Foreign social networks in China and local platforms

China It is one of the largest digital ecosystems in the world. Access to most Western social networks in the country is blocked. Facebook, Instagram, Twitter, YouTube and WhatsApp do not work in China without a VPN.

Instead, it exists in the country. own ecosystem of social platformsIt completely replaced foreign analogues. Not only are these platforms dominating the domestic market, but they are also gradually expanding beyond China.

In this article, we will examine:

• Why are foreign social networks blocked in China?
• How do you get around lockdowns?
• Which Chinese social networks are the most popular?
• How Do Brands and Foreign Companies Market in China?

Why are foreign social networks blocked in China?

1. The Great Firewall (Great Firewall)

Chinese Internet censorship, known as The Great Firewall of ChinaIt actively blocks foreign websites and social networks. The main reasons for prohibitions are:

• Political censorship Control of information, distribution of only state-approved news.
• Economic protection The development of national Internet companies instead of Western giants.
• Data protection All social networks in China are required to store user data within the country.

2. Which foreign social networks are blocked?

China does not officially operate:

• Facebook Facebook
• Instagram
• WhatsApp WhatsApp
• Twitter
• YouTube
• Google (including Gmail and Google Maps)
• TikTok (international version, but China has Douyin)

Is it possible to use foreign social networks in China?

1. VPN – a way to bypass blocking

The only way to access foreign social networks is to use VPN VPN (Virtual Private Network) However:

• Most popular VPN services are also blocked by Chinese authorities.
• In 2018, China banned unlicensed VPNTheir use may result in fines.
• Only foreign companies and research organizations can officially use VPNs.

2. Are the Chinese using Western social media?

Some Chinese people find ways to bypass the blockages, but Main audience remains on Chinese platforms. The only groups that actively use VPN are:

• Foreigners living in China.
• Chinese people working with foreign clients.
• Advanced users interested in Western culture.

Chinese social networks: full list of popular platforms

China created social media ecosystemIt replaces Western analogues. Let's see. most popular platforms.

1. WeChat (), Wēixìn) – similar to WhatsApp, Facebook and PayPal

Usersmore 1.3 billion
Functions:

• Chats and voice calls (similar to WhatsApp)
• Social network Moments (similar to Facebook)
• WeChat Pay – payments and finances (similar to PayPal)
• Mini-programs – built-in apps inside WeChat

Fact.WeChat is the main super-platform used in China 95% Chinese.

2. Weibo (), Wēibó) is the equivalent of Twitter

Usersmore 580 million
Functions:

• Short posts, hashtags (similar to Twitter)
• Lives, videos, blogs
• News and entertainment channels

Fact.Weibo is the main platform for discussing news, politics and trends.

3. Douyin (), D)uyīn) – Chinese TikTok

Usersmore 700 million
Functions:

• Short videos (similar to TikTok)
• AI recommendations
• Integration with e-commerce

Fact.Douyin differs from international TikTok – content on Chinese platform moderated tightlyAnd algorithms show more educational content.

4. Xiaohongshu (), Xi)ohóngshū) – Chinese Instagram + Pinterest

Usersmore 300 million
Functions:

• Photos, videos, reviews
• Bloggers and influencers
• Direct sales of goods

Fact.Xiaohongshu is the main venue for female audience and fashion brands.

5. Bilibili (), Bìlībìlī) – Chinese YouTube

Usersmore 300 million
Functions:

• Video (similar to YouTube)
• Streaming and animation
• Gaming audience

Fact.Bilibili is particularly popular among young people (18-25 years old) And anime and eSports fans.

6. Kuaishou ( , Kuàish u) – competitor to Douyin

Usersmore 600 million
Functions:

• Short videos
• streaming
• E-commerce

Fact.: Unlike Douyin, Kuaishou is popular among People from Small Towns and Rural Regions of China.

How Do Foreign Brands Promote on Chinese Social Media?

1. Registration of an official account

To do business on Chinese social media, a company must:

• Obtain a Chinese License (ICP).
• Register on WeChat, Weibo, Xiaohongshu and other platforms.
• Use Chinese language and localized content.

2. Marketing through influencers (KOLs – Key Opinion Leaders)

The Chinese audience trusts bloggers, so many companies are working with them. KOLOL Weibo, Xiaohongshu and Douyin.

3. Livestream sales

Live streaming with sales is a trend in China. Livestreamers on Douyin, Kuaishou, and Weibo can earn millions of dollars per stream.

4. Content and SEO in Baidu

Google does not work in China, so companies are moving through the Internet. Baidu (similar to Google) It also hosts content on local platforms.

China created unique digital ecosystemForeign social networks are replaced by national platforms.
For successful promotion in China Local rules need to be adapted nUse WeChat, Douyin, Xiaohongshu and other platforms. Although Western social networks are blocked, China remains a huge opportunity for brandsIf they are ready for localization and marketing according to Chinese regulations.