WeChat recently launched the “Nearby Ads” marketing solution to solve marketing problems of small and medium-sized merchants. Nearby Ads can accurately display the advertisements in WeChat Moments to reach customers within the 3km distance.
Chinese Social Media Trends, Statistics, and Insights
Chinese social media landscape is very unique; you should not simply copy whatever you do in the other markets to the social media market in China. You need a thorough understanding of unique social media landscape in China, the culture and people. Before you take any actions, you should develop a social media strategy around your business objective.
Top Chinese Social Media Sites & Apps
Tencent's Social Media Apps
WeChat, an all-in-one mobile app with social media and networking features in Chats, WeChat Moments (networking), and WeChat Groups, is the largest social media in China. It started as an instant messenger and now includes multiple features such as social networking, payment, gaming, and content network.
QQ also started as a messenger, previously called OICQ, and is now integrated with social networking features as well. It is very popular among Generation Z in China.
Qzone is a social networking website, born as an extension on QQ platform, which was also created by Tencent in 2005. It allows users to write blogs, keep diaries, send photos, listen to music, and watch videos.
Other Top Social Media Apps
Weibo started like China's Twitter and now it is very different. It remains a top social media platform in China. This is where the breaking news often surfaces. There were several players in Weibo market including Sina, Tencent, Netease, and Sohu; but, now just one.
WeChat, Weibo, and TikTok are on many Chinese marketers' top 3 list.
Zhihu, known as a community Q&A website or China's Quora, was launched on January 26, 2011. Zhihu users are relatively more educated with higher incomes, comparing with other Q&A websites such as Baidu Zhidao.
Xiaohongshu, a.k.a. RED, was created in 2013 as a social media and e-commerce platform. A large portion of its users are Generation Z. Its app allows users and influencers to post and share product reviews, travel blogs and lifestyle stories via short videos and photos.
You will find articles below on China's social media landscape, usage, trends, statistics, and marketing insights.
Weibo’s monthly active users were 497 million in September 2019, a net addition of approximately 51 million users year-over-year. Mobile MAUs represented approximately 94% of MAUs.
Tencent’s social media platform WeChat MAU grew to 1.15 billion and QQ mobile MAU 653.4 million in Q3 2019. WeChat Mini Programs DAU exceeded 300 million. Tencent revenues increased by 21% year-on-year, primarily driven by commercial payment services and other FinTech services, smart phone games, as well as social advertising.
Audi launched its video ad campaign on WeChat Moments earlier today. What’s interesting is that the video played is an Infiniti ad.
WeChat banned external links. Mini-programs in the travel and entertainment categories enjoyed high popularity. Tencent Cloud empowers WeChat mini programs. Increasingly refined WeChat Mini Program operation and service systems help mini-app operators improve their operational management. Mini-program operators now can check and learn many important and useful information like operation status evaluation, KPI dashboard, operation […]
On October 17th, Kuaishou (Kwai) Big Data Research Institute released the “2019 Kuaishou Education Ecosystem Report”, which systematically reviewed Kuaishou’s education ecosystem for the first time. The report shows that Kwai’s platform has generated as many as 200 million educational short videos so far. The average number of daily views has exceeded 2.2 billion, and […]
Taobao launched its own Hot Search List function in September. It’s currently only available to 50% of the users, the Hot Search List appears when users click the search bar on the main page. Hot Search items on the list appear to be phrases edited manually rather than product keywords. Though it looks like Weibo’s […]
Hive Media, the largest MCN on Weibo, is accused of falsifying data. Parties involved in the whole incident – the advertisers, Hive and Weibo site – all received negative comments on social media in China.
Traditional e-commerce builds platform awareness through brands’ own traffic, committing huge advertisements and infrastructure construction, ultimately establishing user trust. Social e-commerce providers recharge their trust through social currency, which means that product recommendations from WeChat friends naturally have a social trust foundation.
Social e-commerce is a segment that involves utilizing communication channels such as social networking websites, SNS, WeChat, Weibo, social media as well as the social interaction, user-generated content and other measures to facilitate the purchase and sales of products. Social networking elements as “like”, sharing, connection, discussion, interaction, and others are applied to the process […]
Momo, one of China’s top mobile social networking platform, announced total net revenues of RMB4,152.6 million (US$604.9 million) in the second quarter of 2019, an increase of 32% from RMB3,152.5 million in Q2 2018.
Weibo’s monthly active users (“MAUs”) reached 486 million in June 2019, a net addition of approximately 55 million users year-over-year. Mobile MAUs represented approximately 94% of MAUs. Weibo average daily active users (“DAUs”) were 211 million in June 2019, a net addition of about 21 million users year-over-year according to Weibo’s official finance results.
China’s effort to expand garbage sorting into more cities will have a far-reaching impact on consumers’ shopping behavior and their attitudes towards brands.
The monthly active users of WeChat (Weixin) reached 1,133 million during the second quarter of 2019, up 7% year-on-year according to Tencent’s announced financial results. Smart device MAU of QQ was 707 million.
Social media continues to play an important role in China’s e-commerce market in the last three years. Social e-commerce GMV reached 626.85 billion yuan in 2018 with an increase of 255.8%. It’s expected to continue the fast growth and exceed 1.3 trillion yuan in 2019 and 2.86 trillion in 2021.