With over 800 million internet users, China is the world’s largest social media market. While Facebook and Instagram rule the social media landscape in the west, social media marketing in China has completely different players. Each day the average netizen spends 5hrs 50mins online, of which about 3hrs 10mins of that time is on a mobile device and 2hrs 12mins using social media. But why should you even care about that? According to a report by Accenture, 70% of surveyed China’s Gen Z respondents say they prefer to buy products directly via social media. With Social commerce in China estimated to reach 2,419.4 billion yuan in 2022, it’s clear social media has become an integral part of the customer purchase journey. In this deck, we’ll look at the top social media platforms in China.

1. Social Media Marketing
in China

2. Each day the average netizen in China spends 5hrs
50mins online, of which about 3hrs 10mins of that time is
on a mobile device and 2hrs 12mins using social media.

3. According to a report by Accenture, 70% of surveyed
China’s Gen Z respondents say they prefer to buy
products directly via social media.

4. So, which are the top social media platforms in China?

5. WeChat
MONTHLY ACTIVE USERS
1.165 billion (Jan 2020)
KEY FEATURES
Messaging, Social Media and
Mobile payments.
DEMOGRAPHICS
54% of users are between the age of 25-40

6. Douyin
MONTHLY ACTIVE USERS
475 million (Jan 2020)
KEY FEATURES
Video-sharing social network, the
Chinese portal of TikTok
DEMOGRAPHICS
54% of users are under the age of 30

7. Weibo
MONTHLY ACTIVE USERS
520 million (Jan 2020)
KEY FEATURES
Micro-blogging, trendy topics,
news
DEMOGRAPHICS
80% of the users are under age 35

8. Xiaohongshu
MONTHLY ACTIVE USERS
85 million (June 2019)
KEY FEATURES
Social media and e-commerce
platform
DEMOGRAPHICS
70 to 80% of Xiaohongshu’s users are women

9. Tencent QQ
MONTHLY ACTIVE USERS
731 million (Nov 2019)
KEY FEATURES
Messaging, gaming, music,
shopping, microblogging
DEMOGRAPHICS
60% of QQ users were born after 1990

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