There are lots of social media platforms available to marketers today, However, how to choose a platform and choose the corresponding marketing strategy based on the advantages of the platform is a tricky problem for many brands today. Although your first thought may be to use them all, some platforms are better suited than others.
Not sure which Chinese social media platforms your business should be using? Here are the top 5 (according to the data collected by the CN10 ranking technology research department and the CNPP Brand Data Research Institute) and the users’ characteristics of those different platforms.
Note: In the post influencer marketing won’t be included.
Wechat 微信
At the end of January WeChat founder Allen Zhang (张小龙) disclosed the latest data on WeChat: 1.09 billion users open WeChat every day, and 330 million users make video calls; 780 million users enter Moments and 120 million users publish Moments, including 670 million photos and 100 million short videos; 360 million users read official account articles, and 400 million users use mini-programs. In 2020 data show 53% of male users and 47% female.
What can you use on WeChat for your marketing strategy?
Official account
Private traffic (私域流量- personal WeChat accounts and private WeChat group chats)
Mini-program
Channels
Advertising
WeChat has a long-term growth model. In many cases, what we pay attention to is the instant conversion brought after the launch. But what we should actually be paying more attention to should be the long-term conversion.
QQ 腾讯
In the third quarter of 2020, Tencent released its report. QQ Smart device monthly active users were 617.4 million. The launch of QQ’s Mini World video and image feed service has increased QQ’s appeal among the younger audience. According to the official press release "Through Mini World, we encourage contributors to create videos and images and share them beyond their existing friend circle. We recommend attractive content in Mini World to QQ users based on their interest graphs, enabling users to explore more content and communities".
QQ (QQZone and all the other products connected) can be used for a lot of activities from One-to-one messages to groups, from creating a company virtual front desk to advertising.
Douyin 抖音
At the beginning of January Douyin released the "2020 Douyin Data Report". As of December 2020, the average daily video search volume exceeded 400 million while the number of daily active users exceeded 600 million. More and more families choose to use Douyin to share their life and among them, people from Guizhou are the ones who “like” more posts, Hubei people to “share”, and Anhui people to “comment”.
Many people think that Douyin is a particularly cool and young platform, but Douyin is actually important as a social media layout of multi-tier cities, above all of tier 3, 4, and 5 cities.
What can you use on Douyin for your marketing strategy?
Official account
Private traffic
Advertising
The focus of Douyin's marketing has to be "high-quality content + fan interaction".
In terms of user usage time, 38% of users have an average daily usage time of more than 30 minutes. One of the characteristics of Douyin is that it has a very high content consumption time. This kind of consumption time is largely due to Douyin's "centralized" algorithm recommendation, which constantly recommends content that users like and follow.
Weibo 微博
At the end of last year, during the 2020V Impact Summit, Weibo Senior Vice President Cao Zenghui (曹增辉) shared Weibo's latest data: 523 million monthly active users, a year-on-year increase of 37 million. There are 229 million daily active users, people over 30, among MAU, accounted for 23%, and those under 30 accounted for 77%.
What can you use on Weibo for your marketing strategy?
In addition to the overall platform of Weibo, the model of "Weibo + X" can be used to create interactions and conversions.
Weibo + news client (check our previous post about self-media).
Weibo + e-commerce
Weibo + video
Weibo + hot search advertising (the hot search is a part of the platform for users to learn about "new things")
Kuaishou 快手
Daily active users on Kuaishou (according to "2020 Kuaishou Annual Content Report", released this month) spend more than 86 minutes on the app and visit it over 10 times. Third and fourth-tier cities accounted for more than 64% of users of Kuaishou, the regions in which there are the majority of Kuaishou users are Guangdong, Hebei, Shandong, Henan, and Sichuan.
The huge private domain traffic provides a cornerstone of trust for e-commerce companies. As of the end of last September, Kuaishou's e-commerce gross merchandise volume reached 204.1 billion yuan, with an average repurchase rate of over 65%. As per purchasing of online courses, the hot-selling courses in the first half of 2020 were above all fitness and e-commerce start-up courses, while in the second half of 2020 users switched the interest to dressing, photographing, and office skills courses.
Usually, the contents that are more appreciated on the APP are sentimental, interesting, and useful.
Top 5 to 10
SPOILER ALERT!
Other platforms included in the CNPP rankings are:
Zhihu 知乎
Bilibili 哔哩哔哩
QQ space - QQ空间
Xiaohongshu - 小红书
Douban 豆瓣
We will introduce them next week!
Do you want to step up your social media game in China? Contact us.