RedNote and Social Media Marketing in Glen Waverley

Glen Waverley is the biggest of the five suburbs on our list, and in head-count terms it has the largest Chinese-speaking community: 16,188 residents report Chinese ancestry. It is about 8 km south-east of our Box Hill office in a straight line, and the Census shows a suburb of family households.

Here is what that means for a business deciding where to put its marketing effort.

Glen Waverley in the 2021 Census

The 2021 Census counted 42,642 people living in Glen Waverley.

Measure	Glen Waverley	Victoria
Chinese ancestry	16,188 people (38.0%)	6.6%
Speak Mandarin at home	9,938 (23.3%)	3.4%
Speak Cantonese at home	3,430 (8.0%)	1.3%
Born in China	7,571 (17.8%)	2.6%
Families that are couples with children	52.3%	45.5%
Occupied dwellings that are separate houses	79.1%	73.4%

Source: ABS, 2021 Census QuickStats, Glen Waverley (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 largest Mandarin-speaking group of the five

9,938 Glen Waverley residents speak Mandarin at home. That is the largest number among the five suburbs we cover, ahead of Mount Waverley (5,862) and Box Hill (4,863), and another 3,430 speak Cantonese. Chinese ancestry is 38.0% of the suburb, compared with 6.6% across Victoria.

Glen Waverley is not only Chinese-speaking, though. After Australia and China, the most common birthplaces are India (3,417 residents), Malaysia (2,385) and Sri Lanka (2,276), so a Chinese-language account reaches a big part of the suburb, not all of it.

A suburb that decides as a household

Over half of local families are couples with children (52.3%, against 45.5% for Victoria), and 79.1% of homes are separate houses. Spending in a place like this tends to be decided by the whole household and researched beforehand: a restaurant for six, a dentist or GP, a tutoring or swimming school, a new car.

That favours businesses that can answer the questions families ask before they commit. Group-booking restaurants, health and education services and big-ticket purchases are the ones with the most to gain from being easy to find in Chinese. Our Cheng Beef Hotpot case study lists groups and families booking a shared table among that restaurant's customers, and one of its three venues is in Glen Waverley (case study).

Kingsway, the station and The Glen

The Kingsway restaurant strip, the streets around Glen Waverley station (the end of the Glen Waverley line) and The Glen shopping centre are the suburb's main shopping and dining areas. Monash University's Clayton campus is a few kilometres south-west.

For businesses further out, the model is the one we use for GAC Ferntree Gully, a car dealership on Melbourne's east side. We built its RedNote account from zero, and its blue-V business verification was approved inside the first service month. Big-ticket businesses have the same job as a restaurant: be found by households who research long before they visit.

What it costs

RedNote account management starts from A$469/month for 10 original notes, written natively in Chinese. Creator programs are A$299 for 5 creators, flat, with your business providing the experience. Instagram management is A$699/month. RedNote's Spotlight ads become available after blue-V verification; that budget is paid to the platform and is separate.

For results from accounts we run, see our east and south-east guide.

Nearby

• Mount Waverley: A mixed suburb: about one in five speaks Mandarin or Cantonese at home.
• Box Hill: Our home suburb: 46.6% of residents report Chinese ancestry.

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.