China has various social media platforms. Due to different functions and market positioning, users from each social media platform vary from others. For example, WeChat is more like a tool to build and maintain social relationships and networking; Little Red Book resembles an online community where users will share products experience voluntarily; some products can gain a good reputation and word-of-mouth spread as a result of this.

Doing content marketing on social media helps brands attract traffic, increase exposure, and raise consumer's awareness. However, there are many differences and hidden game rules among different platforms.