Ever wonder what’s going on with social media on the other side of the world? In China, I mean. It’s a completely different universe.
Forget about scrolling through Facebook or Instagram. The apps people are glued to over there are something else entirely.
For anyone looking at the Chinese market in 2025, or just curious, getting a grip on these platforms is a must.
It’s a world where social, shopping, and life get all mixed up into one big digital thing. And it’s moving fast.
The Big Players: What’s Still Ruling Chinese Social Media?
You can’t talk about Chinese apps without mentioning the giants. These aren’t just apps; they are ecosystems.
They’ve been around for a while, but they keep changing, adding new features. It is these features that keep people hooked.
They are so baked into daily life, it’s hard to imagine getting by without them. This is something that is not always understood outside of China.
WeChat: The Everything App
WeChat is the big one. The boss. It started as a messaging app, kind of like WhatsApp. Now? It’s basically the internet for China.
You chat with friends, sure. But you also pay for your groceries, book a doctor’s appointment, and read news from official brand accounts.
It is considered to be the main operating system for daily life. Companies have “mini-programs” inside WeChat, which are like tiny apps that you don’t need to download.
For many Chinese users, if something isn’t on WeChat, it might as well not exist. It’s that central to everything.
Douyin (TikTok’s Twin): More Than Just Dance Videos
You know TikTok. Well, Douyin is its original Chinese version, and it’s on another level. It’s still all about short videos.
But the e-commerce side of it is massive. You can watch a livestream of a farmer selling oranges and buy a bag right there from the video.
It’s a huge engine for commerce and trends. What gets popular on Douyin can shape what people buy across the country.
The algorithm is super powerful, it shows you stuff you didn’t even know you wanted to see. Generally, it’s for entertainment and shopping.
Weibo: The Public Square
Think of Weibo as a mix of Twitter and a news feed. It’s where public conversations happen. Very fast-paced and open.
Celebrities, brands, and news outlets use it to post updates. It is where trends go viral and scandals break.
Hashtags, or “hot topics,” are a huge deal. Making it to the top of the trending list is a big win for any brand.
It’s a bit more chaotic than the others, but it’s the pulse of what’s happening in pop culture and society right now.
Xiaohongshu (Little Red Book): Where Lifestyle and Shopping Meet
Okay, so this one is really interesting for anyone selling stuff. Xiaohongshu, or “Little Red Book,” is where aesthetics and buying decisions live.
Imagine if Instagram, Pinterest, and product reviews all had a baby. That’s Xiaohongshu. It’s incredibly visual.
Users post high-quality photos and detailed posts about products. Things like skincare routines, travel diaries, fashion finds, and cool gadgets.
The community trusts the reviews on here. A product that gets a lot of good posts on Xiaohongshu can see its sales shoot up.
Brands can’t just run ads; they need real people to post real-looking content. Authenticity, or the look of it, is everything.
The platform’s user base is mostly younger women who are ready to spend money on things that improve their lifestyle.
Beyond the Mainstream: Other Chinese Apps to Watch in 2025
It’s not just about the big three or four. There are other platforms that cater to specific groups and interests.
These apps are where you find dedicated communities. People who are really into certain hobbies or topics gather here.
Bilibili: This is the home for China’s youth culture. It started with anime, comics, and games (ACG) but has grown a lot. It’s a video platform, a bit like YouTube. It’s known for its user-generated content, long-form videos, and a unique “bullet comment” feature where comments fly across the screen.
Zhihu: This is basically China’s version of Quora. It’s where people go for serious answers and in-depth discussions. If you’re selling a complicated product or service, having experts talk about it on Zhihu can build a lot of credibility. It’s for a more educated, curious audience.
Kuaishou: This is another short-video app, a big competitor to Douyin. Typically, its content is seen as more “real” or “raw,” often showing life in smaller cities and rural areas. It has a massive, loyal user base and is also a big player in e-commerce livestreaming.
These niche platforms can be super effective if your product fits their audience. You can connect with a very specific group of people.
So, What’s the Big Deal for Businesses? Marketing in China’s Digital World
Trying to sell in China means you have to play by their rules, on their platforms. You can’t just translate your Western marketing materials.
The entire way people discover and buy products is different. It’s social commerce. People see it, they like it, they buy it. All within one app.
Here are a few things to keep in mind:
KOLs are King: Key Opinion Leaders (or influencers) are huge. A recommendation from the right KOL can do more than a massive ad campaign.
Livestreaming is a Sport: Livestreaming e-commerce is not a small thing. Top streamers can sell millions of dollars worth of products in a few hours. It’s part entertainment, part shopping channel.
Community is Everything: You need to build a community. Brands use WeChat groups and Xiaohongshu posts to talk directly to their customers and get feedback.
Content Must Be Local: Your content needs to fit the local culture, trends, and language. A direct translation will almost always fail. It just feels weird and out of place.
It’s a different game. You need a specific strategy for each app. What works on Weibo won’t work on Xiaohongshu.
Frequently Asked Questions about Chinese Social Media Apps
1. Can I use Facebook, Instagram, or Google in China?
Normally, no. These services are blocked by China’s internet firewall. To access them, you would need a VPN, which has its own set of rules and limitations.
2. What is the most popular social media app in China?
WeChat is the most popular by far, with over a billion users. It’s used for almost everything in daily life, not just socializing.
3. Is Douyin the same thing as TikTok?
They are owned by the same company, ByteDance, and look similar, but they are separate apps. They run on different servers and have different content and features. Douyin is much more integrated with e-commerce.
4. How do people pay for things on these apps?
Payment is usually handled through WeChat Pay or Alipay. These digital wallets are linked to a user’s bank account and are built directly into the apps, making it super easy to buy something with a click.
5. Do I need a Chinese business license to market on these platforms?
Yes, for most official marketing activities like running brand accounts or advertising, you will need a Chinese business license. It’s a complicated process and often requires working with a local partner.
Key Takeaways
China’s social media is a separate world from the West. Don’t assume anything works the same way.
WeChat is the base for everything, a “super app” that combines chat, payments, and services.
Douyin and Xiaohongshu are where commerce and content collide. They drive trends and sales.
Marketing in China requires a very local approach, focused on KOLs, livestreaming, and community building.
You cannot just reuse your global marketing strategy. You have to create something new specifically for the Chinese market.
