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19th March 2024

A Short Guide to China’s Top Digital Platforms


Understanding the landscape of popular platforms is key to reaching millions of engaged consumers.

At Hunterlodge, we recognise the importance of staying ahead of the curve, which is why we’ve curated this guide to help marketers navigate China’s diverse digital ecosystem.

WeChat: As the cornerstone of Chinese digital life, WeChat (简体中文) presents unparalleled opportunities. Think of it as more than a WhatsApp or Facebook – it’s a lifestyle for over one billion users. With its multifaceted features, including messaging, social networking, and mobile payments, WeChat serves as a powerful platform for brand engagement and e-commerce integration.

Douyin: Unlike its Western counterpart, TikTok, Douyin‘s (抖音) integrated shopping experience enables brands to capitalise on impulse purchases directly within the app. Through compelling video content and utilising Douyin’s interactive features, you can drive user engagement. It’s also worth noting that the biggest competitor of Douyin, Kuaishou, which offers similar content, is aimed at lower-tier cities and rural areas.

Little Red Book: Xiaohongshu (小红书) is a Chinese app that is often called Chinese Instagram. The app focuses on UGC, mostly in fashion, beauty, and lifestyle. Little Red Book has quickly become a favourite, and the app’s developers are planning to expand into other Asian countries soon. Through collaborations with influencers and UGC campaigns, brands can cultivate brand loyalty and drive conversions on this rapidly growing platform.

Baidu: With its dominance in the Chinese search market (80% market share), Baidu (百度) offers marketers unparalleled visibility and reach. By optimising content for Baidu’s search algorithm, marketers can enhance brand discoverability and drive website traffic. Additionally, Baidu’s recent ventures into autonomous driving highlight its commitment to innovation, presenting unique partnership opportunities for innovative brands.

Weibo: Interestingly, the word “Weibo” (微博) translates to “microblog” in Chinese. It’s the go-to platform for real-time updates and celebrity interactions and provides marketers with a platform to amplify brand messaging and engage with key influencers. By harnessing the power of trending topics, brands can spark conversations, and cultivate a loyal fan base among Chinese consumers.

Toutiao: Toutiao (头条), also known as Jinri Toutiao (今日头条, “Today’s Headlines”), is the largest news and information content platform in China, similar to Apple in the West. With its personalised news feeds and content recommendation algorithms, Toutiao offers marketers a targeted approach to reaching engaged audiences. By creating compelling content that resonates, marketers can establish thought leadership in their respective industries.

Bilibili: Also known as B Site, Bilibili (哔哩哔哩) is a popular youth-oriented video streaming and sharing platform. It is known for its video comments, which appear as overlaid commentary on videos. It provides opportunities to connect with Gen Z consumers through UGC and interactive experiences. By collaborating with content creators, brands can build authentic relationships with a passionate community.

Zhihu: Positioned as China’s premier knowledge-sharing platform (similar to Quora), Zhihu ( 知乎) offers a platform to demonstrate thought leadership, engage with industry experts, and address consumer inquiries. By participating in Q&A sessions, publishing informative articles, and sponsoring relevant discussions, marketers can establish brand authority and build trust with consumers.

Here’s an example of an ad taken from a campaign we ran for Pearson VUE across WeChat, Toutiao, Zhihu and Bilibili. See full case study here Pearson VUE – Promoting AWS Cloud Certifications in China – Hunterlodge

At Hunterlodge, we’re committed to helping brands navigate the complexities of Chinese digital marketing and achieve success.

Get in touch today! nick.friend@hunterlodge.co.uk



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