With Western social media banned, China has built its own digital ecosystem, dominated by platforms like WeChat, Weibo, and Douyin. To succeed, brands must adapt to these networks.

At GMA, our social media agency has over a decade of experience helping international brands grow their presence in China and drive sales through Chinese social media marketing.

In this guide, you’ll discover the most powerful Chinese social media platforms and how to use them to connect with your audience and boost your business.

WeChat – The Most Popular China’s Super-App

WeChat (Weixin) has a unique place in the Chinese social media landscape. But in reality, it has become much more than just an app.

Let us show you why.

What is WeChat?

WeChat started out as an instant messaging app for Chinese mobile users. It is often compared to Facebook, for its dominant position. And to Whatsapp for its chat-focus look and feel, as it’s a platform primarily focused on messages. But the comparison stops there.

Unveiled by Tencent, the creator of QQ, the “Chinese MSN”. WeChat has grown to become the world’s (not just China’s) biggest super-app, with more than 750 million average daily active users.

It is a whole ecosystem on its own. With WeChat, you can:

• Chat messaging
• Make an audio call and video call
• Create videos on WeChat Channels
• Payment in both physical stores and online (WeChat Pay)
• Moments (create content, share text, images, and videos)
• You can do online shopping, there are stores on WeChat
• Ordering services (such as Taxi) or Food Deliveries
• Ect.

We won’t post the whole list of features available here, but you get the point: Wechat is massive. Not only by its never-ending list of features but by its incredible scale.

WeChat for Business: Best Features for Wechat Marketing

Everybody in China is on WeChat. And that’s not a figure of speech. This means if a company has any ambition toward the Chinese market, they need to be in it. Now it’s not only a social media site but also (or even more), an e-commerce platform, where the majority of brands offer their own stores.

The central place WeChat has in Chinese users’ lives also means they spend a lot of time within the app, particularly on mobile phones. That opens great opportunities for branding & social media marketing in China.

Here are the main tools and features that you can use for your business in China:

• WeChat Official Accounts: they are like Facebook pages, with the function of sending newsletters to followers. They are a great way to engage with your audience and keep it updated about your brand and products/services, but they also open many possibilities, such as mini-programs or paid advertising.
• WeChat Mini-Programs: those are mini-apps within the WeChat ecosystem. They enable more advanced features than what is available in the standard WeChat app. This includes things like ordering food, making appointments, and paying for goods and services.
• HTML5 Brochures: Brands can create different HTML5 campaigns such as games, quizzes, and voting… to boost engagement from followers or to create sales directly.
• KOL Marketing: Key Opinions Leader’s campaigns are a very common way to promote products in China. Brands leverage popular Wechat accounts of KOLs who have huge followings to spread the message.
• Paid Advertising: Wechat ads include Moment ads (shown on Moments) and banner ads (blended into targeted articles) to increase the reach of brands.
• Customer relationship management: You can use your official account to talk with your followers, send automatic messages, create group chats, and more.

Sina Weibo – Is It The Chinese Twitter?

Weibo has long been called the “Chinese Twitter”, but in 2024 it is fair to say that it has very much grown past its Western inspiration. But can it be considered the largest communication platform in China?

What is Sina Weibo?

Weibo is one of the oldest Chinese social media sites. The micro-blogging platform describes itself as an open social media platform. More than WeChat where people not only post, share and interact but also get updated on trends and news. 

This is the place for content to go viral and for KOLs to build their online communities.

Social Media Marketing on Sina Weibo

Like its counterpart in the Western world, Weibo can be used for corporate communication and announcements. In fact, if there is one app on top of WeChat where companies create official accounts, it is Sina Weibo. 

Here are some of the perks of using a Weibo official account for your business in China:

• Content Marketing: brands can create their accounts and post interesting content to attract and engage followers. Once articles are read by a certain number of users, they can gain popularity on hot-topic or super-topic community forums.
• Live-streaming: Weibo has its own live-streaming platform, called Yizhibo Live.
• E-commerce Integration: brands can link Taobao stores and products in their posts.
• Weibo Stories: something that we know from Instagram that is gaining popularity in China.
• Paid Advertising: Weibo ads are cheaper than WeChat ones and allow you to reach various niches and bigger audiences.

Little Red Book / Xiaohongshu – The Chinese Instagram

Xiaohongshu is a Chinese social media app that’s similar to Instagram. It’s mainly used by young people in China to share photos and videos of the clothes they’re wearing, the food they’re eating, and the places they’re visiting.

This social media is a great tool if you need to market to Chinese women. Why? Because 80% of the community on Xiaohongshu are women.

Social Media Marketing on Little Red Book

Few platforms offer such a complete, self-contained, and focused ecosystem as XiaoHongShu. The Chinese social media platform primarily focuses on UGC (user-generated content) but also offers a variety of tools to both its users and brands as follows:

• E-commerce: You can create your shop on XiaoHongShu and sell your products directly to Chinese consumers.
• Influencer Marketing: RED is one of the most popular platforms for KOL marketing, as it’s based on user-generated content and relies on recommendations and product reviews. It’s the best platform for word-of-mouth marketing, especially for cosmetic and beauty brands.
• Xiaohongshu Business Accounts: You can create your own company account and share your own content. Having a business account gives you access to the app KOL network but also to their integrated eCommerce feature.
• Paid Advertising: The platform offers several types of ads to show promotional offers. Mainly those take the form of banners and popups.

Little Red Book / XiaoHongShu is a smaller social network compared to some other big names on our list. But it offers a very focused community of young women. If that is your target audience, then it might just be the perfect platform for you to invest in.

Douyin – The Chinese TikTok

While other Chinese social media apps source their inspiration from Western social media sites, Douyin is different. It is the unicorn of Chinese Social Media that has conquered the World.

Douyin is a short video social platform made for creating and sharing short videos with special effects. Relying on user-generated content. 

The app is owned by Chinese company ByteDance, which first released Douyin in September 2016 for iOS and Android in China.

Social Media Marketing on Douyin

Douyin allows users to create and share creative and trendy short-form videos. Short videos are, unlike long-form videos, optimal for engagement and virality. 

Douyin provides the ability to edit videos with engaging special effects and funny stickers to inspire its users to produce more and share more of these kinds of funny short videos with their friends.

Brands can use content marketing to attract users. However, a brand’s content has to carry the right tone to be a good fit for the platform and must not be intrusive. 

Douyin also offer brands the opportunity to have a business account that comes with many benefits such as access to paid advertising tools, better visibility, and the possibility to publish longer visibility than regular users’ account.

Some brands (Airbnb, Harbin Beer, and Chevrolet) collaborate with Douyin influencers to share their brands (through content that appears in the user’s information stream) in a way that is consistent with both the Douyin tone and the brands’ personalities.

Customized challenges on Douyin are an effective way to create a social buzz for brands: Douyin is really great at creating challenges for users to engage and prove their creativity. This tactic incentivizes mass participation and results in a social buzz that can connect users to brands more effectively.

Kuaishou – TikTok’s Innovative Challenger

Kuaishou is Douyin’s main competitor in China. It has gained momentum in China’s lower-tier cities and is now starting to close the gap with the bigger players.

Kuaishou is one of China’s leading social media platforms, thanks to its innovative and surprisingly addictive short video feature. The app allows users to share quick, 15-second clips of their everyday lives with friends and strangers alike.  

While it may not be as well-known as some of the other major Chinese social media apps outside of China, Kuaishou has a strong user base within the country – second only to TikTok in terms of active monthly users. 

Social Media Marketing on Kuaishou

As a social media, video, and live-streaming platform, Kuaishou offers many tools that both brands and influencers can leverage to grow their reach in the Chinese market and more specifically 3rd and 4th tier cities. 

Does Kuaishou have an official account option for companies, organizations, and influencers? The answer is yes. Just like Douyin, you have different types of official accounts for different types of organizations. Kuaishou official accounts allow for e-commerce integration and paid ads, they also help brands gain visibility and credibility (thanks to the verified icon on the profile).

The two most efficient ways to promote a brand on Kuaishou are: 

• Through influencer partnerships: You can find popular Kuaishou influencers in your industry and partner with them to promote your brand on the platform.
• By running ads: Just like its competitors Douyin, Kuaishou has a precise targeting algorithm, making it a great place to advertise through paid ads. These paid ads can link to varied landing pages outside of Kuaishou, such as your e-commerce store. For instance, Kuaishou has partnerships with famous Chinese online retailers such as JDcom.

How is Kuaishou different from Douyin?

Kuaishou is a great alternative to Douyin for short videos. Today, the way we sell online with videos is evolving fast and you need to stay up-to-date with all the existing social media.

As you can see above, there are many differences between those two apps. We would say, that the main differences lie in the demographic (with Kuaishou targeting lower-tier city consumers) and in content, as the focus and priorities of both apps are different.

There is no better or worse app and when choosing one, you need to understand who will be your target customers, where they live, how they shop, and what are their interests, because Douyin and Kuaishou, apart from the fact they are both short video apps, are very different and attract different groups of people and content.

QQ – The Chinese MSN (Still Kicking!)

This might be the biggest Chinese social platform you have never heard of.

QQ is a Chinese instant messaging software app. It was created in 1999 by Tencent, and it became very popular in China. Similar to MSN messenger, QQ allows users to communicate with each other via text, voice, and video chat. 

At launch, QQ was just a simple instant messenger. Today, you can play online games, send and receive emails and large files, share Snapchat-style disappearing videos and animations, and join online groups of like-minded individuals. 

You can also stream music, find a partner via QQ’s dating service, and use the Facebook-like Qzone for sharing with friends and reading their posts in your news feed.

How to use QQ for your Chinese Social Media Strategy?

Most of the trendy Chinese social media platforms target the urban online population from first-tier cities. QQ’s demographics trend towards the young and unsophisticated. 60% are under 30 years old and come from 2nd and 3rd-tier cities. This population has a strong consumption potential as they have an increased purchasing power and actively participate in the economy. 

They also tend to spend more time on online entertainment/Chinese social media and are more willing to try new stuff. Brands can use QQ to engage with younger and future generations of consumers.

QQ is also popular in the workplace. They like its ease of use and facility for transmitting large files like images and video. White-collar workers use QQ for daily communication and file transferring instead of email.

QQ group chats allow users of the same interests to connect and brands to run targeted campaigns.

Youku – The Chinese Youtube

Youku is often called the Youtube of China. Yes, like Youtube, it is a video hosting service. In China, Youku is one of the most important online video and streaming service platforms. 

The unique point of Youku is that it offers long-form videos. Despite the emergence of short video and live streaming platforms, longer videos are still preferred when users want to gain deeper knowledge, learn about a topic, or watch the news.

Social Media Marketing on Youku

Youku can help you reach out to a wider audience. Youku is a great tool to increase brand awareness and loyalty. It offers great exposure for your brand via video content and drives traffic to your website.

This is a great social media to promote digital ads. You can use the pre-roll ads, the post-roll ads, or even the banner ads. Your advertising will be displayed while the user is watching a video, which will increase your brand visibility. 

Indeed, Youku wisely selects a target audience depending on the content they used to be interested in.

Bilibili – The Chinese Youtube, also?

Bilibili could be overlooked by some as yet-another youtube-clone. But its initial focus on Chinese youth and its subcultures and community features has made it one of the most interesting Chinese social media platforms to explore for advertisers

Bilibili is a short video platform in China that allows users to share and upload videos. The site is also popular for its unique visual style and community-based features. 

Most of the videos on Bilibili are fan-made. And the site is especially popular amongst young adults. Initially focused on anime-related content and video game lovers. Now a wider range has joined the platform to consume videos, notably Korean drama, and other trendy shows, not always welcome by mainstream Chinese media.

Why is Bilibili Different? – The Community Virality

Unlike YouTube or TikTok, the promotion of a video is not based on a specific algorithm to boost visibility. It is all about community (pop culture junkies ;)) and recommendations, a great opportunity depending on your local strategy.

Social Media Marketing on Bilibili

Bilibili offers brands the traditional social media way to promote themselves:

• Creation of a Bilibili Brand account for your business
• Strong integration between Bilibili and e-commerce platforms to push sales
• Influencers (KOL) campaigns with Bilibili Sparkle
• Advertising with ads placement

Baidu Tieba – The Chinese Reddit?

Baidu Tieba is an online community that was created by Baidu, a Chinese web services company. It’s similar to other online communities like Reddit or 4chan, where users can post content and discuss things with others. 

However, one unique thing about Baidu Tieba is that it’s organized around specific topics, called “bars.” So, if you’re interested in discussing a certain topic, you can go to that bar and find other people who are also interested in that topic.

Tieba is essentially a BBS (bulletin board system) or online community where users can search or create a forum (or “bar”) by simply entering a query within the search bar. If the forum doesn’t exist yet, there will be one automatically created from the query. The concept of ‘forums’ is an old one, but is often overlooked by Chinese social media platforms.

Social Media Marketing on Baidu Tieba

One of the things that make Tieba so great compared to other Chinese social media is that the topics can be hyper-specific; anything from niche video games to types of cell phone cases can be a “bar” (topic).

One thing to keep in mind is that Tieba doesn’t allow ads. So make sure to keep your posting as informative as possible and try not to include too many links.

Using this platform correctly can help develop an organic presence in China without paid advertising. It can also be a powerful tool for collecting feedback from Chinese netizens.

Zhihu – the Chinese Quora

Zhihu, the Chinese version of Quora, is a popular online Q&A and social platform in China.

Zhihu was attracted from the beginning to social elites like lawyers, independent consultants, IT professionals, and entrepreneurs who want to share their specialties with others and gain wisdom in return.

Besides, Zhihu gave high authority on answers that get the most upvotes and they don’t order the answers by time series. 

This also helps encourage people to get serious about answering. In these ways, Zhihu has maintained high trustworthiness among social media users.

Social Media Marketing on Zhihu

Users on Zhihu are promising consumers because Zhihu’s user base is high-income, high-consumption, and highly educated people. Actually, 30% of Zhihu users make more than 10,000 RMB per month.

• Free SEO option; This is due to the high domain authority Zhihu has on mainstream search engines like Baidu and Sogou. Whenever a keyword is searched on Baidu, you can always see a Zhihu Q&A (if has) on the first SERP. In this way, a brand can also get some free rides on SEO.
• Long-term branding for brands; Zhihu’s voting mechanism enables good content to last. Many brands say even today they can get upvotes on the posts/answers that were published in 2011. Long-term branding will work very well on this platform.
• KOLs promotion: Similar to what happened on other Chinese social media, top contributors on Zhihu have managed to gain massive followings on the platform thanks to their in-depth answers.
• Native advertising: Zhihu has an “arsenal” of paid publishing tools that are extremely well integrated within the organic content.

Toutiao – The Hottest Chinese News, Information & Entertainment Platform

Toutiao, which literally means “Today’s Headlines”, is an emerging mobile platform for content creation, aggregation, and distribution, featured by machine learning techniques. Of the various social media platforms we saw, it might be the most singular.

Toutiao is a news and information content platform, founded in 2012 by Zhang Yiming. It is one of the most popular apps in China, with over 120 million daily active users.

Toutiao aggregates news and videos from a wide range of sources, including traditional media outlets, online publications, blogs, and major Chinese social media sites such as Weibo and WeChat.

Toutiao’s “intelligent news feed”

The most significant selling point of Toutiao is its “intelligent news feed”, where artificial intelligence and machine learning software tailor and bring audience content based on their unique interests and browsing history. 

