10 Most Popular Social Media Sites in China 2020
Here we have a step by step guide of the 10 Most Popular Social Media Sites in China 2020. we show the best social media sites in China. As social media sites continue to develop their own niche, brands need to stay up-to-date on the latest platforms to market their business. Whether you are an experienced marketer or a marketer looking to venture into Chinese social media marketing, it’s helpful to know the most popular social media sites around.
While WeChat might have all the answers for one brand, it might not be as successful for another – and while one brand might have tons of engagement on Baidu Tieba, another brand might gain more traction on TikTok. You should have an understanding of each social media platform for brand exposure, each platform’s unique purposes and which platform your target audience uses. That’s why we’re diving right into the most popular platforms that China has to offer in upcoming 2020.
WeChat is a must-have social media platform that Chinese consumers use to follow and interact with their favorite brands. With over 1 billion users, WeChat is a one-stop portal where users can access a countless number of third-party services such as paying bills, sending money to friends, buying movie tickets or even ordering dry cleaning. In 2017, Tencent added WeChat mini programs to their applications, which enabled WeChat to become more of an operating system. Mini programs also cover a wide range of services with over 200 categories. WeChat has evolved into the social media platform that lets you do anything you want in China.
Sina Weibo: Twitter of China
What is Weibo? Sina Webio is another essential social media platform with its user base nearing 500 million users. Chinese social media weibo is a microblogging platform used to gain information and discover interesting stories relating to the latest trends or entertainment. In comparison to WeChat, Weibo has a lot more hands-on channels, including posting comments, music, live streaming and e-commerce. This platform has seen substantial growth with its multimedia content consumption and popularity of short videos.
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.
QQ has a desktop version that is incredibly popular with white collar workers. Plus, QQ doesn’t require a phone number to register like WeChat. 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.
While QQ is still often used for corporate communication among white-collar workers but, the user base is younger than on other platforms. It’s been facing stiff competition from WeChat Official Accounts & WeChat Work, a product launched by Tencent that is similar to the Western messenger, Slack.
TikTok, locally known as Douyin,Douyin has been making some huge waves in 2018, most noticeable is the fact that it is one of the first Chinese social media platforms to obtain popularity abroad. With its Western counterpart Tik Tok, Douyin has become a force to be reckoned with in the Chinese social media landscape. With the staggering growth that’s occurred since then, we estimate that the current number of monthly active TikTok users in the U.S. is about 60 million. Average Minutes Per User – TikTok users love the app. They spend an average of 52 minutes per day in the platform
Douyin allows users to create videos in response to challenges posted on the platform, the first one that went truly viral was “The Karma is a Bitch” challenge. The challenge was to transform from an ordinary image to a bad-ass or surprising one. Westerners regarded it as the “Chinese Transformation meme” on social media, bringing a brand-new trend globally.
TikTok is the go-to social media platform for brands to reach young Chinese users with pure entertainment. Video content on this app is not only engaging, but it also brings a feeling of authenticity to the user. This type of content form is meant to be very creative and innovative for connecting to its user base of mostly 18-35 year olds, which can be difficult for brands to get a handle on. You may need some practice with getting familiar with creating appealing short videos, but it’s definitely worth the time to attract these young users who have a high amount of purchasing power.
Baidu Tieba is an online community search forum that is often overshadowed by Weibo and Zhihu. It still claims to have the largest online community with over 1.5 billion total registered users. This social media platform is backed by Baidu, which allows it to rank incredibly well on search engines. It also takes advantage of keyword search to segment its user’s interests down to a science.
If you had to compare it to something in the West it would likely be most comparable to other open forum platforms. For the most direct comparison, this would likely be similar to China’s version of Reddit, with “Tiebas” acting like subreddits. Forums can be popular for social media marketing in China, but given their open nature things can get nasty very quickly if users feel like you’re abusing the platform for advertising purposes.
Momo is an instant messaging app and also the number one dating app in China. In fact, it is the third largest fully mobile app after WeChat and QQ with 81.1 million monthly active users, a stat from DMR. While it now faces competition from the more direct Tinder clone, Tantan, it remains the largest dating app in China, even going public on the NASDAQ in 2014!
Momo was the very first dating app that covers the whole Middle Kingdom. It was widely seen as the best app for ‘booty-calling’ for a while. In order to get rid of this bad reputation, Momo changed itself from a dating-focused app to an interest-based social networking one. Being the first and biggest dating app, people still think of this particular app when it comes to discovering new people.
