A Summary of China's Social Media Marketing in 2020
BY Shine HuJan 11, 2021
Brands should pay attention to private traffic maintenance on WeChat. Mini Program and WeChat Moment advertisements are two potential sectors. The marketing focus on Weibo is to use hot topics and celebrity effects to help brands reach different consumer groups. Brands can use various functions of Douyin (TikTok), including setting up stores, KOL live-streaming, challenges, and topic discussions to enhance the brand influence among consumers. We recommend beauty cosmetics brands to pool resources on Xiaohongshu. We also encourage maternal and child brands to start strategy initiatives on this platform.

The Chinese internet advertising market size shows an upward trend.

Under the pandemic impact, China’s internet advertising market size in 2020 Q1 decreased by 19.9% year-on-year, but it rebounded rapidly in Q2, rising by 18.7%.


Source: Questmobile

Weibo, WeChat and Douyin (TikTok) are the most popular platforms.


Source: Weiboyi, September 2020

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Shine Hu
ChemLinked Research Analyst
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