10 Most Popular Chinese Social Media Apps, Sites & Platforms in 2023

When discussing social media marketing, Western giants like Facebook, Instagram, and Twitter often steal the spotlight. However, it’s imperative to recognize the significance of China’s popular social apps in a nation boasting over 1.4 billion people and a rapidly burgeoning middle class.

China’s wholehearted embrace of technology, innovation, widespread high-speed internet access, and a thriving e-commerce ecosystem presents unprecedented opportunities for global brands. Social media stands as the essential conduit for connecting with audiences, both domestically and on a global scale. These platforms offer a diverse array of features, encompassing instant messaging, microblogging, discussion forums, and business reviews, while also serving as fertile ground for paid advertising.

For global brands with aspirations in the Chinese market, staying well-informed about these ever-evolving platforms is not a choice but a necessity. The dynamic Chinese social media landscape demands adaptability to swiftly changing trends and emerging platforms to ensure lasting success.

Now, let’s embark on a journey to explore the top 10 Chinese social media platforms that are pivotal for executing effective social marketing strategies in 2023.

Table of Contents

• How Many People Engage in Social Media in China?
• How Do People in China Use Social Media Platforms?
• The 10 Most Popular Social Media Apps in China
• How Can Global Brands Leverage Chinese Social Platforms?
• Brands That Have Thrived on Chinese Social Media

How Many People Engage in Social Media in China?

In 2020, China emerged as the unrivaled leader in global social media consumption, boasting a staggering 926.8 million users, and projections indicate an unprecedented surge to 1.279 billion users by 2026.

On average, each Chinese social media enthusiast dedicates around 117 daily minutes to Chinese social platforms, though slightly less than their U.S. counterparts’ 142 minutes, the commitment remains substantial. Perhaps most remarkable is that 88% of Chinese users actively engage across multiple platforms, showcasing their adaptability and fervor for digital interaction.

Mobile devices reign supreme, with a whopping 95% of Chinese social media users choosing them as their primary access point, underscoring their mobile-centric approach. Demographically, the majority, approximately 70%, fall within the 18 to 35 age bracket, and the user gender distribution is nearly balanced, with a slight inclination toward males.

These statistics underscore China’s monumental presence in the social media landscape, illuminating the vast opportunities it offers for businesses looking to engage with this dynamic and extensive digital audience.

How Do People in China Use Social Media Platforms?

People in China use social media in a variety of ways.

• Connecting with loved ones: Similar to elsewhere, it’s a means to connect with friends and family through messaging and video calls. But it’s not just for communication; it’s also a source of entertainment. Platforms like Douyin feature short videos and live streaming, offering everything from funny skits to dance performances.
• Staying informed: Chinese users turn to social media for news and trending topics. Weibo, in particular, is a go-to for breaking news, both official and unofficial.
• E-Commerce: Social media plays a significant role in shopping. Users can make purchases directly through apps like WeChat and Xiaohongshu, often relying on influencer recommendations.
• Travel and wellness: Travel enthusiasts find inspiration and plan their trips through social media, including platforms like Mafengwo dedicated to travel content. Health and wellness tips, from workout routines to healthy recipes, are also widely shared.
• User-generated content: Chinese social media users are prolific content creators, sharing aspects of their daily lives, travel experiences, and culinary adventures. This user-generated content fosters communities based on shared interests.
• Discussion and expression: While there are certain restrictions due to government regulations, some users use social media to express their political views and engage in discussions about social issues, albeit with caution.

Absolutely, in essence, social media is a versatile and indispensable aspect of daily life in China. It acts as a multifaceted hub encompassing communication, entertainment, information, commerce, and community-building. Given this diversity, it’s crucial for global brands to identify their target audiences on specific platforms and develop tailored marketing strategies to effectively engage with them.

The 10 Most Popular Social Media Apps in China

China’s social media landscape is incredibly diverse, offering brands a wealth of opportunities to engage with a diverse audience. Here are the 10 most popular social media apps in China:

• WeChat
• Douyin (TikTok)
• Weibo
• Xiaohongshu (Little Red Book)
• Tencent QQ
• Bilibili
• Kuaishou
• Meituan-Dianping
• Zhihu
• Baidu Tieba

1. WeChat

WeChat, also known as Weixin in China, is more than just a messaging app; it’s a digital ecosystem that has transformed the way people communicate, socialize, shop, and transact in China and beyond. With over 1.2 billion monthly active users, WeChat has become an integral part of daily life for millions.

