Cardi B’s strategic move on Chinese Social Media

Renowned yet often debated American artist Cardi B has made a strategic move by launching her profiles on major Chinese social media platforms: Douyin, Weibo, and Xiaohongshu (also known as Red).

For brands and marketers unfamiliar with these platforms, here’s a brief breakdown:

  • Douyin: A dynamic video-sharing app, it’s the progenitor to TikTok and offers a unique blend of e-commerce and influencer marketing possibilities, making it a vital tool for global celebrities and brands targeting the Chinese market.
  • Weibo: China’s answer to Twitter, providing real-time updates and trends, allowing influencers to engage extensively with their fan base.
  • Xiaohongshu (Red): A rapidly growing platform combining photo-sharing with e-commerce, enabling influencers to seamlessly blend content with commerce.

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Cardi B, the New Yorker who made history as the first solo female artist to clinch the Grammy Award for Best Rap Album in 2019, often finds herself at the heart of discussions. Despite the controversies, fans across the globe, especially in China, laud her for her unapologetic authenticity and audacious challenges to societal conventions. Her support for China during the pandemic further solidified her fan base there, with her endorsement of China’s pandemic measures garnering massive attention on Weibo.

International celebrity in China

However, Cardi B isn’t the only international celebrity leveraging Chinese social media. Stars like the Kardashians have previously capitalized on platforms like Weibo and Douyin to promote their brands, further emphasizing China’s growing influence in the global luxury and brand market.

As Cardi B dives into this new venture, the enthusiasm from her Chinese fans is palpable. Yet, a shared sentiment among them is the hope that her bold content remains uncensored. Given her brand’s potential and China’s burgeoning market, brands worldwide should watch and learn. This move underscores the significance of personal branding and the immense potential of the Chinese digital ecosystem for global celebrities.

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