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Top New Social Media platforms in China and Content Strategy in 2021

Updated: Nov 2, 2021

SODA Global Marketing China market focus, experiential marketing agency/consulting, who help you to launch business in China, Chinese network/digital/online/B2B marketing and China e-commerce and social media marketing management.Website:

Social Media in China

What is China’s latest social media? To promote your brand widely in China, it is important to fully engage in the most popular Chinese social media. If you are merchants who interested in the Chinese market, you are on the right page to discover more social media strategies except WeChat and Weibo marketing.

There are tons of social media platforms in China with 971.29 million active users, and they are still increasing. According to the data of Statista, the number of Chinese social network users will reach 1135.13 million by 2025. Social media marketing in China is very helpful to increase brand awareness. In addition to the well-known Sina Weibo and WeChat, this article will introduce two emerging social media platforms- Xiaohongshu (Little Red Book) and Zhihu.


Some people already know Xiaohongshu's name, but not sure how to make use of Xiaohongshu to make money and promote content on Xiaohongshu's APP.

Xiaohongshu is also known as Little RedBook or RED is a Chinese social media and e-commerce platform that allows its user to share lifestyles, review luxury and foreign products, suggest traveling tips. Xiaohongshu is like a mixture of Pinterest and Instagram.

Xiaohongshu is also an e-commerce platform, which allows its users to purchase products and services directly from merchants. This app officially partnered with lots of international brands and trusted among Chinese consumers.

Who use Xiaohongshu (Little RedBook/ Red)

Most of the users on Xiaohongshu are young females from 16 to 35 years old, lived in 1st and 2nd tier cities in China. 60% of recent registers were born after 1998, and the user group image is slowly extending to 3rd and 4th-tier cities.

The commercial value of Xiaohongshu/ Little RedBook/ Red

Xiaohongshu has become a pre-purchase journey for Chinese consumers. When they make purchasing decisions, people always search for recommendations and reviews on Xiaohongshu as the first step. Some people just use Xiaohongshu for ‘window shopping, looking for lifestyle inspiration such as daily outfits, hairstyles, cosmetics, health, fitness, home decoration, etc.


You may not know Zhihu yet! Maybe you want to ask How does Zhihu make money? Is Zhihu popular?

Absolutely yes! Zhihu is the Chinese equivalent of the Quora in the US. This platform allows its users to ask questions and get answers from the community. Zhihu may not be as well known outside of China as WeChat and Weibo, but over the past years, it has become one of the most trustworthy social media platforms among the Chinese.

Who use Zhihu?

The users of Zhihu are composed of educated individuals, about 80% of Zhihu’ s users are bachelor’s degrees or above. That means the main consumer base of Zhihu is educated and highly engaged users. Additionally, most of the users are between 20 and 35 years old. According to the data of, 35% of its users earn more than 15,000RMB per month. Therefore, the users of Zhihu are both educated and have purchasing ability. They are the target audience for marketers.

Zhihu users tend to be typically indispensable thinkers. Their common spent time daily on Zhihu is about 1 hour. Users are greater to focus on a specific topic and willing to read the posts they are interested in. So the operation of Zhihu marketing of your products or services should be unique from the way you promote it on WeChat, Weibo, etc.

The Commercial Value of Zhihu

The Zhihu community interacts with knowledge, information, and personal experience that could affect the consumer s purchasing decisions before they make a payment to a product or service.

Zhihu is an effective tool to improve your SEO(search engine Optimization) because of its strong domain authority on Baidu. Thus, developing your strategy and increasing brand awareness on Zhihu will increase the chances to get displayed on Baidu SERP as well as the visibility.

Zhihu Zhuanlan is also one important tool. When your content contributes a lot to your industry, then you can register one Zhuanlan owner for your topic creation.

Social Media Marketing Content Strategy

Tracking on Current Popular Trends

It is important to know what the popular topics online currently. Your social media content should engage the latest trends to increase the exposure rate. For example, by using Google Trends, I found out the current popular topics in the US are about:

  • BET awards 2021

  • Bucks

  • Harris English

  • Belgium vs. Portugal

  • Gwen Berry

  • Mykayla Skinner

  • Brazil vs. Ecuador

  • Mike Gravel

  • Bubba Watson

  • Chainsaw Man

There is the same trends tool in China called Baidu Resou. You can identity what Chinese are searching online now!


Zhihu and Xiaohongshu are two effective social media platforms in China. This can bring lots of opportunities for companies. Companies that are on Zhihu or Xiaohongshu(Little Red Book/ RED) are able to increase awareness around their brand authentically by building a relationship with their target market. SODA Global Marketing provides one station marketing and sales service, which includes China company registration, Chinese social media marketing, Chinese Press Release and Public Relations, and Chinese E-commerce listing and distribution. If you want to learn more about social media marketing in China, please visit our website at for consultation.


Jeff Smith
Jeff Smith

This blog is really useful for those who want to grow in the Chinese market. Full of knowledge.

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