Where emotion-driven social marketing works: Who leads, who lags

Where emotion-driven social marketing works has been gaining momentum. Data shows that in Q1, market size grew yoy by 2.7x, and industry attention is clearly rising. This piece breaks down who leads, who lags using public information and platform data.

Supply-side changes are equally visible. One Leaf’s layout in Shenzhen, together with pricing from new entrants, is driving this round of adjustment — and concentration is moving with it.

Two signals stand out from One Leaf’s latest moves: resources keep concentrating at the top, while incremental markets like Shenzhen 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 Shenzhen; and treat compliance and data capability as the new moat.

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

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