Its AI-powered information/content platform means, that the more people use it, the more data people can contribute. The more data people contribute, the better-fit content they will see, then the more frequently people use it.

Social Media Marketing on Toutiao?

• Targeted advertising: Placing advertisements on the platform or releasing advertorials can have exceptional effects on brands. Often, ads appear in the feed with no specification. There is a strong culture of clicking on ads on Toutiao because users see them as more trustworthy and useful. 
• Baidu SEO Push strategy: The platform is not based on search queries but on content promotion. In a word, it is a push strategy rather than a pull strategy. 
• Q&A opportunity: Toutiao launched a Q&A channel, as internet users love to spend time reading opinions and recommendations on several topics. Depending on their answers on the Q&A channel, Toutiao will highlight new content in the user’s feed.
• Entertaining content: We decided to add Toutiao to our list of Chinese social media because the app is using the same business model of entertainment and addictive but smart content. 

Meituan Dianping -The Reviews and Comments Social Media App

Meituan Dianping is China’s leader in O2O (offline-to-online) services, creating a one-stop super app for a range of services, from haircuts, manicures, and massages, to movie tickets, food delivery, and hotel bookings.

Meituan Dianping is the fusion of the former food delivery service Meituan (2010) and the former restaurant reviews app Dianping (2013). 

Thanks to this fusion, businesses can reach out to Meituan Dianping’s huge database through advertisements. They can choose from a wide range of services including SEO, image promotion, URL promotion, and website ads offered by the platform.

What are the services available on Meituan Dianping?

• Meituan Waimai – The food delivery service like Deliveroo or UberEats in Europe
• Dazhong Dianping – The restaurants’ reference to read reviews and recommendations
• Meituan – The platform dedicated to group offers and discounts like Groupon in Europe
• Maoyan – The cinema ticket purchasing platform covering 600 cities in China

Social Media Marketing on Meituan Dianping

• Omnichannel strategy: The platform is successful thanks to an omnichannel strategy. 80% of the users who make a hotel reservation on MD have already used the platform to order food in the past.
• Location targeting: With its enormous customer base, Meituan Dianping benefits from a large database. This social media uses the location, preferences, and habits of its users.
• Database access: By analyzing their target customers and tailor-making their marketing strategies, brands can increase customer loyalty and brand awareness among millions of monthly active users.

Baidu Zhidao – the biggest competitor of Zhihu

Baidu Zhidao is a Chinese language-based online knowledge-sharing platform, and it’s the biggest competitor of Zhihu. The name “Zhidao” can be translated to “Knows” or “Knowledge” in English.

The platform operates on a community-driven model, where users can contribute their knowledge and expertise by providing answers to questions posted by others. Users can also rate and comment on the answers, helping to establish the credibility and quality of the information provided.

Social Media Marketing on Baidu Zhidao?

• Content Creation: Develop high-quality, informative content related to your industry or products. This could include answering frequently asked questions, providing tutorials or guides, or sharing valuable insights.
• Keyword Optimization: Identify relevant keywords that are frequently used by Baidu Zhidao users and incorporate them naturally into your answers and content.
• Building Reputation: Encourage Chinese Internet users to rate and comment on your answers to boost your reputation on Baidu Zhidao. Positive feedback and engagement can enhance your visibility and attract more users to your brand.
• Advertise Strategically: Baidu Zhidao offers advertising options, such as sponsored content or banners, which can help you reach a larger audience on this social networking platform.

Maimai – the Chinese Linkedin

Maimai is a popular Chinese professional networking platform often referred to as the “LinkedIn of China.” Launched in 2013, Maimai focuses on connecting professionals, facilitating job search and recruitment, and providing a platform for business networking and career development.

Social media marketing on Maimai

• Official Company Pages: Create a company page on Maimai that showcases your brand, products, and services.
• Networking: Connect with professionals in your industry and target audience. Actively seek out individuals who can be potential customers, partners, or influencers.
• Share Valuable Content: Develop and share informative and relevant content that caters to the interests and needs of your target audience. Position yourself as a knowledgeable and trustworthy source within your industry.
• Advertising Opportunities: Maimai also offers advertising options, such as sponsored content or display ads, to reach a wider audience.

Conclusion – What’s the best Chinese Social Media App for you?

As we saw there are many options when it comes to your Chinese social media strategy. Here’s what you should remember. Quick summary of the Chinese social media platforms:

WeChat and Weibo are the most popular Chinese social media. You must be on it no matter what. Mostly compared to Facebook and Twitter in the niche they fill.

XiaoHongShu / Little Red Book is China’s Instagram. A must if you are targeting an audience of young urban women.

Douyin and Kuaishou, short video platforms, mostly geared toward a younger audience. Huge audience and is massively popular.

Youku and Bilibili if you have longer-form video content to share, are the two Chinese Youtube.

Baidu Tieba and Zhihu to build trust and be present in the interest-based communities related to your Brand. Where the discussion on your industry is taking place. Similar to Reddit and Quora respectively.

Toutiao is the news and social media aggregator to reach out to an educated target audience made in the majority of males. Perfect for paid advertising and lead generation campaigns especially in the field of real estate and finance.

Meituan Dianping: The first place Chinese users go for reviews and comments. Amazing for bricks and mortar business, even abroad. And specific industries such as F&B, Travel, entertainment, and so on.

Many other smaller industry-focused social media platforms exist in China. And they could be a great fit for your business.

Ask us – We are experts in Chinese Social Media 

Social media marketing is a great tool to reach your Chinese audience. Let us help you to craft a cost-efficient Chinese social media strategy.

Get in touch with us and we will give you:

• Free one-hour consultation call based on your industry and company size
• Access to our top case studies (that are not shared publicly online)
• The best social media strategies for your market in China 
• What similar businesses are doing successfully in the Chinese market

For brands looking to enter the Chinese market, Tencent Ads is a game-changer. With 55% of mobile internet usage happening on Tencent platforms, it’s one of the most effective ways to connect with Chinese consumers.

At Gentlemen Marketing Agency (GMA), we specialize in helping foreign brands succeed in China. With years of experience in digital marketing and deep knowledge of Tencent’s ecosystem, we know what works—and what doesn’t.

In this guide, you’ll learn everything you need to know about Tencent Ads: the best platforms, ad formats, and proven strategies to maximize your results. Let’s get started!

Tencent: The Creator of Glorious WeChat

WeChat, the insanely popular social media platform that all brands are competing to conquer, is indeed owned by Tencent. With more than 1.6 billion users as of 2023, WeChat is the most popular social media platform in China and it is this app that made Tencent popular and put it in the group of the biggest tech companies in the world. It’s also where most of Tencent’s revenue comes from.

However, WeChat is not the only star in Tencent’s sky. In 2020, a quarter of Chinese businesses’ online advertising allocation was spent on WeChat- but that’s just the beginning. By advertising with Tencent, your ads will be over hundreds of thousands of applications and millions of users will be under your radar. That’s how big the company is, not to mention that Tencent continues to expand.

Advertising on Tencent is one of the most popular ways to reach potential Chinese customers. Advertising on Tencent products gives companies the chance to reach Chinese consumers who spend the majority of their time online – 55% of mobile internet usage.

Advertising Options on Tencent

Tencent offers a variety of ad types, including banner ads, video ads, and native ads. The most common ones are:

Banner ads 

Banner ads are static or animated images that are displayed on a web page or app. In terms of cost, they are more budget-friendly. They may be cheaper options but they still work pretty well and produce good results. Tencent also utilizes a location feature for banner ads, making them tailored for each user.

Video Ads

Unlike other types of ads, incentive video advertising is more immersive and can be placed in a variety of positions to make it more noticeable.

Native ads 

Native ads are the type of ads that are used with the surrounding content and are integrated into the content of a web page or app. Highly effective, native ads make up most of the brands’ views on Tencent.

Alternative Tencent Platforms for Advertising Apart from WeChat

While WeChat advertising is most brands’ top priority, there are many available platform options to advertise and reach out to a wide range of audiences.

Advertising on WeChat

WeChat advertising allows brands to show ads on users’ timelines and WeChat Official Account articles, which is fantastic for expanding official account followers as well as steering internet traffic.

WeChat Moments Advertising

This type of advertising is a Facebook-style ad that appears on users’ timelines. Users and ads are selected as a match according to factors like age, location and many other aspects.

WeChat Official Account Advertising (Banner Ads)

Official account ads are usually preferred by established and well-known brands. Official accounts are usually followed by millions of users if you can create and develop effective marketing strategies.

The various types of WeChat official account ads are article banners, text-type banners, influencer banners, and video-type banners. Banner ads are image-based and can be up to 8MB in size. The banner ad is placed at the top of an official account article.

WeChat Mini-Program Advertising

This type of ad can be a big priority for your brand to reach users in China, as WeChat mini-programs have become extremely popular. These ads come in the form of gaming ads, banner ads, or pop-ups.

Advertising on QQ

QQ is another social media platform that is owned by Tencent. Similar to WeChat, almost all Chinese people living on the mainland have an account there. It is the most popular text exchange app and instead of emailing Chinese people use this app to communicate with each other.

This platform is especially popular among the young generation and brands who target popular items make use of this platform effectively to reach their target customers.

QQ’s algorithm lets businesses fine-tune their campaigns by optimizing for screens, apps, pop-ups, and banners. QQ also helps brands meet diverse targets like e-commerce expenses or product/brand promotion.

Advertising on Tencent Music Platforms

Tencent also controls some of China’s most popular music apps, so-called ‘Spotify’ such as QQ Music. By utilizing tailored Tencent music ads, brands can reach out to bigger groups of people who love listening to music.

Advertising on Tencent News Platform

China’s one popular mobile news app Tencent News is the perfect website for global advertisers who want to target Chinese users. The ads can be based on user browsing data and choices, which enables brands to reach out to the target audience.

Tips for Successful Tencent Ads

Here are a few basic strategies to help you run a successful Tencent ads campaign:

Study your target customers, and define your audience and objectives

Before starting any type of marketing campaign, you need to study your target customers. This is even more important when advertising on Tencent. You need to understand who your target audience is, what their needs and desires are, and what type of content they are most likely to engage with.

You can target your ads on Tencent by age, gender, interests, and even location. This allows you to create very specific campaigns that are tailored to your target audience.

Set a budget, bid strategically, and choose your ad type wisely

Tencent offers a variety of ad types to choose from, each with its strengths and weaknesses. You need to understand the differences between each type of ad to choose the right one for your campaign.

Mobile is the future, invest in the mobile version

The mobile version of Tencent’s apps is growing rapidly, with more and more users accessing the internet through their smartphones. This trend is only going to continue, so it’s important to invest in creating a strong mobile presence for your business.

Invest in multiple Tencent platforms

While WeChat is the most popular Tencent app, there are many others that you can use to reach your target audience. By investing in multiple platforms, you’ll be able to reach more people and create a stronger presence on Tencent.

Monitor your results and adjust accordingly

As with any advertising campaign, you will need to monitor your results and make adjustments as needed. This includes testing different ad formats and targeting options to find what works best for your business.

Gentlemen Marketing Agency: Your Agent Based In China

Tired of the drawn-out process that comes with getting your WeChat account verified? 

GMA can help get it done quickly and easily.

GMA offers a wide range of WeChat marketing solutions to help businesses reach their target audience on the world’s largest social media platform. From WeChat account verification to content creation and distribution, our team of experienced professionals can help you every step of the way.

Contact us today!

Short videos and live streaming are now key to digital marketing in China. With WeChat’s massive user base, WeChat Channels offers businesses a powerful way to reach new audiences, drive engagement, and even sell products directly.

At GMA, we specialize in helping foreign brands succeed in China’s digital landscape. With years of experience in WeChat marketing, we know how to leverage WeChat Channels to boost brand visibility and sales.

In this guide, you’ll learn what WeChat Channels is, how it works, and why it matters for your business. Plus, we’ll share actionable strategies to help you get started and make the most of this fast-growing platform.

What are WeChat Channels?

Located inside the main WeChat app, WeChat Channels are a short-video sharing sub-platform that can be reached through the Discover tab right below WeChat Moments. WeChat Channels connect WeChat users, influencers, and brands by creating, posting, and sharing short video content. It is very much like Douyin and TikTok. 

How do WeChat Channels work?

Similar to other feed-based applications, the WeChat video feed also operates according to an algorithm. This algorithm determines which content appears on your feed among the accounts you follow. That said it also promotes content from all of your WeChat accounts depending on certain behaviors you exhibit while using the app.

In other words, users can discover and follow people and WeChat friends who are not in their contact list as well as brands. Or, they can discover official accounts they are not already following simply by exploring the app.

Live stream influencers, celebrities, and KOLs are also participating in the Wechat video platform. They help brands to reach out to a wide range of consumers. WeChat Channels just began allowing in-feed ads a short while ago, with popular brands such as Armani and BWM taking part in the beta test.

WeChat also released its Channel Store and now merchants can open stores and sell their products directly via their accounts. We only expect to see Tencent invest more in WeChat and add new functions, as they announced at the yearly WeChat Class PRO conference held with WeChat creators.

WeChat Channels: Video-based Content app

The content users see on a WeChat Channel is largely influenced by these factors:

• The location of the users
• The likes sent and received
• The accounts they are following and engaging the most
• WeChat contacts followings and engagements

WeChat Channels’ most popular content is trending viral videos that contain whatever is popular that day. This includes various types of challenges. Dance contests, memes, fashion trends, and of course food-related videos, etc.

WeChat Channels’ feed allows users to scroll through an infinite number of posts. All from their friends, favorite brands, active users, influencers, and official accounts.

How to register to WeChat Channels

To start posting on WeChat Channels, you will need to register first. There is a camera icon on the right corner of the screen of your WeChat personal account. Go ahead and click it.

To complete the registration create your Channels profile with your name, a description about you or your brand, and where are you located at. Please note that if you are applying through an official account, the administrator for both the WeChat Official Account and WeChat Channels accounts must be the same for the official brand account.

How to Post in WeChat Channels

The posts can be published through the feed in a few different ways:

• An hour in length of videos with a video size of 2GB
• Maximum 10 photos at each post
• The link to the official accounts can be added
• Hashtags that are related to the subject of the post
• WeChat Channels hint for foreign brands

To make the best use of WeChat channels try these hints

1. Link your Official WeChat Account and Channels Account: If a WeChat Channel is linked to an Official Account, it becomes verified and more trustworthy in the eyes of users. Users who stumble upon your Wechat channels dashboard will see the verification tick which might make them more interested in taking a look at what you do.
2. WeChat Channel is your weapon to promote your Official Account: You can improve the viewership of your Official Account content by promoting it on your verified WeChat video Channel.
3. Create the best content to stand out: Make the effort to post high-quality Wechat Channel posts. It works like magic. when you receive likes, those posts will appear on more people’s feeds. This way, you can organically grow your audience without putting in too much extra work. Plus, if you create content that is attractive and relevant to your business such as cool product demonstrations or giveaways you’re more likely to get those sweet likes that’ll help improve your channel ranking.
4. Focus on trendy hashtags: When you catch hashtags that could be used for your business, act fast and create smart content around them. By doing this, anyone searching for content related to that specific hashtag will be able to easily find your channel, which has the potential of enlarging your target audience greatly.

Why Should You Participate in WeChat Channels: Newest Developments

Holding online live concerts with famous Chinese stars, and organizing online shopping festivals like Good Things Festival or New Year’s Festival… WeChat Channels are attracting more young people to explore new features. If you’re interested in the Chinese market, then you’ve probably heard of WeChat and how significant it is when it comes to engaging with Chinese customers.

