2025 Guide to chinese Social Media Landscape

For brands looking to break into the chinese market, understanding chinese social media platforms is essential. With over a billion internet users as of 2025—more than any other country—China offers an enormous and diverse online audience. From Gen Z trendsetters to seasoned professionals, the potential reach spans all age groups and social classes.

However, due to the “Great Firewall,” platforms like Facebook, Instagram, Twitter, and YouTube are not accessible in mainland China. Instead, businesses must leverage China’s homegrown social media platforms to connect with local consumers. Here’s a breakdown of the most influential Chinese social media platforms and how brands can use them effectively:

1. Xiaohongshu (Little Red Book) – China’s Lifestyle Platform

Often described as a mix of Instagram and Pinterest, Xiaohongshu is a leading lifestyle-sharing platform where users post shopping reviews, travel tips, and personal experiences. It has evolved into a social commerce powerhouse that blends content creation, community, and online retail.

Audience:

Xiaohongshu primarily attracts young women, especially those aged 18 to 34. Users rely heavily on the platform for consumer insights, product recommendations, and travel guides. The strong community and social interaction features encourage users to share their authentic experiences.

Marketing on Xiaohongshu :

• Official Brand Accounts: Establishing an official brand presence on Xiaohongshu (Little Red Book) is essential for long-term credibility and consumer trust. Share high-quality, visually appealing content that aligns with local aesthetics and trends—such as skincare routines, unboxing experiences, lifestyle inspiration, or behind-the-scenes looks. Consistency and authenticity are key to resonating with the platform’s largely female, millennial, and Gen Z audience.

• Influencer Marketing (KOLs): Collaborating with Key Opinion Leaders (KOLs) and micro-influencers is one of the most effective strategies on Xiaohongshu. KOLs hold strong sway over purchasing decisions thanks to their perceived authenticity and close relationships with their followers. Brands should co-create content that feels organic, such as personal product reviews, real-life usage scenarios, or storytelling posts that connect emotionally with users.

• Livestreaming: Livestreaming has become a major trend across Chinese social platforms, and Xiaohongshu is no exception. Brands can host interactive livestream sessions featuring KOLs or in-house experts to demonstrate product use, answer live questions, and provide limited-time offers. Livestreams foster real-time engagement and help convert viewers into loyal customers by building trust and urgency.

• E-commerce Integration: One of Xiaohongshu’s biggest advantages is its seamless blend of content and commerce. By setting up an in-app brand store, businesses can turn awareness and engagement directly into sales. Users can instantly purchase products they see in posts or livestreams without ever leaving the app. Integrating your store with compelling content ensures a smooth conversion path from discovery to purchase.

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2. Douyin – China’s TikTok

Douyin, the original Chinese version of TikTok, dominates China’s short video market. It’s also a major force in social commerce, blending entertainment with real-time shopping.

Audience:

Douyin’s users are diverse but mainly consist of young men and women aged 18 to 35. Key traits include:

• High Engagement: Frequent usage with long session durations.

• Strong Interactivity: Users love liking, commenting, and sharing.

• High Purchasing Power: Especially in first- and second-tier cities.

Marketing on Douyin:

• Short-Form Video: Post dynamic, entertaining, and trend-driven short videos that align with Douyin’s fast-paced, visually captivating style. Content should be localized and resonate with current memes, seasonal trends, and popular challenges to maximize algorithmic exposure. Consistency, creativity, and storytelling are crucial to building brand affinity among Gen Z and millennial users.

• Influencer Partnerships: Collaborate with Douyin KOLs and creators who specialize in your industry—whether it’s beauty, fashion, tech, or food. These influencers have cultivated niche audiences and can authentically introduce your brand through creative formats like tutorials, comedic skits, or unboxings. The key is authenticity and cultural fluency to avoid looking overly commercial.

• Livestreaming Commerce: Use Douyin’s integrated livestreaming tools to host engaging product showcases in real time. Leverage time-limited discounts, flash sales, and giveaways to create urgency and boost conversion. Livestreams should mix entertainment with informative content to hold viewers’ attention and foster trust.

• In-Feed Ads: Invest in native-style video ads that blend seamlessly into users’ “For You” feeds. These ads can be precisely targeted based on user interests, behavior, and demographics. High-performing ads feel like regular content while subtly highlighting the product’s unique selling points.

