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After seeing massive growth in its user base and transactions conducted on the platform, the company ran into trouble with authorities for hosting fake and misleading content.
This led to a massive purge of fake users and KOLs using fake users to boost their metrics. The platform was forced to implement a rigrous process for KOLs who must now register to conduct commercial activity on the platform.
Xiao Hong Shu has become one of the most popular platforms among Gen-Z in recent years due to its strong focus on user generated content and community aspects.
However, competitors are appear seemingly left and right, with WeChat jumping into the e-commerce market with its WeChat Mini-Programs and E-Commerce giants like T-Mall adding community based features to their platforms.
While the field is crowded, Xiao Hong Shu offers brands a window into an attractive demographic for brands in the fashion, beauty, and cosmetics industries.
Users often post on Douban to discuss books, movies, music, and events. The landscape on Douban is constantly shifting and trends emerge and die off relatively quickly on the platform.
This is another platform that is often considered to be something similar to a Chinese Reddit. Douban makes it easy for users to book tickets for movies and concerts, download e-books and even listen to their own radio station, douban.
Users can also connect with each other based on similar tastes and interests. Demographically speaking, the platform is used mostly by citizens of Tier 1 and Tier 2 cities.
Douban has a relatively low user base compared to other platforms, primarily because it does not require users to sign-up and create an account to access content.
While this might deter some marketers, this is an incredible platform for promoting more sophisticated and culturally oriented products.
For businesses in the arts, this is one of the most popular platforms for social media marketing in China. SimilarWeb shows that Douban has Douban offers very little in terms of advertising, as they only offer banner ads with a relatively high CPM of RMB.
Brands can also advertise over Douban FM with audio advertisements, similar to traditional radio advertisements. The primary reason users come to Douban is for reviews, ratings, and discussions.
Brands can seize opportunities to change and improve opinions of their brands or products on the platform, but they must also be careful not to aggravate the community as this could have negative consequences.
Brands can create events that are able to get people with the same interests together as a discussion group so that you and the consumers can have authentic interactions with potential customers.
This is another amazing way to gather feedback on your brand from Chinese netizens. Zhihu is a question and answer site just like the English equivalent, Quora.
Zhihu started in a similar fashion to Quora, but it has become much more in recent years. While posts on Quora can be quite lengthy, it is common for posts on Zhihu to be over 5k words and cover incredibly specific questions.
Users often include charts, graphics, and other media to further demonstrate their point and improve the quality of their answers.
Zhihu has also introduced several new features which Quora has yet to emulate, for example:. Thanks to Matt Hartzell for noting these new features!
In terms of demographics, Zhihu users are highly educated, wealthier than average, and concentrated in tier 1 and tier 2 cities.
One important fact to note about both Quora and Zhihu, is that they both have tremendous trust rankings on search engines.
Creating the discussion on these platforms regarding your brand and providing useful information to users on these platforms can greatly improve your presence on search engines.
While advertising in the traditional sense might not be incredibly effective on either platform, providing users with useful content will almost certainly result in some increased brand awareness.
Businesses can answer questions that relate to their industry and post links to their company website or contact form. However, businesses must be careful to not come off as too sales-oriented and self-promotional.
Users accept the presence of links to websites and contact forms in exchange for useful content and contributions to discussions, but outright sales pitches will not fare well.
One way to ensure that your the content you create on this platform is through KOL promotion. While they might not consider themselves as KOLs in the traditional sense, top contributors on Zhihu have managed to gain massive followings on the platform.
Collaborating with these top contributors can help brands to reach their target audience and impart a sense of trust to Zhihu users.
For B2B brands or businesses with very complex products, Zhihu is the ideal platform for social media marketing in China. Especially when products require customers to be educated about the uses, benefits, and features of a product Zhihu is the perfect platform.
What is Zhihu? However, like everything else in China, it offers even more than its Western counterpart.
In , it merged with Meituan a similar service more popular in 2nd and 3rd tier cities. Meituan has changed so much over the last five years it can barely be considered a Chinese social media platform.
However, Meituan services are broken down among 4 apps, that are all linked together, Meituan, Dianping, Maoyan, and Meituan Waimai.
Users can order food directly from within the apps, purchase promotional offers at nearby restaurants for later use, book movie tickets, or participate in group buying.
The service has become so popular that they process over 20 million orders daily, according to Jane Zuo of Meituan-Dianping.
When you search for a restaurant on Dianpang, for example, there are tons of photos that help to give you an idea of what to expect at the restaurant.
These pictures will also often include useful information like restaurant menus, storefronts, and promotional offers. All of this makes Meituan-Dianping the ultimate social media in China for restaurants and other businesses in the Food and Beverage industry.
According to DMR , Dianping has 60 million reviews and 12 billion monthly page views. It has obviously become the largest local review service in China , with a strong focus on restaurants.
The site is still growing bigger due to economic development in China as disposable incomes have begun to increase and expectations for service quality have also increased.
Their revenue comes from advertising and promotional fees for businesses and group buying services. Both services offer powerful location-based targeting which businesses can use to offer promotions to nearby users.
