Chinese social media is an essential part of connecting one-fifth of the world’s population. As such, it is a predestined space for brands that are eager to enter or expand in the Chinese market.
However, social media platforms and use vary significantly between Western regions like Europe and China.
Understanding the differences is key for businesses to market effectively in China, and reach their target audience. This article by China Gravy – your trusted China marketing agency – provides insights for international marketers to innovate their social media strategies and be successful in the Chinese market.
Table of Contents
- Why Enter the Chinese Market?
- Chinese Social Media: Introduction
- Douyin
- Xiaohongshu
- Bilibili
- Western vs. Chinese Social Media: Differences & Overlaps
- The Takeaway – Western vs. Chinese Social Media
Let’s dig right in.
Why Enter the Chinese Market?
There are several reasons why global businesses should look at the Chinese market – if they haven’t already done so. Those brands that are already active in China, may want to consider expanding their business in the “Middle Kingdom”.
Here’s why:
- With a population of more than 1.4 billion people, China is the largest consumer market in the world.
- The expanding Chinese middle class has increasing disposable income.
- Driven by technology and innovation, China’s online retail is booming. In fact, China is the largest e-commerce market worldwide, followed by the US.
- Chinese consumer appetite for renowned, international, and “Western” brands continues to grow.
- China’s government is supporting initiatives to boost domestic consumption.
What’s popular?
- There is a high demand for premium and luxury brands.
- Generally, fashion and beauty products, as well as electronics are most sought after.
As you can see, Chinese people are hungry and ready to buy foreign projects and services. And the best way to connect with these consumers is via Chinese social media.
Chinese Social Media: Introduction
While platforms like Facebook, YouTube, and Google dominate the Western online world, their Chinese counterparts like WeChat, Douyin, and Baidu operate completely differently.
Western vs. Chinese Social
You may wonder why there are separate Chinese social media platforms in the first place.
Here’s why:
- Many Western apps like Facebook, YouTube, and Google are blocked in China, aiming to regulate the online environment (Great Firewall of China).
- Cultural norms and preferences greatly differ among Chinese netizens compared to the Western world. For example, peer-to-peer recommendations play a much more important role in China.
- Competition and technological innovation have led to the development of apps with multiple services in one (social, payment, booking, gaming), that don’t have direct Western equivalents.
With this in mind, let’s recap the most important Chinese social media platforms.
Chinese Social Media: Overview
By comparing the most relevant Chinese social apps side-by-side, we can see that they all cater to an individual niche – except WeChat, the “Swiss pocket knife” of Chinese socials.
| Douyin | Xiaohongshu | Bilibili | |||
| Established | 2012 | 2016 | 2013 | 2009 | 2009 |
| Owner | Tencent | ByteDance | Miranda Qu | Alibaba | Bilibili Inc. / 13% Tencent |
| USP | All-in-one super app, almost every Chinese citizen uses it | Short video favorite | Top social commerce platform | Go-to Microblogging app | Main video app |
| MAU (Q4/2024) | 1.3 billion MAU | 755 million MAU | 212 million MAU | 605 million MAU | 341 million MAU |
| Audience (Age, Gender) | All ages, 50/50 | GenZ and Millennials, 50/50 | GenZ, Urban, Largely female | GenZ and Millennials, More female | Heavy GenZ focus, Slightly more female |
| Ideal for | All industries | Beauty, Fashion, F&B, Travel, Entertainment | Lifestyle, Fashion, Beauty, Wellness | Entertainment, Fashion, Beauty, Lifestyle, Technology | Anime, Gaming, Education, Lifestyle, Music, Dance, Technology |
| Ads | Moments Ads, Official, Account, Ads, Video Account Ads, Mini Program Ads, Search Ads | In-Video Ads, Top View Ads, Brand Takeover Ads, Hashtag Challenges, Branded Effects | In-Feed Ads, Top Banner Ads, Brand Pages, Search Ads | Promoted Tweets, Top Trending Ads, Banner Ads, Video Ads, Search Ads | In-Video Ads, Homepage Ads, In-Feed Ads, Dynamic Ads |
| Western equivalent | Facebook, WhatsApp | TikTok | Instagram, Pinterest | X, Tumblr | YouTube |
Read up in detail about influencer and content marketing as well as paid ads on WeChat, Douyin, Xiaohongshu, and Weibo. Here is a step-by-step guide to starting social media marketing in China.
