中国跨境电商首选：谷歌竞价推广与YouTube营销全解析
中国跨境电商首选：谷歌竞价推广与YouTube营销全解析
China's Cross-Border E-commerce First Choice: Complete Analysis of Google Ads and YouTube Marketing
图片来源：图虫创意
在过去20年间，社交媒体不断发展演变，从一家独大发展成百家争鸣的局面。根据《2021年全球数字化概览报告》数据（2021年1月发布），全球约有42亿人（53%）使用社交媒体。
Over the past 20 years, social media has continuously evolved from a monopoly to a diversified landscape. According to the "2021 Global Digital Overview Report" (released in January 2021), approximately 4.2 billion people (53%) worldwide use social media.
疫情下的社交媒体变革
Social Media Transformation During the Pandemic
席卷全球的新冠疫情也深刻地改变了人们的消费习惯，社交媒体成为更受欢迎的沟通交流渠道和更热门的购物探索目的地。
The global COVID-19 pandemic has profoundly changed people's consumption habits, making social media a more popular communication channel and shopping exploration destination.
对于出海品牌来说，了解不同国家的热门社媒平台，把握海外用户的使用习惯，掌握各个社交媒体平台用户的真实状况、使用原因等细节，才能制定出适合品牌的社交媒体营销策略，以增长受众和改进推广措施。
For brands going global, understanding popular social media platforms in different countries, grasping overseas users' habits, and mastering details about users' actual conditions and usage reasons on various platforms are essential to develop suitable social media marketing strategies for audience growth and promotion improvement.
全球社交媒体使用情况
Global Social Media Usage
截至2021年，菲律宾成为全球社媒使用率最高的国家之一，其国民每日互联网使用时长高达11小时，比全球平均水平（2小时25分钟）高出60%；在社交媒体使用方面，菲律宾人平均每天花费4小时15分钟在社交媒体平台上，使用最频繁的平台包括YouTube，Facebook和Facebook Messenger。
As of 2021, the Philippines has become one of the countries with the highest social media usage rates globally, with citizens spending up to 11 hours daily on the internet, 60% higher than the global average (2 hours 25 minutes). Regarding social media usage, Filipinos spend an average of 4 hours 15 minutes daily on social media platforms, with the most frequently used platforms being YouTube, Facebook, and Facebook Messenger.
亚洲社交媒体使用特点
Social Media Usage Characteristics in Asia
总体而言，亚洲人更沉迷使用社交媒体，多个国家的日均社媒使用时长高于全球平均水平，如：
Overall, Asians are more addicted to social media, with several countries' daily usage exceeding the global average, such as:
- 印度尼西亚：3小时14分钟，全球排名第9
- Indonesia: 3 hours 14 minutes, ranked 9th globally
- 马来西亚：3小时1分钟，全球排名第13
- Malaysia: 3 hours 1 minute, ranked 13th globally
美国和加拿大的社媒使用情况
Social Media Usage in the US and Canada
美国的日均社媒使用时长为2小时7分钟，世界排名第25。邻国加拿大排在第38位，时长1小时46分钟。
The US averages 2 hours 7 minutes of daily social media usage, ranking 25th worldwide. Neighboring Canada ranks 38th with 1 hour 46 minutes.
根据皮尤研究中心（Pew Research Center）的数据，过去五年间，美国稳定保持70%的社媒覆盖率。其中，YouTube和Facebook受到广大民众欢迎，使用率分别为81%和69%；YouTube和Reddit则是近期仅有的两个实现访问量增长的平台。
According to Pew Research Center data, the US has maintained a stable 70% social media coverage over the past five years. Among them, YouTube and Facebook are widely popular, with usage rates of 81% and 69% respectively; YouTube and Reddit are the only two platforms that have recently achieved traffic growth.
EMEA地区社交媒体使用情况
Social Media Usage in EMEA Region
EMEA地区（欧洲、中东、非洲三地区的合称）各个国家的社媒使用情况差异较大。许多非洲国家的社媒使用时长排在高位，欧洲国家的排名相对靠后，中东地区则处于中间水平。
Social media usage varies significantly across the EMEA region (Europe, Middle East, and Africa). Many African countries rank high in usage duration, European countries rank relatively lower, while the Middle East falls in between.
社交媒体营销启示
Social Media Marketing Insights
人们使用社媒的五大原因：
Top five reasons people use social media:
- 了解最新的时事新闻
- Stay updated with current events
- 浏览娱乐性和趣味性内容
- Browse entertaining and interesting content
- 打发时间
- Kill time
45%的人会在购物前在社媒渠道查找产品或服务的相关信息，尤其是z世代和千禧一代。教学类视频获受的关注度颇高，营销人员可以从此方向着手打造特定内容，以推动流量。
45% of people search for product or service information on social media before shopping, especially Gen Z and millennials. Educational videos receive significant attention, and marketers can create specific content in this direction to drive traffic.
跨境电商营销建议
Cross-border E-commerce Marketing Recommendations
对于中国跨境电商而言，谷歌竞价推广（Google Ads）是获取精准流量的有效方式，同时结合YouTube视频营销可以显著提升转化率。数据显示，超80%的美国网民经常使用YouTube，这为视频内容营销提供了巨大机会。
For Chinese cross-border e-commerce, Google Ads is an effective way to obtain precise traffic, while combining YouTube video marketing can significantly improve conversion rates. Data shows that over 80% of American internet users frequently use YouTube, providing huge opportunities for video content marketing.
