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If you want to learn about where Chinese internet users spend their time and what platforms you can use to grow your business in China this is the article for you.
People spend a good portion of their daily lives on social media in China, particularly on WeChat. There are many platforms that can be used for social media marketing in China, so read more below to determine which ones are right for you!
If you are interested in any China marketing services, you can talk to our social media experts directly!
WeChat is an all-in-one messaging app developed by Tencent, which also provides games, online shopping, and financial services. WeChat offers far more than any of the Western messaging apps.
In terms of comparison, it can be likened to a combination of the Chinese Facebook, Whatsapp, Google News, Tinder, and Pinterest combined.
It also contains ten million third-party apps called WeChat mini-programs. There are different types of accounts on WeChat.
Personal accounts are used by individuals, while businesses can create WeChat official accounts to stay in contact with their customers and post promotional information.
To learn more about how to use WeChat for business check out the blog below:. WeChat Mini Programs, apps that run within the WeChat ecosystem, have also been growing at a blistering rate.
With DAU of mini-programs in China exceeding million, these lightweight apps are becoming more and more popular with both users and businesses.
For more on WeChat mini-programs check out the blog below. Today, WeChat is the largest social media platform in China, with over 1 billion monthly active users.
Chinese users spend an average of over 70 minutes a day within the app. All this makes it one of the most popular choices for businesses looking to get started with social media marketing in China.
Aside from that, WeChat allows companies and celebrities to create official accounts to generate content for promotional purposes.
This makes WeChat one of the most popular tools for social media marketing in China. Read more about this below.
WeChat allows for one-to-one personalized interaction between brands and users. This allows brands to communicate directly with their followers through the messaging functions on their account.
This also allows brands to provide customer service directly through their WeChat account. Tencent previously did not allow advertising as they focused primarily on building their user base.
These are the most effective and unfortunately the most expensive form of advertisement for WeChat. Read all about this ad format and more in our blog on WeChat advertising.
In addition, QR codes might be dying in the Western world, but they are still widely used in China. Mobile users often scan for promotion, passwords or to follow a brand.
To gain more followers, QR codes are essential and provide a link from the online world to the physical world. Sina Weibo, or Weibo, is a micro-blogging platform in China released in However, given the character limits its most often labeled as the Chinese Twitter.
Weibo is the second most popular social media in China with its user base nearing million users. Like WeChat, Weibo is another platform brands commonly use for social media marketing in China.
With Weibo, users can upload videos, images, and gifs. Also, they can follow an individual and read their posts, then like and share them, without being followed back.
As of Q1 , Weibo had million monthly active users, growing by nearly million users in alone. Chinese people come to Weibo for several reasons including information, sharing, and the opportunity to engage with other users.
Because Weibo is a blogging site, it acts as a large source of informational and trending content. Companies, organizations, and celebrities in China have Weibo accounts to interact with their customers, fans, and followers.
This is one of the most popular platforms for KOLs in China to work on. Since there are no limits on posting like there is on WeChat, KOLs on Weibo can do multiple promotions a day, significantly increasing their income.
Other than that, companies can create and manage a page for users to interact and discuss on to increase the level of communication with their customers.
In a tie-up with Alibaba, Weibo even allows companies to sell their products directly through the platform.
All this makes Weibo another incredibly popular channel for social media marketing in China. QQ is another instant messaging app developed by Tencent.
Just like WeChat, it offers users multiple services like games, music, shopping, micro-blogging, movies, group chat, and voice chat.
Users each have a unique numerical ID for their accounts. This was the most popular form of online communication in China prior to the release of WeChat.
Businesses can open an organization account, which is known as a QZone. This was previously one of the most popular advertising channels in China but has seen a decline in recent years due to the popularity of WeChat.
Furthermore, Tencent offers paid marketing programs. With these programs, you can pay Tencent, and have them create content for you, then have it published in different areas of QQ.
It is important to note that QQ is more popular in 3rd and 4th tier cities and its users tend to skew younger, meaning they have limited spending power.
QQ made quite a large pivot in due to the impact of the Coronavirus. With schools shut-down in response to the virus, schools scrambled to find a solution to help students continue their studies without interruption.
Tencent quickly released a new feature on QQ that allowed teachers to live stream and share their screen in the already popular QQ group chats.
Nonetheless, the platform did see an overall decline in monthly active users but it seems like QQ definitely still has its place in the Chinese social media ecosystem.
As you probably know, the online video market in China is highly competitive. Tencent Video has now completely overtaken its competition.
Statistics from the show that Tencent Video is now leading the online video market by having over million mobile monthly active users and million subscribers as of Q1 Youku remained low in comparison with Data Source: China Internet Watch.
