonates with users, making it more likely to gain organic visibility.
2. Read Rate and Article Sharing on WeChat
Unlike Western social media, WeChat operates as a closed ecosystem where post visibility depends on direct engagement. A key metric to monitor is the “read rate,” which shows how many followers open and read your WeChat articles. Sharing metrics are equally important, as they indicate how many users forward your content to their contacts or groups, amplifying its reach.
3. Douyin and Xiaohongshu Video Performance
Short-form video content dominates Chinese social media. On Douyin and Xiaohongshu, success is measured through views, watch time, and completion rates. High retention rates signal that your videos are capturing audience interest. Additionally, tracking shares and comments helps gauge how interactive and influential your content is within the community.
4. KOL (Key Opinion Leader) and KOC (Key Opinion Consumer) ROI
Influencer marketing is a core strategy in China. When working with KOLs and KOCs, brands must assess return on investment (ROI) by analysing engagement levels, referral traffic, and sales conversions. A well-executed campaign should generate high brand awareness and lead to measurable actions, such as product purchases or increased followers on brand accounts.
5. Conversion Rates and E-commerce Integration
Social commerce is deeply embedded in Chinese social media marketing. Unlike Western platforms, where social media primarily drives awareness, platforms like WeChat and Xiaohongshu facilitate direct transactions. Tracking conversion rates—such as click-through rates to e-commerce stores, purchases via livestreams, and mini-program transactions—helps assess the financial impact of your social media strategy.
6. Customer Sentiment and Brand Mentions
Understanding public perception is essential when working in China’s digital market. Monitoring brand mentions and sentiment analysis across platforms helps businesses gauge consumer attitudes. Weibo, for instance, is a hotspot for public discussions, making it an important platform for reputation management.
In conclusion, a Chinese social media agency will focus on platform-specific KPIs, including engagement, video performance, influencer ROI, and conversion rates. Tracking these metrics ensures your marketing efforts are not only visible but also driving tangible business results.
