Research Paper Sample on Social Media Landscape in China

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Research Paper Sample on Social Media Landscape in China

Social Media Landscape in China

The social media landscape in China has become a vital part in branding and marketing. Young Chinese people have a distinct online culture that draws influences from all around the world because to their combined access to WeChat, Instagram, and Weibo.

Chinese influencer culture and beauty standards have so kept developing quickly. Influencers provide written and visual material across a variety of platforms with the common objective of engaging their audience; nowadays, they influence the majority, if not all, of real-world and virtual trends.

Waves of online influencer advertising may precede the debut of a much anticipated film or music, and many young people look to influencers for fashion and lifestyle ideas. Influencers are then handsomely compensated to promote companies, especially those with huge fan networks.

The bulk of international social networks, including US heavyweights like Instagram, Twitter, Facebook, and Snapchat, are blocked by China’s internet firewall. WeChat and microblogging services are used in China.

These two programs rule the Chinese social media landscape, with 1 billion and 430 million users per month. The firewall may be circumvented, nevertheless, since many Chinese internet users access international websites via virtual private network software (VPN).

Social Media Landscape in China and Real Time Streaming

Real-time streaming obtained a factor score of 20%, while the service attitude approach received a factor score of 19.5%. Personal branding received a factor score of 23%. The factor score for genuine and true personal communications was 15.6%.

Based on the findings, we hypothesized that personal or individual impact factors, such as personal branding, may influence the dissemination and ubiquity of scientific knowledge among Chinese social media users.

Surprisingly, in China, scientific knowledge and ability were thought of via observation and a direct physical approach before the development of social media and the Internet of Things (IoT).

Additionally, only the male Chinese perceived having scientific knowledge and abilities as an act of inheritance, indicating that the strong ties between scientific knowledge and China’s cultural system and tradition have prevented the spread of scientific information among the Chinese. As a result, the Chinese had less scientific understanding and displayed poorer workmanship.

The Chinese government sees it as appropriate and encouraging to engage with its citizens more on social media in order to further its goals of popularising scientific knowledge among the general public through its political common agenda.

These initiatives are intended to enhance and promote scientific competency, which represents the public goal, and social development to accomplish the goal of society. Social media has nevertheless changed a lot of lives in modern China.

In fact, about half of Chinese citizens are proficient online. In comparison to other nations, millions of Chinese citizens utilize social networking sites like Facebook, Twitter, and Sina Weibo much more effectively.

Social Media Importance in China

There are currently 802 million active internet users in China, according to research by the Chinese government. This represents 57.7% of the total population of the nation.

Comparatively, 78.2% of the people in the US, or 300 million people, utilize the internet. China has a bigger potential for development even if it may not yet have the same level of market penetration.

The astounding degree of mobile adoption in China, where 98% of internet users are Chinese, is even more intriguing. That contrasts with the US’s 73% figure.

With mobile users turning to websites like WeChat and Weibo for the most recent suggestions, testimonies, and advice, Chinese social media has become more instantaneous and dynamic as a result.

Due to the scale of the Chinese consumer market, it is crucial for international firms to invest time and resources into monitoring social media trends.

China is not simply a big market; many popular trends in Asia as a whole also have their origins in China.

Unfortunately, many businesses find it difficult to fully comprehend the Chinese market and are unable to keep up with local trends in real-time.

Look at the controversy and subsequent public apologies over Dolce & Gabbana’s advertising films for its Shanghai 2018 runway show to see this in action.

Mercedes Benz also learned this the hard way. The corporation had to issue an apology to Chinese customers at the beginning of 2018 after using a phrase from the Dalai Lama, who is viewed as a contentious political figure in China.

Chinese social media companies put a lot of effort into getting people on their phones, therefore the platforms are designed with rapid and immediate sharing in mind.

Unfortunately, social listening is hampered by this intense mobile concentration. To monitor and evaluate online conversations about brands, products, and themes, businesses require specialized knowledge.

