As the world’s most populous country with over 1.3 billion people, China has the largest number of internet users – 731 million as of December 2016. According to a report by We Are Social and Hootsuite, around 96% are active social media users. With such a large population online, it’s no surprise that social media platforms in China have evolved to become very different from their Western counterparts. If you’re planning on marketing or doing business in China, it’s crucial to understand how social media works there. Here are eight things you need to know about social media in China.
1. China Uses Their Social Media Platforms In unique Ways
In China, the government’s Great Firewall blocked social media platforms from the western world, such as Facebook, Twitter, and Instagram. Instead, China has developed versions of these popular platforms, WeChat, Weibo, and Youku.
WeChat is a messaging app that combines WhatsApp, Facebook, and Skype features. It has over 700 million monthly active users and is particularly popular with younger generations. Weibo is a microblogging platform similar to Twitter, while Youku is China’s answer to YouTube. Using Chinese Social Media platforms allows you to connect with Chinese consumers and tap into local influencers to promote your brand. Hence, if you want to succeed in China, you must understand how these platforms work and use them accordingly.
2. Social Media In China Is Highly Regulated
The Chinese government exercises a high degree of control over all internet activity in the country, including social media. All content must comply with strict censorship laws, which means that specific topics are off-limits entirely. For example, discussions about human rights, democracy, or freedom of speech are censored on social media.
Additionally, users must register for accounts using their real name and identity card number, making it easier for the government to track and monitor online activity. As a result of these censorship laws, social media in China is a more closed and insular environment than in the rest of the world.
3. Users Are More Active Than Their Western Counterparts
Social media users in China are some of the most active globally, with Weibo users posting 35 times per month and WeChat users sending 38 messages per day. This contrasts with the average Facebook user, who only posts 1.4 times per month.
The high level of activity on social media can be attributed to several factors, such as the fact that many platforms are used for more than just social networking. For example, WeChat is also used to make payments, order food, and book taxis.
This high activity level presents a great opportunity for businesses looking to market their products or services to Chinese consumers. However, it also means that companies need to be prepared to invest more time and resources in their social media presence in China.
4. Visual Content Is Key On Social Media in China
While text-based content is still prevalent on social media platforms in the West, visual content such as images and videos is king in China. Over 80% of Weibo users say they are more likely to pay attention to image-based posts than any other type of content.
This preference for visual content is likely because social media in China users are more active and consume more content than their Western counterparts. As a result, they prefer quick and easy-to-digest content that can be consumed quickly.
5. Timing Is Everything When Posting On Social Media In China
The social media landscape is incredibly active, with users posting an average of 3 times per day on Weibo. This high activity level means that timing is crucial for getting your content seen. The best times to post are during commuting hours (7-9 am and 5-7 pm) or during lunchtime (12-2 pm).
It’s also worth considering the time difference when scheduling posts, as China is 9 hours ahead of GMT. If you’re targeting Chinese consumers, you’ll need to schedule your posts for early morning or evening to catch them when they’re online.
6. User-Generated Content Is Increasingly Important
User-generated content (UGC) is content created by users rather than brands or businesses. This could be anything from product reviews to social media posts. In China, UGC plays an increasingly important role in purchasing decisions, with 70% of social media users saying they trust UGC more than traditional advertising.
This trend is being driven by the increasing skepticism of Chinese consumers towards advertising and the popularity of UGC platforms such as Xiaohongshu (a social shopping platform) and Douban (a movie review site). If you’re targeting Chinese consumers, it’s worth considering how you can incorporate UGC into your marketing strategy.
7. Live-Streaming Is Popular
Live streaming is a relatively new phenomenon in China, but it’s already become trendy on social media platforms such as Weibo and WeChat. Live streaming is now the most popular form of online entertainment in China, with around half of internet users (47%) watching live streams regularly.
This trend is driven by the increasing number of people using social media on their mobile phones. Live-streaming allows users to watch and interact with content in real-time, perfect for when you’re going. Live streaming could be a great option to engage with Chinese social media users.
8. There Are Several Tools To Help You Manage Your Social Media In China
If you’re looking to manage your social media in China, several tools can help. WeChat offers a range of features that allow businesses to create and manage their accounts and interact with customers. Weibo also has several business-friendly features, such as the ability to run ads and track analytics.
In addition, several third-party social media management tools can be used to help with everything from scheduling posts to analyzing data. Hootsuite Insights is one such tool that offers a free 14-day trial, so it’s worth considering if you’re looking to get started with social media in China.
Social media is a vital part of marketing your business in China. However, it’s essential to be aware of the unique landscape and how to reach and engage with Chinese consumers effectively. You can ensure that your social media strategy is tailored to the Chinese market and stands out from the competition by following the tips above.