Chinese KOL – The 10 Social Media Platforms they use the most

Advice marketing is a hot topic in China. With all the production and fake import scandals (sometimes with lethal outcomes), consumers are not so trusting of official advertisements in China anymore. Instead they prefer to follow what other fellow consumers are saying and doing. As a result, providing advice to others has developed into a well-paid job and simply having an opinion has become a paid-for service. By forming a new type of marketing – Key Opinion Leader marketing (KOL marketing), China is now one of the most popular places for brands to use these types of services. Today we would like to talk about where to look for Chinese KOLs, the types of Social media platforms they use, and the best social media platforms out there for Chinese consumers, as well as answer the most frequently asked questions about those platforms.

10. Nice

Q: What type of media is it?

A: Photo sharing

Q: How many registered users does it have?

A: 30 million

Main Capabilities and Functions:

NICE is a social software based on images and tags.

Photo + tag play makes photos more meaningful. The social element of the software allows you to meet people who share a common lifestyle or have a common interest. Take a photo – Select a filter effect – Select a sticker – Tag photos – Post. At the same time, the photos can be automatically saved in the album at the same time, and can also be synchronized to Weibo, WeChat, and QQ Zone with one click.The home page is basically an all in-one space where you can send pushes, navigate, search, and send messages. Nice has all types of filters, stickers and other functions to make your photos fun, however it’s core feature is adding tags, especially to places and people

Q: Who are its main users?

  1. Young people.
  2. Mostly female.


9. Youku

Q: What type of media is it?

A: Video

Q: How many registered users does it have?

A: 580 million

Main Abilities and Functions:  

Youku was founded on June 21, 2006, is a video platform run by the Youku Group of Alibaba. Currently, Youku and Tudou are two major video platforms covering more than 580 million multi-screen terminals with a daily playback volume of 1.18 billion. They can be viewed via PC, TV, and mobile phones. Both platforms are copyrighted, compatible, self-channeled, and support VR and live broadcasts. Youku covers memberships, games, payments, smart hardware, content production, and announcements.

Q: Who uses it mostly?

Most users are in the 20-40 age range


 


 

 

8. Meili Meizhuang

Q: What type of media is it?

A: Live Streaming   

Q: How many registered users are there?

A: unknown 

Main Abilities and Functions:

Meili Meizhuang is a beauty video app. It is a live interactive platform for beauty and makeup enthusiasts, featuring hundreds of beauty makeup stars, serving up thousands upon thousands of makeup video tutorials. Meili Meizhuang teaches users how to take care of their skin, put on make up both for everyday use and special situations, and be creative with their makeup by adding concepts such as amine and Korean styles.


 

7. Inke

Q: What type of media is it?

A: Live Streaming  

Q: How many registered users does it have?

A: 140 million

Main Abilities and Functions:

Inke is a brand new real-time live broadcast media platform developed by Beijing Honeywell Network Technology Co., Ltd, with a minimal product design and new dynamic peer-to-peer mode. Inke users are experiencing a truly interactive era of live broadcasting. Anyone can watch broadcasts or broadcast themselves, send and receive gifts (that are purchased with real money and can be cashed out and transferred to a bank account). Users can broadcast to an open public or a private group.

Q: Who uses it mostly?

  1. The majority of the users are young people.
  2. Male users outnumber female users.


6. Yizhibo

Q: What type of media is it?

A: Live Streaming     

Q: How many registered users are there?

A: unknown

Main Abilities and Functions:

Officially launched On May 13, 2016, Yizhibo teamed up with Weibo as a live broadcast strategic partner to support the live broadcast function of Weibo.

YIzhibo has more or less the same functions as Inke. Selecting an Avatar on YIzhibo is crucial, as it may affect how many people join the live “room”, so its in the users’ interest spend some time perfecting their Avatar!

Q: Who uses it mostly?   


5. Xiaohongshu

Q: What type of media is it?

A: Shopping and product reviews

Q: How many registered users are there?

A: 70 million

Xiao Hong Shu is an online community. It is also a cross-border e-commerce business, a sharing platform, and a reputation database. The users of Xiao Hong Shu are both consumers and sharers, and they are also good partners in the industry. Users can buy products on the app, and enjoy the benefits of cross-border business in China. One other important function it has is review writing. Xiao Hong Shu has become one of the most famous review marketing platforms in China’s digital age.

Q: Who uses it mostly?   

  1. The majority of the users are young people.
  2. Female users outnumber male users.


4. Meipai

Q: What type of media is it?