You can read some examples of this here. Toutiao is a news distribution app that focuses on providing all kinds of information using complex algorithms.
The company has over 4, partners producing content daily. The AI will first analyze each user regarding their locations, click and browser history.
Toutiao then recommends the best-fit articles and videos to users accordingly. Toutiao adopts a different style of giving the news to people.
Additionally, they provide short-videos, funny jokes, and featured articles to keep users entertained. Putting ads on Toutiao can have significant effects on brand awareness.
You can gain followers through constant updates and interactions on Toutiao, similar to how many businesses post content on The Medium.
Businesses can open publisher accounts called a Toutiaohao. Administration departments, media organizations, companies, and individual writers are all able to open this type of account which the Toutiao algorithm then distributes to relevant users.
By there were already , Toutiaohao accounts. Douyin has been making some huge waves in , most noticeable is the fact that it is one of the first Chinese social media platforms to obtain popularity abroad.
With its Western counterpart Tik Tok, Douyin has become a force to be reckoned with in the Chinese social media landscape. As of November , the platform had million monthly active users, million daily active users, and an average time spent on the app per user of 52 minutes per day!
The challenge was to transform from an ordinary image to a bad-ass or surprising one. Businesses can use the platform to post advertisements and create content.
This new content format has been giving brands troubles though as short video is not something most companies are familiar with.
We expect brands to get better at creating short videos in most likely with the help of some KOLS. Given the surge in popularity on the platform, we expect this to be one of the most popular platforms for social media marketing in China going forward.
For more information on Tik Tok and how to use it for business check out the blog below:. Momo is an instant messaging app and also the number one dating app in China.
In fact, it is the third largest fully mobile app after WeChat and QQ with Other than that, the company is trying to make the app more than just a dating site by launching a campaign to help homeless cats and dogs in China.
They also launched a new advertising platform for offline retailers. Advertisers can target customers through location-based services as well as standard targeting options based on interests, demographics, etc.
For instance, when users are searching for their potential dates, advertisers can place an ad for a local bar or club with a discount offer on their result sites so as to attract customers to pay a visit.
Momo offers relatively advanced targeting for advertising, as users purposely populate their accounts with their interests and other relevant information to make themselves more attractive to other users.
This makes advertising on Momo very powerful for businesses. Meitu is an app that has been incredibly popular in China for years. It was one of the first apps to bring photo touch-ups to the masses.
Almost all the selfies you see in China now undergo this process. It also allows users to upload these photos directly to other social media platforms.
However, in a recent announcement Meitu has announced that it is going to focus more on the social aspects of Meitu, which has been in beta since May, and plans to expand its offerings and become a full-fledged social media platform.
Marketers throughout China are eagerly awaiting for this platform to fully released as with its massive user base it has the potential to be one of the strongest platforms for social media marketing in China.
Meipai was a pioneer in live video streaming, however, when other companies began to join the fray they saw their market share shrink drastically.
The biggest competitor to Meipai was Douyin. With a similar user base and its skyrocketing popularity, Meipai was unable to keep up.
It attempted to implement a variety of new strategies to boost revenues and save the platform, but ultimately its user base has continued to shrink.
With its user base dropping from million MAU to 98 Million in early Implementing the changes also resulted in several temporary shutdowns of the platform.
All of the inconsistency and negative news resulted in both creators and users leaving the platform. Do you think they look better? Advertising on Meitu is great for brands that focus on female consumers and rely on visuals to promote their brands.
For businesses, Meitu does offer advertising options that brands can take advantage of. The average daily active users rose by 29 percent when there were theme promotion events.
These statistics show that Meitu users have a strong desire for social networking and stickiness to the platform. With the launch of the new platform, businesses will be able to start on the platform with a level playing field, as brands will likely all have to start from square one.
An interesting prospect for companies just getting started with social media marketing in China! Kuaishou was founded in by Hua Xu in Beijing. Kuaishou is one of the many short video sharing and live-streaming apps to gain popularity in It received investment from a number of companies including Sequoia Capital, but its most recent funds came from Tencent in the form a million RMB investment in March As of November , its registered users had already exceeded million.
Users on the platform create, view, and engage with short videos. As of its last reporting in December the platform had million daily active users.
In a study done by QuestMobile in February , it was found that users spent an average of 63 minutes on the app. The videos are able to be played rapidly, keeping users engaged and constantly hungry for new content.
Videos on the platform have a maximum length of 57 seconds, making them easy to watch on mobile and on the go. As of December , Kuaishou introduced a new feature, a game center, that allows users to play games within the same app, trying to pave their way into an all-in-one entertainment app like Wechat.
They recently landed themselves in hot water with the government after users began uploading videos promoting counterfeits and reform after being reported to have users uploading contents such as promoting counterfeits and glorifying the lives of pregnant teenagers.
Started on 11 May , the Chinese Wikipedia currently has 1,, articles and 3,, registered users, of which China completes first spacecraft rendezvous, docking in lunar orbit The ascender of China's Chang'e-5 probe successfully rendezvoused and docked with the orbiter-returner combination in lunar Chinesische Sprachen werden heute von ca.
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