China Advertising Year in Review: Trends from 2019 that Are Here to Stay

Here are some trends that took off in China in 2019 and should stay on marketers’ radar in 2020. December 26, 2019 [China Advertising Year in Review: Trends from 2019 that Are Here to Stay](=/m000Me30L29DlpQAL3k0SG0)   China has proven to be a hotbed for digital innovations, especially in the past few years. During this time, marketers worldwide have observed the latest trends coming out of the country, applying what they learn to their own markets. Here are some trends that took off in China in 2019 and should stay on marketers’ radar in 2020. Short-form video was hot. Any concerns from the beginning of 2019 about the staying power of short-form video apps—led by market leader Douyin (known as TikTok outside of China)—have been erased. Short-form video users in China continued to show strong growth. We forecast that the number of Douyin users grew 27.8% in 2019 to reach 442.6 million. In addition, research from Trustdata shows that daily time spent on Douyin grew to 27 minutes in September 2019, compared with 17 minutes during the same period in 2018. Key opinion leaders (KOLs) wield their influence in social commerce. It’s an understatement to say that China's KOLs—known as influencers in other parts of the world—play a critical role in the success of product launches. On plaforms like Alibaba’s consumer-to-consumer (C2C) site Taobao and social commerce upstart Xiaohongshu, brands are tapping the acumen of KOLs to connect with digital shoppers and sell products. According to iResearch Consulting Group, sales on social commerce platforms grew 110.0% in 2019 to reach RMB1.317 trillion ($199.04 billion). [Read the full article.](=/m000Me30L29DlpQAL3k0SG0) [eMarketer Podcast Series: Behind the Numbers]( Discussions about the ways that digital is transforming media, marketing, business and even life. Each episode features conversations with eMarketer forecasters and analysts about the stories “behind the numbers” of digital. Made possible by Shoptalk. [Listen In!]( [What eMarketer Analysts Expect in 2020 with Paul Briggs: Canadian TV vs. Video Streaming](   eMarketer senior analyst Paul Briggs discusses one thing that summed up 2019 for him, as well as some of his predictions for 2020, focusing on video streaming and TV viewing in Canada. ["Behind the Numbers" is made possible by Shoptalk. Listen in.]( [chart-image]( [Daily Forecast: France and Germany Will See Facebook User Growth Go Negative in 2019](/m000Me30L29DlpQAL3k0SG0)   eMarketer forecasting analyst Peter Vahle discusses our latest Facebook adoption numbers for France and Germany, and why continued losses are expected through 2023. [Watch now.](/m000Me30L29DlpQAL3k0SG0) /m000Me30L29DlpQAL3k0SG0 /m000Me30L29DlpQAL3k0SG0 ©2019 eMarketer, Inc. 11 Times Square, New York, NY 10036   eMarketer Daily is published by eMarketer, Inc. [Unsubscribe](/m000Me30L29DlpQAL3k0SG0) | [Change email address](=/m000Me30L29DlpQAL3k0SG0) | [Update preferences](/m000Me30L29DlpQAL3k0SG0) | [Advertise](=/m000Me30L29DlpQAL3k0SG0) [Select "Research Submissions"](=/m000Me30L29DlpQAL3k0SG0) for potential inclusion in the eMarketer Daily. If you cannot view the HTML newsletter, please [read it in your browser here](. =/m000Me30L29DlpQAL3k0SG0   =/m000Me30L29DlpQAL3k0SG0