Some channels - such as DOUYIN - amplify content quickly, creating rapid attention and excitement, with attention dropping as quickly as it rose.
Other channels - such as WECHAT - are less good at creating peak moments of excitement with large audiences BUT instead permit time/space to create quality discussions and trust with audiences
A couple thoughts on matching brands with channels:
𝗗𝗼𝘂𝘆𝗶𝗻
- Converts excitement to action
- Great at creating rapid awareness
- Very effective for impulse purchases (fashion, beauty, hobbies…)
𝗪𝗲𝗖𝗵𝗮𝘁
- Well designed for building TRUST …cultivating audiences & WOM
- Better for creating more thoughtful engagement
- Effective for supporting higher-involvement purchases (luxury, travel, home/baby, IT…)
𝗪𝗲𝗶𝗯𝗼
- It’s running the risk of being overshadowed by Douyin and WeChat, but…
- Supports discovery: highly linked to other channels & search
- Provides social proof: A hub to see what people as saying before purchasing on Tmall
