As anticipated, even with regard to social networks, the scenario in China changes. In place of Facebook, Twitter and Instagram, Chinese users essentially use WeChat and Weibo.
With over 1 billion active users, WeChat is the number 1 social network in China. Owned by the giant Tencent, it was born as a messaging platform, but over time it has incorporated more and more aggregate functions to the point of becoming an “all inclusive” App. Users can chat, make reservations (restaurants, taxis, flights, etc.), shop online and follow pages of interest to them. An increasingly popular tool for companies to promote themselves (currently more than 1.5 million are active). WeChat, in fact, allows you to open your own verified official page, a sort of mini-site, and to share contents and information with your followers. In addition, it allows you to send a weekly newsletter to keep them updated. WeChat is an excellent way to increase business reach and brand awareness, exploiting a one-to-one communication dynamics strengthened by word of mouth. One last use of WeChat is the Wallet that allows users to pay for products and services through a digital wallet connected to the credit card, without leaving the App.
The other very important social network in China is Sina Weibo . A mix between Facebook, Instagram and Twitter, Weibo is one of the most used micro-blogging platforms by celebrities, companies and organizations wishing to establish direct communication with end consumers, taking advantage of the one-to-many channel logic. It counts 431 million users, of which 190 million are active daily. Weibo offers various services, including traditional social activities (post sharing, videos, images, external links), but also the creation of micro-blogs, instant messaging and the ability to follow trends, brands and KOL (Key Opinion Leader, Influencer). Because of these characteristics, Weibo is also a platform used to search for real-time information on brands, products or people.