When living in or traveling to China, you can’t get around WeChat. The same is true if you want to promote your brand in the Chinese market. It is basically a must-have app and a way of life in China.
We have plenty of resources on WeChat already:
- How to Use WeChat like a Pro
- How to Create Engaging WeChat Posts and Articles
- Which WeChat Business Account is Right for Me?
- How to Start WeChat Marketing
Key WeChat strategies for China success:
- Set up a WeChat Official Account (Subscription Account recommended)
- Apply an organic content strategy (articles, posts, polls, raffles, etc.)
- Engage with prospects, leads, and customers on the platform (comments, chats, providing customer support, etc.)
- Consider paid ads and additional marketing strategies
So, let’s see how WeChat compares to its Western equivalent and the other aforementioned Chinese socials.
WeChat vs. Facebook/WhatsApp
WeChat integrates shopping, payment, services, and social interactions all in one convenient app. On the other hand, Facebook and WhatsApp (but also email, PayPal, and so on) focus on individual services.
WeChat vs. Douyin
While WeChat is more focused on private interactions, Douyin primarily drives public interactions through short video likes, comments, and shares. The WeChat Channels section compares to Douyin in terms of functionalities.
WeChat vs. Xiaohongshu
Compared to WeChat, which is the one-stop-place for all online needs, Xiaohongshu focuses on product reviews and recommendations in lifestyle niches. This makes Xiaohongshu ideal for e-commerce and influencer marketing. WeChat Channels is the closest functionality that compares to Xiaohongshu.
WeChat vs. Weibo
Compared to WeChat, Chinese netizens use Weibo primarily to follow companies, news, and trending topics. They do so to stay up-to-date on current events, which they also discuss. In the face of Chinese censorship, Weibo is one of few platforms where users can discuss various topics relatively openly.
Brands use Weibo for marketing campaigns – influencer collaborations and viral promotions are common. WeChat Moments (user newsfeed) would be the equivalent to the Weibo functionalities.
WeChat vs. Bilibili
While WeChat is a multi-functional app, Bilibili focuses on videos on niche interests for a younger audience. Overall, WeChat focuses on convenience and functionality, whereas Bilibili fosters creativity and community-driven content.
WeChat Channels are the video sharing space within WeChat, but do not fully replicate the dedicated video-centered experience of Bilibili.
Douyin
As the original TikTok, Douyin offers more than just entertaining short videos, viral dance challenges, and lip-syncing trends. Popular for live streaming with direct purchasing that are broadcasted by popular influencers, Douyin has shaped social commerce in China. Douyin’s algorithms make doomscrolling basically unavoidable.
Take a look at our resources on Douyin:
Main Douyin strategies for China marketing:
- Set up a verified business account
- Create high-quality short videos with added value (entertainment or education) (organic content)
- Incorporate built-in shopping features
- Collaborate with influencers
- Pay attention to your audience (chat with them, engage them)
- Experiment with paid ads
Now, how does Douyin compare to TikTok and the most important Chinese social media platforms?
Douyin vs. TikTok
Douyin was first released by ByteDance in 2016 for the Chinese market. The following year, 2017, ByteDance developed and launched TikTok, basically the same app as Douyin, for the international market.
Both apps are almost identical in their core functionalities as a video-sharing platform, but differ in their appearance and user experience.
- Douyin focuses heavily on livestreaming and in-app shopping. It reflects cultural trends, and is a powerful tool for social commerce.
- TikTok emphasizes entertainment and creativity. The content is not censored, and speaks to a broader audience.
ByteDance is known for its innovative approach driven by viral, algorithm-driven content, pushing both apps to the forefront of the social landscape.
Douyin vs. WeChat
See above
Douyin vs. Xiaohongshu
While Douyin thrives on short videos to quickly captivate and engage users, Xiaohongshu focuses on detailed product reviews and lifestyle recommendations, ultimately leading to a more thoughtful purchase decision. Xiaohonghsu’s approach is more community-focused compared to Douyin’s individual focus.
