02-12-2023

18 minutes to read

China's social networks

Entering the Chinese market and feeling the need to promote their business in China, Western companies face a number of issues. How to promote your business in China using social networks bypassing the Firewall? What social networks are there in China? Which of them are the most popular and suitable for my business? We will answer these and other frequently asked questions in this article.

Content:

Introduction to Chinese social media space

In the 21st century, social networks have seamlessly integrated into modern human life, emerging as pivotal tools for promoting goods and services. They have bridged the gap between businesses and their customers, enabling direct communication between the two parties. Consequently, social networks have taken on the role of the primary communication channel for brands to engage with their customers.

The escalating number of Chinese internet users has driven a surge in interest towards online corporate communication, leisure, networking within the online community, e-commerce, and various captivating opportunities fostered by social media platforms.

Consequently, new trends in media marketing have emerged in China, encompassing word-of-mouth marketing, Chinese influencer marketing, social e-commerce, and numerous other aspects that can be harnessed to formulate an effective marketing strategy within the Chinese market.

Nonetheless, the presence of the "Great Firewall," which enforces Chinese internet censorship, has led to the blocking of well-known social media sites extensively used in the Western world.

As a substitute for Facebook and Instagram, the Chinese populace gravitates towards domestic social media platforms such as Weibo and WeChat, along with several other popular alternatives.

Hence, an in-depth understanding of the nuances of Chinese social media platforms and the intricacies of social media marketing in China stands as an indispensable prerequisite for achieving success within this distinctive market.

Chinese social media users

At the start of 2023, China had an astounding 1.05 billion internet users, with a remarkable internet penetration rate of 73.7 percent, driven by huge growth in the urban online population. Within this digital landscape, an impressive 1.03 billion Chinese users were active social media users (mainly related to mobile users), constituting a substantial 72.0 percent of the entire Chinese population.

China's rapid technological advancement continues to astound, and Chinese Internet population rivals that of their Western counterparts, boasting impressive user numbers. However, these platforms exist within a closed ecosystem, isolated from global counterparts, which has significant implications for foreign businesses operating in China.

The distinctive features of Chinese social media users' behavior play a crucial role in shaping digital landscapes. From the ubiquitous presence of super-apps like WeChat, combining messaging, payments, and more, to the influence of Key Opinion Leaders (KOLs) in shaping consumer trends, the landscape is unique. Social commerce, where users seamlessly shop within platforms, further underscores their distinct engagement.

Despite challenges related to market entry for foreign companies, understanding the preferences and habits of Chinese social media users remains paramount. Navigating this dynamic landscape requires not only technological prowess but also cultural sensitivity to effectively tap into the immense potential of this vibrant digital society.

Chinese social media landscape

The Chinese social media landscape is dominated by a few major players, forming vast digital ecosystems. Alibaba, an e-commerce giant, has platforms like Taobao and Tmall that incorporate social elements into shopping. Tencent's WeChat is an all-in-one app, combining messaging, social networking, mobile payments, and more. It boasts over a billion users, making it a cornerstone of Chinese digital life.

Baidu remains a prominent search engine, but also operates forums and a knowledge-sharing platform. Bytedance, creator of Douyin (known internationally as TikTok), offers bite-sized video content and has expanded its reach with platforms like Jinri Toutiao for news. These ecosystems encourage users to stay within their respective platforms due to interconnected services, fostering immense user engagement.

China's unique digital landscape is heavily monitored, with censorship and surveillance measures. Despite these challenges, the Chinese social media scene continues to evolve, influencing global trends and shaping how users interact and engage online.

Chinese social networks

Chinese social media apps have carved out their own digital realm, offering alternatives to Western platforms like Facebook, Instagram, WhatsApp, and Twitter.

Weibo stands as China's version of Twitter and Facebook, hosting microblogs and trending topics. WeChat, a multifunctional app by Tencent, surpasses WhatsApp by integrating messaging, social networking, payments, and more. Moments, similar to Facebook's News Feed, enables sharing updates and media.

Douyin, known internationally as TikTok, has gained global popularity for its short-form videos. WeChat's sibling, QQ, offers instant messaging and social networking services. Renren echoes Facebook's features, focusing on college networks. While Western platforms are inaccessible due to China's Great Firewall, these local alternatives flourish with innovative features. However, they also adhere to strict censorship and surveillance, shaping content and interactions.

Overall, the Chinese social media landscape showcases a blend of familiarity and uniqueness, providing a glimpse into a digital world parallel yet distinct from its Western counterparts.

