9:16 – Dethroning WeChat, how short-form vertical video is changing Social Media in China
This session will focus on the rise of the vertical video format gaining rapid popularity on China’s fastest growing Social platforms such Douyin. We will be going through the cultural reasons behind this change, what this means for the future of Social Media globally, the impact it has on Chinese marketing, and finally, what Chinese brands are doing to leverage vertical video content/platforms and what we, as global brands, can learn from them.
Arnold Ma is the founder of Qumin, a speaker, a writer and a technophile.
The official line is that ‘Qumin delivers creative marketing campaigns based on Chinese audience behaviours’.
But over a steamed bun in Camden Town, he’ll tell you that his bigger purpose in life is to ‘Open The World To China’. And his belief is that only Digital can make that happen quickly.
You’ll find him on LinkedIn, WeChat, Instagram and 9gag. He still wears flip-flops to work.
Qumin is the UK’s only Chinese Creative Agency.
We help our clients stay ahead of the curve by understanding Chinese people and cultures.
We focus on the users behind the platforms, the subcultures behind the hashtags and the audiences behind the consumers.
We conceive, design and build experiences that connect global brands with Chinese people.
Over the past several years, we have worked with some of the most ambitions companies in the world including Manchester United, Sony, Adidas, Skyscanner, Mars, Kering Group, Rolls-Royce, Net-A-Porter and more.