How to Promote your Brand on Social Media in China

As a business, you know that social media is one of the most effective ways to reach new customers and promote your brand. However, when it comes to promoting your brand on Chinese Social Media, there are a few things you need to keep in mind. In this post, we’ll take a look at some of the best ways to promote your brand on social media in China.

Social Media in China

Using Social Media in China is one of the keys to success in the country. In China, more than anywhere else, Chinese users spend more time online and because of that, companies have to deepen their knowledge about social media networks. As reported by OgilvyOne, over 55% of Chinese users had participated in online discussions about brands, and those discussions are able to directly affect businesses.

social media in China
Some of the most used social media in China

Nowadays, the importance of understanding what customers are saying about a brand through social media networks has become the only way to be truly visible and stand out from the crowd.

Content is the Basis of all Social Media strategies in China!

Did you know that content is the key to social media success in China? That’s right, without quality content, your social media strategy won’t get very far. So let’s have a look at China’s most popular social media and the type of content that is expected (allowed) there

Social Media in China: WeChat Marketing

In 2020, Wechat counted over 1,2 Billion Monthly Users and is the first App used in China. WeChat has to be considered by brands seeking to engage consumers directly. The platform allows brands to target ads according to age, gender, and region in order to reach more potential customers. One of the most common strategies in Wechat is to offer unique content and access to special offers. Through this strategy, brands have a positive impact on consumer loyalty and help to increase brand reputation.

In April 2020, the app launched a new feature called “buy now, pay later”, helping the already growing-eCommerce segment inside WeChat become even more powerful. The feature allows users to delay their payment according to a sort of social rating system. Higher scores let users receive microloans from WeChat.

When brands are planning their marketing strategies, they should consider these different points:

  • WeChat Content

WeChat is totally different from the Western Social network. If you want to reach a lot of Chinese customers you have to adapt your content to their needs. Chinese customers look for rich, authentic, and relevant content. They are tired to see the same content. So, for an efficient WeChat campaign, you have to work on your content. The WeChat content marketing must be consistently good.

Like Facebook, Twitter, Instagram…etc, on Wechat you can also make a post. This feature allows you to share all your services or products with all your followers. This is a great way to increase your visibility and engage more customers because they are very interested in innovative and creative posts. You can publish 5 types of content such as video, text, audio, picture, and pictures with text. Actually, many brands incorporate H5 pages into their posts and official accounts. in order to optimize their WeChat and increase the quality of user experience.

  • Group Promotion

After the publication of your content, you have to promote it in your Community through some Wechat groups. It’s always important to be a member of some groups. You can also create your own group but make sure you have a lot of followers

If you want to succeed in your business in China, it is essential to have a sensitive and effective presence on social networks.  It’s important to understand how WeChat work and the subtleties of this mobile application.

The most familiar way for advertising on Wechat is to promote on WeChat Moments. WeChat moment ads were launched in early 2015. WeChat Advertising is the most effective way to increase engagement in China on the nation’s number one social media tool.

chinese social media - wechat miniprograms

E-commerce through WeChat mini-programs reached an incredible performance in 2020. WeChat users spent a total amount of 1,6 trillion yuan in 2020, the double-spent in 2019. Mini Games are the protagonists in the mini-programs eco-system, able to attract categories of consumers: China’s Tier 3 cities, women, and middle-aged users (according to WeChat data).

Promote your Brand on Chinese Social Media with Sina Weibo

Another popular social platform is the microblogging website called Sina Weibo. This platform is known as “Chinese Twitter” due to its similar aspect. The same as Twitter, allows members to post 140 characters including videos, pictures, and links.

Sina Weibo has around 520 million monthly and 230 million daily active users. It is ideal for brands in order to get customers’ feedback, engage in conversations with members, and promote themselves.

Since people usually go on Weibo to keep up to date on trends, news, and KOLs’ life. Brands must create marketing campaigns that are consistent with this kind of communication.

Furthermore, brands have to focus their efforts on creating relevant and highly shareable content because posts on Weibo have much more chances to become viral than long articles on WeChat. 

Weibo, one of the Chinese most famous social networks, is a must-know tool for marketers who want to engage in the Chinese digital marketing area. However, to do advertising on Weibo is not easy thing due to its various ad options and functions.

There are 4 types of Weibo advertising:

  1. Banner Advertisements: It’s more like a backlink that leads you to the advertiser’s homepage when you click it.
  2. Weibo Search Engine Promotion: It’s a Weibo search bar that provides the hot search list and the ads search keyword will be listed on the top within the tag “promotion”
  3. Fan Headline (“Fanstop”): a popular option for advertising on Weibo, it will help to promote your account or the content you post on Weibo directly or via other famous Accounts.
  4. Fan Tunnel: It could help you target a much larger group of Weibo users. It is not hard to understand because it is based on the whole of Weibo’s users.
  • KOL Campaign on Sina Weibo

Influencer marketing in China is changing because now new players are taking part in this new trend. You can call them KOL (Key Opinion Leaders) or bloggers, they are the new biggest influencers in China. The performance of KOLs is closely related to their engagement with their followers. They are able to influence a lot of customers’ decisions just through their articles, posts, videos, or comments about a brand or product.