WeChat

WeChat user statistics

1.17 billion monthly active users (MAU)
614 million people - average daily active users (DAU)
Users spend 82 minutes in the social network every day
68 million videos are uploaded every day
45 billion messages per day

WeChat is the top social network in China. At the moment, it is the largest communication platform in mainland China and one of the five largest social networks in the world. The number of active users of the Chinese social network has already exceeded 1 billion people.

User opportunities

Unlike numerous other Chinese social media apps, WeChat stands out as a super-app, comprising a comprehensive ecosystem of services.

Within this multifaceted platform, Chinese users employ WeChat not only for interpersonal communication but also for a wide array of additional functions, including browsing technology for accessing information, paying bills option, engaging in mobile gaming, and even placing orders for food delivery.

This multi-functional platform has revolutionized the daily lives of millions of people in China and beyond, reshaping technology, communication, and service engagement. Why is WeChat an incredible platform for Chinese netizens? Here are the features that make WeChat the top Chinese social media platform.

Integrated Services: WeChat's standout feature is its seamless integration of diverse services. Users effortlessly switch between messaging, socializing, web browsing, and more, saving time and effort by eliminating the need for multiple apps.
Wechat Mini Programs: Within WeChat's ecosystem, a myriad of mini programs cater to specific needs, from shopping and food delivery to banking, language learning, healthcare, and government services. Users can complete various tasks without leaving the app.
Payment System: WeChat Pay is pivotal, facilitating online and offline transactions, from money transfers and bill payments to online shopping and QR code-based in-store payments, reducing reliance on cash.
Social Commerce: WeChat merges social networking and e-commerce seamlessly, enabling users to follow brands, celebrities, and influencers and make direct purchases. This innovation transforms business-customer interactions.
Entertainment and Media: WeChat provides diverse entertainment, including short videos, games, and live streams. Users can engage with content creators, making it a hub for both passive and interactive entertainment.
Information and Content Sharing: WeChat serves as a content-sharing platform, with users subscribing to accounts aligned with their interests, spanning news, travel, cooking, and fashion.
Professional Networking: WeChat extends to professional use, connecting business professionals and entrepreneurs to share insights and even conduct deals.
Dating and Socializing: The app offers dating and social features, facilitating connections, friendships, and social activities.
Global Accessibility: WeChat's global reach has expanded. With an English version and translation features, it enables worldwide communication and engagement with Chinese contacts and businesses.

In summary, WeChat transcends mere social networking, offering users a comprehensive suite of tools and services that enhance modern life. From communication to commerce, entertainment to education, WeChat seamlessly integrates into daily routines, exemplifying the potential of the super-app model.

Sales options in WeChat

As you may know, WeChat is not only the most popular social media platform in China, but also an actively growing e-commerce platform brands commonly use to increase sales. Companies can create official accounts in WeChat to use e-commerce options. Business accounts allow brands to launch stores on WeChat, engage customers through content, promotions, and customer service.

Mini Programs provide a platform for e-commerce, allowing users to browse, shop, and make payments seamlessly. Moments Ads permit targeted advertising, reaching specific demographics effectively. WeChat Pay, integrated into the app, facilitates transactions, making purchases smoother.

With its social nature, WeChat fosters peer recommendations and word-of-mouth marketing. Additionally, the app's QR code feature enables offline-to-online sales conversions. Through its integrated ecosystem, WeChat offers a comprehensive array of sales avenues, boosting business growth and customer engagement.

Promotion features

WeChat opens substantial avenues for businesses alongside individual users. The introduction of official accounts in August 2012 marked a monumental success, with 1.4 million accounts established in the inaugural year. These accounts come in two varieties: service and subscription.

The service account enables the establishment of a direct store within the social network, integration of an online payment system, and the dissemination of updates to subscribers permitting up to 10 news pieces per post, albeit restricted to 4 posts per month. Moreover, businesses can develop their internet store on WeChat using mini-programs and linking with WeChat Pay, offering seamless transactions and a comprehensive shopping experience.

On the other hand, WeChat's subscription accounts bear resemblance to Telegram channels, serving as a platform to distribute up-to-date news, promotions, and other valuable content to clients.

Additionally, WeChat permits the creation of group chats accommodating up to 500 participants, fostering communication with potential customers and community building through shared insights. WeChat's versatility empowers businesses to effectively connect, engage, and nurture their customer base.