Using WeChat Channels is more beneficial when used with the entire Wechat ecosystem

WeChat Channels integrate with the WeChat ecosystem and function much better if you also have a WeChat Official Account and Mini Programs. In the whole ecosystem, WeChat Channels are more effective and beneficial for brands. That said most brands that utilize WeChat Channels, including the market giants, have a presence on Official Accounts Mini Programs channels.

WeChat Channels: Next TikTok? 

WeChat Channels are a great avenue to reach potential customers through video content that is live-streamed and has eCommerce capabilities. This new touchpoint can potentially be a great convergence of opportunities, especially since the short video market is on a steep rise.

WeChat Channels provide a great opportunity for KOLs and brands to up their short-video game and leverage the huge WeChat user base at the same time. Because of the boom in the short-video market, many brands have already started leveraging WeChat Channel’s features. And more are pushing their marketing plans to accommodate it.

Do you need help? We can assist you with starting your Wechat Channels account

If you want your brand to get ahead on WeChat, setting up a WeChat Channels account is one of the best ways to do so. Let us help you! Our agent GMA located in China can assist you in opening a WeChat Official Account and linking it to your channel for better results. In addition, we post high-quality content to increase your online presence. Contact us today.

With over 200 million active users, XiaoHongShu (also known as “Red Note”) is more than just another shopping app—it’s a powerful mix of e-commerce and social influence. But selling here isn’t as simple as listing products. Brands need the right strategy to stand out.

At GMA, we’ve helped brands successfully navigate XiaoHongShu, from setting up stores to launching influencer campaigns. We know what works and what doesn’t in this fast-moving marketplace.

In this guide, we’ll walk you through everything you need to sell on XiaoHongShu, from choosing the right store type to leveraging KOL marketing and paid ads. By the end, you’ll have a clear roadmap to turn Red Note into a profitable sales channel for your brand.

Key Takeaways

• XiaoHongShu reaches 200 million active users, with 80% of Chinese Gen Z using it to find products.
• The platform offers three store types: Personal (up to 100 products), Individual/Commercial (30-100 items), and Enterprise (unlimited listings with premium features).
• Sellers must provide business licenses, valid ID cards, and bank details for account verification, which typically takes 2-5 business days.
• Marketing success comes from mixing KOL partnerships (influencers with 10,000-100,000 followers), user-generated content, and paid ads through Bytedance’s platform.
• Commission rates range from 5-20% based on product type and store level, with payments processed through WeChat Pay and Alipay.

Understanding XiaoHongShu Store Types

XiaoHongShu offers three main store types to match your business goals and sales volume. Each store type comes with its own set of rules, fees, and perks that can help you reach Chinese shoppers through social commerce.

Personal Store Options

Personal stores on Red Note offer a simple entry point for small sellers and individual merchants. We’ve helped many clients start with basic store features, including product listings, payment processing through Alipay and WeChat Pay, and basic analytics tools.

Our marketing team finds these stores perfect for testing new products or starting a small business without major investment.

Personal stores need minimal documentation for setup, just an identity card and basic business information. We can list up to 100 products on these stores, which works great for fashion items and small consumer goods.

The platform’s user-generated content features help build trust through authentic reviews and social proof. Our clients often start here before upgrading to larger store types as their business grows.

Individual and Commercial Store Features

XiaoHongShu offers distinct store options for sellers at different business levels. We have helped many brands set up their stores on this social media platform through our direct experience with both individual and commercial accounts.

• Store verification requires a valid business license and proper documentation for commercial accounts
• Social proof plays a vital role through user reviews, ratings, and engagement metrics on product listings
• Live streaming features allow real-time product demonstrations and customer interaction
• Payment processing happens through integrated Chinese payment systems like WeChat Pay
• Product listing limits vary between 30-100 items based on seller performance and account type
• Quality control measures help prevent counterfeit products from entering the marketplace
• Cross-border selling needs special permits and customs documentation
• Marketing tools include in-platform ads and KOL collaboration options
• Analytics dashboard shows real-time sales data and customer behavior patterns
• Inventory management system connects with major logistics providers
• Customer service tools enable quick responses through built-in messaging
• Return policies must follow XiaoHongShu’s standard guidelines for consumer protection
• Commission rates range from 5-20% depending on product category and store type

Our next section explores the essential steps needed to launch your XiaoHongShu shop successfully.

Enterprise Store Benefits

Enterprise stores on Red Note offer top-tier benefits for large-scale sellers. We see major brands gain direct access to premium store features, advanced analytics tools, and priority customer support.

Our enterprise partners enjoy exclusive rights to create live streams, run flash sales, and tap into the platform’s vast user base of over 200 million active buyers.

Enterprise stores turn social proof into sales success – Leading E-commerce Expert

We get enhanced brand protection through verified status badges, custom shop designs, and direct integration with payment processors. These stores link smoothly with Tmall, JD.com, and other major e-commerce platforms.

Our enterprise clients use crowd-sourced data to shape their marketing plans. Let’s explore the essential steps for setting up a successful shop on this growing platform.

Essential Steps for Setting Up a XiaoHongShu Shop

Setting up a shop on XiaoHongShu needs proper planning and attention to detail. We’ll show you the basic steps to create your store on this popular Chinese social commerce platform, from picking the right store type to getting your account verified.

Sign Into Your Account

We start our XiaoHongShu selling journey by signing into xiaohongshu.com through our mobile phones. Our first step involves downloading the app from any app store and creating a new account with valid contact details.

The platform asks for basic information like phone numbers, email addresses, and QR code verification to ensure secure online transactions.

Our account setup needs proper verification through credit cards or other payment methods to start selling on Red Note. The process takes about 10-15 minutes to complete, with clear prompts guiding us through each step.

We must fill in all required fields accurately to avoid delays in account approval.

Choose Your Shop Type

XiaoHongShu offers three main store types to match different business needs. Our personal stores suit small sellers who want to start their online retail journey. Individual and commercial stores fit medium-sized businesses with steady sales volumes.

Enterprise stores serve large companies that need advanced features and broader reach.

Each store type on Red Note comes with specific perks and rules. Personal stores need basic identity proof and let us sell up to 30 items per month. Commercial stores ask for business licenses but allow unlimited product listings.

Enterprise stores give us premium tools like touchpoint analytics and crowd-sourced data. The right store type depends on our sales goals, product range, and target audience on the platform.

Provide Business and Shop Information

We need to fill out key business details to set up our shop on Red Note. Our shop name must match our business license, and we’ll need to upload clear photos of our products. The platform asks for basic contact info, bank account details, and tax registration numbers for proper verification.

Our shop’s success depends on accurate product descriptions and high-quality images that follow Red Note’s guidelines. We must list our items under the right categories and include clear pricing details.

The platform’s user-friendly interface makes this process simple, letting us add product specs, shipping info, and return policies with ease.

Verify Your Account Details

After submitting your business details, our next crucial step focuses on account verification. XiaoHongShu requires strict identity checks to maintain platform integrity and prevent false advertising.

Our team must upload clear photos of business licenses and valid ID cards to the platform. The system matches these documents with our submitted information through a quick verification process.

Most approvals happen within 48 hours, though some cases might take up to five business days. Our store can’t start selling until we complete this step, so accurate document submission remains vital for quick approval.

Effective Marketing Tactics for XiaoHongShu Shops

Marketing success on XiaoHongShu needs a mix of smart promotion methods and brand building. We’ll show you proven tactics to boost your sales through KOL partnerships, content creation, and paid ads on the platform.

Partnering with Influencers / KOL

We partner with Key Opinion Leaders (KOLs) on XiaoHongShu to boost our brand reach and sales. These influencers create authentic content that speaks to their followers through photos, videos, and livestreams.

Our partnerships with KOLs help us tap into ready-made audiences who trust their recommendations.

Building strong ties with XiaoHongShu influencers needs clear goals and careful planning. We focus on micro-influencers with 10,000 to 100,000 followers for better engagement rates and cost-effective results.

Our team picks KOLs who match our brand values and target market on the platform. Through word-of-mouth marketing, these partnerships create natural buzz around our products and drive traffic to our XiaoHongShu shop.

Utilizing User-Generated Content

User-generated content drives success on XiaoHongShu. Our customers create authentic posts about their shopping experiences, which builds trust with other buyers. XiaoHongShu’s crowd-source model helps us gather real feedback and honest product reviews from our target demographic.

Our marketing efforts thrive on authentic content from real users on RedNote. The platform’s integrated marketing features let us share customer photos, videos, and reviews across different sections.

These genuine posts create a strong brand image and boost our search results naturally. Many consumers trust other consumers’ opinions more than traditional advertising campaigns.

Using XiaoHongShu Ads

Moving beyond organic content, we need to tap into XiaoHongShu’s paid advertising system. Our marketing efforts on Red Note must include strategic ad placements to reach more shoppers.

XiaoHongShu ads offer precise targeting options that match products with interested buyers. We can set up display ads that show up in users’ feeds or place them in search results.

Paid promotions through XiaoHongShu work best with clear goals and budgets. We start by picking the right ad format – feed ads, search ads, or KOL partnership posts. Our team tracks metrics like click rates and sales to adjust campaigns for better results.

Bytedance’s ad platform makes it simple to manage spending and reach the right audience segments.

GMA, your Marketing Agency in China

Success on XiaoHongShu needs smart planning and steady action. We see many brands grow fast on this platform through good content and strong connections with users. Our team helps brands start small and expand their reach on XiaoHongShu through clear steps and proven methods.

Smart sellers mix social posts with shop features to build trust and boost sales. XiaoHongShu offers great chances for brands to reach Chinese shoppers who love finding new products.

Contact us todat get started!

But it is still China’s powerhouse of engagement, with over 520 million monthly active users. Not using it is missing a huge opportunity.

Weibo is a key player in China’s digital landscape, blending elements of Twitter and Facebook but catering to Chinese users’ preferences.

I’ve helped numerous businesses break into the Chinese market using Weibo, leveraging influencer partnerships, targeted ads, and viral campaigns. With years of experience in digital marketing in China, I understand what works—and what doesn’t.

In this article, you’ll learn the essential Weibo marketing strategies, from working with influencers to running high-ROI ad campaigns. Whether you’re new to Weibo or looking to refine your approach, you’ll walk away with actionable insights to grow your brand.

Quick Summary

• Sina Weibo is a major social media platform in China with 520 million monthly active users, popular among young adults aged 16 to 30. It combines elements of Twitter and Facebook but caters specifically to Chinese tastes and online behaviors.
• Effective marketing on Sina Weibo includes collaborating with over one million influencers across 55 categories, focusing on sectors like entertainment, gaming, beauty, fashion, education, e-commerce, and travel. Brands can boost their presence by engaging directly with the community through contests and personalized storytelling ads.
• Strategies for successful marketing include utilizing system marketing campaigns that adhere to Weibo’s guidelines for higher engagement rates and creative campaigns designed around festivals or rewarding user interactions. Leveraging social search engines on Weibo also helps in promoting products or services more efficiently.
• Examples of successful brands on Weibo include Louis Vuitton and Taobao. They created impactful campaigns by working with key opinion leaders (KOLs) and launching interactive activities like “lucky roulette” games or flash sales that turned passive viewers into active participants.
• To maximize return on investment (ROI) in advertising on Weibo, businesses must understand the platform’s ad policies while using analytics tools actively to measure campaign success. This involves tracking likes, shares, comments, views as well as analyzing follower growth and engagement rates to refine future strategies.

Understanding Sina Weibo: A Brief Overview

Embarking on a journey into the heart of Sina Weibo unveils an engaging path through one of China’s top-tier social media landscapes. Affectionately dubbed Weibo, this microblogging giant boasts a dynamic community of 520 million monthly active users, predominantly comprised of young adults aged between 16 and 30.

It cleverly melds elements that might remind you of Twitter and Facebook yet has blossomed in its own unique way to align with the tastes and online constraints faced by its Chinese audience.

At its essence, Weibo is animated by its users’ zeal to share news, express views, post snapshots, and upload videos. With over one million recognized influencers spreading their influence across 55 distinct categories, the platform is constantly abuzz—a vibrant tapestry woven from threads spanning entertainment to education.

For marketers eyeing these diversified segments, getting to grips with Weibo’s framework is essential. It’s not merely about raising brand awareness; it opens up avenues for instant feedback and user interaction.

This crucial element paves the way for crafting marketing initiatives that strike a chord with targeted audiences on social media platforms.

By nestling into the daily lives of millions, offering both a window into trending topics and a mirror reflecting societal sentiments, Weibo has cemented itself as more than just a platform—it’s become a pulsating digital square where voices converge and stories unfold.

Importance of Sina Weibo in Chinese Digital Marketing

I recognize the value of Sina Weibo in Chinese digital marketing as undeniable. With a staggering 599 million monthly active users, this platform offers an unparalleled opportunity to increase brand awareness within one of the world’s most lucrative markets.

My strategy leverages this vast audience by crafting compelling content and engaging with both potential and existing customers. Through targeted advertising, key opinion leader collaborations, and viral social media campaigns, I ensure that my message not only reaches but resonates with my target audience.

Engaging on Sina Weibo is more than just posting updates; it’s about creating a vibrant community around your brand. This approach allows me to gain unique insights into consumer preferences and trends in the Chinese market—a feat nearly impossible through other channels.

By actively participating in discussions, responding to feedback, and utilizing fan headlines for broader reach, I position my brand at the forefront of consumers’ minds. The power of Weibo lies not just in its numbers but in its ability to foster direct connections with users—transforming them from viewers into advocates for your business.

Key Sectors Targeted by Weibo Marketing Campaigns

Given its importance in the Chinese digital marketing landscape, Sina Weibo strategically focuses on several key sectors. These include entertainment, gaming, beauty, fashion, education, e-commerce, and travel.

Marketers targeting these areas find Weibo an invaluable platform for reaching their audience.

This focus is backed by a strong base of over one million recognized content contributors spread across 55 categories. It opens up vast opportunities for brands to connect with potential customers through creative campaigns and partnerships with key opinion leaders (KOLs) in specific industries.

Types of Weibo Marketing Campaigns

Weibo marketing unfolds in various innovative campaigns, each designed to catch the eye and engage directly with millions of users. From interactive contests to customized storytelling ads, these strategies are key for brands aiming to make a significant impact on this bustling platform.

System Marketing Campaigns

I’ve found that System Marketing Campaigns on Sina Weibo are perfect for businesses wanting to step into the Chinese market. These campaigns follow specific formats and guidelines, making them easy to implement.

They offer a structured approach, ensuring your ads meet the platform’s standards. This leads to better visibility in users’ news feeds and higher engagement rates.

Creating an official Weibo account is a must for any brand looking at these campaigns. Having an official status builds trust and opens up advanced features for campaign optimization.

From displaying ads in targeted news feeds to leveraging keywords for social search engine promotion, these tools make it easier to reach your audience effectively. Plus, they’re designed keeping user experience in mind, avoiding disruption while maximizing impact.

Creative Campaigns

Creative campaigns on Sina Weibo give me a canvas to paint my brand’s story in vivid colors. Tailoring these campaigns to meet specific goals, I focus on engaging content that resonates with our audience.

Incorporating festival themes or rewarding interactions fuels excitement and participation. Collaborating with influencers amplifies this effect, placing our message into the hands of those who can spread it far and wide.

