Trial by Content

Foreign social influencers are on the rise in China, making it a great time for expats to build an online presence. I’ve done some research and discovered that popular content among foreign influencers in China includes language learning, relationships, discovering China, and parenting. As a parent myself, I may have found a niche for sharing my daily experiences with my daughter. 　

For me, content creation feels like a logical step since I usually find myself sharing parenting stories with my colleagues at the water cooler or with my friends over dinner. This seems like a great opportunity to further these conversations with a wider audience. I find that with Chinese social media, more so than Western social media, I often use as a learning tool instead of a social medium. Whether I am brushing up on my language skills or trying to get my daughter to eat her vegetables, it is my first port for information. 　

Building a social media presence in China can be incredibly lucrative but requires a different kind of savvy than in the West. Unlike YouTube, where success is determined by how many views you get, Chinese influencers are not paid based on their view count and need to take the lead in reaching out to companies for advertising opportunities. Therefore, it’s important to prioritize potential sponsors when deciding what content to focus on. This may seem daunting, but I believe it’s also an excellent networking opportunity. 　

I realize that creating engaging content takes time and effort, and I have already spent countless hours planning, researching different video styles, and exploring new social media platforms. Even now, I’m working on a spreadsheet with ideas for 10 potential posts. I have been racking my brain over topics ranging from the challenges of raising kids in dual-lingual households to the best family activities in Beijing. While I started this journey for fun, it is already feeling like a second job. 　

During a recent conversation with some Beijing-based content creators, they told me that while building a social media platform is fulfilling, it can be exhausting for those with full-time jobs. The sheer amount of time needed to travel across Beijing to meet up, brainstorm and film leaves little personal time. 　

I am also in the middle of mentally preparing myself for the potential hurdles of cross-cultural communication. Relating with people from different countries can be complex, and diplomatic tensions between countries can adversely affect our perception of one another. This is especially evident on social media, where misunderstandings and hurtful interactions are quite common. So, it is going to be important to approach sensitive topics with thoughtfulness and understanding. 　

On the flip side, there are also many posts out there that may be well intended, but lack substance, simply going along the lines of “I’m a foreigner and I love China.” I think good content creation should demonstrate a personal approach to the content you are focused on and spark meaningful conversations. 　

One successful example of this would be the social media duo known as Sanxiaba. They’ve created a thriving lifestyle page on Red by speaking the local dialect of Henan and demonstrating a deep interest in Chinese culture. The majority of their videos center around the culinary delicacies of Henan province. 　

Even when they make pronunciation errors in their spoken Chinese, it feels like it is done intentionally for comedic effect. Their linguistic and cultural fluency, coupled with entertaining content, has helped them stand out and build a loyal following on Chinese social media. I certainly hope to follow in their example. 　

Building a social media presence in China takes time and effort, but it’s a great opportunity for expats to showcase their unique perspectives and connect with a broader audience. My heart is literally fluttering in the build-up to my first post and regardless of whether I am able to enjoy any level of success, I am excited to create content based on my wonderful family.