WeChat advertising encompasses various formats, such as Account Promotion on User Moments, allowing brands to promote posts within users' Moments feeds. Additionally, businesses can utilize Bottom-of-the-Article Banners and Mid-article Banners to display ads within articles on Official Accounts, enhancing their reach and engagement with WeChat's vast user base. Paid advertising in WeChat can be launched via WeChat Ads or Tencent Ads.

Weibo

Weibo user statistics

533 million monthly active users (MAU)
Average daily active users (DAU) - 258 million
Users on average spend 57 minutes in the social network every day

Weibo users form a predominantly youthful demographic, with an impressive 78% of them falling under the age of 34, reflecting the platform's popularity among younger generations. Surprisingly, a significant portion, 59%, hail from Tier 3-4+ cities, highlighting Weibo's reach beyond major urban centers. Additionally, the platform boasts a predominantly female user base, with women constituting 67% of its active users.

User opportunities

The second most popular Chinese social network is Weibo. Usually Weibo is considered to be the Chinese equivalent of Twitter, but after a significant expansion of its functions, it would be more correct to compare it with Facebook.

Unlike WeChat, Weibo was created immediately as a microblogging platform, not a messenger. If WeChat is more often used to communicate with friends, family and colleagues, then Weibo is a more public and open platform. Here, unlike WeChat Moments, posts, as well as likes and comments on them, are visible to everyone, not just mutual friends.

Weibo allows you to share with subscribers both short recordings and large articles with illustrations, as well as upload videos, photos, audio recordings and conduct surveys.

Sales options in Weibo

Weibo can also be used as an e-commerce tool. If you have a store on Taobao, you can directly give links on this Chinese social network. And since most users have already linked their Alipay account to their Weibo account, they can immediately go to the product they are interested in and make a purchase in one click. Like Douyin or Kuaishou Weibo allow brands to sell products through live streaming.

Promotion features

Weibo offers a plethora of promotion options to enhance your online presence and engage with your audience effectively. Content marketing opportunities are abundant, allowing you to share real-time updates, engage in conversations, and participate in trending topics to keep your followers hooked.

For those seeking to expand their reach further, Weibo offers various paid ad options. These include Open Screen Ads, Banner Ads, and Search Promotions, ensuring your content is seen by a broader audience. Additionally, you can promote your posts to your followers or target specific demographics through Targeted Promotions.

Collaborating with Key Opinion Leaders (KOLs) or Key Opinion Consumers (KOCs) is another avenue to explore for influencer-driven marketing strategies. For example, you can use live streaming to cooperate with influencers.

QQ

QQ user statistics

647 million monthly active users (MAU)
Officially released in 1999

User opportunities

Ranking as China's second-largest messenger after WeChat, QQ provides users with ample opportunities comparable to global platforms such as WhatsApp and Viber.

A standout feature is its diverse chat groups, designed for specific interests, fostering connections based on shared passions. Additionally, the ability to embed business ads within these groups facilitates direct engagement with potential customers.

However, gaining access to these groups could entail securing an invitation or a nominal membership fee. These attributes collectively position QQ as an appealing avenue for precise social interaction and effective business promotion. This solidifies its stature as a versatile and impactful platform within the realm of Chinese social media sites.

Promotion features

First and foremost, as mentioned above, QQ serves as an extensive user base for launching advertising campaigns. To initiate these campaigns, creating an account on Tencent Ads is required. Registering for the appropriate account is possible with a Chinese legal entity (or a company with a Chinese legal entity that acts as your advertiser on your behalf).

After registering on Tencent Ads, you can utilize deep targeting parameters offered by Tencent for its clients. These parameters include gender, age, education, marital status, children, property and occupation, behavior and interests, and much more. You can even consider weather and climatic conditions, not to mention the choice of city and country.

The primary advertising format on Tencent QQ is targeted ads. Specifically, this refers to placing a horizontal banner containing concise ad text or a call to action.

Qzone

Qzone user statistics

Created in 2005
500 million monthly active users (MAU)

User opportunities

Qzone, surpassing QQ in functionality, offers a diverse range of opportunities. Users share texts, videos, photos, and third-party links with subscribers, and easily connect by adding friends.

This mini-blogging and chatting platform, akin to Facebook, allows posting videos, pictures, blogs, and diaries. Seamlessly intertwining networking and blogging, Qzone enables following friends, sharing and reacting to posts, and uploading display pictures.

With a fusion of social networking and creative expression, Qzone provides a comprehensive space for users to connect and share, fostering deeper interactions with their audience.