Listening closely to customer feedback through Weibo’s open channels sharpens my strategies for creative endeavors. This direct line to user preferences allows for nimble adjustments and innovation in our marketing efforts.

By weaving rewards with compelling narratives, we not only captivate but also cherish our community, fostering a deeper connection between them and our brand.

Effective Weibo Marketing Strategies

Crafting a winning Weibo marketing strategy demands creativity and an understanding of your audience. Engaging content paired with smart use of social search can place your brand in the spotlight, driving both reach and conversions.

Content Marketing on Weibo

I’ve dived deep into content marketing on Weibo, leveraging its massive platform to engage audiences. With over one million recognized content contributors and continuous strategy being vital, here’s how I tackle it effectively:

1. Focus on influencer – backed content. Collaborate with influencers who have a strong following on Weibo. They can help spread your message wider and faster, engaging their fan base with your brand directly.
2. Highlight festival material during key celebrations. These periods see spikes in Weibo usage. Tailoring content to fit these moments can capture more attention and interaction.
3. Implement rewards within your content strategy. People love getting something back when they engage with brands online. Whether it’s discounts, freebies, or exclusive offers, rewards incentivize interaction and sharing.
4. Regularly update your feed with fresh posts. Your audience expects constant updates. A mix of news about your products, industry insights, and entertaining content keeps them coming back.
5. Use appealing visuals in every post—photos, videos, infographics bring your messages to life and are more likely to be shared, increasing visibility.
6. Engage directly with your followers by responding to comments and messages promptly shows that you value their input and builds stronger relationships.
7. Encourage user – generated content through contests or hashtags campaigns related to your brand encourages fans to create content for you – widening reach organically.
8. Perform A/B testing on different types of posts shows what works best for engaging your audience; use these insights for future campaigns.
9. Share behind-the-scenes looks at your company or upcoming products builds anticipation and humanizes your brand; people love feeling “in the know.”

Promoting with Social Search Engine

Moving from content marketing, let’s talk about using the social search engine on Weibo for promotion. We know that Sina Weibo acts as a powerful tool for social search. It even has its discover page working like an internal search engine, and Baidu indexes its posts.

This feature opens up vast opportunities for businesses to push their products and services right in front of users actively searching for related topics.

To effectively leverage this, you should focus on optimizing your posts with relevant keywords that match what potential customers might use in their searches. Think about incorporating terms related to your industry or specific products.

By doing so, you make it easier for your brand to appear in searches both within Weibo and on Baidu’s results pages. It’s not just about showing up; it’s about being seen by the right people at the right time.

Case Studies: Successful Brands on Weibo

I’ve seen firsthand how brands like Louis Vuitton have harnessed the power of Weibo advertising to create a massive impact. They launched creative campaigns that went viral, effectively boosting their brand image.

By teaming up with influential KOLs and celebrities, they managed to engage millions of users. Their approach wasn’t just about flashy ads; it was smart content marketing paired with strategic use of Weibo’s social search engine promotion.

This blend made them not just visible but memorable.

Another success story is from the e-commerce sector. Taobao knows the game well on Weibo. They didn’t just focus on display ads or banner ads; they went deeper into engaging communities through “lucky roulette” and “flash sales” campaigns.

This strategy didn’t merely spike their daily active users (DAU); it transformed passive viewers into active participants and buyers. The secret? Understanding what makes the Weibo community tick—interactivity, exclusive deals, and real-time engagement with fans through Weibo posts and retweets.

Maximizing ROI with Weibo Advertising

Getting the most out of Weibo advertising requires a focused approach. Start by creating an ad account and customizing your profile to stand out. Researching your target audience helps tailor content that resonates with them, boosting engagement.

Key sectors like entertainment, gaming, beauty, fashion, education, e-commerce, and travel thrive on this platform. By aligning ads with these industries’ interests, brands see higher returns.

Effective campaigns blend creative strategies with system marketing efforts. Engaging in social listening fine-tunes messaging to meet audience needs better. Leveraging tools such as Weibo KOLs (Key Opinion Leaders) amplifies reach and authenticity.

Tracking performance through Weibo analytics guides future strategy adjustments for even greater ROI success.

Navigating Ad Policies on Weibo

Understanding ad policies on Weibo is crucial for a successful marketing campaign. I make sure to review their guidelines carefully before launching any ads. This includes the do’s and don’ts of content, ensuring everything aligns with local laws and Weibo’s standards.

For example, my campaigns must not include prohibited content or misuse trademarks. I also gather all needed documents like a Chinese business registration license and trademark registration certificate.

Weibo requires corporate accounts to be verified, which involves submitting several documents, including an ICP website record. This step is vital for running advertising campaigns on their platform.

It helps build trust with the audience and boosts our brand’s credibility. With this in mind, I always prepare these documents ahead of time to streamline the verification process.

Next up, we’ll look into how measuring success through Weibo Analytics can refine our strategy even further.

Weibo Analytics: Measuring Success and Refining Strategy

I focus on Weibo analytics to track the performance of marketing campaigns. This involves looking at data such as likes, shares, comments, and views. I analyze these metrics to understand what content resonates with my audience.

It helps me identify trends and patterns. Knowing which posts perform well allows me to refine my strategy for future campaigns.

Analyzing follower growth and engagement rates is also key in measuring success on Weibo. I use this information to adjust my content calendar, ensuring that I’m always offering value to my followers.

By staying ahead of the curve with Weibo’s analytical tools, I make informed decisions about when to launch new campaigns or tweak existing ones for maximum impact.

Conclusion

Mastering Sina Weibo marketing can transform your brand’s presence in China.

With its massive user base and diverse content forms, it opens doors to untapped markets. Keep your strategy flexible, listen to the audience, and dive into analytics for continuous improvement.

I’ve been helping brands within my agency on both Douyin / TikTok and Red Note / XiaoHongShu.

In this post I’ll brief you on what you need to know about them both.

They might seem similar in the surface, but there are some very key differences.

Key Takeaways

• Douyin has 600 million daily users, mostly ages 16-30. It focuses on short, viral videos for entertainment.
• Xiaohongshu targets urban women 20-40. It mixes photos and text for lifestyle tips and product reviews.
• Douyin uses livestreaming for quick sales. TINECO sold 52,000 units in one session.
• On Xiaohongshu, 90% of users say search results affect their buying choices.
• Douyin ad costs are low at 0.3 yuan per click. Xiaohongshu sees 70% of monthly users actively searching.

Core Purpose of Each Platform

Douyin and Xiaohongshu serve different needs in China’s social media world. Douyin aims to entertain with quick, catchy videos that often go viral. Xiaohongshu builds a community where people share lifestyle tips and product reviews.

Douyin: Entertainment and Short-Video Content

I see Douyin as a powerhouse in short-form video content. It’s the go-to app for quick, fun clips that grab attention fast. Users love its snappy 60-second videos, perfect for our fast-paced world.

With over 600 million daily active users, Douyin’s reach is massive.

The platform caters mainly to the 16-30 age group. It’s a hub for trends, challenges, and viral content. Brands can tap into this energy to connect with Gen Z consumers. The app’s algorithm serves up personalized content, keeping users hooked and scrolling for more.

Douyin is where entertainment meets innovation in the digital age.

Xiaohongshu: Community and Lifestyle Sharing

Xiaohongshu, or “Little Red Book,” stands out as a hub for lifestyle sharing. Founded in 2013, it’s grown into a go-to platform for young Chinese consumers. The app focuses on fashion, beauty, travel, and wellness topics.

Users share authentic reviews and tips through photos, videos, and text posts.

Women make up 70% of Xiaohongshu’s user base, mostly aged 20-40 in big cities. This niche audience creates a tight-knit community feel. Users trust each other’s opinions on products and experiences.

The platform’s mix of social media and e-commerce makes it unique in China’s digital landscape. Now, let’s look at how content formats differ between Douyin and Xiaohongshu.

Content Format and Focus

Douyin and Xiaohongshu differ in how they present content. Douyin focuses on short videos that catch trends fast. Xiaohongshu mixes photos and text to share real-life tips and reviews.

Douyin: Video-Driven and Trend-Based

Douyin thrives on short videos and viral trends. I’ve seen users create fun, catchy content that spreads fast. The platform pushes new ideas daily, keeping things fresh. This focus on trends means content gets old quickly.

Videos on Douyin need constant creativity. Users must stay ahead of the curve to grab attention. This can be costly, as making top-notch videos often requires money. But the payoff can be huge for those who nail it.

Douyin is where trends are born and die in the blink of an eye.

Xiaohongshu: Mixed Media with Emphasis on Authenticity

Unlike Douyin’s video focus, Xiaohongshu mixes photos, text, and videos. I see users share real-life tips on beauty, travel, and shopping. The app values honest reviews over viral trends.

Content stays relevant for weeks or months, not just hours.

Xiaohongshu’s strength lies in its authentic community feel. Users trust the platform for genuine product feedback and lifestyle advice. This makes it a gold mine for marketers seeking to build brand credibility.

The app’s personalized recommendations help users find content that matches their interests.

Target Audience

Douyin and Xiaohongshu aim at different crowds. Douyin draws in a wide range of users, with a focus on young folks. Xiaohongshu speaks to city women and those who love lifestyle content.

Douyin: Broader Audience, Focused on Gen Z

I’ve seen Douyin’s reach expand. It grabs a wide crowd, but Gen Z is its sweet spot. The app hooks young users with fast, fun videos. Its user base splits almost evenly: 52% male, 48% female.

This balance helps Douyin appeal to many.

Douyin’s power shines in youth marketing. Take influencer Zheng Xiangxiang. He sold over 1 million yuan in just one week on the platform. This shows how Douyin turns views into sales, especially with younger shoppers.

Its mix of entertainment and commerce works magic for brands targeting Gen Z.

Xiaohongshu: Niche Audience, Urban women, Lifestyle Enthusiasts

Xiaohongshu targets a specific group: urban women aged 20-40 with high buying power. This app caters to lifestyle fans in big cities. Users share tips on fashion, beauty, and travel.

The platform builds trust through real reviews and community talks.

I’ve seen 70% of Xiaohongshu users come from major urban areas. They’re often looking for niche products and honest advice. This makes the app great for brands wanting to reach style-conscious city women.

The focus on trust and authenticity helps create loyal customers.

E-commerce Integration

E-commerce is big on both apps. Douyin uses live streams for quick buys. Xiaohongshu focuses on reviews and social shopping.

Douyin: Livestreaming and Quick Purchases

Douyin’s livestreaming feature is a game-changer for quick purchases. I’ve seen brands use it to demo products and drive sales fast. TINECO, for example, sold 52,000 units in one session during the 618 shopping festival.

That’s 100 million yuan in sales! The platform’s setup makes it easy for users to buy items they see in real-time. This instant gratification keeps viewers engaged and boosts conversion rates.

Brands can also interact with their audience, answer questions, and build trust on the spot.

Xiaohongshu: Product Reviews and Social Shopping

Unlike Douyin’s quick-buy model, Xiaohongshu focuses on in-depth product reviews and social shopping. I’ve seen how this platform blends community feedback with e-commerce. Users share honest opinions about items, creating trust among shoppers.

The app’s search function plays a big role in purchase decisions. A whopping 90% of users say search results sway their buying choices. This shows the power of user-generated content on Xiaohongshu.

Brands can tap into this engaged audience. For example, EWEST, a silver jewelry brand, boosted its revenue by 70% using Xiaohongshu’s live-streaming feature. This proves the platform’s effectiveness for social commerce.

User Engagement and Experience

Douyin and Xiaohongshu differ in how users interact. Douyin sparks quick trends and fast likes. Xiaohongshu builds trust and fosters chats among users.

Douyin: Viral Trends and Rapid Engagement

I see Douyin as a viral trend machine. Its algorithm learns what users like fast. It shows them more of that content. This creates quick, widespread trends. Users don’t need followers to go viral.

The platform boosts new content to test its appeal. This leads to rapid user engagement.

Douyin’s ad costs are low. Clicks cost about 0.3 yuan each. For every 1,000 views, brands pay 8-10 yuan. These rates make it easy for marketers to test ideas. The quick feedback helps refine strategies fast.

Brands can ride trends and reach many users cheaply.

Xiaohongshu: Trust-Building and Community Interaction

Xiaohongshu thrives on trust and community. Users share real experiences, fostering genuine connections. The platform’s search function sees heavy use, with 70% of monthly users actively searching.

This creates a space where people seek and share authentic advice.

Xiaohongshu’s analytics offer deep consumer insights. A whopping 65% of traffic comes from searches. This data helps brands understand user needs and behaviors. The platform’s focus on community relationships drives engagement and loyalty among its users.

We are a Douyin and Red Note Agency

Douyin and Xiaohongshu serve different needs in China’s social media world. Douyin shines with short videos and quick trends. Xiaohongshu builds trust through lifestyle content and product reviews.

Both platforms offer unique ways to reach and engage users. Brands must pick the right tool for their goals and target audience.

Contact us for help getting setup on these 2 platforms!

Also known as Little Red Book (or just RED, for short). It is a beauty, lifestyle, and fashion-focused app where people can share their own style and discover new products from around the world.

Think the Instagram of China.

So How to advertise on Little Red Book?

In this practical guide, we will explain how to advertise on Xiaohongshu (Little Red Book native ads) and what are the benefits of doing so for your business. We will cover topics such as: How much does it cost to advertise on XiaoHongShu?

What kind of ad formats can you use? Should you target male or female users in China? And many more!

What are the characteristics of Xiaohongshu / Little Red Book?

Xiaohongshu is a fast-growing social e-commerce platform in China that combines e-commerce, user-generated content, and product reviews. It is popular among Chinese Generation Z consumers who value product reviews during the pre-purchasing phase. Companies are using it to capture this market.

Xiaohongshu successfully combines social eCommerce and paid ads

Xiahongshu stands out in the Chinese market as a unique social commerce platform that’s ideal for targeting young, female consumers in China.

This shopping and sharing platform is seen as a true word-of-mouth sharing community that offers many features and functions in one app.

The app works as a launching point to enter the online world to do browsing, searching, socializing, and shopping altogether. Therefore, young Chinese go to Xiaohongshu multiple times per day.

On this platform, Little Red Book users can share text, images, and short videos and make live streaming, touching on all areas of lifestyle, such as fashion, food, travel, cosmetics and beauty, fitness, apparel, and childcare products.

Xiaohongshu enables Chinese consumers to buy overseas products directly through its app, therefore has attracted global brands to build official accounts, launch KOL campaigns, and pay to advertise to sell cross-border products.

Xiaohongshu influencer marketing

Xiaohongshu KOLs (Key Opinion Leaders) have a considerable influence, arguably even more than their Western counterparts. This is due to the platform’s emphasis on word-of-mouth marketing.

One example of a KOL (Key Opinion Leader) on Xiaohongshu (also known as RED) is Becky Li, who has over 10 million followers on the platform. She is known for her fashion and beauty content marketing and has collaborated with numerous brands to promote their products to her followers.

One of her recent collaborations was with the luxury brand Gucci, where she shared her experience of visiting the Gucci Garden in Florence, Italy, and showcased some of their products.

This shows how KOLs on Xiaohongshu can have a significant influence on consumer behavior and purchasing decisions.

How international brands can advertise on Xiaohongshu?

Xiaohongshu offers numerous paid and unpaid ways to promote brands and their products to Chinese consumers. These ways include opening an official brand account, partnering with KOLs – Key Opinion Leaders, and traditional paid ads. In this article we will analyze these types of advertising, focusing more on traditional paid advertising.