• Douyin Stores: Set up a Douyin Mini Store to create a closed-loop shopping experience. This allows users to watch a video, learn about a product, and make a purchase—all within the app. The platform supports full e-commerce functionality including product listings, customer service, and payment, making it ideal for direct-to-consumer strategies in China.

3. WeChat – The All-in-One Super App

WeChat is more than a messaging app—it’s an essential tool in daily life for over 1.2 billion users. It combines messaging, news, shopping, payments, and more in one platform.

Audience:

Used across all age groups and professions, WeChat excels at building close, loyal communities.

• High Engagement: Frequent daily use across various functions.

• Strong Relationship Network: Based on real-life social connections, promoting word-of-mouth marketing.

• High Conversion Efficiency: Integrated ecosystem supports a seamless customer journey from discovery to purchase.

Marketing on Wechat :  

• Official Accounts: Maintain a WeChat Official Account (either Subscription or Service type) to share branded content, product updates, promotions, and customer service—all within one platform. This acts as your brand’s official voice on WeChat, building trust and long-term relationships with followers. High-quality articles, interactive H5 pages, and embedded videos help increase engagement and retention.

• Mini Programs: Develop Mini Programs—lightweight apps that run inside WeChat without downloads. These can support e-commerce stores, loyalty programs, appointment bookings, games, and more. Mini Programs enable a seamless “search–browse–purchase–pay” journey without leaving WeChat, making them essential for reducing user drop-off and driving conversions. Many brands also use them to launch limited-time campaigns, flash sales, or personalized shopping experiences.

• WeChat Moments Ads: Built on WeChat’s official account ecosystem, Moments Ads are native advertisements that appear in users’ Moments feeds, mimicking the look and feel of organic content shared by friends. These ads have the potential to reach hundreds of millions of high-quality users, making them an effective tool for broad exposure and brand engagement.

4. Bilibili – Home of China’s Gen Z

Originally rooted in anime, gaming, and pop culture, Bilibili has grown into a broader youth-oriented platform offering long-form videos, livestreaming, and niche communities.

Audience:

• Young, Loyal, and Knowledgeable: Mainly aged 18–35, with a strong culture of learning and fandom.

• Creative and Interactive: Users love “bullet comments,” remixes, and fan-made content.

Marketing on Bilibili :

• Content Creation: Operate an official Bilibili brand channel that reflects the platform’s subcultural style. Post engaging and vertical-specific videos—like product reviews, behind-the-scenes, educational breakdowns, or animated storytelling—that align with Bilibili’s creative tone. Content should be authentic, humorous, or knowledge-driven to resonate with the site’s core users: young, tech-savvy, culturally niche audiences.

• UP Influencer Collaborations: Partner with vertical UP主 (UP creators) known for their expertise and loyal fanbases in categories such as gaming, tech, anime, beauty, and lifestyle. Co-create videos that integrate your brand naturally into their signature styles—whether it’s a funny skit, detailed unboxing, or “知识类” (knowledge-focused) explainer. These partnerships help amplify brand trust and ensure organic content delivery.

• Campaigns & Events: Launch creative, UGC-driven campaigns like cosplay contests, remix challenges, or themed interactive series to engage the community and boost visibility. Collaborate with Bilibili on special marketing events (e.g., animation festivals or Double 11 shopping promotions) to secure featured placement and platform-level exposure.

• In-feed Ads: Utilize Bilibili’s 精准投放 (precision-targeted) ad products, including in-feed video ads, comment section ads, and splash screens, to reach users based on interests, demographics, and behavior. Ads are most effective when styled natively to blend into the platform’s aesthetic and narrative tone.

• Bilibili Commerce & Livestreams: Leverage Bilibili’s emerging e-commerce tools and live shopping features to reach users in discovery mode. This channel works well for niche or culturally aligned products—such as ACG merchandise, gadgets, designer toys, and indie beauty brands. Live sessions hosted by popular UP creators drive real-time conversion through a mix of entertainment and product education.

5. Zhihu – Where Authority and Insight Matter

Zhihu is China’s version of Quora—a Q&A platform where users seek in-depth answers on a wide range of topics. It’s especially powerful for establishing thought leadership.

Audience:

• Highly Educated, Rational Users: Mostly professionals from tier-one cities.

• Strong Decision-Making Influence: Often consult Zhihu before making high-value purchases.

• Deep Interaction Culture: Users value long-form, informative, and logically structured content.