Promotion features

Promoting your brand on Qzone involves strategic methods for optimal impact. Leveraging Qzone's advertising options, you have two choices: sponsored posts that intermittently grace users' feeds and banner ads, positioned on the left or right side. While banner and pop-on ads are pricier, sponsored posts serve as a potent, enduring tool, accommodating versatile formats and substantial customer-related content.

Engage with relevance by posting in pertinent groups. Capitalize on previous affiliations by showcasing products and fostering active participation through comments. This dynamic approach requires commitment but reaps rewards.

Exploit integration to your advantage. Qzone's connection to QQ facilitates customer support and marketing efforts. Group customers, offer updates, and employ QQ as an e-commerce touchpoint. Celebrity collaborations amplify impact; partner with Qzone's influencers for sponsored posts, harnessing their reach to spotlight your products. Remember, Qzone's mobile version omits ads, making integration vital for reaching your audience effectively.

Its difference from Weibo is that the main audience of this social network is from relatively small cities of tier 2 and below. If the potential target audience of your business is mainly young people from relatively small cities in China, registering a Qzone account will be the best solution for you.

Douyin

Douyin user statistics

518 million monthly active users (MAU)
88 minutes on average per day are spent by users in the social network every day

Another popular Chinese social network and application for short videos is Douyin or TikTok, as it is called in the West. This Chinese social network was first launched in 2016, and currently has more than 1 billion users. Its target audience is young people from 19 to 35 years old who actively not only consume, but also independently generate trending content.

User opportunities

Douyin is one of the most popular video sharing platforms that focuses on short videos. In addition, like Taobao Live, it is a large live streaming platform that provides many Chinese consumers with access to interesting online shopping experiences. Today, it is a leader among live streaming apps in China.

The extensive and relatively easy-to-use functionality of the application helps this Chinese social network to win the attention of users. There are many special effects for videos available in Douyin using which users produce short videos, launch various challenges and attract their friends from other social networks.

Douyin allows users to create and share creative and trendy short-form videos. Short videos are, unlike long-form videos, optimal for engagement and virality.

Douyin provides the ability to edit videos with engaging special effects and funny stickers to inspire its users to produce more and share more of these kinds of funny short videos with their friends.

Sales options in Douyin

Douyin offers brands a range of potent sales options, most notably e-commerce integration. Seamlessly linked with major marketplaces like Taobao and JD, Douyin is actively crafting its own marketplace to streamline buying and selling within the app. Douyin Pay further enhances the experience, enabling in-app purchases.

To bolster the prominence of Douyin stores, the platform's algorithms are being refined to display more Douyin store-related content in users' feeds, while the "shopping" section prioritizes these stores in recommendations. Live streaming sales have found a home in native Douyin stores too.

However, keep in mind that only verified accounts can establish stores, marked by the store icon on the home page. While Douyin focuses on sub-300 yuan items, higher-priced products are gaining traction, occasionally redirecting to platforms like JD. Top-selling sectors remain beauty, food, appliances, furniture, and children's products, manifesting Douyin's prowess as a thriving sales hub.

Promotion features

Promoting your brand on Douyin is based on working with Ocean Engine. As an encompassing advertising platform, Ocean Engine extends its reach beyond Douyin to other ByteDance platforms. The platform's "targeting options" provide unparalleled precision, letting you engage your ideal audience by refining demographics, interests, location, and income. Efficient promotion on Douyin requires a registered Chinese entity.

The promotional avenues are diverse. Through DOU+, you can elevate your content's visibility by configuring target settings, tailored goals, and audience parameters using Douyin's algorithms. Collaborating with key opinion leaders (KOLs) leverages Douyin's popularity. KOLs can spotlight your products during live broadcasts or within their posts. Long-term KOL partnerships amplify brand exposure, facilitated by Douyin's platform or MCN agencies.

As for working with KOLs, you should put emphasis on live streaming, which include an opportunity to launch in-stream advertisements. Live streaming is an expensive marketing tool, but an effective way to attract Chinese consumers and increase customer loyalty, because a Chinese consumer trusts influencers.

Incorporating user-generated content generates traffic. Crafting tasks for users incentivizes participation. They might produce product videos for a reward, amplifying your online presence. Sharing your brand's music capitalizes on Douyin's search algorithms, giving your music top-of-the-list prominence for three months.

Douyin thrives on captivating content, with its trend-aware algorithms propelling engaging material to the forefront. Brands can even create their unique stickers, enhancing user engagement by featuring them in videos. Among Chinese social media apps, Douyin is the most dynamic conduit to millions of people, where strategic promotion brings brands to the forefront.