Opening an official account on Xiaohongshu

Having an official account is a guarantee of authenticity. The official account is a means by which to interact with one’s community, increase brand awareness, and drive sales.

Thanks to the official account, brands can share the news with their followers, publish images and video content, sell products, and respond to fan reviews and comments, enriching the shopping experience for customers.

If your content attracts the interest of your community, thanks to the type of sharing and word-of-mouth platform, you will quickly see your followers increase.

Furthermore, with the increase in your followers, your brand will be seen as more reliable in the eyes of Chinese users who tend not to trust brands they do not know.

To sum up, having an official account gives the brand the opportunity to interact with users through comments and transform inquiries into purchase opportunities.

How to open an official account on Xiaohongshu?

To open an official account the company must first create a personal account, then deliver certain documents to Xiaohongshu, including:

• The name of the company, logo, and trademark
• Chinese legal entity,
• Name, contact, and signature of the owner

The peculiarity is that the registration of the official account is much cheaper than other e-commerce or social media platforms such as Tmall or JD.com. Furthermore, the requirements and times to open a verified profile are less restrictive than those of other platforms, such as WeChat and Weibo.

Once the documents are approved, Little Red Book will open the shop and proceed with a training course for the company. The training provides a path to learn how to sell on the platform and optimize results.

Collaborations with KOLs and influencers on Xiaohongshu

Influencers and KOLs are the most powerful form of advertising the platform has to offer. The reason is that Chinese consumer is very suspicious and before finalizing a purchase they usually check the quality of the brand and the product on different online sources.

One of the best ways to promote a brand and products is to hire KOLs (Key Opinion Leaders) and KOC (Key Opinion Consumers) that have a huge community online and are even more popular than celebrities in terms of communication and marketing. They are considered highly reliable, know their audience very well, and consequently know what content to offer them in a promotional campaign.

Therefore, collaborating with influencers on the platform allows to increase the awareness, credibility, and desirability of companies.

To achieve marketing success in China, many companies now collaborate with influencers and KOLs on the platform for this reason. Chinese and international companies such as Gucci, and Perfect Diary (the Chinese make-up brand), are working closely with both celebrities and KOLs to achieve these results.

Xiaohongshu’s ‘influencer platform’, a database hosting around 10,000 influencers is designed to connect you to those most relevant to your niche and budget.

For example, the popular beauty brand L’Oréal collaborated with Xiaohongshu to launch a new makeup collection exclusively for Chinese consumers. Through this partnership, L’Oréal was able to reach a wider audience and promote their products to Xiaohongshu’s millions of active users.

Investing in traditional paid advertising on Xiaohongshu

Xiaohongshu offers various advertising tools for brands. If you have doubts about the effectiveness of influencer marketing or organic marketing, you can choose a more traditional way which can be a safe way to start.

Many brands from several different industry sectors have shown good results from paid advertisements. The Cost-per-click of the paid advertisements starts at 0.3 RMB/CPC and the minimum ad fee is 5K RMB.

There are 2 forms of paid advertising on Xiaohongshu:

• Xiaohongshu ‘Pop-up’ ads

A pop-up ad is displayed when Xiaohongshu users open the Xiaohongshu app. The announcement also gives access to the brand store directly by pressing a small button at the bottom of the page.

• Xiaohongshu Integrated ads

Integrated advertising appears in the news (in both the discovery and the following pages), displaying the accounts the user subscribes to.

Users are advised of posts thanks to a small button at the bottom of the page on the left of the photo, called “Guanggao”, which means “advertising”.

You need to comply with regulations to advertise on Xiaohongshu

For the content to be reliable and truthful, Xiaohongshu and national advertising regulations prohibit companies from using languages ​​such as “the best”, “the most”, “luxury”, “upscale” and others. Like this the Xiaohongshu app:

• Try to prevent companies from misleading users to sell their products.
• Allows only trustworthy content and tries to satisfy its customers by checking the information.

For a few years now, Xiaohongshu is becoming more and more of a platform for advertising. However, by striving to maintain the authenticity of the content, Xiaohongshu does not host it on a large scale.

This process may not be the best strategy for Xiaohongshu for two main reasons:

• Because this option is new and information about users and their interests cannot yet be effectively used for platform targeting.
• Chinese users do not have much confidence in advertising but prefer advice and suggestions from users.

What apart from advertising? Open an online store on Xiaohongshu!

Xiaohongshu makes shopping much easier with the help of the in-app online store. In fact, thanks to this model, users are not required to exit the app, but can quickly make purchases within the app through mobile payment systems.

Users of the platform can go directly to the brand store or they can see purchase (hyperlink) links when they see images and videos, and click on them to buy products.

There are largely two types of stores in Xiaohongshu:

• One is self-operated by Xiaohongshu (Xiaohongshu supports your products and buys them in advance)
• One is operated by registered brands (The company creates its own store)

Also, to create an individual seller store, the page must have a minimum of 1000 followers and the owner’s identity must be verified through ID verification.

How to open a store and start selling on Xiaohongshu?

Here is a step-by-step guide to opening an online store on Xiaohongshu:

1. Sign up for Xiaohongshu via company email
2. Fill in registration information (Once these steps are complete, Xiaohongshu will analyze your registration application and process it)
3. Sign the agreement online and the paper version

Then, the company has access to its online store, as well as various training modules on the management platform Xiaohongshu.

We are your local partner in China!

We are a China-based marketing agency offering cost-effective solutions to foreign brands interested in tapping into the Chinese market. Our team of Chinese and foreign experts has the experience and know-how needed to succeed in this lucrative, yet complicated market.

Gentlemen Marketing Agency offers many digital marketing and e-commerce solutions, such as web design, e-commerce and social media marketing strategies, localization, market research, KOL marketing, and more.

Discovers our Xiaohongshu solutions:

Don’t hesitate to leave us a comment or contact us, so that we can schedule a free consultation with one of our experts, that will learn about your brand and present you the best solutions for your China market strategy.

Xiaohongshu isn’t just another platform—it’s where brands are made or forgotten. If you’re not on it, you’re missing out on a generation of eager buyers.

Breaking into the Chinese market is not easy. The competition is fierce, cultural barriers are significant, and finding the right audience can feel overwhelming. But Xiaohongshu offers a unique opportunity—a community-driven platform where users trust and engage with authentic content, making it the perfect launchpad for foreign brands.

Gentlemen Marketing Agency is a XiaoHongShu Agency. we’ve spent years helping global brands getting started on the ‘Chinese Instagram’ that is Red Note.

What we do ranges from influencer collaborations to analytics optimization, we’ve honed strategies that deliver results in one of the world’s most competitive markets.

In this article, you’ll learn how we use Xiaohongshu’s powerful ecosystem to build our clients brand, engage Chinese consumers, and drive sales. Whether you’re new to the platform or looking to refine your approach, this article provides you with useful insights and strategies.

Overview of Xiaohongshu (Little Red Book)

In 2013, Xiaohongshu, also known as Little Red Book, launched in Shanghai as a platform for Chinese consumers to discover and buy overseas products. It quickly grew and attracted global brands with its visually-driven content and informative product reviews.

Today, Xiaohongshu has become a vibrant community of over 140,000 brands targeting primarily female audiences aged 18 to 35. Users engage with the app by sharing outfits and learning about high-quality foreign brands they wouldn’t have access to otherwise. The app is known for user-generated content, great for fashion, beauty, and lifestyle recommendations and reviews.

RED Mall, an online store that is part of Xiaohongshu, offers international products exclusively to Chinese consumers. This makes it attractive for foreign businesses looking to enter the profitable Chinese market.

User demographics and behavior

Understanding the demographics and behavior of Xiaohongshu users is crucial for foreign brands looking to successfully market their products on the platform. Here’s a quick rundown in a tabular format:

How Xiaohongshu differentiates from other social media platforms in China

Xiaohongshu is a unique Chinese social media platform that combines social media and e-commerce. It stands out by offering a community-driven environment where users can discover and share product recommendations.

Unlike other social media platforms, Xiaohongshu focuses on shopping and lifestyle content, making it popular among young and trend-savvy individuals interested in fashion, beauty, and lifestyle products.

Xiaohongshu provides a great opportunity for foreign brands to enter the Chinese market successfully due to its increasing user base and unique features like targeted advertising, official brand account options with mini-program stores, and comprehensive data tracking analytics.

Foreign brands on Xiaohongshu

With over 140,000 brands on the e-commerce platform, including partnerships with international brands, Xiaohongshu offers unique opportunities for foreign brands looking to tap into the Chinese market

Xiaohongshu is an independent social commerce platform that enables you to connect with Chinese consumers, influencers, and Key Opinion Consumers, increase brand recognition, and sell products through brand store.

It also offers valuable insights and analysis to understand Chinese consumer preferences and behaviors, which is crucial for developing effective marketing strategies.

With its community-driven shopping experience and extensive reach in China’s e-commerce market, leveraging Xiaohongshu can greatly enhance your brand presence and drive success.

Strategies for Successful Xiaohongshu Marketing

Creating engaging and authentic content

Creating engaging and authentic content is crucial for capturing the audience’s attention, and this principle applies to Xiaohongshu marketing as well. On this platform, users are seeking content that resonates with them and offers value.

By developing compelling content that showcases your brand’s story and establishes a personal connection with Chinese consumers, you can cultivate trust and foster loyalty.

The key to success on Xiaohongshu is authenticity. Instead of using overly promotional campaign language, focus on providing valuable information or entertainment that aligns with your brand values.

By using storytelling, user-generated content, and collaborating with influential KOLs (Key Opinion Leaders), you can effectively engage your target audience. This will generate interest, build relationships, and ultimately drive conversions.

Building brand presence through storytelling

Storytelling has become a powerful tool for building a brand presence in Xiaohongshu. By creating compelling narratives on your official brand account that resonate with your target audience, you can forge an emotional connection and leave a lasting impact.

Through storytelling marketing on Xiaohongshu, brands have the opportunity to showcase their values, history, and unique selling points in an authentic way. This approach not only helps build trust and credibility but also encourages user engagement and word-of-mouth marketing.

By crafting captivating stories around your brand or products, you can inspire customers to share their experiences, generating valuable user-generated content that amplifies your message even further.

Collaborating with influencers and KOLs

Collaborating with influencers and Key Opinion Leaders (KOLs) is a highly effective strategy for successful Xiaohongshu marketing.

By partnering with influencers in their respective niches, foreign brands can leverage the trust and influence these online personalities have on Chinese consumers.

This involves sending products to influencers and having them genuinely promote them to their followers, which can lead to increased brand awareness, user engagement, and a larger following.

Working with KOLs not only enhances a brand’s presence in China but also provides an opportunity to connect with a broader audience.

It’s crucial for foreign brands to seek authentic influencer partnerships on brand partner platform that align with their brand values and resonate with their target audience. This approach can build trust in online influencers and ultimately drive sales on Xiaohongshu, one of China’s major e-commerce platforms.

Leveraging paid advertising and how to balance it with organic reach

Paid advertising on Xiaohongshu is a valuable tool for foreign brands to increase their visibility and reach among Chinese consumers. By allocating a portion of your marketing budget towards paid promotions, you can effectively amplify your brand message and attract more potential customers.

However, it’s important to strike a balance between paid advertising and organic reach.

While paid ads provide immediate visibility, organic reach helps build trust and authenticity with the Xiaohongshu community.

Creating engaging and authentic content that resonates with your target audience is crucial. Additionally, leveraging advertising options such as collaborations with KOLs, native ads, and display ads can further promote your brand on Xiaohongshu.

By finding this balance, you can maximize your chances of success in reaching Chinese consumers on Xiaohongshu.

To effectively market on Xiaohongshu, it is important to balance paid advertising with maintaining an organic presence. Native ads are a valuable tool for seamlessly integrating your brand into relevant user-generated content, creating an authentic user experience while still gaining exposure.

Key Considerations for Foreign Brands on Xiaohongshu

Localization and cultural sensitivity

Localization and cultural sensitivity are crucial when entering a new market, particularly in countries with unique customs and traditions like China. Simply translating content is not enough; it is important to comprehend Chinese cultural values and beliefs in order to establish trust with consumers.

Chinese customers highly value authenticity, community, and respect for their culture.

By investing time in understanding local customs and incorporating them into your brand’s official account and messaging on platforms like Xiaohongshu, you can establish a strong bond with potential customers.

For example, showcasing an understanding of traditional Chinese holidays or using culturally relevant symbols in your visuals can resonate deeply with Chinese users.

Building trust with Chinese consumers is a process that requires time and effort. It goes beyond language barriers and involves showing genuine appreciation for their culture. Localization efforts should not only focus on translating content, but also on understanding and respecting local norms and values.

Navigating the language barrier

To tap into the Chinese market through Xiaohongshu, foreign brands must navigate the language barrier. It is important to ensure that your brand’s content resonates with Chinese consumers authentically and relatably.

This involves more than just translating marketing materials; it requires understanding cultural nuances and preferences.

Adapting messaging, tone, and visuals to align with local expectations can effectively bridge the language gap and capture the attention of the target audience on Xiaohongshu.

Working with native speakers or professional translators fluent in both languages is crucial to avoid misunderstandings. By following these steps, you can overcome the language barrier and successfully connect with Chinese consumers on Xiaohongshu.

Leveraging Xiaohongshu’s Features for Business Success

Optimizing for Xiaohongshu search engine (SEO)

To achieve success on Xiaohongshu’s search engine, it is crucial to optimize your content and ensure it aligns with the platform’s algorithm. Xiaohongshu is an algorithm-driven platform, meaning that search volume and post engagement strongly influence content performance.

To maximize your content’s visibility and reach on Xiaohongshu, it’s important to understand the key factors that impact search rankings.

One way to optimize for Xiaohongshu’s search engine is by using relevant keywords in your captions, titles, and tags.

Conducting keyword research can help you identify popular terms among Chinese consumers in your niche, allowing you to strategically incorporate them into your posts.

Another effective strategy is to actively engage with users by responding to comments and collaborating with influencers. This can increase interactions with your posts and improve your overall visibility on the platform. By implementing these tactics, you can enhance your content’s performance on Xiaohongshu.

Utilizing Xiaohongshu analytics and data tracking for strategy refinement

In this guide, we will explore the benefits of using Xiaohongshu analytics and data tracking to enhance your marketing strategy on this platform. Xiaohongshu provides valuable insights and tools that can give you a competitive edge in the Chinese market.

By analyzing user trends, customer sentiment, and digital marketing ROI, you can make informed decisions to optimize your content-driven marketing approach. Access to data such as brand recognition, sales tracking, and customer feedback allows you to continually refine your strategy for maximum impact.

Xiaohongshu’s analytics also provide valuable information about user behavior and preferences, helping you understand what resonates with your target audience.

By leveraging these insights, you can create engaging content that drives better results.

Additionally, monitoring data on the platform’s internet marketing strategy and utilizing features like RED-Tmall traffic case studies or in-app advertisements within Xiaohongshu itself, all available through its robust analytics dashboard, allows you to evaluate the effectiveness of different campaigns or initiatives.

Xiaohongshu, also known as “Little Red Book,” offers brands valuable data tracking capabilities that can be used to optimize digital marketing efforts targeted at Chinese consumers.

By analyzing this data, foreign brands have been able to gain a deeper understanding of the Chinese consumer and improve their brand awareness and product sales in China.

