RED Partners with Museums to Drive Visitors Post COVID-19

To help China’s economy recover, social media platforms are working with museums, exhibitions and other events to encourage Chinese consumers to visit offline locations as they reopen post-coronavirus. For example, recently, a hot topic promoted on Xiaohongshu is “How to create a vlog about a visit to a museum or an exhibition”.

The campaign features a video showing users step-by-step how to film an interesting vlog, suggesting which scenes it should include, good angles, and how to get b-roll.

This caught my eye because it shows that there are still many people who are hesitant about resuming offline activities and these locations may be struggling to attract visitors. From speaking to friends in China, they seem quite comfortable doing outdoor sports and activities, but many are still reluctant to go to crowded indoor places.

It also show that there is still interest in the vlogging trend but that consumers still need guidance when it comes to creating their own vlogs.