As home to the world's largest internet population, with over 940 million internet users as of 2021, China has a thriving social media landscape with a wide range of apps and platforms that businesses can use to promote themselves. As you’re surely aware, China’s internet ecosystem is special and unique, and this is especially so in the news publishing and social media spaces.

As a foreign company in China, or even a local emerging one, you want to get the word out about your special offerings as effectively as possible.

We introduce you here to the top 12 social media apps for businesses to consider when promoting themselves in China.

While it might be tempting to sign up for all of them in a rush, we advise to take time to choose only a few that actually complement your business and sector and that you would also actually have the time and manpower to use well.

Sina Weibo

Weibo, also known as "China's Twitter," is a microblogging platform that allows users to share short messages, images, and videos with their followers.

It has over 450 million monthly active users, making it one of the most popular social media platforms in China.

Weibo is particularly popular among young people and opinion leaders, and it is often used for brand promotion and customer service.

There are several ways businesses can use Sina Weibo to their advantage. One way is by creating a corporate account and regularly posting updates about the company, its products or services, and any promotions or special offers. This can help businesses keep their audience informed and attract new customers.

Another way businesses can use Sina Weibo is by engaging with users through comments and replies. By responding to comments and questions from followers, businesses can build relationships with their audience and demonstrate their commitment to customer service. Engaging with users on Sina Weibo can also help businesses gather valuable customer feedback and insights that can be used to improve their products and services.

Businesses can also run promotional campaigns or contests to attract new followers and drive engagement. This can be an effective way to generate buzz and increase brand awareness among a large audience. For example, businesses can offer special discounts or prizes to followers who share or comment on their posts.

In addition to these strategies, businesses can also use Sina Weibo to monitor and track customer sentiment and feedback. By monitoring mentions of their brand on the platform, businesses can gain valuable insights into what their customers are saying and use this information to improve their products and services. This can be done through the use of social listening tools that track and analyze mentions of the brand on Sina Weibo and other social media platforms.

WeChat

WeChat is a multi-purpose messaging, social media, and mobile payment app developed by Tencent. It has over 1.2 billion monthly active users, making it the most popular messaging app in China.

It offers a range of features that can be useful for businesses looking to promote their products and services, including the ability to set up a WeChat Official Account, send messages to followers, and build custom mini-programs within the platform.

One of the key benefits of WeChat for businesses is its strong focus on customer engagement and retention. WeChat allows businesses to send personalized messages to their followers, as well as set up automated customer service chatbots to handle common queries and concerns. It also offers a range of tools for building loyalty and rewards programs, such as coupons and loyalty points.

Another key advantage of WeChat for businesses is its built-in payment system, which allows users to easily make payments and transfer money within the platform. This can be especially useful for businesses that sell products or services online, as it makes it easier for customers to make purchases and reduces the risk of abandoned carts.

Douyin

Douyin, also known as TikTok outside of China, is a short-form video app developed by Bytedance, with more than 600 million daily active users in China.

It offers a range of features that can be useful for businesses looking to promote their products and services, including the ability to create and share engaging and creative video content, and the option to use paid advertising options such as sponsored hashtags and video ads.

One of the key benefits of Douyin for businesses is its strong focus on visual content and creativity. The platform allows businesses to create and share short videos that are designed to be attention-grabbing and memorable, making it a great way to stand out from the competition and capture the attention of potential customers.

Another advantage of Douyin for businesses is its extensive targeting and tracking options towards specific groups of users based on demographics, interests, and other factors, and it also provides detailed analytics on the performance of their ads. This can help businesses fine-tune their marketing strategy and get the most out of their advertising budget.

Kuaishou

Kuaishou is a short-form video app similar to Douyin, but it is more popular in rural areas of China.

It has over 400 million monthly active users and is often used for entertainment and socializing. Businesses can use Kuaishou to reach a wider audience, especially in less-developed regions of China.

It offers a range of features that can be useful for businesses looking to promote their products and services, including the ability to create and share engaging and creative video content, and the option to use paid advertising options such as sponsored hashtags and video ads.

One of the key benefits of Kuaishou for businesses is its strong focus on user-generated content and community building. The platform allows businesses to tap into the creativity and enthusiasm of its users by encouraging them to create and share their own videos featuring the company's products or services. This can be a powerful way to build brand loyalty and create a sense of community around the business.

Redbook

Redbook, also known as "Xiaohongshu" in Chinese, is a social media platform and online marketplace focused on fashion, beauty, and lifestyle. It was launched in 2013 by Tencent, one of China's largest internet companies, and has since become a popular destination for users to discover and share information about products and services in these sectors.

Redbook has a user base of more than 300 million people, and it offers a range of features designed to help businesses promote their products and services, including sponsored posts, banner ads, and the ability to set up an online store on the platform.

