A short guide to China’s five biggest social media

As the most populous country in the world, China also has the largest number of digital users.

When we talk about search engines and social media in China, it is far from what we otherwise know of here in the western part of the world.

A short guide to China's five biggest social media

Therefore, we give you a guide to the five most important search engines and social media used in the Chinese market.

Baidu is the Chinese counterpart to Google and with a market share of as much as 75%, Baidu is also the largest search engine in China. At Google, the content of what you are looking for is important, while at Baidu it is about what is on the front page of the individual pages. if you search for has great significance with Google, it is with Baidu, what is on the front page that is important when talking searches.

A short guide to China's five biggest social media

Logo Baidu

WeChat – is part of the Tencent group and is the “Super App” that everyone in China uses. This includes both individuals and companies. Today, WeChat has 1.1 billion users, of which 800 million are daily active on the app. What makes WeChat unique is its own ecosystem which includes everything from search engine, payment options, chat function to ordering food, taxis, bio tickets, buying / selling shares and booking hotel rooms. In other words, you do not have to leave WeChat to meet your daily needs. Here in the West, we use several different apps to fill the same needs, but with WeChat you have easily gathered in one and the same App.

A short guide to China's five biggest social media

WeChat logo

Weibo – Part of the Alibaba group and started as an alternative to Twitter, focusing on the smaller bloggers. Weibo has now evolved into a mix of what we know as Facebook and Twitter, with more than 520 million active users each month. Weibo is an open platform that hits wide. That is why more companies are using Weibo to reach their target audiences.

A short guide to China's five biggest social media

Logo Weibo

Little Red Book – Started as a guide for Chinese e-shoppers. At Little Red Book, the selection of products is incredibly large and is presented in the same way as we know from Pinterest. Little Red Book is also a huge e-commerce platform that makes it possible to market and drive sales directly through the service. Little Red Book is actually called Xiaohongshu in Chinese and is aimed primarily at the younger users who were born in the 90s, with a focus on the female market. This means that fashion and cosmetics are two of the preferred categories, but there is also some focus on lifestyle and travel.

A short guide to China's five biggest social media

Logo Little Red Book

Douyin – Is exactly the same as TikTok. The company behind it is called Bytedance and chose to release the app under the name Douyin. Prior to the global launch, Bytedance chose to call the app TikTok. Today, TikTok or Douyin is the fastest growing social media app. and also the most successful app outside of China. In short, Douyin is a social platform for sharing short videos. On TikTok as we know, the users are mostly under 18 years old, but in China the users are a little older, namely aged 25-35 years.

A short guide to China's five biggest social media
Logo Douyin

This guide “A short guide to China’s five largest social media” is made in collaboration with Nordic Business House also called NBH. Nordic Business House has been appointed as the official partner of Douyin and is the leading marketing agency in the Nordic region with a focus on China. With good expertise in Chinese consumer behavior, NBH helps companies position and develop their brand with the Chinese customer, through digital marketing on Chinese social media, influencers and PR.


Source: IT-Kanalen by it-kanalen.dk.

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