7 Most Popular Social Media Marketing

Platforms in China

Understanding China’s social media space is crucial to creating a

marketing strategy for Chinese consumers.

People in China are more active on social media than probably anywhere

else in the world. They post their views, follow influencers, watch videos,

and share content.

They also love to shop.

Many features enable the people of China to socialize and buy. And they

do all this on Chinese apps and sites that offer innovative, advanced

features.

With more than 900 million online users in 2020, China offers great

business opportunities, but it is also very competitive. Being familiar with

the leading social media networks is your starting point. From this start, you

can dive deeper into the fascinating world of social commerce.

Read more about it in our blog article on: Social Commerce is the New E-

Commerce

Here’s a look at the Chinese social media platforms you should know

about:

Tencent WeChat

WeChat is a super-app. The largest social media platform in China, it

has about 1.2 billion monthly users.

It started as a text and voice messaging app like WhatsApp, but it has

developed into “the app of everything”. People use it to connect with

friends, create posts (called WeChat Moments), shop, make payments,

play, book appointments. Everything.

Businesses can open a WeChat account. The account enables them to

push feeds to subscribers, interact with them directly, and provide services.

They can also use WeChat Advertising for different types of ads, such as

Moments ads (similar to Facebook’s news feed).

WeChat Mini-Programs users can easily access businesses without leaving

WeChat, and WeChat Stores allow the sale of goods and services inside

WeChat. You can also add links to your external website on your WeChat

account. Shoppers can checkout with one-click-payment via WeChat

Payment.

With its incredible number of users and functionality, no doubt WeChat is a

priority in your Chinese social media marketing.

Sina Weibo

Chinese microblogging site, Sina Weibo has over 500 million monthly

active users.

The Sina Weibo platform has the important features of Twitter, Facebook,

and Instagram. Weibo allows businesses to set up official accounts to

interact with users through links, videos, and images that advertise their

products and services.

Brands often use this platform for social media marketing in China. It can

be an incredible tool to build awareness for your brand through

communication and organic growth. Other ways are campaigns,

advertising, and other features. You can also use it to collect data and

insights.

Tencent QQ

QQ is another instant messaging app by Tencent and has about 700

million monthly active users. It offers services like games, shopping, music,

chats, and micro-blogging.

QQ does not require a phone number to register as WeChat does, and its

desktop version is popular.

You can open an organization account on the QZone social networking

website. There, businesses can also use paid marketing programs by

Tencent, such as games and banners. Using the QQ platform, brands

should know it is more popular in 3rd and 4th tier cities and has a younger

audience.

Tencent Video

The biggest Chinese online video platform by the daily average number of

users is Tencent Video. Other platforms, especially iQiyi and Youku, are

also highly popular.

Tencent Video, like YouTube, is a platform that allows you to use

advertising features. It gives the opportunity to reach a diverse audience

and build awareness.

Xiaohongshu

The Little Red Book, or RED in English, is a platform with social media and

e-commerce functions for a new generation of users in China. It can seem

like a combination of Instagram and Pinterest. Here, users present

themselves and consume exciting content.

Most users are Gen-Z females. They go here to review fashion, beauty,

and lifestyle products. They also offer suggestions for traveling or rate

restaurants with images or short videos.

And they shop.

It is a trusted website where users can find luxury and foreign goods and

buy directly from sellers. But this is not all. Many use it to get inspired and

entertained. As a result, being on Xiaohongshu is part of the shopping

journey, but often users choose to purchase elsewhere, like on Tmall.

Social shopping has many advantages. If it fits your brand, you can use the

platform for social commerce. You can also open a shop or wholesale to

the Xiaohongshu platform directly. The key here is to provide valuable

content. From there, drive your traffic to e-commerce platforms such as

Tmall Global.

TikTok / Douyin

Video-sharing social networks, TikTok and Douyin have almost the same

user interface but are separate, with TikTok being the international version.

Douyin offers many opportunities to grow awareness to your business

through creative and entertaining videos. You can also use the content to

promote e-commerce. People can buy products featured in a video, book a

hotel room, get coupons, and more on Douyin.

Douban

Douban is a social networking platform that allows users to create lifestyle

content, share ideas, and discuss books, music, events, and brands (and

insert links of products). Users not only connect but build communities,

making it more of a niche-focused platform.

Businesses can create a “brand station” or brand page and share, and it

can be an incredible platform to reach your target audience, especially for

businesses in the arts. Another way to reach target audiences is via

advertising options.

However, these are limited, and marketing on the platform is a lot about

reputation: reviews, ratings, and discussion.

Additional platforms

There are many other social media platforms that we have not mentioned

here which may be suitable for your needs.

Zhihu (a question-and-answer site, similar to Quora), Jinri Toutiao (which

translates to “today’s headlines”), Baidu Tieba (search engine and

forum), Meitu (image processing and social community), and many more.

Wiser Market

Any seller who wants to enter the Chinese market should gain an

understanding of the power of social commerce in the country and its main

social media networks.

China is vast and unique. But although networks and cultures are different,

marketers can find similarities and learn to craft effective strategies.

As elsewhere around the world, engaged consumers share content on

social media platforms. Consumers go through a decision-making journey

that eventually results in a purchase. Check the latest trends to provide

value and create engagement, yet acknowledge the differences and

continue to test and learn.

People look for trust and recommendations. However, successful

marketing exposes brands to counterfeits and replicas, making intellectual

property protection an essential part of your strategy.

Wiser Market is an anti-counterfeit agency offering proactive online brand

protection services to help brand owners enforce their intellectual property

rights across multiple digital channels.

Want to protect Your Brand? Contact us for a FREE review:

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Wiser Tip: China’s social media space offers incredible opportunities if you

choose the right platform for your needs. However, numbers are not

everything and it is crucial to gain an understanding of platforms, content

trends and Chinese consumers in order to execute a successful social

commerce campaign.