Marketing on Zhihu:

• Content Marketing via Official Accounts: Establish a Zhihu Official Account to regularly publish high-quality, expert-driven content such as case studies, product insights, how-to guides, and educational articles. In China, users value authoritative and trustworthy information—especially on platforms like Zhihu, which are known for in-depth, knowledge-focused discussions. This approach helps build credibility and long-term trust among an educated, professional user base.

• Answer High-Traffic Questions: Proactively respond to trending or high-traffic questions that align with your brand’s domain. Zhihu users tend to search for solutions and expert opinions; by offering insightful, value-laden answers while subtly integrating your product or service, you can effectively position your brand as a thought leader. Consistency in answering with transparency and sincerity boosts brand reputation.

• KOL Collaboration: Partner with established Zhihu influencers—especially those who are top contributors in relevant fields such as technology, lifestyle, finance, or healthcare. These Key Opinion Leaders (KOLs) enjoy strong credibility among followers. Their endorsement, framed within knowledge-based answers or long-form articles, can drive organic trust and consumer interest.

• In-feed Ads via “Zhi+”: Utilize Zhihu’s native advertising tool, Zhi+, to push branded content—like expert answers or editorial-style posts—into the feeds of target demographics. Unlike traditional banner ads, Zhi+ blends seamlessly with organic content, resulting in higher engagement and less ad fatigue. Precise interest-based targeting allows you to reach users at different stages of the buyer journey.

• Roundtable Discussions: Host or sponsor Zhihu Roundtable discussions on topics related to your industry. These multi-participant threads foster expert dialogue and invite community participation. Associating your brand with intelligent, nuanced conversations enhances perceived expertise and raises awareness in a subtle but authoritative way—ideal for brands in sectors like education, tech, health, and finance.

6. Weibo – Still a Force in Real-Time Trends

Once China’s leading social platform, Weibo remains relevant for trend marketing, celebrity culture, and real-time news—even as other platforms rise.

Audience:

Diverse and fast-moving, Weibo users are drawn to hot topics, breaking news, and viral moments.

• News-Driven, Trend-Oriented: Users love exploring trending hashtags and participating in discussions.

• Frequent, Fragmented Use: Users open the app frequently throughout the day.

• Fan Culture & Interest Circles: Highly active fandoms and niche communities.

• High Interactivity: Strong culture of reposts, likes, and comment chains.

Marketing on Weibo:

• Maintain a Verified Account: Secure a verified Weibo business account (marked with the “V” badge) to build credibility and trust among Chinese users. Regularly post brand updates, product launches, behind-the-scenes content, and multimedia campaigns. Consistency is key—on Weibo, frequent activity keeps your brand relevant and visible in users’ timelines.

• Leverage Trending Topics: Weibo is driven by real-time trends and pop culture. Join trending hashtags and hot discussions that align with your brand’s voice to increase organic exposure. Timely participation in national events, social issues, or entertainment buzz can significantly boost visibility and relevance, especially among younger users.

• Run Hashtag Campaigns and Contests: Create branded hashtag challenges, photo contests, or interactive quizzes to inspire user-generated content (UGC). These campaigns often go viral, helping to spread brand awareness organically. Offering small prizes or featuring user content can further incentivize participation and community engagement.

• Engage Celebrities or Influencers (KOLs/KOCs): Collaborate with celebrities or Key Opinion Leaders (KOLs) to tap into their massive follower bases. A single post or video endorsement from the right influencer can drive tremendous visibility and sales. For more authentic and grassroots traction, consider working with Key Opinion Consumers (KOCs), who are micro-influencers with niche credibility.

• Tap into Interest Circles: Weibo’s “Super Topics” and fan circles provide access to highly engaged niche communities—whether it’s tech lovers, fashion fans, or pop idol followers. Tailor your messaging and content to align with the culture and language of these subgroups to foster deeper engagement and loyalty.

Partner with STAiiRS for Your Marketing Success in China

China’s social media ecosystem in 2025 is diverse, dynamic, and deeply integrated into daily life. Each platform serves different purposes and audiences, so success lies in tailoring your approach, building localized content, and choosing the right channels for your brand goals. With the right strategy, international brands can connect authentically with Chinese consumers and unlock tremendous growth.

In this context, partnering with a Chinese advertising agency is an effective way for brands to successfully enter the Chinese market. STAiiRS is an experienced agency that specializes in the Chinese digital landscape and understands how to navigate its unique platforms and consumer behaviors. Get in touch with STAiiRS as soon as possible to set your brand up for long-term success in China.