Social Media in China: The QZone

chinese social media - qq

QZone is one of the most successful social networking websites in China with more than 600 million users. This platform allows users to write blogs, watch videos, send photos, and listen to music.

Qzone is an attractive social network for brands due to its flexibility. Companies can customize pages, integrate multimedia content and applications, and also they can create fully customizable microsites.

Through this platform, brands have the chance to create original experiences for their consumers.

Social media has become essential in the Chinese lifestyle. Consumers use these platforms to find and share information and opinions about products and services.

For businesses with a presence in China, including social media platforms in their marketing strategies is an effective way to engage with consumers. Social networks are also useful to develop consumer research, launch products, and managing crises.

Little Red Book’: An E-commerce Shopping App for Foreign Products

“Little Red Book” is a social e-commerce shopping app with the aim to target Chinese women aged between 18 and 35 years old. This platform helps users discover and buy luxury products from overseas, share shopping tips, and swap fashion ideas. With more than 15 million active users and sales of 700 million RMB by the end of September, the app has considerably gained the attention of shoppers and investors both in China and abroad.

Read: Little Red Book Guide

chinese social media - little red book

The site has good partnerships with many U.S., Japanese, and Korean brands, including Japanese skincare company SK-II, designers Vivienne Westwood and Anna Sui, and nutrition company GNC. Moreover, RED also has mini guidebooks for shopping in the U.S., France, and other fashion Shops.

The way to work on this platform can be compared to the marketing strategy applied to western social media Instagram. Companies must rely on Key Opinion Consumers (micro-influencers) for being successful on it since the app, before being an eCommerce platform, is a User Generated Content app. LRB users, in fact, love to follow other people’s lives, watch make-up video tutorials, or have amazing travel experiences they can live to. So, natural content and spontaneous tips about products are more welcome than in typical marketing campaigns, such as those you can find on Weibo.

Douyin: the protagonist of the video-sharing era

chinese social media - Douyin (tiktok)

In recent years, short videos have become the favorite way to share content with users around the world. The engagement rate rises according to this new way of sharing content. But is maybe the market entry of Douyin that has changed the rules of the “social media marketing game”?

Maybe it is, considering that the western version of Douyin’s “TikTok” has become one of the favorite social media in many countries outside of China. The key to its success is not only the introduction of a new format, which is the shortness of the video but the particular possibility of editing a video with numerous tools. This element has been able to stimulate the creativity of the users that love to generate content in the app.

Marketing tips for brands on Douyin

There are no fixed rules in this big game called Douyin, it is demonstrated that users with few followers and little content have been able to sell a huge amount of products just with the luckiness of having shared a video that becomes viral.

However, here are some suggestions to increase the chances to make your videos become viral and your brand popular:

  • get a verified account to make your brand look more reliable
  • post a lot of content, on one hand, enhance the possibility of connecting with new users, on the other, grow your engagement rate
  • Working with Key Opinion Consumers or micro-influencers rather than Key Opinion Leaders can be more convenient. Considering that unknown products have been sold on Douyin just thanks to a video that becomes viral and nothing else, you should rely on many good content creators with high engagement rates, giving them free products
  • Open a Douyin store. Doing it can be useful because let the whole purchasing process becomes easier. Recently, Douyin has also added the Douyin Wallet to simplify the journey even more. By the way, you can just link your account to your Taobao online store (Taobao is investing in Douyin for acquiring traffic) or
  • add links and banners that address users to your online stores. Your brand and also other users (so, also KOCs and KOLs) can add the link during the whole video or a full-screen banner at the end of it.
  • personalize your content with Douyin’s unique features such as customized stickers or hashtag challenges.
  • adapt the content to your target. The target of Douyin in China is very young too. The majority of Douyin users are young females that love to watch educational videos rather than funny ones. This is an important difference with the western use to take into consideration.

Zhihu Marketing: more than just Q&A

chinese social media & q&a - Zhihu

Launched in December 2010, Zhihu is a Chinese question-and-answer website for Chinese internet users who want to seek expert insights into various areas. Basically started as an invitation-only Q&A platform for tech-savvy and entrepreneurial minds, it opened registration in 2013 to everyone. Since then, its topics have diversified to cover popular topics from movies, games, and culture, as well as IT and finance.

2016 was an important transition for Zhihu: they were able to monetize through the launch of new services, including institutional accounts, ads, cooperation with bookstores, and Zhihu Live.


Live streaming is now very popular among young Chinese who view it as an easy way to become famous and make lots of money. Then, there is Meipai, China’s popular short video service operated by the Hong Kong-listed selfie touch-up app Meitu.