Key Features and Services Offered

• Messaging and Calls: At its core, WeChat is a messaging app, allowing users to send text and voice messages to individuals or groups. It also supports voice and video calls, making it a versatile communication tool.
• Moments: Similar to a social feed, Moments allows users to share updates, photos, and videos with their contacts. It’s a platform for personal expression and sharing life moments.
• Official Accounts: WeChat hosts Official Accounts for businesses, brands, and celebrities. Users can follow these accounts to receive updates, news, and promotional content.
• Mini Programs: Mini Programs are lightweight apps within WeChat that offer various functions. They can be anything from games and shopping apps to utilities like taxi booking or food delivery.
• WeChat Pay: WeChat’s integrated payment system enables users to make mobile payments, transfer money to friends, pay bills, and even make online purchases.
• Entertainment: WeChat offers a range of entertainment features, including in-app games, access to music, video streaming, and even a personalized news feed.
• WeChat for Business: WeChat Work is a separate platform designed for business communication and collaboration, with features like messaging, file sharing, and task management.

In essence, WeChat offers a rich and dynamic ecosystem that’s not only user-friendly but also a goldmine for businesses seeking to connect with Chinese consumers.

2. Douyin (TikTok)

Douyin, also known as TikTok globally, has taken China’s social media landscape by storm. This short video social media platform, born in 2016, has revolutionized how people consume digital content in China.

Key Features and Services Offered

• Short Video Creation: Douyin allows users to create and share short-form videos, typically ranging from 15 seconds to one minute. Users can add music, effects, stickers, and text to enhance their videos.
• Live Streaming: Users can live stream on Douyin, connecting with their audience in real-time. Live streaming is often used for Q&A sessions, product showcases, and performances.
• Music Library: Douyin offers an extensive library of music and soundtracks that users can incorporate into their videos. This feature has been a major driver of user engagement and creativity.
• In-App Challenges: Douyin frequently hosts challenges and trends that encourage users to create content around specific themes or concepts. This boosts user participation and content virality.
• Monetization for Creators: Douyin offers opportunities for content creators to earn money through virtual gifts, brand partnerships, and the Creator Fund, which rewards popular creators.
• Advertising Opportunities: For businesses and brands, Douyin/TikTok offers advertising options, including sponsored content, brand takeovers, and in-feed ads, to reach a broad user base.

These features and services have made Douyin/TikTok a dynamic and engaging platform for both content creators and viewers, contributing to its widespread appeal and growth. With its short video format, emphasis on authenticity, influencer culture, and inventive advertising options, Douyin offers abundant opportunities to authentically connect with Chinese consumers.

3. Weibo

Often referred to as China’s equivalent of Twitter, Weibo has transformed from a simple microblogging platform into a social media giant. Boasting millions of users, Weibo is far more than just a place to post thoughts — it’s a cultural force that shapes trends, disseminates news, and fuels user engagement.

Key Features and Services Offered

• Microblogging: At its core, Weibo is a microblogging platform where users can post short messages, photos, videos, and links. These posts, often limited to 140 or 280 characters, allow users to share their thoughts, updates, and opinions.
• Multimedia Sharing: Weibo supports various forms of multimedia content, including images, GIFs, videos, and live streaming. Users can easily upload and share visual content to engage their audience.
• Trending Topics: Weibo highlights trending topics and hashtags, offering users a real-time glimpse of popular discussions and news. This feature keeps users informed about current events.
• Weibo Stories: Similar to Instagram Stories, Weibo offers a Stories feature where users can post temporary updates that disappear after 24 hours. This is a popular way to share in-the-moment content.
• Advertising Opportunities: Weibo provides advertising options for businesses to promote their products and services. These include in-feed ads, banner ads, and sponsored content to reach a broader audience.
• Analytics and Insights: Weibo offers data and analytics tools for Official Account owners to track their performance, including follower demographics, post reach, and engagement metrics.

Weibo’s combination of microblogging, multimedia sharing, social networking, and advertising opportunities makes it a versatile platform with a diverse user base, making it a key player in China’s social media landscape.

4. Xiaohongshu (Little Red Book)

Xiaohongshu, commonly known as Little Red Book or RED, has emerged as a prominent social commerce platform hailing from China. Its journey began in 2013, and since then, it has transformed into a vibrant online hub that blends social media, e-commerce, and lifestyle content seamlessly. What’s fascinating about Xiaohongshu is its widespread appeal among Chinese consumers, particularly among the tech-savvy millennials and the dynamic Generation Z.