A: Short Video + Livestream

Q: How many registered users are there?

A: 140 million 

Main Abilities and Functions:

Mei Pai is a favorite software application for young people who love to broadcast live and make small videos including beauty content, talent shows, food shows, music, hot topics, and original and funny videos. After its launch in May 2014, the company won the #1 Free App Store Championship for 24 consecutive days, and became the number one non-game download of the App Store worldwide. These day there is even a Mei University that teaches you how to shoot videos.

Q: Who uses it mostly?

  1. 65% of Meipai users are under the age of 24.
  2. Meipai users are mostly female.


3. Douyin

Q: What type of media is it?

A: Short Videos

Q: How many registered users?

A: 1 billion

Douyin is a social software application used to shoot short videos. The software was launched in September 2016 and is a 15-second short video community that focuses on young people. Users can use this software to select songs, shoot 15 seconds of short video, form their own MV works and share with their friends or followers. This APP has been launched on Android’s major app stores and the APP Store.

Q: Who uses it mostly?                                     

  1. The majority of the users are young people.
  2. There are more female users than male users.


 

2. Weibo

 Q: What type of media is it?

 A: Blog

Q: How many registered users are there?

A: 400 million

Weibo, the abbreviation of MicroBlog, is a blogging platform used for social networking and sharing short messages in real-time.

Main Abilities and Functions:

  • Post content. Originally a text of no more than 140 characters to talk about what you are doing, and thinking about. Then click Publish. Your first Weibo post is published successfully. – Weibo has now lifted the 140 word limit.
  • Keep up with friends. Weibo is a tool for communication. You can follow the people or organizations you are interested in, and view their updates at any time. Others can follow you as well, which is how users build up their fan base.
  • Increase attention. How do you make more people pay attention to you? In addition to updating, you can discuss the most popular topics and pay more attention to others. You can also confirm your ID by filling in as much personal information as possible. For example, your location, your blog, your profile, etc.
  • @ mentioned. The @ symbol in Weibo it means “to say to someone”, just add a @ before the Weibo user nickname, and add a space or punctuation after the nickname, so that he (or her ) can see. This works in a similar way to many western platforms.
  • Comments forwarded. You can comment on posts sent by others, and you can also forward other people’s posts. For more privacy, you can chat through private messages.
  • Mobile posting. You can also use your phone to log into Weibo via the Weibo app.
  • More exploration. Weibo also has a lot of fun features, such as the acquisition of medals, and adding applications, Weibo Square is the place to view them, and it’s a lot of fun to participate in microblogging activities.

Q: Who uses it mostly?

 


1. WeChat

Q: What type of media is it?

A: Instant Messenger + Photo/Video Timeline sharing

Q: How many registered users are they?

A:1 billion

Main Abilities and Functions:

WeChat is a chat tool launched by Tencent, originally to send voice messages, videos, pictures and texts over the Internet. It can support multi-group chats, and users can use WeChat and friends to form more fun communications such as SMS, MMS, GIF, Video calls etc. The WeChat software itself is completely free of charge, and no fee will be charged for using any of the features. The Internet traffic charges generated by WeChat are charged by the network operator.

Adding WeChat friends and where your friends come from

Searching by phone number, scanning a friend’s WeChat QR code or QR code on a business card, adding from the QQ friends list, adding from the mobile phone contact list, or shaking your phone using the “find people nearby” function – are the most common ways to generate your friend circle.

The most common messaging feature is “instant voice message” and a walkie-talkie, video chats, and Wechat calls.

Your own photo and video timeline or “Moment”.

Wechat has given every user a “wall” – a space where you share the “moments” of your life – photos, videos, posts, music etc. Only your confirmed friends will see it, which makes wechat a more “closed” platform.

Business functions.

Wechat is widely used for business promotion, as it allows you to create business accounts and add your followers, or future followers to this account. Many accounts have a special purpose – deals, sign-ups, blogs, while others contain general company info with a live blog.

WeChat also has a number of mini-apps allowing people to use the partner services. Calling a taxi, booking appointments in hospitals, paying bills, it’s all possible on WeChat!

WeChat pay. The reason why wechat has gone wild in China is its easy payment system. By scanning a WeChat QR code you can pay via your WeChat wallet (attached bank account).

Who uses it? 

  1. More than 80% of WeChat users are under the age of 50.
  2. Middle-aged and elderly users are increasing year by year.

 

 

 

Kate CHERNAVINAChinese KOL – The 10 Social Media Platforms they use the most