Kuaishou

Kuaishou user statistics

355 million monthly active users (MAU) by 2022
65% of users live in tier 3-4+ cities

Kuaishou users, predominantly from China, represent a diverse demographic mix, spanning both younger (34% aged 25-34) and older (35% aged 46+) generations.

They actively create and consume a diverse array of content, including short videos, vlogs, and live streams, showcasing their talents, daily routines, and hobbies. Kuaishou's user base stands out for its authenticity and strong sense of community.

In the short video service arena, Kuaishou competes head-to-head with Douyin, but distinguishes itself by catering more to a less affluent Chinese audience, setting it apart in the market.

User opportunities

Kuaishou offers users a plethora of opportunities for self-expression and engagement. Users can create and share short videos, vlogs, and live streams to showcase their talents, hobbies, and daily lives.

The platform encourages interaction through comments, likes, and virtual gifting, fostering a sense of community. For talented content creators, Kuaishou provides avenues for monetization through tipping and brand partnerships.

Additionally, users can discover and connect with like-minded individuals, exploring a wide range of content and cultural experiences. Kuaishou's diverse user base and interactive features empower individuals to express themselves creatively and connect with others in meaningful ways.

Sales options in Kuaishou

Kuaishou offers a robust set of sales options, with a notable focus on e-commerce. In 2021, it facilitated a staggering 220 billion RMB in e-commerce transactions, highlighting its growing significance as a shopping platform.

The platform caters to a diverse user base. In terms of gender distribution, 40% of Kuaishou's consumers are men, while 60% are women. However, when it comes to higher-value customers spending over 5000 yuan, the dynamics shift significantly, with 77% being women and 23% men.

These statistics underscore the platform's appeal to female consumers, particularly in the higher-spending bracket. Kuaishou's e-commerce ecosystem enables brands and businesses to tap into this substantial market, leveraging its user-friendly features and engaged user base to drive sales and brand engagement. As Kuaishou continues to evolve, its e-commerce opportunities are likely to expand further.

Promotion features

Kuaishou offers a range of promotion opportunities for businesses and creators to maximize their reach and engage with their target audience effectively.

Content Marketing Opportunities: Users can leverage Kuaishou's platform to create short, viral videos that have the potential to reach a vast audience. These videos can incorporate embedded links or product listings, allowing for direct sales within the content itself. This approach blends entertainment with commerce, making it a powerful tool for marketers.
Paid Ad Options: Kuaishou provides various paid advertising options, including Open Screen Ads that appear when the app is launched, Feed Ads that appear in users' feeds, News Banner Ads for visibility within the news section, and collaborations with Key Opinion Leaders (KOL) or Key Opinion Customers (KOC) who have a dedicated following. These options cater to diverse promotional needs and budgets.
Cost-Effective E-commerce: Kuaishou excels in e-commerce promotion with a lower cost per item, making it an attractive choice for businesses looking to optimize their marketing budget while achieving substantial sales results. The platform's emphasis on user-generated content and authenticity further enhances its suitability for e-commerce campaigns.

Overall, Kuaishou's promotion opportunities offer a dynamic and cost-efficient approach for businesses and creators to connect with their audience, drive sales, and build brand loyalty in a creative and engaging manner.

Bilibili

172 million monthly active users (MAU)
Users spend an average of 83 minutes a day in the social network every day

Bilibili video platform was created in China in 2009 and was originally conceived as a platform for anime and manga lovers. But very soon it turned into one of the largest social networks with an audience comparable to Youtube – 172 million active users per month.

User opportunities

Unlike other major video hosting platforms, iQiyi and Tencent Video, Bilibili focuses on user-generated content.

It is a video hosting service where you can find not only anime (although it is one of the most popular genres), but also lifestyle videos: tips on beauty and fashion, guitar playing or cooking a delicious omelet.

The platform's core themes of animation, comics, and games encourage user participation through "bullet comments." These real-time comments overlay videos, allowing viewers to share thoughts, reactions, and inside jokes, enhancing the communal aspect of the platform.

Bilibili predominantly features long-format videos, catering to in-depth content consumption. This format accommodates extensive storytelling, reviews, tutorials, and discussions, making it a hub for passionate fans and creators alike.