Chinese internet users are attracted to live streaming with the prospect of making lots of money. For example, Papi Jiang, one of China’s top online celebrities, made over 50 million yuan (U$7.56 million) in 2016 by posting short videos to entertain her 25.76 million followers on Weibo.

Our Social Media in China Cases Studies


WeWOOD Watches are 100% Natural wood watches made from reclaimed and repurposed woods of various varieties from around the world.


  • WeChat: 4 articles that gained 1984 quality followers, 5 906  views per month.
  • WeChat store 13 watches sold per month.
  • Weibo had 15 posts & 1 event which gained a total of 1 173 followers, 254 525 views, 794  shares, 647 comments, and 366  likes.
  • E-reputation 4 posts on different quality social platforms and 2 press releases on 8 top popular media.
  • Little Red Book A new store opened in the little red book.

Les Georgettes

Les Georgettes, a French brand of bracelets with interchangeable leathers creates your bracelet according to your desires.


Missions & Results:

We will continue to interact with related followers

Targeted Promotion

Kol promotion is one of the most effective ways to spread brand awareness.

Keep KOL promotion

Target audiences love to engage with us

Good Engagement

Now we have good results for E-reputation


for more case studies, just click here.

Need a Social Media Agency in China?

gma - DIgital Marketing Agency China

If you are interested in increasing the presence of your Brand in China, don’t hesitate to contact us.


  • We utilize Smarp to track our United States social media engagement. Is it possible to integrate Wechat with Smarp or hootsuit? or other?

  • The internet in China works different so how would my website be safe and honored by the chinese government. What actions do I need to take for my website to be secure especially after using marketing company via wechat, qq, you, and some of the newer platforms

  • What is the right strategy promote product to china in 2019?

  • Dear Friend, my company name POWER IT SOLUTIONS is specialized for BIS , WPC, TEC , ISI and many more lab testing, registration and certification services in INDIA . I help MANUFACTURER , IMPORTER AND BRAND IN INDIA , CHINA AND ABROAD WHO WANT TO SELL THEIR PRODUCTS IN INDIA.

    Would like to promote my company services in CHINA via CHINA SEO or some other mode

  • Do you use Toutiao to Promote Fashion Brand in China?

    • Olivier

      Hello Arthur,
      Yes we can use it for young target, it is possible.

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  • Mickeal

    What are the best Social Media promotion tools in China ?
    Do they use hubspot or other ?

    • greereporter

      Not they do not use Software to program publication, or it does not work like with Facebook Instagram and twitter

  • I am an English teacher based out of Dallas, Texas. I have my own website. Is it possible for me to reach through possible students through your marketing? My QQ: 3396883165. WeChat id: Jack2147365989 Skype: ABAACORP. Thanks

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  • Hi brother…

    We are local company in bali indonesia, our products are luwak coffee n chocolate. our customers are china tourist.

    So if i want to promote our products on social media in china , maybe like facebook.
    When people of china come to bali , they can see my product on their own social media , and i will pay when they click it.

    And what the best social media we will used to promote our products in china . Wechat/renren/weibo ?


    Wechat / whatsapp : +62 819 233 666

    • Olivier

      Contact us Please … We will explain in 2018 what you should do in China, what goos social Media marketing strategy …

  • Very interesting information. In 2016, QQ is still used by Chinese ?

    • Olivier

      Yes They use qq on PC usually (and some on Mobile from China small cities)

  • Dear Oliver,

    I have just launched a cosmetic line in the UK. How do I promote this in China?

    Thank you

    • Olivier

      Hello Rachel,
      Launch your brand on Chinese social Media, Wechat weibo first and see how Consumers react.
      We can help you to do everything if you need. Contact us and let speak about this on Phone.

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  • Hi Oliver,
    Nice to get good information.
    Here I am from nepal.i do work in tourism business as paragliding pilot,run small guest house,run travel youth hostel and local ngo as voluntary point is I do have 1500 friends in we chat and lot more in group chat.still I am wondering how to go inside Chinese tourist needs..

    • Olivier

      hi Prem,
      Social Media will not help you (beacuse you are a Travel Agency) SEO and SEM will. contact us to know more about the best solution for you.

  • Maria Teresa


    Very interesting. Thank you for sharing. I have a friend who is about to launch her perfumes in China. I wonder if she can contact you.



  • Hi there,

    We are a new Australian exporting company of Australian Made Milk Powder into China. Our biggest issue at the moment is marketing and promoting our product in China.

    What is the best way of doing this via social media or any other advice would be helpful.



    • Olivier

      Hi Damian,

      Drop us an e-mail and we will see what we can do together!

  • Hi Olivier,
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  • Hello Henry, you have all pricing for KOL from 500$ to 1M dollars 🙂

  • Are WeChat KOL efficient in China? Do you have idea of Price for the publication?

  • Olivier

    Everybody use WeChat in China now .

  • Wechat is not the first app that China used. And not just small cities in China use QQ on mobile phones.

  • Olivier

    Thank you for this Message Laura… haha

  • .

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