However, the app is not an easy one to use due to its numerous add-on features which could be confusing. You can locate new friends in your area (within a certain radius), play mini-games or join user-generated groups. Momo has an increasingly high number of foreign users, which means you can use this app in many different countries across the world.
DianPing allows users to browse extensive listings for more than 12 million local businesses, including restaurants, salons, bars, coffee shops, cinemas and KTVs (karaoke bars) in 2,300 Chinese cities, including Shanghai, Beijing, Chongqing and Ürümqi.
Perhaps the best perk of all is that the majority of businesses offer vouchers for significant discounts and group deals. I recently went to an Indonesian restaurant with a group of eight friends; a Da Zhong DianPing coupon gave us RMB20 off every RMB100 spent. (Approximately $3 for every $15 spent). All we had to do is pull up the deal on one of our iPhones and show our waiter; he took a two-second glance at it and knocked down the price.
There is no way I could have ever known about the discount if I hadn’t checked DianPing first. We ended up saving a decent amount of money, although I would imagine all of the free advertisements — in the form of photos of our food posted to WeChat later that evening — compensated for it.
Zhihu was established by Zhou Yuan, Li Shenshen and Huang Jixin in 2010. During the first two years, users could only register by invitation , but after 2013, people could register freely. Now Zhihu is one of the biggest Q&A websites in China, with more than 5 million users.
Some people may think Zhihu is a Chinese copycat of Quora, but I’d argue that it differs in many ways.
In my view, compared to Quora, Zhihu sometimes bends more towards the common denominator, which means sometime we have to sacrifice scientific spirit. There are many “personal” questions in Zhihu, such as “How should I pursue this girl”. Moreover, a considerable number of people use Zhihu not to just seek answers to their questions, but to vent their emotions or just search for identity. It’s common for answers which are particularly expressive, humorous, or showcase good writing to get the most upvotes, while some more scientific and serious answers can be neglected.
Despite so many shortcomings Zhihu is one of the best Q&A websites in China. Compared to many other websites in China, Zhihu is more specialized and serious. There are so many people who are willing to discuss all kinds of questions with you (there is much more dicussion in the comments section of each answer in Zhuhu than there is on Quora). I can get the answers to most of problems of mine on Zhihu, whether practical or philosophical, although sometimes it takes some work.
While most people have heard of Weibo and Wechat, not many people know their older hipster cousin — Douban. Douban is a hybrid of interest-based social networking platforms has become the preferred online social network for scholars, academics and writers in China.
Douban is the third most popular social media platform in China. Because of its high-quality content, engaged user base and active communities, the platform is where a lot of big news stories are broken.
Douban has 356.49 million monthly total visits as of the 11 of Sept 2020, another promising number for advertisers. Most of them are degree holders who live in major cities and lead a middle-class lifestyle. They use Douban, a forum-like social media platform, to share their views and ideas on topics they’re interested in. Hence, most of the content on Douban is more niche focussed than other Chinese social media platforms, which targets the general public more.
Douban is a community site based on organic content generated by users, a large proportion of which are reviews of books and movies in addition to art and hobby-related content. The content has shaped the development of Douban and it has become more interest and topic-oriented over time.
Compared to most Chinese social media platforms, most information on Douban can be accessed without registration. The major difference between registered users and unregistered visitors is that the latter can only browse the site, but they can’t leave comments or create events and campaigns.
Meitu has picked up a lot of steam in China over the past few years with the popularity of its beauty photo editing features. This social media platform has 455 million monthly active users with 81% of them being female. Users are able to upload pictures and edit them to look more aesthetically appealing.
With most of the users on this platform being female, Meitu is great for brands that want to market personal care and beauty products. Meitu is still in the very early stages, but is off to a good start with its user engagement. Meitu is also starting to focus more on community building and will eventually start building interactive connections among its user base. Meitu can be a great choice if you are looking to engage with women or just getting started with marketing in China.
These are some of the top social media platforms that China has to offer in 2020. There are many other social media sites outside the ones mentioned in this article, so we recommend doing some research and picking the platforms that make the most sense for your marketing strategy. Some brands may choose to make use of multiple sites, but it’s important to not spread yourself too thin. The best approach is to carefully select the social media platforms that will cater to your audience best.