Marketing on Douyin, RED, Bilibili, Toutiao Kuaishou


Short Video, Forums and the Live Streaming Industry in China
Low-Cost Alternatives to the Major Platforms: Douyin and Bilibili
Leverage the Boom: China’s Hottest New Platform – Toutiao
How to Win on RED / Xiaohongshu
B2B Marketing in China: Discover Zhihu, Douban and Baidu Zhidao

Weibo and WeChat are the two must-have social media platforms in China. However, in addition to these, brands should also consider the many other social media platforms if they want to be known and reach precise target audiences effectively. In this module you’ll be introduced to the other main platform categories such as short videos, forums and live streaming. You’ll be able to understand the characteristics of each, choose the most suitable platform for your brand and to know how to best establish yourself on it.


China’s other major social media platforms can be roughly divided into two types:

1Video Platforms

Live Streaming is booming in China, reaching 460 million users in 2018. The user growth rate has stabilized recently though the number of users is still relatively high. Popular live streaming platforms include Yizhibo, Douyu, Huya, Huajiao, YY and Zhiniu. Each has unique and specific focuses within different fields, which will be introduced briefly.

The Short Video industry has grown rapidly in China and still has huge potential in the future. There were 358.07 million MAU (monthly active users) of short video social media platforms as of April, 2018. New young audiences and the ease of new mobile payment methods boosted its development. Internet giants are investing in or partnering with platforms like Miaopai, Kuaishou, Douyin, Meipai, Xigua and Huoshan. Additionally, Bilibili, the first video platform to develop real-time commenting, deserves attention.

2Information Platforms

  • Zhihu is the biggest knowledge sharing website (similar to Quora).
  • Toutiao is the hottest information platform aggregating news, finance, social trends, music, movies, games, shopping and more.
  • RED (Xiaohongshu) is a social e-commerce shopping app.
  • Douban is an interest-based social networking platform.


Douyin, also known as TikTok outside China, is a short video platform with extremely powerful editing capabilities. In Jan 2019, its MAU and DAU (daily active users) reached 426 million and 250 million respectively. Douyin is a great platform to increase user engagement and collect user generated content and is especially suitable for brands targeting young audiences.

Bilibili, known for its bullet screen function, as mentioned above, is a video platform primarily related to animation, comics and games. It has more than 77.5 million MAU, with 2.5 million average monthly paid users. It is relatively suitable for marketing and advertising.


Toutiao is an aggregator of diverse content including text, images and videos. It provides a customized information flow based on user data and preference analysis.

Toutiao also incorporates diverse functions that are similar to those on other social media platforms. For example, its brand account is similar to an official WeChat account and brands can publish content, interact with their audience and even sell products.


Aimed at young middle class women in 1st and 2nd tier cities, Xiaohongshu helps users discover, purchase, and review products from overseas. It also encourages users to share shopping tips and travel experiences. It’s a community with abundant user generated content that also provides customized recommendations based on data analysis.

Xiaohongshu is a good channel for marketing and advertising. It’s a social media platform that can enhance brand awareness and engage with existing or potential audiences while also functioning as an online marketplace for brands to sell products.


Gathering followings on social networks shouldn’t be overlooked for B2B marketers.

Zhihu is a platform for people looking for expert knowledge and insight into various topics. Questions are created, answered, edited and organized by users, most of whom are well educated from 1st and 2nd tier cities. With a large, high-quality user base, Zhihu is valuable for driving brand awareness and strengthening engagement with consumers. Siemens, the first B2B company to establish an account on Zhihu, is a good example.

Douban is a community with organic user-generated content, the majority being book and movie reviews or art and hobby-related ideas. It offers interest-based advertising and more in-depth marketing options.

Baidu Zhidao is another question and answer website with social features that is also a good place for increasing brand awareness and collecting consumer insights.

It’s important for brands to know which platforms are the most suitable and how to effectively attract audiences on them. If you want to explore the diverse range of social platforms in China, then this module will definitely help.


Start right away by enrolling into our online China Digital Marketing Masterclass.


for more information on the next China Digital Masterclass near you.

We use cookies to personalise content and ads, to provide social media features and to analyse our traffic. We also share information about your use of our site with our social media, advertising and analytics partners. View more
Cookies settings
Privacy & Cookie policy
Privacy & Cookies policy
Cookie nameActive

Who we are

Our website address is:

What personal data we collect and why we collect it


When visitors leave comments on the site we collect the data shown in the comments form, and also the visitor’s IP address and browser user agent string to help spam detection.

An anonymized string created from your email address (also called a hash) may be provided to the Gravatar service to see if you are using it. The Gravatar service privacy policy is available here: After approval of your comment, your profile picture is visible to the public in the context of your comment.


If you upload images to the website, you should avoid uploading images with embedded location data (EXIF GPS) included. Visitors to the website can download and extract any location data from images on the website.

Contact forms


If you leave a comment on our site you may opt-in to saving your name, email address and website in cookies. These are for your convenience so that you do not have to fill in your details again when you leave another comment. These cookies will last for one year.

If you visit our login page, we will set a temporary cookie to determine if your browser accepts cookies. This cookie contains no personal data and is discarded when you close your browser.

When you log in, we will also set up several cookies to save your login information and your screen display choices. Login cookies last for two days, and screen options cookies last for a year. If you select "Remember Me", your login will persist for two weeks. If you log out of your account, the login cookies will be removed.

If you edit or publish an article, an additional cookie will be saved in your browser. This cookie includes no personal data and simply indicates the post ID of the article you just edited. It expires after 1 day.

Embedded content from other websites

Articles on this site may include embedded content (e.g. videos, images, articles, etc.). Embedded content from other websites behaves in the exact same way as if the visitor has visited the other website.

These websites may collect data about you, use cookies, embed additional third-party tracking, and monitor your interaction with that embedded content, including tracking your interaction with the embedded content if you have an account and are logged in to that website.


Who we share your data with

How long we retain your data

If you leave a comment, the comment and its metadata are retained indefinitely. This is so we can recognize and approve any follow-up comments automatically instead of holding them in a moderation queue.

For users that register on our website (if any), we also store the personal information they provide in their user profile. All users can see, edit, or delete their personal information at any time (except they cannot change their username). Website administrators can also see and edit that information.

What rights you have over your data

If you have an account on this site, or have left comments, you can request to receive an exported file of the personal data we hold about you, including any data you have provided to us. You can also request that we erase any personal data we hold about you. This does not include any data we are obliged to keep for administrative, legal, or security purposes.

Where we send your data

Visitor comments may be checked through an automated spam detection service.

Your contact information

Additional information

How we protect your data

What data breach procedures we have in place

What third parties we receive data from

What automated decision making and/or profiling we do with user data

Industry regulatory disclosure requirements

Save settings
Cookies settings