Page 10 - AeM_January_2022

RESEARCH, ANALYSIS & TRENDS

Social marketing investment in China to

increase by 18% this year

"While social media marketing is still a strong marketing
area for advertisers, the evaluation for KOL return on
investment in cross-platform cases remains a chal-
lenge," said Jie Zhao, president of Miaozhen Systems.

Zhao added that if brands want to ensure the quality
and effectiveness of social marketing, they need to
make good use of social media platforms to grass
seeding consumers by spotting the changing social
trends, while improving their attribution analysis for their
marketing campaigns.
Miaozhen Systems, a third-party technology
company providing enterprises with marketing Notably, advertisers' social marketing investments are
growth solutions based on big data and AI expected to continue to peak, increasing by 18% in
technology, has released two major reports 2022, according to Miaozhen's estimates. Advertisers in
evaluating and predicting upcoming social emerging brands are also likely to allocate more budget
marketing and social influencer trends in 2022. for social marketing. About 79% of all respondents from
advertisers in emerging brands said they would in-
The reports China Social & Content Marketing Trends crease such social marketing budget in 2022, increas-
2022 and Key Opinion Leader Marketing Trends Report ing by 5% year-on-year.
2022 show that China will continue to see strong mo-
mentum in social marketing growth, with key opinion Meanwhile, the reports pointed out the three major so-
leader (KOL) promotions and short-form video cam- cial marketing focuses — KOL promotions, short-form
paigns being the key focuses in 2022. videos, and official social accounts management — for

Social marketing investment increase by 18% in 2022, emerging brands tend to allocate more budget for social marketing

10 January 2022: Digital Media Trends & Predictions