Overall, Douyin emphasizes entertainment and virality, whereas Xiaohongshu focuses on authenticity and curated lifestyle content.
Douyin vs. Weibo
While both platforms serve as public engagement hubs, Douyin is focused on fast-paced, visual content, whereas Weibo provides for more in-depth conversations and real-time news updates.
Douyin’s mission is to foster creativity and entertainment, while Weibo places more emphasis on fact-based discussions and dialogs on current topics.
Douyin vs. Bilibili
Douyin is designed for quick, engaging clips that capitalize on trends and viral moments. On the other hand, Bilibili focuses on long-form content and niche interests with in-depth storytelling and user participation.
Xiaohongshu
Also known as Little Red Book or Red, Xiaohongshu uniquely blends UGC with online shopping. It is well-known for product reviews and lifestyle recommendations, creating an innovative community commerce model, where users directly purchase products through embedded links in posts by their peers or influencers.
Authenticity is a key value of Xiaohongshu, making it a platform that Chinese users trust – an important quality in the Chinese market!
Here’s what we already have on Xiaohongshu:
Top Xiaohongshu strategies for China success:
- Create a verified brand account
- Share high-quality visually appealing content (organic content)
- Incorporate storytelling into your content strategy
- Utilize user-generated content (UGC)
- Actively engage with users (comments, messages)
- Leverage influencer marketing
- Monitor trends and community feedback
With this in mind, let’s find out how Xiaohongshu compares to its Western counterparts and other relevant Chinese social media apps.
Xiaohongshu vs. Instagram and Pinterest
All three platforms heavily emphasize strong visually appealing content, but differ vastly.
Pinterest is primarily a lifestyle discovery and image bookmarking platform. Similarly, Instagram focuses on sharing photos (and videos), but also serves as a space for social interactions.
Xiaohongshu does all that and goes way beyond: it also has a commerce aspect with a strong focus on product reviews and recommendations, serving as an integrated online shopping space.
Xiaohonshu vs. WeChat
See above
Xiaohongshu vs. Douyin
See above
Xiaohongshu vs. Weibo
While Xiaohongshu encourages engagement through community-driven recommendations and in-app lifestyle shopping, Weibo serves as a public forum for discussions, often around trending topics and events.
Xiaohongshu vs. Bilibili
Xiaohongshu and Bilibili both cater to a young, trend-savvy audience. Xiaohongshu emphasizes on vibrant trending lifestyle images and short videos to engage users with reviews and recommendations – ultimately leading to a social shopping closing.
On the other hand, Bilibili is centered around longer videos in niche domains of anime, gaming, and youth culture. User engagement is also key, but not necessarily results in a hard sale (rather than a community experience and soft sale).
Blending real-time news, entertainment, and public dialog, Weibo is more than just a microblogging platform.
Weibo users follow trending topics and celebrity updates, while participating in lively discussions around current events. What sets Weibo apart is that it allows for relatively free expression compared to other Chinese social platforms.
Besides microblogging, Weibo also incorporates live streaming, polls, and user-generated content.
Our resources on Weibo:
Key Weibo strategies for China marketing:
- Set up a verified account
- Share relevant organic text content (can also be curated)
- Develop thought leadership (bring value to discussions, add real-life insights, scientific resources, etc.)
Now, let’s dig into the comparisons.
Weibo vs. X
While both platforms serve for microblogging and real-time communication, they cater to different cultural contexts and functionalities. Weibo allows for longer posts and a richer media experience (including images, videos, polls), but operates under China’s regulatory environment.
Weibo features a strong focus on celebrity interactions and trending topics, whereas X is more geared toward news dissemination and political discourse. While X has a text character limit, it thrives on global conversations.
Weibo vs. WeChat
See above
Weibo vs. Douyin
See above
Weibo vs. Xiaohongshu
See above
Weibo vs. Bilibili
Weibo emphasizes quick interactions and timely information sharing of current events and topics, whereas Bilibili focuses on fostering a vibrant community of creators and fans in niche subcultures.
Bilibili
Also known as B Site, Bilibili is a cultural youth phenomenon in China beyond a video sharing platform. While it began as a niche platform for anime, manga, and gaming with a distinct “bullet comment” feature, Bilibili has since vastly expanded their video content.