Key Features and Services Offered

• Product Discovery: Xiaohongshu is primarily a platform for discovering and shopping for products. Users can explore a vast array of categories, including fashion, beauty, lifestyle, and more. Product listings include detailed information, reviews, and ratings from other users.
• Influencer Collaboration: Xiaohongshu has a strong influencer culture, with many content creators known as Key Opinion Leaders (KOLs). Brands often collaborate with KOLs to promote products and engage with their followers, making influencer marketing a prominent feature of the platform.
• Integrated E-commerce: Xiaohongshu seamlessly integrates e-commerce into its platform, allowing users to make purchases directly within the app. Users can add items to their shopping cart, access discounts, and enjoy a convenient shopping experience.
• Cross-Border Shopping: The platform offers cross-border e-commerce options, allowing users to purchase products from international brands and merchants. This feature has expanded Xiaohongshu’s global reach.
• Travel and Lifestyle Inspiration: Beyond shopping, Xiaohongshu is a source of travel inspiration, beauty and fashion tips, fitness routines, and more. Users share their experiences and recommendations, making it a lifestyle-oriented platform.
• Data Analytics: Businesses and brands on Xiaohongshu have access to data analytics and insights. This helps them understand user behavior, track the performance of marketing campaigns, and make data-driven decisions.

These key features and services make Xiaohongshu a versatile platform that caters to users’ interests in shopping, lifestyle, and community engagement. It has become a significant player in the social commerce landscape, particularly among young and digitally savvy consumers.

5. Tencent QQ

Tencent QQ, commonly known as QQ, is a multifunctional instant messaging software service developed by Tencent Holdings Limited, a Chinese tech giant. Launched in 1999, QQ quickly gained popularity in China and became one of the country’s most widely used instant messaging platforms.

Key Features and Services Offered

• Instant Messaging: QQ is renowned for its instant messaging service, allowing users to send text messages, voice messages, and multimedia files to individuals or groups.
• QQ Mail: QQ provides email services, enabling users to send and receive emails, manage contacts, and organize their inbox.
• QQ Music: QQ offers a comprehensive music streaming service with an extensive library of songs, playlists, and radio stations.
• QQ Games: QQ offers an array of online games, both multiplayer and single-player, catering to gamers of various interests.
• QQ Newsfeed: Users can stay updated on the latest news, articles, and trending topics through the QQ Newsfeed feature.
• QQ Zone: QQ Zone serves as a social networking platform where users can share updates, photos, and blog posts with their friends.

These key features make Tencent QQ a versatile social media platform in China that caters to various communication, entertainment, and online service needs, making it immensely popular among users in China and beyond.

6. Bilibili

Bilibili, or simply “Bili,” is a thriving online platform born in 2009, and it’s incredibly popular among China’s young generation. What sets it apart is its deep-rooted connection to animation, gaming, and user-generated content. Bilibili’s tight-knit community shares a love for anime, comics, and games, often referred to as ACG. In China, Bilibili has become a cultural phenomenon, serving as the ultimate hub for ACG enthusiasts and creators alike.

Key Features and Services Offered

• Animation and Gaming Hub: Bilibili is a haven for animation and gaming enthusiasts. It hosts a vast library of anime, manga, and gaming content, attracting fans from around the world.
• Interactive “Bullet Comments”: One of its signature features is the “bullet comments” system. Users can leave real-time comments that fly across the screen, creating an engaging and interactive viewing experience.
• Live Broadcasting: Users can stream live content, including gaming sessions, concerts, and Q&A sessions. This feature has made Bilibili a platform for budding influencers.
• User-Generated Content: Similar to YouTube, Bilibili allows users to upload their videos. This has fostered a thriving community of content creators, from gamers to vloggers.
• Community and Forums: Bilibili has forums and communities where users can discuss their interests, share fan art, and connect with like-minded individuals.
• Cultural Events: Bilibili often hosts or sponsors cultural events, such as anime conventions and esports tournaments, further cementing its role in the ACG community.

These features and services collectively contribute to Bilibili’s unique identity as a platform at the intersection of anime, gaming, and user-generated content, making it a cultural phenomenon in China and beyond.

7. Kuaishou

Kuaishou, often compared to TikTok’s Chinese counterpart Douyin, has experienced rapid growth and gained immense popularity, particularly in China. Launched in 2011 as a short video platform, Kuaishou quickly evolved into a multifaceted social media giant.