Promotion features

First of all, brands can use content marketing opportunities related to User Generated Content (UGC): Bilibili thrives on User Generated Content (UGC), making it an ideal platform for content marketing. Brands can engage with the community through creative challenges, fan interaction, and collaboration with popular content creators. UGC campaigns can go viral, boosting brand visibility and credibility.

Besides, businesses have the opportunity to attract Bilibili's enthusiastic user community via a diverse range of advertising formats:

Large Expanding Banner: Utilizing dynamic videos that expand to full-screen upon user interaction, guiding them to a dedicated section showcasing your product.
Full-screen Ads: Grabbing users' attention as soon as they open the app with captivating images or videos.
Interactive Full-screen Ads: Engaging users with ads that take over the entire screen for up to 20 seconds before transitioning into a smaller video.
Static Top-screen Banner: Keeping your brand at the top of users' minds with a fixed banner on the screen.
Integrated Content: Seamlessly integrating your ads into user-generated content, ensuring organic visibility among other videos.

Additionally, bloggers can harness the power of targeted advertising to enhance their reach. Bilibili even offers a dedicated platform for blogger collaborations at https://huahuo.bilibili.com.

Baidu Tieba

Baidu Tieba user statistics

300 million monthly active users (MAU)
1.5 billion registered users

Baidu Tieba is an analogue of the well-known Western Reddit. Here users interact not only with their closest friends and acquaintances, this network is more like a bulletin board, where anyone can take part in the discussion of a hot topic or a fresh post. Using Baidu Tieba you can simultaneously address a large number of users, but it will be more difficult to reach the target audience.

User opportunities

Baidu Tieba offers users a diverse range of opportunities within its 23.5 million communities. Whether you are a devoted fan or just curious, these forums (吧) cater to everyone.

Users can share text, graphics, audio, and video content, engage in discussions, comment on posts, and even create specialized groups for thematic conversations. It's the go-to platform for celebrity enthusiasts, sports fans, gamers, online novel readers, and trend enthusiasts alike.

With a wide array of topics, from gaming and entertainment to showbiz and sports, Baidu Tieba brings together people from all walks of life to exchange thoughts and opinions.

Promotion features

Baidu Tieba offers valuable promotion opportunities in China. It can drive traffic to your website and attract your target audience.

Leveraging Baidu Tieba enhances brand reputation and visibility by engaging potential consumers in discussions, reviews, and product recommendations. Collaboration with Key Opinion Leaders (KOLs) is possible on this platform, aiding in brand promotion.

Additionally, like other Baidu services, it improves SEO through strategic keyword integration and harnesses traffic from Baidu's search engine to boost your brand's online presence effectively.

Baidu Zhidao

Baidu Zhidao user statistics

540 million monthly active users (MAU)
1.5 billion registered users

Baidu Zhidao boasts an impressive user base, with 540 million monthly active users (MAU). This vibrant community has collectively contributed to the platform's wealth of knowledge, having answered a staggering 746 million questions. It serves as a bustling hub where users seek and share information, making it a valuable resource for those in search of answers and insights.

User opportunities

Baidu Zhidao provides users with a platform to engage in a wide-reaching online community, where they can pose questions and access answers from fellow users, experts, and business professionals. It is a valuable resource for knowledge seekers.

To maintain the quality of content, the platform undergoes rigorous moderation and enforces restrictions on content publication, particularly concerning topics like violence, ethical violations, and spam. This ensures a safe and informative environment for users to exchange insights and information within the Baidu ecosystem.

Promotion features

Baidu Zhidao offers brands a valuable opportunity for subtle product promotion. By fostering discussions related to their products, brands can help Chinese consumers, who rely on peer opinions and recommendations, gain a better understanding of their offerings.

This approach also enables brands to gain insights into potential consumer demands and a deeper understanding of their target audience.

Furthermore, content posted on Baidu Zhidao, like other services in the ecosystem, enjoys high search engine rankings, enhancing the effectiveness of SEO strategies. It is a powerful platform for brand engagement and promotion in the Chinese market.

Zhihu

Zhihu user statistics

220 million registered users
106 million monthly active users (MAU)

Today, Zhihu remains a thriving platform for engaging with Chinese internet users. The positive trend extends to the annual MAU average, which saw a 40% increase in 2021, reaching 95.9 million, today it is more than 100 million users.

Notably, around 75% of Zhihu users hold bachelor's or master's degrees, with 1.7% holding PhDs. This educated user base is complemented by relatively high income levels, as approximately 30% of Zhihu users earn at least 10,000 yuan per month.