Case Studies of Successful Xiaohongshu Marketing by Foreign Brands

Becky Li, a well-known fashion influencer in China, teamed up with Dior for a special collaboration on Xiaohongshu. This collaboration aimed to showcase Dior’s products and create unique content for the Xiaohongshu community.

During this collaboration, Becky Li shared her personal experiences and recommendations on Dior’s products, while also showcasing her own style and creativity. The partnership allowed Dior to reach a wider audience and engage with Chinese consumers who follow Becky Li’s fashion and beauty content.

The collaboration between Dior and Becky Li on Xiaohongshu was an exciting opportunity for both parties to connect with their target audience and create meaningful content that resonates with Chinese consumers.

We are Xiaohongshu Agency in Shanghai! Contact us to Start Today!

Tapping into the Chinese market through Xiaohongshu can be incredibly beneficial for foreign brands. By utilizing engaging and authentic content, collaborating with influencers, leveraging user-generated content, and optimizing for search engine visibility on Xiaohongshu, brands have the opportunity to build a strong brand presence in China.

Understanding the platform rules and regulations, adapting to the social media landscape in China, being culturally sensitive, and navigating language barriers are important considerations for success.

With its features such as brand accounts, mini-program stores, own digital stores, advertising options, and analytics tools, Xiaohongshu provides valuable resources for businesses looking to thrive in the Chinese consumer market.

We are a China-based marketing agency offering cost-effective solutions to foreign brands interested in tapping into the Chinese market. Our team of Chinese and foreign experts has the experience and know-how needed to succeed in this lucrative, yet complicated market.

Gentlemen Marketing Agency offers many digital marketing and e-commerce solutions, such as web design, e-commerce and social media marketing strategies, localization, market research, KOL marketing, and more.

Don’t hesitate to leave us a comment or contact us, so that we can schedule a free consultation with one of our experts, that will learn about your brand and present you the best solutions for your China market strategy.

Don’t be confused: it is also called XiaoHongShu (the Chinese name), or Little Red Book, the literal translation from the Chinese name.

So, what is Red Note?

it was dubbed abroad as the ‘Chinese instagram’. Mainly because of the similarities of the two platforms users rather than its functionalities.

As a platform, Red Note offers great options to Brands when it comes to advertising and even e-commerce.

Heads up, we are a Little Red Book Agency, and this article focus on our own experience while providing you with the information you need to get started. We’ve helped countless brands leverage this platform to connect with their audience and drive sales.

Quick Summary

• Overview of Little Red Book (Xiaohongshu): Often referred to as the Chinese Instagram, Little Red Book is a social media and e-commerce platform focusing on user-generated content in fashion, beauty, and lifestyle. It targets urban women aged 18 to 35 and has become a favorite among Chinese consumers.
• User Engagement and Content Creation: Users can create posts about lifestyle topics, featuring products or services as recommendations or reviews. The platform’s algorithm suggests content similar to Instagram, fostering a community where users can interact, ask questions, and purchase products.
• Significant User Base: Little Red Book boasts 200 million monthly active users, with a significant portion being post-90s generation and half residing in first-tier cities. The platform categorizes its users into groups like Generation Z, white-collar workers, urban trendsetters, singles, exquisite mothers, and hedonists, aiding targeted marketing efforts.
• Marketing Potential: The app is celebrated for its user-centered approach, with a strong emphasis on authentic user experiences over sales. Influencers and Key Opinion Leaders (KOLs) play a crucial role in promoting brands, making it an effective tool for domestic and international companies to enrich shopping experiences and engage with the audience.
• Trust and Authenticity: Little Red Book leverages Chinese consumers’ trust issues by emphasizing word-of-mouth and internet findings over traditional advertising. The platform is known for its authentic product reviews and recommendations, distinguishing it from other e-commerce sites focused on sales.
• E-commerce Integration: The platform includes an e-commerce section, RED Mall, allowing brands to open official accounts and sell products directly within the app. This feature positions Little Red Book as a trustworthy platform for authentic products, addressing the issue of counterfeit goods in China.
• Marketing Strategy Tips: Successful marketing on Little Red Book involves collaborating with KOLs and influencers, utilizing proper keywords for SEO, and adapting content to fit the platform’s unique user preferences and experiences. Simple, spontaneous images and videos, along with engaging text, are recommended to capture the audience’s attention.
• Business Account Registration: The process for businesses to start an account on Little Red Book involves providing detailed company information and undergoing a moderation review. The platform offers a closed shopping cycle, linking users directly to merchants after reading reviews, which simplifies the online shopping experience for high-end goods.

What is Little Red Book?

Little Red Book / Xiaohongshu is a Chinese app that is often called Chinese Instagram. The app, which is based on the popular book of the same name, focuses on user-generated content, mostly in the area of fashion, beauty, and lifestyle. Little Red Book has quickly become a favorite among Chinese consumers, and the app’s developers are planning to expand into other Asian countries soon.

Little Red Book app’s target demographic is mostly urban women aged 18 to 35 years old. The app started as a product review platform, where users were looking for luxury fashion and beauty products from overseas as well share their latest shopping tips with others on board.

The platform also features swapping ideas about what looks good in real life or digitally and this user-generated content is gaining more and more attention from marketers, that want to leverage the app for marketing purposes.

How does the Little Red Book app work?

Users can create posts about general lifestyle topics. Really often they feature some products or services, as a recommendation/review for other users. Other users can then comment on these posts, ask questions, or even purchase products themselves through the app. Xiaohongshu users can find products through their main feed, as the platform’s algorithm works pretty much the same as Instagram in the Western world, showing things they might be interested in.

They can also find topics they are interested in by searching content tags in the recommendation search engine that is built into the app. The app also has a built-in messaging system that is great for connecting Chinese consumers.

Although the app’s strong focus is on e-commerce features, there also is a lot of other quality content for all kinds of users. It’s a great platform for lifestyle images, pretty pictures of places, educational content as well as cross-border e-commerce purposes.

Little Red Book in numbers

The latest data from Little Red Book shows there are 200 million monthly active users, with 72% post-90s and 50% distributed in first-tier cities or larger areas such as second/third-ranked townships within their respective regions across all Chinese provinces.

The Little Red Book provides a concise summary of the various groups that platform users can be divided into, with Generation Z being highlighted.

This young and impressionable demographic is likely to shape society’s future values as they become increasingly exposed to new ideas through technology-driven communication tools such as digital media or social networking sites with a lot of user-generated content. This will undoubtedly have an impact on what kind of person we end up becoming in 20 years time!

The other groups are; cutting-edge white-collar workers, urban trendsetters, singles, exquisite mothers, and hedonists. From the labels of each group, we can see the characteristics of different groups. This division makes it easy for international brands to target their marketing campaigns precisely, as the habits and shopping experiences of each group differ.

How can the Little Red Book App be a useful marketing tool?

Red Note (Little Red Book) or Xiaohongshu is one of the hottest social media platforms, most known for useful content sharing, but also as a cross-border e-commerce platform. Little Red Book App can be a very useful marketing tool because it allows businesses to easily create and share appealing visual content with their followers on social media.

It’s more user-centered than other e-commerce platforms, with KOL (Key Opinion Leader) and KOC (Key Opinion Consumer) influencers promoting domestic and international companies and enriching shopping experiences that make users engage with the brands more than anywhere else.

The app makes it easy to add text, graphics, and filters to photos and videos that you can immediately customize for your needs, which can help businesses to promote and sell products and services in a visually appealing way.

What else makes this social platform such a great e-commerce tool among other multichannel networks?

Xiaohongshu’s users base

Little Red Book / Xiaohongshu has a massive following number of people with a lot of disposable income. They are creating the content of the platform, sharing actively through their social network and so representing an important promotion force for the brands.

Xiaohongshu platform is trying to strengthen this sense of community. Chinese users search for information on Little Red Book, as they know that they will find reviews and recommendations of products they are interested in. Unlike other platforms, this social network’s strong focus is on user preferences and experience, rather than other e-commerce sites that are focused on sales.

Xiahongshu uses Chinese consumers’ trust issues to attract users

Nowadays in China, consumers don’t believe a lot in brands, but they refer to word-of-mouth and what they can find on the internet. While all the internet sources are not reliable, Little Red Book / Xiaohongshu is different because it is based on users’ sharing relevant content.

To market a product or a brand, it can be effective to use this platform, as average hits and comments per post are higher than anywhere else. But you have to manage the communication because bad buzz can also go viral among Chinese consumers and spread to other apps.

RED Mall: The Social E-Commerce Platform

Little Red Book also has an e-commerce section with official accounts and a logistics network. Companies or merchants who have formed a partnership with the platform can start a brand’s official account and sell their products in an online store within the app. Like Tmall or JD in China, Little Red Book / Xiaohongshu is known to sell authentic products on the Chinese market.

In China, counterfeit products still remain a problem for e-commerce. It is important to choose a trustful platform for cooperation in order to save your brand’s reputation among Chinese consumers. Little Red Book is welcoming any foreign brand to start an official account because they can’t only rely on content sharing to develop their business.

Tips to improve your marketing strategies for Little Red Book

Cooperate with Key Opinion Leaders and Influencers

Celebrities and influencers followed by many other users can create content for you and boost foreign brands among Chinese consumers. Little Red Book / Xiaohongshu e-commerce platform itself uses this strategy to reach a bigger audience. The app has become popular thanks to Key Opinion Leaders (comparable to macro-influencers) and Key Opinion Consumers (comparable to micro-influencers).

In fact, many users use the app only to find the inspiration to live a better life, which they see in that such popular personalities.

Chinese consumers have become more discerning and selective than ever, and traditional marketing tactics such as celebrity endorsements and TV advertisements are no longer enough to capture their attention. That’s why it’s better to rely on Key Opinion Leaders and KOCs while working on a marketing strategy for your target market.

Key Opinion Leaders and Key Opinion Consumers usually publish images, videos, and written content to recommend products. These posts are called “notes” on the app. Users truly trust the notes, that in order to be more realistic must not have a commercial flavor.

Make use of proper keywords

To win Little Red Book’s audience among other brands, you must choose the most popular keywords among your target market and then try to let them become viral through collaboration with KOLs and KOCs. Choosing the right keywords for your search engine optimization (SEO) strategy is just as important.

A lot of people think they can get by with using too many general terms, but this will backfire on you in an SEO campaign because Baidu ranks specific phrases over nonspecific ones and prefers commonly used words over rare or uncommon ones when ranking pages within its indexing system.

Adapt your content

You need to be aware of the fact that you can’t use the same content for all the other e-commerce platforms, as they all require a unique approach. If on Weibo or WeChat, promotional posts on your official account that tell the history of your brand through the use of high-quality images and videos and creative storytelling can work well, on Little Red Book / Xiaohongshu, they are not a good option.

On the contrary, simple, and spontaneous images and videos are well-accepted. Furthermore, we have another suggestion for you: try to use numbers, exclamation points, and emoticons with attractive colors (red, for example) to let your notes become viral on this social network!

To summarize, we can say that Little Red Book / Xiaohongshu has the capacity to be a platform for e-commerce, and its advantages are in its community of users that you won’t find on any other platform. Considering the competition with Tmall and JD, the two-leading platforms of e-commerce in China, Little Red Book / Xiaohongshu is offering good opportunities nowadays as a growing company.

Link Little Red Book users with your online store

Little Red Book has developed a closed shopping cycle that allows users to purchase items directly from merchants after reading reviews. The company accumulated data on the social and consumption habits of largely urban female customers, then created an online platform for them in order to make it easier than ever before to find high-end goods at affordable prices with all sorts of helpful information about each product’s quality assurance procedures as well!

How to settle on Little Red Book as a third-party business?

There are a few things to consider when settling on Little Red Book as a third-party business. The procedure of starting a business account there is a bit complicated and a Chinese netizen will be needed in the process.

The procedure can be split into a few steps :

The registration process for business on the Little Red Book

You have to register in the Little Red Book’s system (小红书入驻平台) as a merchant or a company. Once you receive your code to log in to the system, you will have to provide information:

• About the company: manager information, the address, the trade pattern (cross-border or inside China), and the product shipping place.
• About the business qualification: by providing business registration, certificate of incorporation, or other company registration file….. For more information about registration on Little Red Book, talk to us!

Your application will be sent to Little Red Book’s moderation team for confirmation. According to the information on its platform, it takes about one week to get the answer.

It is possible to accept the terms of the contract online. Then, after the signature, you have to send it back to the Little Red Book Company. Before entering RED’s platform, each one has to follow and complete the training provided by RED. The time of the achievement depends on you.

Contact us if you need help on Little Red Book

Little Red Book is a reputable, celebrity-approved distributor of overseas products with an eCommerce site that allows customers to share their opinions and comments on Chinese social media.

Brands looking for the perfect way in which they can connect more deeply should consider Little Red Book as one potential option, due to its unique positioning among fans who want authenticity from trusted sources.

We are a digital marketing agency based in Shanghai and we help foreign brands to reach their Chinese consumers. Nowadays, Chinese people have a huge appetite for foreign products, and e-commerce platforms have become the channels of choice for Chinese shoppers looking to purchase such items.

Our agency specializes in marketing in China, and we have a huge experience with Little Red Book. We can help you out by offering consultations, setting up Little Red Book’s official account for your brand, working out a marketing strategy, walking you through e-commerce shopping festival fever, effectively promoting your brand, and so on. Download the app in the IOS app store and check its potential!

Don’t hesitate to leave us a comment or contact us, so that we can schedule a call with one of our experts that will learn about your brand and present you with the best marketing strategy for your brand on Xiaohongshu. Let’s keep in touch!

Why those influencers campaigns are so effective? Why has KOL marketing become the cornerstone of successful brand Chinese social media strategies.

China is a market where trust and social proof are everything,

With years of experience helping foreign brands succeed in China, we’ve partnered with top-tier KOLs across industries, from beauty to fashion, to drive results.

And not only big, star-level influencers. We have a whole network of smaller KOL (or KOC – Key Opinion Customers), that a great to push products to market.

In this article, you’ll learn how we make our Chinese KOLs so effective: how to choose the right influencers, and how to create campaigns that build trust, grow your audience, and boost sales.

So, how can foreign brands leverage Key Opinion Leaders in China?

Quick Summary

• Definition and Importance of KOLs: Key Opinion Leaders (KOLs) in China are influencers with significant followings, crucial for selling products and gaining brand exposure.
• KOLs vs. Western Influencers: Chinese KOLs are more integrated into the social media landscape, offering more direct promotion and engagement opportunities than their Western counterparts.
• Diverse Specializations: KOLs in China specialize in various fields, including beauty and fashion, leveraging their expertise to influence consumer choices.
• Platforms for KOL Engagement: Popular platforms for KOL activities include Douyin, Kuaishou, and live-streaming video platforms, where KOLs build monetizable communities.
• Impact on Sales: Collaborating with KOLs can significantly increase brand awareness and consumer trust, influencing purchasing decisions.
• Finding the Right KOLs: Tools like Yourank.cn and Newrank.cn help identify suitable KOLs, though the process can be competitive and costly.
• Budget Considerations: Costs for KOL collaborations vary based on their popularity, reach, and the specific campaign requirements.
• Types of KOLs: Different KOL tiers offer varying levels of engagement and influence, from top-tier celebrities to micro-KOLs and Key Opinion Consumers (KOCs).
• Influencer Marketing Strategy: Successful KOL marketing involves a multi-tiered approach, combining different types of influencers for maximum impact.
• Content and Engagement: Quality content and active engagement with audiences are crucial for the success of KOL marketing campaigns.
• Social Media Platforms for KOL Marketing: Key platforms include WeChat, Weibo, Douyin, and Xiaohongshu, each offering unique opportunities for KOL-brand collaboration.
• Role of Agencies: Specialized agencies can assist foreign brands in navigating the complex KOL marketing landscape in China.