Key Features and Services Offered

• Short Video Creation: Similar to TikTok, Kuaishou allows users to create short videos. Users can record, edit, and share videos on various topics, from entertainment and lifestyle to education and talent.
• Live Streaming: Kuaishou is known for its live-streaming functionality. Users, including influencers and content creators, can live stream their activities, interact with viewers in real time, and receive virtual gifts from their audience.
• Community Engagement: Kuaishou fosters a sense of community among its users. Viewers can engage with content creators through comments, likes, and virtual gifts, creating a dynamic and interactive environment.
• Virtual Gifting: Users can send virtual gifts to content creators during live streams as a form of appreciation. Creators can convert these virtual gifts into real income, making it an attractive platform for aspiring influencers.
• Special Effects and Editing Tools: Kuaishou provides users with a range of special effects and editing tools to enhance their videos and make them more engaging.
• Challenges and Trends: Kuaishou frequently hosts challenges and trends that encourage users to create and participate in specific activities or video themes. These challenges often go viral and drive user engagement.

Overall, Kuaishou’s key features and services make it a versatile and engaging platform for content creation, interaction, and e-commerce, contributing to its popularity among users worldwide.

8. Meituan-Dianping

Meituan-Dianping, often referred to simply as Meituan, is a versatile platform with a primary focus on local businesses, dining, and lifestyle services. It serves as a multifunctional hub for users seeking a wide range of conveniences and experiences within their local communities.

Key Features and Services Offered

• Food Delivery: Meituan-Dianping is renowned for its food delivery service. Users can browse menus, place orders, and have their favorite dishes delivered to their doorstep. It partners with a vast network of restaurants, from fast food to fine dining.
• Restaurant Reservations: Users can make restaurant reservations through the platform. This feature is especially handy for popular eateries where securing a table can be challenging.
• Discounts and Deals: The platform offers a range of discounts, vouchers, and deals for various businesses. Users can find special promotions and offers to save money on their purchases.
• Business Listings: Local businesses can create profiles and list their services on Meituan-Dianping, gaining visibility and access to potential customers.
• Rating and Review System: Users can rate and review businesses based on their experiences, contributing to the platform’s reputation for reliable recommendations.
• Entertainment Booking: Users can book tickets for movies, concerts, sporting events, and other forms of entertainment through the platform.

Meituan-Dianping’s diverse offerings make it an all-encompassing platform for local commerce, dining, entertainment, and lifestyle services. It simplifies the lives of users by providing convenient access to a wide range of essential and leisure services while supporting local businesses.

9. Zhihu

Zhihu, often likened to China’s version of Quora, is a knowledge-sharing platform founded in 2011. Users can ask questions, provide answers, and engage in discussions on a wide range of topics. It has become a popular online community for knowledge sharing and connecting with experts.

Key Features and Services Offered

• Question and Answer: Users can post questions and receive answers from the Zhihu community. This fosters knowledge-sharing and problem-solving.
• Upvoting and Following: Similar to other Q&A platforms, users can upvote answers they find valuable, helping to surface the best responses. Users can also follow topics and other users to tailor their feed.
• Content Creation: Zhihu allows users to create long-form articles and share their knowledge through writing. This feature goes beyond simple Q&A, enabling in-depth exploration of topics.
• Advertising and Brand Promotion: Zhihu offers advertising opportunities for brands to reach its engaged user base. Brands can also establish a presence through official accounts and content marketing.
• Professional and Diverse User Base: The platform boasts a diverse user base, including experts, professionals, and enthusiasts in various fields. This diversity ensures high-quality content and expertise.

These features collectively make Zhihu a versatile platform for knowledge sharing, learning, and brand engagement in the Chinese digital landscape.

10. Baidu Tieba

Baidu Tieba, often referred to as “Tieba,” is a prominent online forum and community platform in China. Launched by Baidu, the country’s leading search engine, Tieba is a space where users can engage in discussions, share information, and connect with others who share similar interests.

Key Features and Services Offered

• Diverse Forums: Tieba hosts a wide range of forums, each dedicated to specific topics, hobbies, or interests. Users can find forums on subjects ranging from entertainment and technology to travel and literature.
• User-Generated Content: Users create posts, articles, and discussions within these forums, sharing their knowledge, experiences, and opinions with the community.
• Interaction: Tieba encourages interaction through comments, replies, and likes on posts. This fosters engagement and enables users to connect with others who share their interests.
• Search Functionality: Given its affiliation with Baidu, Tieba has robust search capabilities, making it easy for users to find relevant discussions and content.
• Community Building: Users often form tight-knit communities within specific forums, where they can build relationships, seek advice, and share their passion for a particular subject.
• Multimedia Support: Tieba allows users to incorporate images, videos, and multimedia content into their posts, enhancing the overall user experience.