Zhihu's user demographic primarily consists of Generation Y, mainly urban residents. Understanding these characteristics is crucial for developing effective engagement strategies on the platform.

User opportunities

Zhihu offers a wide range of content and features to its users. On the main page, users can find publications, recommendations, trending topics, and videos.

The website also has dedicated sections like Zhihu Academy for educational videos, a Membership page with various content, a Discovery section for fresh news and questions, and an aggregator for unanswered questions.

Additionally, users can access options like live streams, a bookstore, roundtable discussions, columns for in-depth content, paid consultations with specialists, and an encyclopedia with thousands of articles.

These features cater to the diverse interests and needs of Zhihu's user base, making it a hub for knowledge-sharing, learning, and engagement.

Promotion features

Zhihu serves as a versatile platform for brands to achieve several objectives:

Enhancing Brand Reputation: Zhihu's educated user base and rich content make it an ideal place to boost brand reputation in China. Beyond answering questions, brands can create informative content.
Audience Insight: Engaging with Chinese users on product-related discussions helps brands understand their ideal customers and tailor products accordingly.
SEO Benefits: Zhihu content is well-indexed in Chinese search engines, providing opportunities to improve visibility through strategic keyword usage.
Zhihu Marketing Tools: Brands can create various entity accounts and benefit from visibility, reputation management, and native advertising.

Zhihu is a multifaceted platform for knowledge exchange, catering to Chinese users, experts, and brands. Despite competitors like Baidu Zhidao, Zhihu maintains its position as a leading platform in China.

Xiaohongshu

Xiaohongshu user statistics

77 million monthly active users (MAU)
On average, users spend 31 minutes a day in the app every day

Little Red Book boasts a user base of 43 million content creators, with 50% hailing from tier one and tier two cities. Remarkably, 72% of its users are from the post-90s generation. Predominantly, the platform attracts young females aged 18-34, primarily located in higher-tier cities, making it a hub for trendy, female-centric content and commerce.

User opportunities

Little Red Book, a lifestyle-focused content sharing platform, offers lucrative opportunities, especially in B2C industries like Beauty, Fashion, and Lifestyle.

Users can engage through various content formats, including images, videos, reviews, blogs, and long posts. This versatility enables them to influence trends, share authentic experiences, and drive consumer engagement, making it an ideal platform for businesses to tap into a highly engaged and influential user base.

Sales options in Xiaohongshu

Xiaohongshu, also known as Little Red Book, offers a strong range of e-commerce features. Brands can set up official stores to display and sell their products, and users can effortlessly make purchases within the app.

The platform enhances the shopping experience with its integrated shopping cart, secure payment processing, and user reviews.

Additionally, Xiaohongshu's algorithm-driven recommendations assist users in discovering new products and local trends, making it an excellent e-commerce platform for businesses looking to engage with digitally savvy consumers in China.

The platform's top product categories include lifestyle, fashion, clothing, cosmetics, and more.

Promotion features

Little Red Book's user promotion features are a potent toolset for brands:

KOL and KOC Collaborations: Harnessing the influence of Key Opinion Leaders (KOLs) and Key Opinion Consumers (KOCs) to boost brand visibility. Their authentic endorsements resonate with the platform's engaged user base, driving trust and conversions.
Content Marketing Opportunities: Showcasing User-Generated Content (UGC) and genuine product reviews. Share updates and facilitate direct sales through embedded stores, seamlessly blending content and commerce for an engaging user experience.
Paid Ad Options: Utilizing diverse ad formats, such as Open Screen Ads for maximum visibility, Discover Page Screen Ads for discovery-driven engagement, and In-stream Ads for non-disruptive, high-impact promotion. These features empower brands to connect effectively with their audience, enhance brand recognition, and drive sales on the platform.

Douban

Douban user statistics

60 million monthly active users (MAU)
49% of users live in Tier 1 cities

Douban's user base predominantly resides in Tier 1 cities (49%) and is closely linked to China's middle class. The core demographic aligns with Generation Y, with nearly half (49%) of active users falling between the ages of 30 to 40. Gender distribution is relatively even, with males comprising 47% and females 53% of the audience. With a monthly active user count of approximately 60 million, Douban stands as a favored platform for engaging diverse niche audiences, making it a popular choice for various content creators and businesses.

User opportunities

Douban serves as a unique avenue for Chinese individuals to articulate their viewpoints and reflections on subjects of personal significance. Consequently, the content on Douban possesses a distinct specialization, setting it apart from other Chinese social media platforms that cater to a broader demographic.

