August 20, 2025
Social Media in China
What’s trending, what’s blocked — and how to make sense of it all.
Social media in China is an entirely different ecosystem. From short videos and super-apps to censorship and trends, this guide helps you understand how people connect, express, and consume content in China.
Section 1: The Chinese Social Media Landscape
Get to know the platforms
China’s “everything app” — messaging, payments, social feeds, and more.
WeChat isn’t just for chatting. It’s how people pay for food, book taxis, post daily updates, and even access government services. Think of it as WhatsApp + PayPal + Facebook + Uber — all in one.
China’s version of Twitter — fast, loud, and celebrity-driven.
Weibo is where trending topics break out. From entertainment gossip to national news, this is where millions follow hashtags, debate, and share opinions — under the watchful eye of moderation.
Douyin
The original TikTok — short videos with a Chinese twist.
Douyin came before TikTok and is still more feature-rich. It’s packed with lifestyle content, viral dances, street food tours, and even livestream shopping — all tightly localized for Chinese audiences.
Xiaohongshu
Part Instagram, part Amazon — discover, share, and shop.
Xiaohongshu blends user-generated lifestyle content with product discovery. It’s the go-to platform for beauty, fashion, and travel inspiration, especially among young urban women.
Bilibili
Where China’s youth culture lives — anime, gaming, and commentary.
Bilibili started with anime fans, but now hosts long-form vlogs, reaction videos, lectures, and more. It has a strong creator community and a bullet-comment (弹幕) system that overlays real-time viewer reactions.
Section 2: What You Can Access as a Foreigner
What works, what doesn’t.
Section 3: Trends & Internet Culture
What works, what doesn’t.
ADDITIONAL
Need Help Running a Social Media Account in China?
Navigating Chinese social platforms can be complex — from account registration to content localization and compliance.
We offer hands-on management for WeChat, Weibo, Xiaohongshu, and Douyin — including strategy, content creation, publishing, and audience engagement.
Whether you're launching in China or expanding your reach, we help you grow the smart way.