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Top 5 most popular social platforms in China

By Elin Box on June 20, 2023

Whenever you target an international market, it is important to properly research the platforms that your local target audience is using. This will help ensure that you focus your local marketing efforts in the right places, allowing you to properly reach your target customers. This is especially true for China, where the local digital landscape is completely different from the rest of the world! The infographic below shows the top five most popular social platforms in China. As you can see, the Chinese social media space is completely dominated by local players.

What are the most popular social platforms in China?

As you can see in the infographic above, the top five most popular social platforms in China are:

  1. WeChat: 82% of Chinese internet users say they use the platform every month.
  2. Douyin: 72% of Chinese internet users say they use the platform every month.
  3. QQ: 62% of Chinese internet users say they use the platform every month.
  4. Baidu Tieba: 58% of Chinese internet users say they use the platform every month.
  5. Xiaohongshu: 50% of Chinese internet users say they use the platform every month.

If you are targeting the Chinese market, it is essential that you tailor your social media marketing strategy to these platforms. Attempting to reach a Chinese audience on typical Western platforms like Facebook, Instagram or Twitter will end in failure – since these are blocked by the so-called Great Firewall of China. Instead, you should be active on the platforms that your audience actually uses – the likes of WeChat, Douyin, QQ, Baidu Tieba and Xiaohongshu. Let’s delve a bit deeper into what exactly these platforms are.

What is WeChat?

WeChat is the most popular social platform in China, with 82% of Chinese internet users being monthly active users. WeChat is sometimes nicknamed China’s “super app” due to its huge range of functions. Within WeChat, it is possible for users to message friends, share photos, order takeaways, book tickets, book hotel rooms, shop online, order professional services, leave business reviews, donate to charities, pay utility bills – and that barely scratches the surface. Whatever your business, there will likely be a place for you on WeChat.

What is Douyin?

Douyin is the second most popular social platform in China, with 72% of Chinese internet users being monthly active users. Douyin is the Chinese version of TikTok. Compared to TikTok, Douyin has more advanced features, such as the fact you can integrate your website and e-commerce platform inside Douyin, which makes it easier for you to sell your products or services via Douyin. If you are targeting millennials or Gen Z in China and want to explore video marketing, you should definitely consider setting up a Douyin account for your brand.

What is QQ?

QQ is the third most popular social platform in China, with 62% of Chinese internet users being monthly active users. QQ is an instant messaging and social platform that is particularly popular amongst young people. On QQ, it is possible for users to message friends, create groups, go shopping, play games, and more. There are various advertising and marketing options that make it an appealing option for brands targeting a younger Chinese audience.

What is Baidu Tieba?

Baidu Tieba is the fourth most popular social platform in China, with 58% of Chinese internet users being monthly active users. Baidu Tieba is a content-oriented discussion forum. It can be a great place for you to boost your brand awareness and showcase your thought leadership by creating high-quality, engaging content for people to read and discuss. There are many, many different “Tiebas” (i.e. communities) on the platform, focusing on different niches, so no matter what your business is, there is likely to be a community for you.

What is Xiaohongshu?

And finally, Xiaohongshu (also known as Little Red Book) is the fifth most popular social platform in China, with 50% of Chinese internet users being monthly active users. Xiaohongshu is a social shopping platform, meaning it is a combination of a social network and an e-commerce platform, where users can share social posts as well as shop for products. Xiaohongshu is like a combination of Pinterest, Instagram and a short video platform. It is a great platform for businesses to seamlessly blend in their advertising and make it look effortless. This platform is also a good opportunity for smaller businesses with limited marketing budgets.

Want to learn more?

Did you realise just how different the Chinese social media landscape is? It goes to show the importance of properly researching your target markets and creating a tailored marketing strategy that targets the right platforms for each country. To learn more fascinating facts and stats about how digital marketing works in 57 different countries, check out the Webcertain search and social report 2023 by clicking the button below!

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Elin Box

Content Marketing Manager at Webcertain
Elin is a Content Marketing Manager at Webcertain. She is responsible for Webcertain’s Self-learning platform, producing in-depth guides on a range of international digital marketing topics. She also helps run the Webcertain blog and is the writer of the Webcertain search and social report, an annual report summarising digital marketing best practices in over 50 countries. She is passionate about educating and empowering people to make the best decisions for their business and is proud to help share Webcertain’s wealth of digital marketing knowledge with the world. Elin is from the UK.

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