With its advertising features there are plenty of ways to reach your target audience through Tencent Video. However, like Youtube, Tencent Video works best when used as a more top of funnel strategy to build awareness rather than drive conversions.
Xiao Hong Shu is an e-commerce platform that also has many features commonly seen on social media networks. Users can post reviews, join in on discussions, and post their own content.
Content on the platform tends to focus on product photos and shopping experiences, including shopping tips, deals, and experiences from their trips abroad.
Xiao Hong Shu was built to be a platform primarily focused on User Generated Content, where users could share reviews and their experiences to help others with their purchasing decisions.
They can share also share pictures of products that they have purchased, on a board that bears a strong resemblance to Pinterest, where other users can like and comments.
Aside from its social aspects, Xiao Hong Shu is an advanced e-commerce platform. The home page features items that have received the most shares.
This allows users to dictate which items are featured on the home page and to direct trends. Xiao hong Shu had a very rough After seeing massive growth in its user base and transactions conducted on the platform, the company ran into trouble with authorities for hosting fake and misleading content.
This led to a massive purge of fake users and KOLs using fake users to boost their metrics. The platform was forced to implement a rigrous process for KOLs who must now register to conduct commercial activity on the platform.
Xiao Hong Shu has become one of the most popular platforms among Gen-Z in recent years due to its strong focus on user generated content and community aspects.
However, competitors are appear seemingly left and right, with WeChat jumping into the e-commerce market with its WeChat Mini-Programs and E-Commerce giants like T-Mall adding community based features to their platforms.
While the field is crowded, Xiao Hong Shu offers brands a window into an attractive demographic for brands in the fashion, beauty, and cosmetics industries.
Users often post on Douban to discuss books, movies, music, and events. The landscape on Douban is constantly shifting and trends emerge and die off relatively quickly on the platform.
This is another platform that is often considered to be something similar to a Chinese Reddit. Douban makes it easy for users to book tickets for movies and concerts, download e-books and even listen to their own radio station, douban.
Users can also connect with each other based on similar tastes and interests. Demographically speaking, the platform is used mostly by citizens of Tier 1 and Tier 2 cities.
Douban has a relatively low user base compared to other platforms, primarily because it does not require users to sign-up and create an account to access content.
While this might deter some marketers, this is an incredible platform for promoting more sophisticated and culturally oriented products. For businesses in the arts, this is one of the most popular platforms for social media marketing in China.
SimilarWeb shows that Douban has Douban offers very little in terms of advertising, as they only offer banner ads with a relatively high CPM of RMB.
Brands can also advertise over Douban FM with audio advertisements, similar to traditional radio advertisements. The primary reason users come to Douban is for reviews, ratings, and discussions.
Brands can seize opportunities to change and improve opinions of their brands or products on the platform, but they must also be careful not to aggravate the community as this could have negative consequences.
Brands can create events that are able to get people with the same interests together as a discussion group so that you and the consumers can have authentic interactions with potential customers.
This is another amazing way to gather feedback on your brand from Chinese netizens. Zhihu is a question and answer site just like the English equivalent, Quora.
Zhihu started in a similar fashion to Quora, but it has become much more in recent years. While posts on Quora can be quite lengthy, it is common for posts on Zhihu to be over 5k words and cover incredibly specific questions.
Users often include charts, graphics, and other media to further demonstrate their point and improve the quality of their answers.
Zhihu has also introduced several new features which Quora has yet to emulate, for example:. Thanks to Matt Hartzell for noting these new features!
In terms of demographics, Zhihu users are highly educated, wealthier than average, and concentrated in tier 1 and tier 2 cities. One important fact to note about both Quora and Zhihu, is that they both have tremendous trust rankings on search engines.
Creating the discussion on these platforms regarding your brand and providing useful information to users on these platforms can greatly improve your presence on search engines.
While advertising in the traditional sense might not be incredibly effective on either platform, providing users with useful content will almost certainly result in some increased brand awareness.
Businesses can answer questions that relate to their industry and post links to their company website or contact form.
However, businesses must be careful to not come off as too sales-oriented and self-promotional. Users accept the presence of links to websites and contact forms in exchange for useful content and contributions to discussions, but outright sales pitches will not fare well.
One way to ensure that your the content you create on this platform is through KOL promotion. While they might not consider themselves as KOLs in the traditional sense, top contributors on Zhihu have managed to gain massive followings on the platform.
Collaborating with these top contributors can help brands to reach their target audience and impart a sense of trust to Zhihu users.
For B2B brands or businesses with very complex products, Zhihu is the ideal platform for social media marketing in China. Especially when products require customers to be educated about the uses, benefits, and features of a product Zhihu is the perfect platform.
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