Sailing on the sea, the social media is charging forward!

    Facebook's core competitiveness stems from the huge volume of users precipitated by its long-term development, as well as its highly mature and accurate advertisement system -- the superposition of these two advantages makes it the preferred platform for overseas enterprises to realize extensive user reach and efficiently facilitate conversion.

    In terms of user scale, Facebook's reach is particularly outstanding: globally, its monthly active users have exceeded the 3 billion mark; focusing on the key market of the U.S., not only is the number of users exceeding 253 million, but also 67% U.S. smartphone users have installed the application, which is industry-leading in terms of the breadth of penetration of the local consumer groups, providing a broad foundation for enterprises to reach users at different levels. The application is an industry leader in penetration among local consumers, providing a broad foundation for enterprises to reach users at different levels.

    In terms of advertising capacity, Facebook's coverage in the U.S. advertising market reaches 71.9%. Relying on refined targeting technology (e.g., filtering customer groups according to the dimensions of geography, interest, consumption habits, etc.), it can accurately match the needs of enterprises and potential customers, and in particular, it has become a key bridge for small and medium-sized enterprises going overseas to reach their target groups at a low cost, build market connections, and effectively reduce the cost of acquiring customers.

    At the level of content operation, Facebook's scenario is highly adaptable: it supports the regular operation of the brand's official homepage, which serves as a stable position for delivering brand dynamics and establishing user awareness; it can also cohesively gather core users through the function of community to cultivate brand loyalty and user stickiness; at the same time, infomercials can realize accurate content reach, and live broadcasting of goods can promote real-time interactions and conversions, forming a complete operation chain of "exposure - interaction - transaction" to meet the diversified marketing needs of enterprises going abroad. At the same time, infomercials can realize accurate content reach, and live streaming can promote real-time interaction and conversion, forming a complete operation chain of "exposure - interaction - turnover" to meet the diversified marketing needs of overseas enterprises.

    In the overseas social media matrix, YouTube has become a key platform for overseas enterprises to deliver brand value and reach high-intention users with its unique positioning of "long video ecosystem + in-depth content consumption scene". Unlike short video platforms that focus on "instant attraction", YouTube users are more inclined to actively search and consume content in depth - their core demand is not only for leisure and entertainment, but also for knowledge acquisition, skill learning and in-depth understanding of products, which is a user attribute that enables enterprises to accurately reach "high-intention users". This user attribute provides a natural advantage for enterprises to accurately reach the "high-decision-making willingness segment".

    From the viewpoint of content marketing trend, the advertising scenario of YouTube platform is ushering in an important extension in 2025: data shows that 43% of YouTube advertisement expenditure has flowed to TV screen, and the proportion of brand exposure in family big-screen scenario continues to increase. This change is of great significance to overseas enterprises - compared with the "fragmented viewing" of mobile, users' attention is more focused in the family big-screen scene, and often accompanied by family members watching together, which not only strengthens the depth of brand information, but also reaches the family. It is especially suitable for the promotion of home appliances, home furnishings, 3C and other categories that need to show the use of the scene.

    The platform's functionality updates have further created new opportunities for companies going overseas (especially brands in niche areas). This year, YouTube launched "Trending Tags by Category" (covering music, games, technology, lifestyle and other verticals) and "Hype Function", breaking the traditional "head concentration" of traffic distribution. " wall: vertical content released by enterprises or creators in niche fields can directly reach users in the corresponding circle of interest through accurate label matching, and can gain exposure increment without relying on large-scale traffic investment. For example, an overseas brand focusing on outdoor equipment and handmade culture and creativity can quickly connect with core enthusiasts with the help of trending labels such as "outdoor adventure" and "handmade", effectively reducing the cost of acquiring customers during the cold-start phase.

    In terms of content selection, YouTube's ecological characteristics are highly compatible with the needs of overseas enterprises: in-depth product reviews can visually display the performance advantages of technology and home appliance products and help users build trust in their purchases; tutorials can solve the problem of "threshold" in digital accessories, household products and other categories, and enhance user satisfaction; Brand story documentary through emotional narrative, strengthen the cultural connotation of clothing, beauty brands; user unboxing video is a real experience perspective, to enhance the fast-consuming, trendy play products "grass" effect. These forms of content not only satisfy users' in-depth information needs, but also help enterprises build a complete marketing chain from "cognition - trust - conversion", which has become the core choice for most overseas brands to build long-term brand power.

    As a globalized platform inheriting the advantages of short video ecosystem, TikTok, with its accurate algorithmic recommendation mechanism and highly interactive content ecosystem, has become the "attention gathering place" for overseas young consumer groups, and has even become the core choice for overseas enterprises to quickly break the circle and realize user conversion. Its strong attraction to young users, high stickiness of use and efficient sales conversion ability are driving more and more overseas brands to incorporate it into their core marketing matrix.

    In terms of user scale and stickiness, TikTok's penetration in key overseas markets continues to climb. According to the latest data, the monthly active users of TikTok in the U.S. will reach about 116.6 million in 2025, of which the proportion of Gen Z (18-26 years old) users is close to 50%, making TikTok the core position for brands to reach young consumers. What's more noteworthy is that the average daily time spent on TikTok is 52 minutes, far more than most social platforms - behind the high time spent is the algorithm's accurate capture of users' interests and the strong attraction of the short video content, which provides sufficient exposure for brands and creates the conditions for users to understand the brand in depth. This provides ample exposure for brands and creates conditions for users to understand the brands in depth.

    In terms of commercial conversion ability, TikTok's "from planting grass to transaction" chain has a significant advantage. Sample research data shows that 37% users have discovered and purchased products through TikTok, which not only reflects the platform's influence on users' consumption decisions, but also confirms its strength in the "demand creation - conversion" segment. On the one hand, short videos can visually display product highlights and stimulate users' interest with scenario-based presentation; on the other hand, TikTok's constantly improving e-commerce features (such as shopping carts in live broadcasts and product links mounted on short videos) have closed the loop of "watching content - clicking to buy", shortening the user consumption path and making it easier for users to "see" and "buy".

    From the perspective of content operation, TikTok's ecological characteristics determine that "lightweight, creative and interactive" is the core strategy. Creative short videos are the basic carrier, focusing on the core selling points of products or interesting scenes in 15-60 seconds, and quickly grabbing users' attention through visual impact; popular challenges are the key to igniting communication, and brands can combine their own characteristics to launch or participate in the platform's topic challenges, and form viral communication with the help of users' spontaneous creation, for example, beauty brands launching the "Makeup Makeover Challenge" and apparel brands launching the "Dress Relay Challenge". For example, beauty brands launch "Makeup Makeover Challenge" and apparel brands launch "Wear Relay Challenge", which can quickly increase brand exposure; KOL cooperation can leverage the fan base and trust endorsement of the celebrities to achieve accurate reach - celebrities in different fields ( KOL cooperation can realize precise reach -- different fields of celebrities (e.g. beauty bloggers, life celebrities, technology evaluation bloggers) can output native content for the target user groups, reducing the sense of user resistance; native infomercials need to be integrated into the content ecosystem, and with the premise of "not interrupting the user experience", reach potential customer groups through algorithmic recommendations to further amplify the conversion effect.

    According to industry analysts, for overseas enterprises, the core value of TikTok lies not only in the "high traffic volume", but also in the dual advantages of "accurate matching of young users and efficient conversion". Especially for brands targeting the Generation Z market, grasping TikTok's content logic and conversion chain will be the key to opening up the overseas young consumer market.