China Social Trend Report: How top global brands are strategically leveraging NICE, a photo app that lets users tag the brands they are wearing

This paper explores the features and influence of the Chinese photo sharing platform NICE that emphasises photo-tagging to connect users with similar interests; currently, NICE boasts over 15m users and over 1.2m photos added daily.
  • NICE differs from Instagram primarily because of its focus on in-picture tagging – allowing users to tag brands, locations, people, and sentiments in each photo; it enhances the ability to 'shai' or show off material possessions by adding brand identification to individual photos.
  • Similar to Instagram, users on NICE are far more engaged when compared to Weibo or Qzone, due to the novelty of the app but more because of its focus on high-quality visual content.
  • Brand tag communities also represent a vibrant pool of evangelists who are organically creating premium branded content.
  • Together with grassroots influencers...

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