Introducing Chinese Platforms (2)

Short and SNS Platforms

Entering China is a must for influencers as there are numerous short and SNS platforms.

1. Kuaishou

a) Characteristics

• Kuaishou is a short platform where all content have equal chances of exposure.
• DAU(Daily Active Users) average: 300 million.
• Most users are male teenagers residing in small and medium-sized cities or rural areas.

b) Features

• high accessibility to subscribing channel content

c) Operation Tips

• ‘Vlog and lifestyle content’ are the most popular among viewers.
• Insert titles to thumbnails to attract attention.

2. Xiaohongshu

a) Characteristics

• Xiaohongshu is an alternative to Instagram in China.
• The main feature is shopping.
• MAU(Monthly Active Users) average: 200 million.
• The main users are women aged between 18 and 34.

b) Features

• Shopping — easy access to the store website (by tagging products in the post)
• Video template — convenient video production
• Live commerce
• Can upload content regardless of size ratio

c) Operation Tips

• ‘Makeup, skincare and fashion content’ are the most popular among viewers.
• Refer to keywords in the dropdown list to decide hashtags(#).
• Communicate actively with followers.
• Ask simple questions in the post to increase the number of comments.

3. Weibo

a) Characteristics

• Weibo is considered the №1 SNS similar to Twitter in China.
• There are many interactions between users.
• DAU(Daily Active Users) average: over 200 million.
• People born in the 1990s and 2000s account for 80% of the users.
• Users are mostly active at 13:00 and 23:00 (KST).

b) Features

• Premium membership
• Messenger — real time communication with other online followers
• Large GIF and image file upload available
• Can save all photos in a post at once
• Fan club formation

c) Operation Tips

• Set up your profile in as much detail as possible.
• Upload content utilizing the most searched words.
• Check the Weibo trend for buzzwords and memes.