Nick Reece, the Lord Mayor of Melbourne, has recently ventured into the world of Chinese social media by launching his official account on RED (also known as Little Red Book). In just two weeks, Reece’s presence on the platform has attracted over 27,000 followers, sparking widespread discussions. His success highlights a significant trend: Australian politicians are increasingly recognising the power of Chinese social media platforms to connect with Chinese-speaking communities and voters in Australia.
With the rising number of Chinese migrants and the Australian government’s focus on multiculturalism, Chinese content has become crucial in political outreach. Platforms like WeChat and RED play a vital role in this, as they are far more popular among Chinese audiences than traditional Western social media.
Why Australian Politicians Are Using Chinese Social Media
The trend of using Chinese social media to reach voters first gained momentum with Australian Prime Minister Anthony Albanese. During his election campaign, Albanese created a WeChat account to share his views and policies with Chinese-speaking voters, directly engaging with them in their preferred language. This strategic move helped him gain support from the Chinese community, contributing to Labor’s eventual victory and him becoming the Australian PM.
Since then, many Australian politicians have embraced platforms like WeChat and RED as essential tools for their political campaigns. Even those who do not speak Mandarin or Cantonese see these platforms as valuable channels for engaging Chinese-speaking voters.
Behind these accounts are professional teams like CHIN, specialising in translating and tailoring Chinese content to reflect the nuances of Australian politics.
Key Considerations for Politicians Entering Chinese Social Media
WeChat boasts an enormous user base, with monthly active users reaching 1.3 billion in the first quarter of 2023. Its widespread adoption among both personal and business users ensures that your target audience is actively engaged on the platform.
For Australian politicians like Nick Reece, succeeding on platforms such as RED requires a thoughtful approach. Here are some key strategies:
Politicians generally have a team managing their Chinese social media presence, but it’s crucial that this team fully understands both the political landscape of Australia and the sensitivities of Chinese-language content. Even a minor mistake – say in a translation – can trigger significant backlash, so accurate representation of political positions is key.
- Video Content and Language Learning
Chinese audiences appreciate respect for their language and culture. Politicians can increase their appeal by incorporating some Mandarin or Cantonese into their video content. However, they must strike a balance—too much language pandering can be seen as disingenuous, leading to negative perceptions.
- Addressing the Unique Concerns of Chinese Audiences
The interests of Chinese migrants may differ from those of the broader Australian population. For instance, Chinese parents tend to prioritise education, while first-generation migrants may focus on changes to parent visa policies. Politicians must tailor their messaging to address these specific concerns to effectively engage with different groups in the diaspora.
- Monitoring Public Opinion and Engaging with Feedback
Platforms like RED encourage open discussion, and Nick Reece’s posts have already generated a significant amount of organic content (comments and public posts), with users sharing their own opinions about Nick’s RED account launch. Some posts are critical, which means that monitoring public sentiment and responding appropriately is essential to maintain a positive image. Timely reactions to feedback can make all the difference in shaping public opinion.
As the Chinese population continues to grow in Australia, and with the increasing influence of Chinese social media platforms, engaging with the Chinese-speaking community is more important than ever for Australian politicians. The rise of platforms like RED offer new opportunities to connect with this key demographic, but doing so requires a deep understanding of both the political landscape and the cultural nuances of the Chinese community.
Specialist marketing teams like CHIN play a pivotal role in helping Australian politicians navigate the complexities of Chinese social media. Led by Professor Charles Qin, CHIN has earned a reputation as a leader in political translation, regularly assisting at high-profile political meetings. Our expertise extends beyond language skills to understanding the sensitive nature of politics and crafting social media messages that resonate with Chinese-speaking voters.
As more politicians embrace the potential of using Chinese social media, it’s clear that platforms like WeChat and RED will play an increasingly significant role in the future of Australian political campaigns. Interested to know more? Email us at info@chincommunications.com.au and let’s start the next successful campaign.