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If you're planning to live, work, or travel in China, understanding the local social media landscape is essential. This guide will introduce you to the 5 must-have Chinese social media apps, highlighting their key features and the main differences between Western and Chinese platforms.
5 Must-Have Social Media Apps in China
01. WeChat
WeChat is more than just a messaging app—it's a way of life in China. This all-in-one super app seamlessly integrates social networking, payments, government services, and more.
- Western Equivalent: WhatsApp
微信 (Wēixìn)
KEY FEATURES
- Messaging and voice/video calls;
- Mobile payments (WeChat Pay);
- Mini-programs for services;
- Official accounts for news.
02. RED, or Xiaohongshu
Xiaohongshu (RED) is a trendy social commerce platform, especially popular among young consumers. It combines lifestyle content, authentic product reviews, and a seamless shopping experience. Users can purchase products directly from influencer posts, making it a go-to app for discovering new trends and brands.
- Western Equivalent: Pinterest, Instagram
小红书 (Xiǎohóngshū), Xiaohongshu, RED (lit. "little-red-book")
KEY FEATURES
- Detailed product reviews and recommendations;
- Influencer-driven shopping experience;
- Lifestyle content, including travel, fashion, and beauty.
?? Unlike Western influencers, Chinese social media personalities are known as KOLs, or Key Opinion Leaders. Follow KOLs in your areas of interest to stay updated on the latest trends.
关键意见领袖 (guānjiàn yìjiàn lǐngxiù) Key Opinion Leaders
03. Douyin
If you're familiar with TikTok, then you already know Douyin. It's the original version of the short video app but with more advanced e-commerce features and localized content tailored for the Chinese market.
- Western Equivalent: TikTok
抖音 (Dǒuyīn)
KEY FEATURES
- Short-form videos and viral trends;
- Live-streaming e-commerce;
- Localized content for the Chinese audience.
04. Bilibili
Bilibili started as a niche platform for anime, manga, and gaming fans but has evolved into China's go-to hub for high-quality video content.
- Western Equivalent: Youtube
哔哩哔哩 (Bìlībìlī)
KEY FEATURES
- High-quality video content, including tutorials, vlogs, and documentaries;
- A strong community of creators and viewers.
?? A unique feature of Bilibili is its "bullet comments" — real-time, on-screen comments that create an immersive, interactive viewing experience.
弹幕 (dànmù) ∙ "bullet comments"
05. Weibo
Weibo is China's version of X — a microblogging platform where trends, news, and viral topics spread like wildfire. It's a great platform for staying updated on current events, following celebrities, and participating in online discussions.
- Western Equivalent: X
微博 (Wēibó)
KEY FEATURES
- Real-time news and trending topics;
- Celebrity updates and fan interactions;
- Hashtag-driven discussions.
Western Social Media vs Chinese Social Media
Western and Chinese social media platforms have significant differences in functionality, culture, and usage. Here's a quick comparison:
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