The platform also emphasizes community engagement through user-generated content, events and competitions. Bilibili’s unique blend of content, community, and interaction makes the platform stand out in the Chinese social landscape.
Main Bilibili strategies for China success:
- Create a verified account
- Publish high-quality videos on trending topics of your (relevant) niche (organic strategy)
- Encourage use of bullet comment feature
- Engage the community (mainly through comments)
- Host events and competitions
Allright, let’s take a look at the last comparisons.
Bilibili vs. YouTube
Bilibili has a younger audience who is part of subcultures like anime, gaming, and niche content. Fan-art, a participatory culture, and bullet comments stand out on Bilibili. Conversely, YouTube caters to a much broader audience, and ad-driven content monetization is more prominent.
Bilibili vs. WeChat
See above
Bilibili vs. Douyin
See above
Bilibili vs. Xiaohongshu
See above
Bilibili vs. Weibo
See above
Now that we know the “who is who”, let’s take a look at the key differences between Western and Chinese social media, and find out where there are overlaps.
Western vs. Chinese Social Media: Differences & Overlaps
By understanding the landscape of social media in China more clearly, brands can leverage this knowledge to position themselves in the Chinese market, engage with audiences, raise awareness, drive leads and sales.
Key Differences: Western vs. Chinese Social
- Censorship: The Chinese government closely curates online information beyond violence, adult content, and gambling. Politically sensitive and otherwise inappropriately deemed content is filtered out.
- Multi-Functionality: Western social media platforms are typically built around specific functions, whereas Chinese platforms, in particular WeChat, combine messaging, payment, shopping, ticketing, and much more.
- Content: Western social media often revolves around personal updates, entertainment, and brand marketing. In China, content consumption is more interactive and community-driven – trends, challenges, gamification, and shipping are much more common.
- Social commerce: Chinese platforms have perfected the integration of e-commerce and social media. Integrated social commerce in China, without even leaving the native app, is unparalleled. This type of social commerce is still emerging in Western countries.
- Influencer collaborations: While influencers are also common on Western social platforms, China’s KOL and Wanghong influencers often have formalized relationships with brands and accounts. Overall, influencers are much more prominent and operate more commercially (monetization through gifting, virtual tipping, and livestreaming).
All this sounds like very strong contrasts. Are there also parallels to consider?
Key Overlaps: Western vs. Chinese Social
Despite their many differences, Western and Chinese social media apps also have things in common:
- Content: Short videos are highly popular, as is user-generated and viral content. Memes, challenges, and music-driven content appear to a global audience.
- Community: Social media around the world revolves around communities – without them there are no social networks. Algorithms suggest content and groups to users based on their interests to personalize their online experience.
- Monetization: Advertising is the primary monetization strategy for all social platforms. Advanced data analytics allow for user segmentation and targeted ads.
With this, our in-depth article on Western vs. Chinese social media platforms has come to an end.
The Takeaway – Western vs. Chinese Social Media
Both Western and Chinese social media ecosystems reflect their respective cultures, regulatory frameworks, and consumer behaviors. Global brands must adopt a nuanced approach to maximize their impact in the Chinese market.
Having compared WeChat, Douyin, Xiaohongshu, Weibo, and Bilibili in detail, these are our conclusions:
- Official brand account are a must – gain authenticity and trust
- Organic content strategies are a great starting point – establish a Chinese online presence
- High-quality content (images, videos) are important – attract attention
- Community engagement is even more important in China – trust is key
- Influencer collaborations are common and popular – authenticity is highly valued
- Incorporate an in-app shopping experience, if possible – Chinese audiences love this!
- Paid ads should be considered – increase reach and highly target ideal customer base
Keep in mind that social platforms are part of everyday life in China as they offer all-in-one integrated experiences – from messaging to payment, ticketing, and more. The lines between private social interactions, entertainment, business, and commerce are very blurry!
Finally, it’s essential for global brands to localize their appearance, message, and functionalities to the Chinese market to resonate with local audiences. The above information and strategies are a playbook for success in the dynamic and rapidly evolving Chinese market. Are you eager to get started?
PS: Check out our comprehensive guide to precision marketing in China.