This platform showcases a plethora of user-generated content spanning book and film analyses, artistic expressions, and niche interests. Notably, the inclusion of diverse community groups amplifies its appeal as a prominent communication channel. While most of Douban's resources are accessible without requiring registration, unregistered visitors miss out on the ability to initiate events, orchestrate campaigns, or engage in discussions through comments.

Promotion features

Douban employs effective advertising tactics, featuring strategically placed banners catering to target audiences at an affordable CPM of 15 to 20 RMB.

The platform thrives on user-generated content, spanning book and movie reviews, art exhibitions, and hobby discussions, along with a robust community network. Unregistered visitors miss out on event initiation and commenting.

Douban accommodates multimedia ads, notably Douban FM, capitalizing on word-of-mouth in Chinese consumer culture.

Brands can leverage opinions, ratings, and discussions to shape perceptions and engage the community. They can also create "brand stations" for sharing narratives and premium versions with advanced features for enhanced brand exposure. Douban is a versatile platform for brand promotion and engagement.

FAQ

Which social networks are used in China?

In China, the most popular social networks include Chinese social media platforms like WeChat, QQ, Weibo, etc. Social media sites like Facebook or Instagram popular in the western world are blocked in China.

What are the top 3 biggest social media platforms?

Top social media platforms in China include WeChat, Weibo, and Douyin.

What percent of Chinese people use social media?

There are about 98% of Chinese netizens who actively use Chinese social media platforms.

What is the most used Chinese social media platform?

The most popular social networking platform in China is the WeChat app which is an entire Chinese social media ecosystem.

What is a Chinese social network like Facebook?

A similar social media platform in China is Weibo, however, some Facebook options are also relevant to other platforms like WeChat.

What is the Chinese version of Instagram?

Popular social media platforms similar to Instagram are Xiaohongshu and Douyin.

I want to improve my brand image in China. Which Chinese social media sites are relevant?

There are different popular social media sites which you can use to increase brand awareness. The main social media sites in China which you need to primarily consider are WeChat and Weibo. To create official accounts on them is even more important than to develop a Chinese website.

Does social media marketing in China have any unique features?

In general social media marketing in China is based on marketing strategies which are widely used in Europe or the US. However, marketing activities in China have some different features.

Firstly, a lot of Chinese social platforms today include features related to e-commerce platforms.

Secondly, paid advertising in Chinese social media platforms are more popular than website ads, but at the same time ads on Chinese social media sites are becoming more interactive, for example, due to KOL marketing.

What is the Chinese equivalent of Twitter?

Weibo, which is the most popular micro blogging platform in China, is a Chinese Twitter, whose number of active users is more than 530 million.

What country has the highest use of social media?

In terms of active users of various social media platforms China is a leading country attracting many global brands interested in Chinese social media marketing as a tool to increase sales in China.

What is the fastest growing social media in China?

Online platforms related to short video formats are fastly growing in China. These Chinese social media platforms include Douyin and Kuaishou.

What social media platforms were originally created in China?

All popular Chinese social media sites were originally created in China, they include WeChat, Weibo, Douyin, Kuaishou, Little Red Book, Baidu Apps and many others.

Why is Weibo so popular?

Weibo is a top Chinese social networking platform due to its extensive user base, real-time updates, and the presence of celebrities, influencers, and rich media sharing.

Can WeChat be used in the USA?

Yes, WeChat can be used abroad, but you can not be able to use all options without verification via a Chinese number.

What is the difference between WeChat and Weixin?

Weixin is an extended version of WeChat which is adapted to the Chinese market and provides more social media marketing tools. If you want to use full paid marketing programs by Tencent, choosing between mobile phones for registration, use a Chinese phone number.

Is Qzone a social network?

Yes, Qzone is a Chinese social media platform developed by Tencent that allows users to create and customize their personal web pages, share multimedia content, and connect with friends.

Is QQ still being used?

Yes, despite a decrease in MAU, QQ continues to be a popular instant messaging app.

Is QQ different from WeChat?

Yes, QQ and WeChat are both messaging apps developed by Tencent, but they serve different purposes. QQ is primarily a desktop-based instant messaging platform primarily focused on text communication, while WeChat is a mobile-first app that offers a wider range of features, including social networking, mobile payments, and multimedia sharing, making it a more comprehensive and versatile social media platform.

Is Xiaohongshu popular?

Xiaohongshu is popular with target specific niche groups, especially with young female users living in first tier cities.

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