Where emotion-driven social marketing works: New dividends from shifting channels

Where emotion-driven social marketing works has been gaining momentum. Data shows that in Q1, market size grew yoy by RMB 4.1bn, and industry attention is clearly rising. This piece breaks down new dividends from shifting channels using public information and platform data.

Competitively, moves by leaders such as Perfect Diary are a bellwether. Performance in the Middle East deserves particular attention, as shifts in channel and audience structure are reshaping growth logic.

Two signals stand out from Perfect Diary’s latest moves: resources keep concentrating at the top, while incremental markets like the Middle East gain bargaining power.

For practitioners, three directions follow: differentiate product and content back to R&D and supply chain; build localisation capability for markets such as the Middle East; and treat compliance and data capability as the new moat.

Bottom line: where emotion-driven social marketing works is moving from concept to execution — new dividends from shifting channels. Brands should review strategy before Q1 and prioritise channels and segments with higher certainty.

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