Chinese Social Media Platforms

Chinese social media startups move up and seize the chance to innovate while western social media platforms like Facebook, Instagram, and Twitter struggle to establish a presence in China. Due to the enormous growth of social media platforms as a result, consumers now have more options.

The Chinese social media ecosystem is more dynamic, with platforms emerging and disappearing on a quicker timetable, as opposed to being controlled by a select few businesses.

Meitu, a photo-editing tool, is an excellent illustration. Meitu switched its focus from straightforward picture editing, enabling users to make updates and communicate in groups, as a result of considerable subscriber attrition in 2017. Meitu has witnessed a tenfold increase in user interaction since the beginning of 2018.

Last but not least, these sizable user bases enable Chinese social media networks to compile a wealth of local content. Users may receive insightful, in-depth material that is suited to their hobbies and region rather than reading impersonal or bland product evaluations.


WeChat, the real social media behemoth in China, has more than 1.06 billion monthly active users (August 2018).

WeChat, which is sometimes referred to as a mix of applications, is comparable to Facebook, Instagram, Skype, Uber, Amazon, and Whatsapp and has interaction with over ten million other apps.

International businesses may now sign up for a subscription and public accounts on WeChat, giving them more methods to advertise content to WeChat consumers.

WeChat is expanding its e-commerce efforts by integrating what it refers to as “micro programs” into its platform to provide services like ride-hailing and discount coupons. The user base of WeChat is enormous, thus this has the potential for tremendous development.

Tencent QQ

Tencent QQ’s instant messaging service continues to rule the Chinese industry with 803.2 million monthly active users as of August 2018.

Like WeChat, Tencent QQ offers a variety of services including games, music, movies, blogging, and group chat. The site has gained tremendous popularity among users under the age of 20 because to this mix of services, attracting a committed user base for this more established platform.

QQ users may exchange links and adverts with their peers thanks to its robust marketing features. A sponsored marketing tool is also available on QQ, allowing customers to pay Tencent to create and share material for their products.

Douyin (TikTok)

Since its original introduction in September 2016, the short-form video app Douyin (also known as TikTok in the worldwide market) has seen a sharp increase in popularity.

By July 2018, 500 million people across the world were using the short-video creation and sharing platform Douyin, which was created in order to facilitate user activity. There are more than 6 million users in the US included in this.

The software Douyin, sometimes dubbed to as a “lip-synching” tool, has gained popularity, especially among younger users who use it to make and share snappy, quick videos filled with jokes and obscure cultural allusions.


Weibo, which was introduced in 2009 by the media business Sina Corporation, is comparable to Twitter. Weibo users must provide facts and ideas in the fewest words possible under a character restriction of 170.

Verified accounts with large following bases include news organizations, organizations, and celebrities, but posts from regular individuals occasionally go viral. Money may be used to alter one’s level of popularity on Weibo.

You may pay to have your posts boosted, much like on Instagram. Weibo also imposes a lot of rules: users struggle to develop popularity without spending money if an account does not have much current value in terms of traffic. Weibo is censored, and users risk offending others who could attack them.

Xiaohongshu (小红书), also known as RED

Another new social media app is called RED. Its transformation differs from that of any other widely used platforms in China. RED was first supposed to take the shape of straightforward blogs where anybody could share their high-quality purchases made anywhere in the globe.

However, it has now evolved into a hub for burgeoning influencers and a marketplace for many highly sought-after things from the postings. Fast-moving consumer products, or FMCG, are best for RED.


We used to like tiny, hazy food photos and hazy selfies on Instagram in the US, as well as on Weibo and WeChat in China. Today, we would probably flick past those without giving them much thought since we are more drawn to photographs that have been expertly altered and provide us with greater aesthetic enjoyment.

Daily changes are made to social media culture. We occasionally take in more data than we are able to comprehend in the form of images, texts, films, and composites of different components.

At the same time as we express our own thoughts, we censor others’. Whether they are influential figures or not, our simple objective is to be heard.