China Proves It: Social Media Marketing Strategies Work for Governments, Too

We've been exploring the way businesses use social media marketing to build support within the groundswell, but governments and organizations can use the same strategies to achieve their goals. The Chinese government is finding success with stirring patriotism among many of their young countrymen using the same tactics we've been learning about.

In a recent article, the New York Times detailed the new strategies being used by the government to bolster patriotic feelings.

“While imposing tight censorship, the Communist Party has also learned to lean on the most popular artists and the most experienced internet companies to help it instill Chinese with patriotic zeal.”

For the 70th anniversary of the founding of The People’s Republic of China, the government used a variety of marketing techniques to try and stir patriotism and support for the party -- especially among younger residents.

There was a synergy in the way the strategies all worked together. For example, the party released a song, a historically patriotic song remade by a current pop star, and then released a movie under the same name: “My People, My Country.”

 

These tactics played on nostalgia and used trusted popular figures to spread a patriotic message.

The government was also able to create buzz through the unique strategy of developing a mobile game. The game allowed players to build cities while implementing key party policies. The strategy paid off and the game became the most popular free app on Apple’s China store.

One of the most successful strategies the government used was connecting with residents on the popular social media platforms in the country. On WeChat, people were invited to add a national flag logo to their profile photos. On the short-video platform Douyin, pop stars and regular people alike were posting videos of themselves making a heart with their hands.

Connecting with people this way directly on the social media platforms they are already on energizes people to participate and help spread the message.

Of course, all of these techniques are in partnership with a government partaking in censorship. But still, as one blogger told the New York Times in an interview, the government is making strides in talking within the groundswell.

“I have to admit that our country is getting much better at communicating with us, in ways we like,” Mr. Lu said.

What do you think of the government’s use of these strategies? Did they work to build patriotism among young people in China?