This month, we highlight articles on how short video applications are changing the way companies are advertising in China. We also cover the global transition of in person education to online education, and how Zoom, a video communication company, has played a huge role in this transition. Finally, we will cover how China’s museums are growing their social following in a time of crisis.
1. How short video applications are changing the advertising game in China
In an era of immediacy, Douyin, China’s TikTok, has surpassed Facebook to become the world second-most downloaded application behind WhatsApp. The reason is simple, it provides users with quick entertainment to complement the populations pace of life. It is recorded that 74% of mobile device users have short video apps downloaded onto their device. This number is reasonable given that Douyin alone has over 400 million daily active users in China. Short videos allow brands to deliver messages to a target audience, just within 15 second or less.
Besides creating videos, brands in China can use stickers, features and campaigns to promote their brand through the platform. For example, Douyin’s hashtag challenge is one of the central engagement drivers. In China, brands use short videos for product demos, product reviews and building a culture around their brand to name a few.
Another reason why short video apps in China are changing the advertising game is due to the integration of e-commerce. In-video pop-ups can link directly to the brand’s e-commerce store, making it a highly effective social commerce channel.
Read more at Tech in Asia
Learn 5 ways marketers can take advantage of the Douyin app
2. How a global shift to online classes is affecting students
In response to the novel coronavirus, universities around the world are shifting their whole education system online. The rapid global adoption of online education is astonishing. What was meant to happen gradually over many years has now been made possible in virtually overnight. When carefully implemented, online learning can allow post graduate education to be more accessible, affordable and interactive. But with all the positives, there are also many negatives.
Developing effective online learning resources is crucial in the success of students. With the change happening so abruptly, student and teachers find it difficult to adapt towards online teaching styles. Another challenge is retaining student interest. Student interest already poses as a challenge when conducting face-to-face classes, but now with online learning, its nearly impossible to retain student interest. Furthermore, to be successful with online learning, students will need to have access to high speed internet in order to experience their education fully. Watching poor quality pre-recorded or online lectures will be frustrating.
Given the circumstances caused by the outbreak, the sudden global shift to online learning will most likely stay after the current crisis. The development of online learning will have to continue to improve in order to achieve the standards of face to face education.
Read more at The Conversation
Learn more about what coronavirus means for Chinese international students and recruitment
3. Why you've never heard of zoom, until now
Founded in 2011, Zoom didn’t make it into daily routines until recently due to social distancing measures. Zoom is a teleconferencing application used by businesses and has now become the new way for people to work online. Aside from being a productivity tool, Zoom has now become a place where friends are organising online parties and get togethers in a time where we are asked to stay separated.
Why is Zoom becoming so popular compared to other platforms?
Zoom has many integrated features that proves to be an advantage compared to its competitors. Some integrated features that are impressing customers includes, recording video meetings and screen sharing. The high-quality streaming allows users on both sides to share content without the lag. Furthermore, regular users of Zoom have reported a consistency of higher quality audio and visual calls.
The sudden increase of users is also due to educational influence. Institutions are moving classes online and are encouraging the use of Zoom. Lectures and tutorials are now run through this platform which adds millions of active users. Zoom is a great way for people to stay connected in a time where separation is encouraged.
Read more at Business Insider
Learn more about livestreaming through WeChat
4. Growing your audience in a crisis
In the past weeks, we can see everything around us changing drastically. Our lifestyle, education, our way to work and of course the new need to be separate. The need for isolation has made us turn our spare time into different forms of entertainment. With all non-essential businesses closing, museums tackled the closure in a new innovative way. More than 1,300 Chinese museums offered online viewing options and over 2,000 online exhibitions were presented over a period of two weeks. In a time of crisis, there are four key takeaways for cultural institutions in a crisis.
- Don’t stop, innovate
- Fight collaboratively
- Think video. Think long-term
- Reflect and act
In a time of uncertainty, it is still possible to grow your audience. For example, Douyin the Chinese version of TikTok, has become a hub for arts and culture. Content produced by China’s national cultural heritage sites on Douyin received 3.33 billion likes in 2019. Chinese museums have harnessed the power of Douyin for several years, but its audiences appreciated it all the more during the period of intense lockdown. Chinese museums welcomed millions of housebound citizens into their virtual museums. These tours were led by museum professionals and included a live Q&A session
Read more at Jing Travel
Learn more about how businesses can navigate the crisis