A Guide to China’s Unique Social Media Landscape
Photo by Ryoji Iwata at Unsplash.
China’s social media landscape may be the world’s largest, but it’s also arguably the most unique. Here we demystify everything from Douyin to Weibo to help you successfully market – and sell – your brand to China.
If shoppable content has recently stopped your scroll on Instagram, you’re not alone. Social commerce is set to be one of the biggest trends across Britain in 2021. In China, though, it’s already a well established retail channel.
China’s online ecosystem not only dwarfs that of other countries, but it’s also far more advanced. Social commerce sales there surpassed $186 billion in 2019. Nearly 10 times higher than sales in the U.S. during the same period.
Accessing the lucrative Chinese market means not only utilising social media as a marketing channel but a retail one, too. Here though, globally-recognised sites like Facebook and Instagram are banned. In their place are a host of channels like Weibo and Douyin that fill the gap – and more.
Why is Chinese social media so important?
In the West, while we’re increasingly dependent on our phones, we’re also bombarded with messages about decreasing screen time and the potentially negative impact of social media. There’s an element of guilt associated with being on a mobile, spurring a digital detox industry. This is not the case in China.
In data insight company Kantar’s fifth annual social media impact report, Chinese consumers were increasingly positive about the impact social media has on their lives. Not only is this a positive segment, but it’s a seriously significant one, too. According to Statista, by 2022, social media users in China will reach 725 million.
It’s not just brands that leverage social media in China to interact and sell to customers. Local and international companies, government agencies and NGO’s use sites like WeChat, Weibo and Douyin to engage with customers and stakeholders daily.
In short: day-to-day life in China is dependant on its biggest social media platforms. Without them and the average citizen would struggle to do everything from buying groceries to paying a utility bill.
So how does the Chinese social media landscape differ from its Western counterpart?
Firstly, it’s mobile. Almost exclusively so. Chinese users spend about a third of their daily internet time on social media apps. This needs to be a consideration when creating content. Videos should be easily viewable on a small screen, and a long-form post isn’t as effective as something easy to scroll through, like a listicle.
It’s also a seriously fragmented market. China is a geographically large country as well as having a large population. Social media platforms have evolved to cover specific demographics or regional areas and still have userbases large enough to support them. This is unlike anywhere else in the world. It’s wise, then, for brands to carefully consider where to invest their resources, and which platforms are likely to deliver the best value.
China’s top social media sites
China’s social media landscape is constantly evolving. Making sure you’re up to date with the most relevant channels is key. In 2021, China’s top social media sites include the following:
Key stat: More than 1.2 billion monthly active users from a wide range of age groups in Q4, 2020.
Don’t be fooled by comparisons to Whatsapp. WeChat is far more than ‘just’ a messaging app. In 2018, aside from the incredible 45 billion messages sent via the messaging function every day, there were also one billion daily transactions made by WeChat Pay.
Considered a ‘super app’, it’s a way of life for the vast majority of Chinese mobile users who use it to do everything from sharing photos and shopping online, to making payments and buying train tickets.
Brands should use WeChat as a tool to target consumers at all stages of the buying journey: from awareness to engagement, and through to conversion. They can have one-on-one conversations via Group Chats, target users through WeChat moments ads, create fun HTML5 games for specific campaigns, or combine online and offline marketing with QR codes.
Key stat: More than 521 million monthly active users in Q4, 2020, 10 million more compared to the corresponding quarter in the previous year.
Its closest global comparison is Twitter, due to Weibo’s 140 character format. Positioned as an open social media platform that focuses on entertainment, Weibo is all about sharing positive experiences. Because of this, it’s an ideal platform for brands to interact with customers by sharing, commenting, liking and reposting.
Weibo is an open and public platform, so marketers consider it to have the potential for greater exposure and outreach than what might be possible on WeChat. It’s also a key tool in a KOL marketing strategy (read more: Why KOL Marketing is so effective in China – and how you can use it).
Weibo can also be useful in terms of gathering information on your target audience and staying on top of consumer trends.
Key stat: Approx. 595 million monthly active smart device users as of the end of 2020, more than that of Twitter users.
Like the above, QQ offers users a wide range of functions. As well as online social games, music, shopping, group and voice chat software, it also includes microblogging capabilities.
This allows brands to create a blog, build a fully customised microsite, and plan relevant ads to reach their target market, all within the platform.
QQ’s advertising platform Qzone should be on the radar for brands looking to invest in paid social media activity in China. It allows organisations to target users based on interests, and publishes ads in a user’s QQ newsfeed, much like WeChat moment ads.
Because of its younger demographic and one-on-one communication capabilities, brands targeting Gen Z might find QQ a particularly useful addition to their social media strategy.
Douyin
Key stat: More than 600 million daily active users, as of August 2020.
It’s no surprise that the Chinese love of karaoke has transcended into the social media space. Douyin is China’s version of TikTok, where users film, edit and share short musical videos.
The most popular short video app in China right now uses AI-powered software for users to easily create music-based videos. They can be monetised by brands in several ways, including advertising, access to e-commerce and online gift purchases. Douyin also offers clickable content that provides consumers access to the brand’s e-commerce website, and retail store information if requested.
Key stat: People aged 25 to 34 are the largest user group.
One of the only global social media sites available in China, LinkedIn is worth a mention in this round-up. The Microsoft business network’s 45 million+ Chinese community is still relatively small compared to the country’s other platforms, but its cross-border potential should not be underestimated. LinkedIn can be a valuable tool for international businesses and its familiar format means a lower (and easier) cost to entry.
Despite the site suspending new sign-ups in China earlier this year, many experts expect that decision to be reversed. The bottom line? Stay tuned.
How British Brands Can Leverage Chinese Social Media
Despite the significant control its government wields over China’s vast social media landscape, there’s no escaping it. It’s an invaluable tool for brands not only looking to drive awareness, but to sell from, as well.
In addition, the sheer size of the Chinese consumer market means global brands must dedicate time and energy to tracking trends on social media. After all, many popular trends in wider Asia and even globally start in China.
But while the different social media platforms can benefit your business in different ways, what’s essential is understanding not only how they work, but how they work within the confines of the unique Chinese culture.
Just ask companies like Dolce and Gabbana and Mercedes Benz. Both companies are still suffering the fallout from major PR disasters as a result of a Chinese social media misstep.
So what’s the solution? First and foremost, it’s partnering with a China-centric agency that can guide your brand’s entrance to the Chinese market – PR-disaster-free.