Marketing Comparison – Chinese Social Media Platforms In comparison, the uniqueness, market positioning and advantages of global and domestic brands become increasingly clear. WeChat Xiaohongshu Weibo Zhihu Bilibili Douyin US patents Super app with the largest user base and diverse functions Lifestyle apps, UGC, comments, social commerce Mature Weibo app with the most celebrity accounts High-quality Q&A platform, surpassing entertainment Most popular video platform, ACG content, digital native Popular short video app, critical to Chinese marketing, with viral potential Monthly active users (Q3 2024) 1.
3 billion 312 million 588 million 8100 million 336 million 750 million English version available Yes No No No Partial No Main functions Communication, news push, shopping, payment Social sharing, product reviews, direct shopping Short posts, real-time news, hot topics, entertainment Live discussion, expert panels, podcasts, paid services Video, live broadcast, games, e-learning kazakhstan whatsapp resource Short videos, live broadcast, e-commerce Main features Personal accounts, public accounts, circle of friends UGC, brand discovery, shopping News, hot topics, corporate communication Questions, answers, discussions Bullet reviews, direct shopping UGC, live broadcast, discovery, challenges, hashtags Suitable for All brands, B2B, B2C, products, services Lifestyle brands, B2C, products and small brands Fashion, beauty and entertainment brands, B2B, B2C, products and small brands B2B brands,
products, services, and small brands, especially technology, education, finance and healthcare B2C brands, products, services, and small brands B2C Brands, Products Problems this app solvesConnect commercially and personally with everyone in China, even if Western social and websites are unavailableGain visibility, credibility, and trust in China; attract new trend-focused audiences in ChinaUnderstand Chinese trends and understand how Chinese people thinkBuild thought leadership, credibility, and trust to increase brand awarenessBrand awareness, sales, engagementBrand awareness, engagement, direct sales opportunity awareness, leads, sales, customer supportBuild trust, brand awareness, and salesConnect with partners, spread at scale, go viralReach high-quality audiences, establish authority, and educate consumersVisibility and sales to young audiences (primarily gaming, tech, education)Reach a broad audience of Gen Z and Millennials, as well as