Social media marketing refers to activities or measures such as online marketing, public relations development, online customer service, and customer relationship maintenance based on social media platforms. At present, the mainstream social media platforms in China include Sina Weibo, WeChat Moments, and short video platforms such as Douyin and Xigua Video. Foreign mainstream social media include Facebook, Pinterest, Instagram, YouTube, Linkedin, Twitter, etc.
There are two types of social media marketing. One is paid marketing, that is, SEM promotion. Overseas SEM marketing is mainly carried out through advertising on social media platforms and holding marketing activities, such as advertisements email list on Sina Weibo. Social media advertisements can be divided into advertisements to increase fans, advertisements to increase sales, and advertisements to increase brand exposure according to the purpose of advertising. At present, some international social media platforms have made accurate user portraits for the users of the platform. When advertisers place advertisements, they can classify users according to the user portraits, and can accurately reach the target user groups with advertisements. For example, advertisements for selling cosmetics can be accurately placed on user groups whose user tags are cosmetics-related, so that the conversion effect of the advertisements is higher.
Everyone is familiar with several domestic social media platforms. For cross-border e-commerce, it is also very important to be familiar with the user characteristics of foreign cross-border platforms. Facebook has a very high share of the global social market and covers a wide range of people, including teenagers and the elderly. Therefore, if Chinese companies going overseas want to increase their brand exposure, Facebook can be said to be a must-choice channel. Instagram is a social media platform owned by Facebook that is mainly for teenagers. If the products of overseas companies are aimed at teenagers, then this platform is more effective. For example, the fidget spinner that was popular in the past started to become popular from Instagram.