Why are Key Opinions Leaders so Important in China?

KOL stands for Key Opinion Leader. They are internet celebrities on Chinese social media platforms. Using Chinese KOLs as part of your marketing strategy in China is essential if you want to quickly gain consumers’ trust as well as to develop your visibility. Even more so than Western influencers in many cases.

In fact, KOLs can be considered professionals in the Chinese social media sphere. They know how to distinguish themselves, promoting and selling products, presenting clearly the advantages of your goods and so on. China’s influencer marketing is one of the best marketing tactics in the market nowadays.

Their success can be explained by their interesting personality combined with their extensive knowledge of China’s social media landscape that they use to create engagement with a large online audience. As Chinese consumers highly rely on word-of-mouth when buying a product, they are greatly influenced by recommendations from people they are following on social media.

Chinese influencers, as opposed to Western influencers, have the ability to communicate easily with their fan base. Giving them more opportunities to promote brands and their products locally.

KOLs China: a Powerful Weapon for Brands Growth in China

Thanks to their influence among Chinese consumers, Key opinion Leaders provide a powerful infrastructure for brands to tap into their large, engaged, and active communities of followers who are strongly influenced by their reviews and experience. These influencers are considered experts in a particular area and field by their followers. Some will specialize in beauty products while others will specialize in the fashion industry.

This phenomenon has merged since China’s digitalization over the years, with the democratization of hundreds of live-streaming video platforms such as Douyin and Kuaishou. Users are able to live-stream their daily lives and build up large communities that can become highly monetizable.

How Can China KOLs Help You Increase Your Sales?

Following the important impact that Chinese influencers can have on the internet, it has become essential for brands to partner with them, in order to promote their products as well as to increase brand awareness.

For example, when brands are posting reviews and promoting their products on their own website and social media channels, people might be thinking that it is biased. And, because Chinese consumers are extremely cautious when it comes to trying new products (cosmetics, beauty products, food, etc.) they will be more reassured to look for reviews from KOLs, either on pictures or during live-streaming.

How to Find the Right Influencers for Your Marketing Effort in China?

In such a large industry (considering the size of the Chinese market) you need the right tools to find the appropriate social media influencers that will be able to promote effectively your brand and your products. Before getting into practice, you’ll need to think about your influencer marketing strategy through:

• What your brand is trying to achieve with Kol Marketing?
• What platform fits your brand’s target audience and goals the best?
• How and where to find the right Chinese influencers to represent your brand and achieve your China goals?

The Best Websites to Find Chinese KOLs

• Yourank.cn: This is a big analytical platform with data on most KOLs, it can help you identify a specific Key Opinion leader as there is a lot of historical data.
• WeMedia: This is typically considered a ‘Low-end platform’, there will be good Chinese KOLs but you might also encounter a fake KOL. Be careful of fake KOLs as they can waste a lot of time & budget when it comes to your advertising and marketing campaign.
• Newrank.cn – This website offers appropriate KOLs for any brand. They can help you sort through a large number of potential KOLs, but it can be time-consuming if you are not sure about what you’re looking for.

Tips for Partnering with KOLs in China

As these platforms are open to almost every ‘KOLs’, it can be difficult to contact a KOL and directly partner with them. The market is extremely competitive, and collaborating with a KOL can be time-consuming and extremely expensive as well.

Collaborating with KOLs isn’t cheap in China. A KOL Market value is calculated based on a few factors, including the brand’s image and how established it is in China. Moreover, you will have to find a Chinese KOL in your area of expertise and be willing to promote your products. If you want, you can try to negotiate with them the price of the collab, like offering them your products instead of paying for their services.

Finding the right KOLs that will be able to display and promote you in the best way possible your products can be difficult. That’s where we can help you, by finding the KOLs that suit your brand. We are KOL specialists and we have a whole database of trusted, reputable KOLs that have already partnered multiple times with us. If you want more information about our services, do not hesitate to contact us directly.

How to Launch a Chinese KOL Marketing Campaign?

The most effective brands in influencer marketing are the ones that know how to use social media platforms as an ‘echo chamber’: meaning that you ‘attract’ users on different platforms with multiple KOLs promoting your product or service. If Chinese user encounters the brand through multiple influencers from multiple sources the credibility and reputation of your brand will be greatly enhanced.

Most brands don’t have natural brand advocacy, and it takes time to build credibility with a KOL audience. But as we said, there are very engaged communities that you can tap into with the right content and strategy.

How Many Key Option Leaders Should I Hire to Promote My Brand in China?

Brands working with multiple KOLs are much more likely to see an evolution and increased sales. It all depends on the budget that you have. You will have to invest intelligently with a smaller budget. A combination of ‘sellers’ and ‘curators’ (mentioned above) works well too.

It is also important to up-promote and optimize your posts, in some ways, it is not the size of the campaign that matters, but essentially how well you’ll have planned your strategy beforehand.

How Much Should I Spend on China Key Option Leaders Marketing?

According to the type of KOL you want to collaborate with, the price will depend on various factors such as the popularity of the KOL, its number of followers, your sector of activity, the number of products the KOL will promote, the time spent on it, the sales, etc.

Having a good idea of the budget you’ll need is essential to know what kind of KOL you can afford to hire. It is also important to underline the fact that some KOLs are known to overcharge brands that are not extremely popular in China yet, and those who lack experience working with KOLs are ready to accept everything to work with them.

In terms of budget, working with popular and famous KOLs requires spending between $19,000 and $610,000, and a single post with an average KOL can reach $3,600. Of course, for the most popular KOLs, it can reach millions of dollars per post and video.

What are the Different Types of KOLs in Terms of the Results Expected?

A tier 1 may be able to deliver over 100 000 views and interactions but is it just a matter of numbers? No, it’s about what makes the most sense with your product/budget.

A tier 2 can deliver between 40-80k views but they may be more targeted and relevant for your brand. In contrast, lower values tier 3 KOLs may drive 10k interactions but you can hire multiple KOLs to increase even more your visibility through various channels.

It is worth mentioning that WeChat does not show any higher statistics than 100k views. This is a limitation of using a very large KOL, you do not get the most accurate impression of how a large-scale campaign went in terms of data analysis and metrics.

Include Your KOLs Campaign in a Global Influencer Marketing Strategy

The most important point is to engage in a multi-strategy approach, tier 1 KOLs combined with mid-tier can be very effective. Less than 100k views will show the exact figure, this can be very helpful for more accurate data/analytics. Stay flexible and do not just put all your eggs in one basket with 1 expensive KOL when a multi-tiered strategy works best.

Well-known KOLs Will Help You Attract Smaller Ones

Engage with a large KOL, this does motivate and influence smaller KOLs in greater numbers because the brand is deemed as established and reputable enough to work with a top-tier KOL. In this field, KOL activity is typically cumulative. Think of the influence KOLs will have on other influencers. 

Driving Engagement & Conversion Rates

Who is developing your Chinese content? KOL posts are great tools but you need to know how to take advantage of these large communities and the great exposure you’ll get. If you provide poor content, it will be a waste of time for everybody.

The best way to drive engagement is click-throughs and sale conversion rates, which ensure you have the best content. How well do you understand your Chinese target audience? Does the content fit the brand? How well have you tailored your value proposition to this market? All these questions are essential when establishing your plan to enter the Chinese market.

Systematically Send Product Samples to KOLs

This should be a requirement, make sure you always send as many comprehensive samples as possible and way in advance. This allows the seller to get a sense of the product, they can then write about the product from a personal standpoint if they have been using it, and share their experience in the best way possible, giving more details to their community. You can build a database of relevant KOLs with contact details and addresses to streamline this process.

Be Sure That KOLs Understand Your Products and Your Brand’s Values

This will lead to a more successful social media campaign, when they speak about a brand they should mean it. If a KOL is not asking for a sample of the product before promoting that should be seen as a red flag. They should know and understand the product as the communities will be looking for this.

This also works as a filter for the quality of the product, you do not want to select a KOL who could potentially damage your brand because their reputation is declining through their lack of awareness for example.

Favor KOLs who will emphasize the story about your brand and your product. You will see that it directly has an impact in terms of social engagement and conversion rates.

Engaging with Your Audience by Replying to Their Comments and Reviews

Users will have questions about the product, where to purchase it, specific technical questions, etc. That’s why it is important to follow these threads closely, with your customer services team being prepared and active when replying to them, and help close sales by engaging with the KOLs’ fan base.

Keep a very close eye on conversations and promote discussion with them, replying with user-friendly posts on KOLs’ original posts.

To Go Further on the Chinese Influenceurs Market: What are Kols?

What is the Typical Profile of a Chinese Kol?

KOLs during a live streaming

Most of the time, they are aged between 18 and 30 years old and are followed by a wide audience, especially the younger generation (Millenials and Gen Z). Even though for years brands preferred to collaborate with celebrities (singers, actors, models, etc.), the rising use of social media all across China has allowed everyone to easily share their life and opinion with their followers, gaining more popularity online than some celebrities. Nowadays, many teenagers want to become KOLs, also called WangHong (网红).

KOLs: Content Creators, e-Commerce Influencers, and Entrepreneurs 

A Key Opinion Leader is at heart a content creator. They create content (often in the form of live streams), own e-commerce businesses, engage in monetization through advertising and are at the head of entrepreneurial communities.

For example, as they are mastering the art of selling products quicker than anyone else, some of the biggest e-commerce platforms are promoting their flash sales and special events with famous KOLs.

By definition, there’s only a small number of leading influencers in each field, and that’s why it is important to have a local partner to help you choose the best KOL according to your field of expertise.

KOLs’ Influence Leading to Impulsive Purchases

Most KOL campaigns in China are leading to impulsive purchases, as KOLs create in a short amount of time excited about the product. People are not looking for a specific product, but when they come across it, they will probably make an impulsive purchase thinking about the deal they can make (as sometimes they can benefit from vouchers and special offers).

Group buying and flash sales should be part of your influencer marketing strategy as they have a high chance of being viral and grabbing a lot of engagement within a short period of time (a few minutes). People will share a successful KOL campaign with their friends, especially if there is a promotion or incentive. You can offer a short-term discount through KOL posts to create this immediacy for instant purchasing.

For instance, considered the ‘King of Lipstick’, Li Jiaqi was able to sell 15,000 lipstick in just 5 minutes!

The Different Types of Key Opinions Leaders in China

There are different types of influencers in China. First of all, you have to differentiate those who are ‘expert sellers’ who are great for sales on WeChat, Weibo, Douyin, Xiaohongshu, and shops/e-commerce platforms. They are good at creating buzz and driving traffic to a store leading to increased sales.

Then you’ll have ‘Curators’ who are really good at branding, content, and story-telling. They can help you build emotional trust between your followers and you. A combination of expert sellers and curators is the best way to start when entering the Chinese market and help you build your brand’s reputation as well as quickly increase your sales and visibility.

Also, depending on your target audience, your KOL campaigns will not need the same kind of Chinese KOL.

Celebrities

They are of course the first category you’ll think about when looking at information about KOL marketing in China. They are popular in China, whereas singers, actors, models, etc. Indeed, the biggest celebrities are extremely appreciated by luxury brands such as L’Oréal, Dior, Chanel, etc.

Celebrities are much more like brand ambassadors than Key Opinions Leaders. They won’t try to promote multiple brands and products for example. However, some celebrities are active on social media as well and can act as influencers.

KOLs – Key Opinion Leaders

They are considered influencers in the way that they generate monetary value thanks to their content and interaction with consumers. They often collaborate with many brands at the same time, sharing their opinion with their followers. In general, they are specialized in one industry and are thus able to give as many details as possible to convince people to buy your products.

Micro-KOLs

Contrary to KOLs which have millions of followers, micro-KOLs have around 250,000 followers (which is still considered a high number for Westerners). Because of their smaller community, they are in general interacting more with people, and partnering with them will also be less expensive for you. For example, you’ll be able to hire several micro-KOLs instead of only one KOL. Micro-Kols are super popular with small-budget brands that wish to do KOL marketing in China.

KOC – Key Opinion Consumers

They are called Key Opinion Customers (or Key Opinion Consumers depending on who you ask) because they generally recommend brands and products with more control than KOLs for example. Contrary to other influencers, KOCs are ordinary buyers. They will give an honest opinion about a product they bought and be as neutral as possible.

Chinese consumers highly appreciate their honesty, and for instance, the beauty brand Perfect Diary favored this strategy to increase brand awareness and create buzz online. With their high engagement rate and lower cost, KOC is taking more space in the brands’ China KOL Marketing strategy.

Don’t forget that in general, celebrities will only collaborate with the biggest international brands, while micro-KOLs will be more affordable and willing to work with you. The influence of each KOL depends on its audience and the impact it has online.

KOLs Impact on Social Media

As we mentioned earlier, some KOLs were able to develop their communities on social media by trying out new outfits, and new products, filming some tutorials, giving reviews, and sharing their experience with followers. Most of the Chinese population will seek information on the internet and on social media. That’s why KOLs have such an impact online, and even more than celebrities sometimes.

You can recruit these Key Opinion Leaders to represent your company, brand, product, or services in China through paid posts. This is a very powerful tool for international companies that are trying to enter the Chinese market, as it allows you to tap into large active communities that are strongly influenced by KOLs’ opinions.

It is estimated that more than 1 billion USD is spent on Key Opinion Leader marketing in China each year, which is an incredibly lucrative industry for both companies and KOLs.

KOL China: Marketing through Chinese Social Media Channels

As mentioned all along in this article, Key Opinion Leaders are working online. You’ll find KOLs on every platform in China.

Chinese KOLs on WeChat

Created by the Chinese company Tencent and released in 2011 in China, WeChat was at the beginning only a mobile messaging app. And even though new features were introduced, this functionality remains the core of the app. Marketed as Weixin (微信) in China, it was then rebranded as WeChat in 2012 for the international market.

With more than 1.2 billion active users as of 2023, WeChat is the most popular app in China. Thus, the majority of brands have an official account on WeChat, on which they can share content as well as posts with KOLs promoting the products.

Chinese KOLs on Weibo

Launched in 2009 by the Chinese technology company Sina Corporation (新浪), Weibo (微博) is one of the biggest social media platforms in China. As its name indicates (“micro-blog”), Weibo provides micro-blogging services and is often compared to Twitter. Weibo is one of the best apps for KOL marketing in China.

Indeed, on this extremely popular platform, many Key Opinion Leaders are able to increase their online reputation, collaborating with brands and sharing their reviews online. Their content is accessible to everyone, and it is much more like an open space compared to WeChat.

People can then share content and reply to both the Key Opinion Leading doing the promotion and also the Brand itself. However, the most popular posts on Weibo are from celebrities who are extremely active on this social media. Thus, brands are often collaborating with stars that are known to everybody.

Chinese KOLs on Douyin

With more than 750 million monthly active users in China as of 2023, Douyin, known as Tik Tok in other parts of the world, is one of the most lucrative and promising apps in China.

Douyin is extremely popular among young Chinese users, attracting a lot of big Key Opinion Leaders but also many micro-KOLs as well.