In addition to its social media and e-commerce features, Redbook also has a strong focus on content creation and community building, with users able to create and share their own articles, reviews, and other types of content. This makes it a valuable resource for businesses looking to engage with and build relationships with potential customers in the fashion, beauty, and lifestyle sectors in China.

Zhihu

Zhihu is a Chinese social media platform and online knowledge-sharing community similar to Quora. It was founded in 2010 and has grown to become one of the most popular platforms in China for users to ask and answer questions, share knowledge, and engage in discussions on a wide range of topics.

Zhihu has a user base of more than 300 million people, including experts, academics, and industry professionals, making it a valuable resource for businesses seeking to engage with and learn from thought leaders in their field.

In addition to its knowledge-sharing features, Zhihu also offers paid advertising options, including sponsored content and banner ads, allowing businesses to reach targeted audiences on the platform.

Toutiao

Toutiao is a news and content discovery app developed by Chinese tech firm ByteDance. With over 300 million monthly active users, it's one of the most popular social media apps in China.

Toutiao allows businesses to advertise their products and services through targeted ads and sponsored content. It's also a useful platform for businesses to share industry news and updates, as well as to connect with influencers and build their brand awareness.

Dazhongdianping

Dazhongdianping, also known as "Large Middle Reviews," is a Chinese online review and rating platform that helps users discover and make informed decisions about local businesses and services. It was launched in 2003 and has since become one of the most popular platforms of its kind in China, with more than 250 million monthly active users.

Dazhongdianping offers a range of features designed to help businesses promote their products and services, including the ability to claim their business listing, respond to reviews, and create promotional offers.

It also offers paid advertising options, including sponsored search results, banner ads, and the ability to highlight positive reviews and ratings. For businesses looking to build a reputation and reach new customers in China it can be a valuable resource.

Douban

Douban is a Chinese social networking platform and online community focused on entertainment, culture, and personal connections. It was launched in 2005 and has since grown to become one of the most popular platforms of its kind in China, with more than 300 million registered users.

Douban offers a range of features designed to help users discover and share information about movies, books, music, and other forms of entertainment, as well as connect with like-minded individuals and groups. For businesses, Douban can be a valuable resource for promoting products and services related to entertainment and culture, and it also offers paid advertising options, including sponsored posts and banner ads.

In addition to its social networking and content discovery features, Douban also has a strong focus on user-generated content, with users able to create and share their own reviews, ratings, and other types of content. This makes it a valuable resource for businesses looking to engage with and build relationships with potential customers in the entertainment and culture sectors in China.

Bilibili

Bilibili is a Chinese online video platform and community focused on animation, comics, and gaming. It was launched in 2009 and has since become one of the most popular platforms of its kind in China, with more than 200 million monthly active users.

Bilibili offers a range of features designed to help users discover and share video content related to animation, comics, and gaming, as well as connect with like-minded individuals and groups. For businesses, Bilibili can be a valuable resource for promoting products and services related to these sectors, and it also offers paid advertising options, including sponsored posts, banner ads, and video ads.

In addition to its video platform and community features, Bilibili also has a strong focus on user-generated content, with users able to create and share their own videos, reviews, ratings, and other types of content. This makes it a valuable resource for businesses looking to engage with and build relationships with potential customers in the animation, comics, and gaming sectors in China.

Baijiahao

Baidu launched Baijiahao a blog-style platform where about 1.9 million publishers post news and share content from bloggers & journalists to create an “ecosystem” for people who want to consume media in new ways.

The launch of Baijiahao was seen as a response to Toutiao and Wechat News. These types of apps and programs are designed around giving creators more control over how their work appears online as well as increasing audience engagement through interactive features such as polls, live video chat rooms etc. which can also help businesses reach marketing goals by driving traffic back to your site.

Baidu Tieba

Baidu Tieba, also known as Baidutieba, Tieba, and 百度贴吧 in Chinese. Baidu Tieba accumulated over 300 million monthly active users by 2015, and its total registered users surpassed 1.5 billion! It claims to be the most prominent Chinese online community and a community of young people. 

Baidu Tieba is a Chinese social media platform and online community focused on discussion and conversation. It was launched in 2003 and is owned by Baidu, one of China's largest internet companies.

Baidu Tieba is structured around "tieba," or forums, on a wide range of topics, allowing users to ask and answer questions, share information and opinions, and engage in discussions with others who have similar interests. Baidu Tieba is a great place for businesses to connect with potential customers and build brand awareness. It also offers paid advertising options, including sponsored posts and banner ads, allowing businesses to reach targeted audiences on the platform.

In addition to its discussion and conversation features, Baidu Tieba also has a strong focus on content creation and community building, with users able to create and share their own articles, reviews, and other types of content.

Conclusion

And there you have it! Among these there is plenty of opportunity for your company to find your platform and voice in China. If you need help don't hesitate to reach out to SEIRIM in Shanghai. While in this category we mostly specialize in SEO, we have also done social media work on occassion. Good luck!