Social Media and RedNote Marketing in Camberwell
RedNote for Camberwell venues: 71.1% of residents speak only English (ABS 2021), so Chinese-speaking diners are reached through creators. From A$469/month.
Camberwell is about 6 km west of our Box Hill office in a straight line, on the same railway line, and it is a different case from Box Hill. Most residents speak only English at home. The question for a Camberwell business is less "who lives here" than "who will travel here".
Camberwell in the 2021 Census
The 2021 Census counted 21,965 people living in Camberwell.
| Measure | Camberwell | Victoria |
|---|---|---|
| Chinese ancestry | 3,478 people (15.8%) | 6.6% |
| Speak Mandarin at home | 2,035 (9.3%) | 3.4% |
| Speak Cantonese at home | 452 (2.1%) | 1.3% |
| Born in China | 1,540 (7.0%) | 2.6% |
| English only at home | 71.1% | 67.2% |
| Median age | 43 | 38 |
Source: ABS, 2021 Census QuickStats, Camberwell (Vic.) (suburbs and localities); Victoria figures from the same table. Percentages are shares of all residents. Ancestry allows up to two answers per person, so ancestries add up to more than 100%. The Census counts where people live, not who visits.
The residents are mostly English-speaking
15.8% of Camberwell residents report Chinese ancestry, more than double the Victorian share of 6.6%, and 9.3% speak Mandarin at home. But 71.1% speak only English at home, the median age is 43, and the Census puts median household income at $2,457 a week. Couples with children are nearly half of all families (49.4%).
A Camberwell business that markets only to people within its own postcode is writing for that majority. The Chinese-speaking customers a destination venue wants mostly live elsewhere, and they find places like it on RedNote.
Linger Cafe: two lanes, one room
Linger Cafe serves Asian-fusion brunch in a converted church in Camberwell, and it is the clearest local example we can point to. The cafe's own channels run in English only, on Instagram and TikTok, and that is the owner's decision. We work inside it. The Chinese-speaking half of the catchment is reached through creators writing in their own language on their own accounts: ten creator visits a month, five on Instagram and five on RED (小红书).
The case study sets out the thinking, including the audience make-up of the cafe's Instagram: Linger Cafe case study. The lesson transfers to any Camberwell venue people cross the suburb for: you do not have to change your own account's language to be found in Chinese, because another person's account can carry the invitation.
Burke Road, the Junction and the station
Camberwell's main shopping and dining runs along Burke Road and around Camberwell Junction, where Burke Road, Riversdale Road and Camberwell Road meet, with Camberwell station close by. The Terra Early Learning case study, a RedNote account for a Balwyn early learning centre, names Camberwell as one of its four search catchments for Chinese-speaking parents, alongside Balwyn, Kew and Box Hill (case study).
Venues with occasion trade (birthdays, catch-ups, family bookings) and services parents compare carefully before booking are the types this suburb suits best.
What it costs
Creator visits suit Camberwell best because they leave your own pages alone: A$299 for 5 creators, flat, with you providing the experience. A RedNote account of your own starts from A$469/month for 10 original notes, and Instagram management from A$699/month. More detail is on the Melbourne service page, and results from accounts we run are in our east and south-east guide.
Nearby
- Box Hill: Our home suburb: 46.6% of residents report Chinese ancestry.
- Carnegie: A mixed south-east suburb: when RedNote fits, and when Instagram comes first.
The suburb pages sit under our Melbourne RedNote marketing page, which has full pricing and inclusions. Chinese-language readers can start at our 中文服务页.
Talk to us
Message us on WhatsApp +61 423 113 090 or email [email protected]. We answer within one business day.