Baidu Tieba plays a vital role in facilitating online discussions and knowledge sharing among Chinese netizens, making it a significant platform in the country’s digital landscape.

How Can Global Brands Leverage Chinese Social Platforms?

Global brands can harness the power of Chinese social platforms to tap into one of the world’s largest and most dynamic consumer markets.

Here’s how they can effectively scale their brands on Chinese social media platforms:

• Conduct thorough market research

To effectively leverage Chinese social platforms, global brands must embark on comprehensive market research encompassing various facets. This begins with a deep dive into the Chinese consumer landscape, dissecting demographics, psychographics, and behaviors. Linguistic proficiency and cultural sensitivity are crucial, considering China’s diverse market and regional variations.

A thorough competitive analysis unveils industry leaders’ strategies and helps identify opportunities. Staying attuned to China’s evolving regulatory environment, monitoring trends, mapping customer journeys, and employing social listening tools further enrich the research. Qualitative methods, including focus groups and interviews, provide nuanced insights, and local partnerships or consultation can offer on-the-ground expertise. This holistic research approach equips brands with the insights needed to craft culturally relevant and resonant strategies tailored to the Chinese audience.

• Select the most suitable Chinese social media platforms

In the realm of leveraging Chinese social media for global brand success, one of the most pivotal factors is platform selection. Understanding the unique strengths and user base of various Chinese social media platforms is fundamental. As discussed earlier, each platform caters to distinct demographics and preferences. For instance, Xiaohongshu may be the ideal choice if you have a makeup brand, given its prominence among women aged 18–35. Similarly, Douyin (TikTok) might suit your needs if you want to harness the power of short videos to engage a younger, more vibrant audience.

Ultimately, platform selection serves as the foundation upon which your brand’s Chinese social media strategy is built. It’s the compass guiding you to the right destination in this dynamic and vast digital landscape.

• Collaborate with Chinese influencers

Forge strategic partnerships with Chinese influencers or Key Opinion Leaders (KOLs) whose values align with your brand and who resonate with your desired audience. Harness their extensive reach and established credibility to genuinely promote your products or services. This collaborative approach not only expands your brand’s visibility but also bolsters its authenticity, fostering stronger connections with the Chinese consumer base.

• Explore paid advertising options

Delve into the array of paid advertising opportunities available on Chinese social media platforms, encompassing strategies like sponsored content and influencer partnerships. To navigate this landscape adeptly, consider teaming up with local agencies or partners well-versed in the nuances of Chinese digital advertising. This collaborative effort will empower your brand to leverage the full potential of these platforms for strategic promotional campaigns, ensuring your message resonates effectively with the target audience.

• Implement data analysis

Incorporate advanced data analysis tools into your social media campaign management, allowing you to meticulously track and evaluate performance metrics. By closely monitoring key performance indicators (KPIs) and scrutinizing user feedback and insights, you gain valuable information to refine and adapt your strategies. This iterative approach ensures that your brand remains agile in responding to evolving trends and consumer preferences, ultimately optimizing the impact of your social media campaigns in the dynamic Chinese market.

Brands That Have Thrived on Chinese Social Media

The expansive and diverse realm of Chinese social media offers a compelling advertising arena for global brands, and many have embraced this vibrant landscape.

Take Burberry, for instance, which orchestrated an exclusive WeChat flash sale, captivating its 12 million followers following a major fashion event.

Dior leveraged WeChat’s live-streaming prowess, amassing a staggering 3.2 million viewers and driving robust sales.

Balenciaga crafted a buzz-worthy limited edition handbag campaign through a WeChat mini program. Meanwhile, Xiaohongshu introduced a “brand partner platform,” fostering collaborations between brands and influencers for sponsored content.

Noteworthy luxury labels like YSL, Shiseido, and Fendi have eagerly hopped on this trend, utilizing Xiaohongshu to cultivate online intrigue and flourish on Chinese social media.

Conclusion

The top 10 social media apps, sites, and platforms in China for 2023 comprise a dynamic landscape that caters to diverse interests and demographics. Each platform offers unique features and a vast user base, making them valuable for brands seeking to engage with Chinese audiences. Moreover, Chinese social media platforms are increasingly integrated into daily life, influencing e-commerce, payments, and entertainment. For businesses and marketers targeting Chinese audiences, understanding the nuances of each social media platform is essential. As China’s middle class expands and consumer preferences shift, global brands will face both opportunities and challenges in navigating this dynamic landscape.