Thanks to the short video format and the possibility of live streaming directly on Douyin, many people can easily find everything they want about specific subjects and products. For example, it has become pretty common for brands to promote their products through KOLs on Douyin.

One of the major advantages of Douyin is that people can directly purchase on the platform, even more after the new update allowing brands to open their flagship stores on Douyin.

Chinese KOLs on Xiaohongshu

Founded in 2013 by Charlwin Mao and Miranda Qu, Xiaohongshu (小红书) also known as ‘The Little Red Book’ and ‘RED’, is a social media and one of the world’s largest community e-commerce platforms. Over the years, it has grown to become China’s foremost shopping platform in terms of beauty, fashion and luxury products. In 2018, it was listed on Forbes’ “Top 50 Most Innovative Companies in China 2018” list.

As of 2023, Xiaohongshu is boasting over 200 million registered users and 85 million daily active users. Xiaohongshu is mostly used by young Chinese women, to share reviews about cosmetic products, beauty products, fashion, etc. On this platform, you’ll see a lot of KOLs promoting several products and giving their opinion about them.

Xiaohongshu is the best social media platform for lifestyle, beauty, and cosmetics brands.

Chinese Key Opinion Leaders on e-Commerce Platforms

The most popular e-commerce platforms are conscious that Key Opinion Leaders are wonderful for quickly promoting and selling products. Thus, it is common to find KOLs promoting major e-commerce events, during which they will also try to sell as many products as possible. In China, a large part of the population will rely on live streaming to purchase products that they don’t necessarily need.

You can of course find Key Opinion Leaders on other platforms that are more specialized.

Let Us Assist You in the Management of Key Opinion Leaders in China!

With China being one of the most promising markets for foreign companies, it is important to take into account that almost everyone in China is using social media on a daily basis.

In this digitalized country, it is also important to develop brand awareness and e-reputation on platforms such as Weibo, WeChat, Douyin, Xiaohongshu, etc.

By using the services of Key Opinion Leaders, you will not only be able to conquer a wide audience, but you will also be able to get help to promote your brand and products.

Collaborating with an agency specialized in the Chinese market is the best way to achieve your goal and increase your Return On Investment especially when it comes to something as intricate as China KOL Marketing. As all companies are different, the marketing and advertising strategy must be tailored according to their needs and within their financial means.

Choosing the right KOL to promote your brand in China is not as easy as you might think, and that’s why our Agency has a dedicated team for China KOL Marketing. This team not only works hard to help the brand find the right KOLS but is also constantly growing our network of Chinese KOLs and Stars. This allows our Agency to connect you quickly with the right KOL at the best price on the market.

If you have any other questions on KOLs or about doing business in China, don’t hesitate to contact us directly, and we will reply to you within 24 hours.

Do Chinese KOLs/influenceurs can work only a Commission Basis? “With big brands yes. With small one no”. Explained Philip Chen GMA

Understanding KOLs in China: The Business Model Explained

Key Opinion Leaders (KOLs) in China are “powerful” who drive purchasing decisions and generate massive sales for famous brands. Whether through livestreams, short videos, or social media posts, they’re a critical component of any successful marketing strategy in China. (read more)

Here’s the truth: Chinese KOLs are not cheap, and success is never guaranteed. Olivier VEROT GMA

Let’s break down how the KOL business model works, the costs involved, and what brands can expect when partnering with influencers in China.

The KOL Business Model in China

1⃣ Livestreaming as the Core Revenue Driver

• Livestream e-commerce is a booming industry, where KOLs showcase products live and interact with their audience in real time.
• KOLs combine entertainment and sales, driving impulsive purchases by creating a sense of urgency.
• Example: Li Jiaqi (the Lipstick King), one of China’s top livestreamers, has sold millions of products in a single session.

2⃣ How KOLs Charge Brands

• Entry Fees (Guaranteed Payments):
  • Most KOLs require a fixed upfront payment to feature your product.
  • Fees can range from RMB 50,000 to RMB 500,000+ ($7,000 to $70,000+) depending on the KOL’s fame and audience size.
• Commission (10-40%):
  • In addition to the upfront fees, KOLs take a commission on every sale made during the livestream or campaign.
  • The standard commission is between 10% and 40%, with more famous KOLs demanding higher rates.
• Discounts Required (30-80%):
  • To attract their audience, KOLs often demand steep discounts on products (sometimes up to 80%).
  • Brands need to factor in these discounts when calculating profitability.

Key Insight: Even with high upfront costs and commissions, working with KOLs can deliver unparalleled reach and sales volume when done right.

3⃣ Audience Size and Engagement Matter

• Micro-KOLs:
  • Smaller audience sizes (10,000–100,000 followers) but highly engaged and niche-focused.
  • Lower fees but still effective for niche markets.
• Macro-KOLs:
  • Larger followings (1M+), often associated with higher fees and broader reach.
  • Suitable for mass-market products but less personal engagement.
• Top-Tier Livestreamers:
  • Celebrities like Li Jiaqi or Viya (before her tax scandal) have millions of fans and can sell out products in seconds.
  • Fees and commissions at this level are sky-high.

Challenges of Working with KOLs

• No Guarantees: Even with upfront payments, success isn’t assured. If the KOL’s audience isn’t interested, sales can flop.
• High Costs: The combined cost of entry fees, commissions, and discounts can be prohibitive for smaller brands.
• Competitive Space: Top KOLs are often booked months in advance, and brands must compete to secure slots.

Tips for Working with KOLs in China

1⃣ Choose the Right KOL

• Focus on KOLs whose audience aligns with your target market.
• Check their engagement rates, past campaign performance, and authenticity (beware of fake followers).

2⃣ Negotiate Terms

• Negotiate reasonable entry fees and commission rates. Some micro-KOLs may be willing to accept commission-only deals if your product is strong.

3⃣ Provide Competitive Discounts

• Chinese consumers love discounts during livestreams. Ensure your pricing strategy can support the required 30-80% markdowns.

4⃣ Monitor Results Closely

• Use analytics tools to track sales, audience engagement, and ROI during the campaign.
• Adjust strategies based on performance to optimize future collaborations.

Conclusion

KOLs in China are a high-risk, high-reward strategy. While the costs can be steep—with entry fees, commissions, and heavy discounts—partnering with the right KOL can drive incredible brand awareness and sales. To succeed, brands must carefully select influencers, negotiate terms, and have a clear plan for measuring results.

In China’s fast-moving market, KOLs are not just an option—they’re a necessity if you want to stay competitive.

We are a Digital marketing agency in China

Feel free to contact us if you have a project, want to sell in China

I have over a decade of experience helping foreign businesses with Chinese social media. And in recent years Douyin has been a particular focus of mine.

In this article, we will talk about the key differences between Tiktok and Douyin as well as the similarities between the two versions of the app. We will also give you tips and tricks to use Douyin more effectively for your marketing purposes.

Quick Summary

• Separate Entities: Douyin and TikTok, while originating from the same company, ByteDance, are two distinct apps tailored for different markets. Douyin is available exclusively in China, while TikTok serves the international audience.
• Content and Interface: Although their interfaces appear similar, the content significantly differs. Douyin’s content is tailored for the Chinese audience, excluding international content, whereas TikTok does not include China-based content.
• User Demographics: Douyin’s user base initially comprised mostly Gen Z users from China’s developed cities. It has since diversified, with a significant portion of users being Gen Z and Millennials. TikTok, starting with a focus on dance challenges for Gen Z, now appeals to a broader range of ages and interests.
• E-Commerce and Live Streaming: Douyin integrates e-commerce more deeply, allowing users to make purchases within the app. Its live streaming feature is also more prominently used for product promotion. TikTok’s live streaming exists but is less focused on direct sales.
• Content Preferences: Douyin favors educational and skill-improvement content, whereas TikTok leans more towards artistic and entertainment content, including music and dance.
• Marketing Strategies: Brands targeting Douyin users must tailor their content to fit the Chinese market’s unique preferences, utilizing features like custom stickers, hashtag challenges, and KOL (Key Opinion Leader) advertising. For TikTok, engaging and entertaining content is key to attracting an international audience.

Douyin: Chinese version of Tiktok?

Douyin and TikTok are two apps that enable the audience to develop & share content. Douyin and TikTok users share videos as well as live streams adding entertaining special effects, audio, and music to their content. While Douyin and TikTok are both video-sharing platforms, they differ when it comes to functions, offerings, and global positioning. Most of the differences, yet, are somewhat market-driven.

It’s important to understand that the Chinese and international version of the app are two completely separate entities. Although Douyin is the mother app, they now are two separate apps and are not linked together. Douyin can be downloaded only in Chinese app stores, while Tik Tok is accessible worldwide.

From a social media marketing viewpoint, the main ways that Douyin and TikTok differ are due to the preferences of users in each market. User content, in-app functions, and brand marketing techniques are influenced by what people want to see on each platform.

Douyin vs Tiktok: Key differences

Accessibility

The Douyin app is only accessible and downloadable by those located in Mainland China via the China App Store. Chinese Tiktok is the default app for Chinese consumers, while in the West it’s impossible to download the original version of the app. TikTok is accessible and downloadable for overseas Google Play Store or Apple Store users. Both apps also have very different registration processes.

Creating two independent versions of the same app was a pretty wise move by Bytedance -the creators and developers of TikTok/Douyin.

Bytedance separated Douyin from the rest of the world for a reason. The Chinese government content regulation would not have permitted it to expand beyond its borders. If Douyin allowed video content from out of China, around the globe, then they would get blocked in China in an instant.

Content

While Douyin and TikTok interfaces look quite similar, the actual contents aren’t similar at all. Even when searching for the same search words, different results will show up in terms of the creative content as well as profiles. What can be viewed on Douyin excludes all international content. In other words, any content coming out of China is excluded. The same happens for TikTok. No China-based content is allowed or included. 

When it comes to the homepage, the Chinese version of Tik Tok is more advanced, as apart from trending hashtags, banner ads and links to funny videos available on both versions of the app, Douyin also features rankings of top accounts by categories, including celebrities, foreign and Chinese companies and so on, which is a big help for brands.

Douyin vs TikTok also differs in terms of popular content. The most popular on Douyin is definitely educational content, with videos helping to improve skills and grow personally, while on Tik Tok the most popular is narrating videos, which is a great opportunity for artists, singers, and music producers. Therefore, global TikTok is more art-based, with musicians, dancers, and so on, while Douyin is skills and lifestyle-tips-based, with automatic voiceovers with no personal touch.

User Demographics

Douyin boasts a user demographic that is unrivaled by many other different platforms based in China. In its early development phase, the platform was dominated by female Gen Z users. The Zhuoyue crowd, or ‘early adoption’ group as we call them in English, primarily hailed from the most developed cities in China.

However, since then the platform has seen explosive growth. And subsequent drastic changes to its demographics. Now Douyin videos are watched by different age groups, but the majority are Gen Z and Millennials.

Similarly, TikTok started as a social media platform containing dance challenges that attracted Gen Z. However, it has since expanded to cover all different types of content and communities.

Around 80% of Douyin users are young adults between the ages of 18 and 45, with 40% living in China’s more affluent cities such as Shanghai and Beijing. While first-tier cities are interested in finance and economy, lower-tier cities prefer content regarding education, arts, or entertainment. It’s important to note that the biggest competitor of Douyin, Kuaishou, offering similar content, is addressed to lower-tier cities and rural areas.

On the other hand, it should come as no surprise that TikTok is becoming popular among people of all ages. This is one of the differences between TikTok and Douyin. Most Tiktok users in the US are female and fall into the 35-55 age bracket. And when it comes to content preference on TikTok, entertaining content is king.

E-Commerce Functions and Features

Live Streaming Function

Another important difference between Tiktok and Douyin is the live streaming feature. This particular live-streaming feature is a great aid for any company that has products or services to sell in China. Users make their payments right in the Douyin store with their Douyin account – they aren’t redirected to another site. With this, short videos, live streaming, Key opinion leader marketing, and in-app purchases often coincide and work well together.

When it comes to TikTok, live streaming is TikTok’s hidden feature that isn’t used as popularly as on Douyin. Users of TikTok lean more towards interacting with their followers rather than promoting objects through Tiktok livestream videos.

In-app Purchase Function

Douyin’s in-app store is one of its most defining features. With purchases being only a click away, the store takes advantage of impulse purchases. The products that can appear on Douyin range widely, so many businesses use user-generated adverts and link their products directly to the app.

KOLs featuring Brands

The KOLs who are most popular on Douyin usually have sponsorships with multiple brands, posting several videos a month that feature the products they promote. This content is usually creative and entertaining. Any foreign Chinese company can collaborate with influencers on Chinese Tiktok.

KOLs usually feature products on their “product recommendation” page but also have links to the Tmall or in-app Douyin store on their profile. Brands looking to increase brand awareness should consider using Douyin. Additionally, brands wanting to use social media marketing strategies to generate sales can take advantage of the in-app purchase feature.

In comparison, the influencers of TikTok have no access to the “product recommendation” feature. They are only allowed to mention the sponsored products in their bio with an attached link.

How to develop a Marketing Strategy for Douyin

Douyin is one of the most popular social media platforms in China and it’s important to know how best to address its users, especially if your target audience is young people. Those people open Douyin everyday to watch videos and look for interesting content, so it’s definitely a chance for your brand if you know what to do.

Localize your Content

We talked about the distinct features, interests, and demographics associated with Douyin and TikTok. So, to engage users on these platforms, brands need to tailor their marketing strategy specifically for each app.

If brands target to attract the Chinese audience on Douyin, they must tailor their creative content to the Chinese market’s unique standards. The key to success comes from engaging content. Maybe the audience is looking for fun and entertainment, or they seek more serious content and info. The brands must study the audience, understand them, and finally aim for what they desire.

When promoting your brand on Douyin you must redesign your content and focus on how to appeal to the Chinese audience. Brands must understand Chinese customers’ preferences. They need to make sure that their content is localized specifically for the Chinese market. On the other hand, when marketing your brand on TikTok, creating content that is engaging, and entertaining is good enough. This will encourage users to interact with your brand more frequently.

Use all the features effectively

• Use the Custom Stickers feature: Douyin audience is very into brand-sponsored animated stickers. Increase engagement with your users by sponsoring animated custom stickers.
• Join in Hashtag Challenge Games: Hashtag challenges are a great way to get people talking about your brand and creating content.
• Make use of Paid Advertisements: There are many paid advertising options to connect with users on Douyin such as Splash Ads and Feed Ads. Your brand can make use of them to increase interaction with users.
• Don’t underestimate KOL Advertising: Key Opinion Leaders can jumpstart your brand’s promotion with Douyin advertisements. Find a well-known figure in your industry and region to help you get started with the process.

Contact us to start promoting your brand on Douyin!

To have an official and verified social media account on any given platform, usually, a lot of paperwork needs to be filled out in Chinese. If you do not hold a Chinese business license, the process becomes more complicated.

Are you struggling to find your way into the China Market? We recommend finding an agency to help with these sorts of things. We are an experienced marketing agency located in China. We have over 10 years of experience on the Chinese market.

We can help you set up your brand account on Douyin and use all the features that will contribute to the growth of your brand on this platform. We worked with over 600 brands and many of them wanted us to help them promote their products on this short-video platform.

Leave us a comment or contact us if you have any questions regarding the app and how to download it on the Chinese app store. If you are abroad and would like to have access to Douyin, there are also ways to download it from the overseas apple store. Let us know!