Recently updated on November 19th, 2025 at 01:30 pm
If you’re trying to make a real move into the Chinese market, social media isn’t something you can treat as optional anymore. It’s become a core part of how brands get seen.
The number of people on Chinese social platforms keeps skyrocketing.
Every year I look at the numbers and think, “There’s no way it can go higher,” and then, of course, it does.
The reality is, if you’re not showing up where your audience spends time, you’re basically invisible.
And in China, that’s almost always social media, so either join the conversation or prepare to stay invisible.
Statistics about Chinese Social Media Users
Right now, Statista says about 927 million people in China are on social media, and that number is expected to hit around 1.28 billion by 2026.
Honestly, it makes sense, China is now the biggest social media market in the world.
Almost 90% of the population is online, and for Millennials and Gen Y, social networks aren’t just apps, they’re basically part of everyday life.
So if you want to reach people in China, this is exactly where they’re already spending their time.
What is Chinese Social Media Copywriting?
So, what exactly is Chinese social media copywriting?
Well, it’s not just translating words from one language to another.
It’s about grabbing attention instantly and making people feel part of something, sometimes in less than 100 characters depending on the platform.
Things like hashtags, images, short videos, charts, and links all help get your content seen and shared.
And to do it well, you need more than language skills.
Creativity, cultural awareness, and an understanding of how different generations communicate all come into play.
Chinese Social Media Copywriting Hacks for Popular Platforms
Chinese social media isn’t just for chatting. People use it to get news, find entertainment, research products, and even make payments.
Each platform has its own personality and purpose, from sharing and commenting to short-video creation and mobile payments.
💡Your strategy should focus on the right platform, speak to the right audience, and build a loyal community.
Here are some of the major social media platforms in China, along with key elements you should consider including in your Chinese social media copywriting approach.
#1 WeChat
WeChat isn’t just big, it’s massive, with over 1.2 billion active users. If you’re trying to enter the Chinese market, you really can’t ignore it.
Hootsuite reports that Chinese users spend about a third of their online time on WeChat, and over 81% use it for more than an hour a day.
With that kind of attention, WeChat isn’t optional. It’s a must for any business hoping to grow in mainland China.
WeChat is more than a messaging app. You can chat, share stories in Moments, make e-payments, and market through Official Accounts, Mini-Programs, and more.
What are WeChat Marketing Channels?
- Moments: Think of it like a Facebook timeline. Users can share text, up to 9 images, videos, and more. For businesses, Moment Ads are powerful.
- Official accounts: There are two types, Subscription and Service accounts. Both let you publish 1–6 articles per day, perfect for sharing longer content with your community.
- Mini programs: Like WordPress plugins for WeChat, Mini Programs add extra functionality.
💡Strategy for WeChat Copywriting
- Keyword research: I always start with keywords. The 微信指数 (WeChat Index) is like Google Trends, it shows what’s trending and helps track if your campaigns are working.
- Moments: Short, fun, interactive posts get the most attention. Lucky draws, contests, or posts using local slang often spark much more engagement than plain updates.
- Official account articles: Storytelling is key. I’ve noticed that posts that share real experiences or insights tend to build trust faster.
3 Metrics to Benchmark the Level of Engagement
- Share: Shares are the most valuable, they expand your content’s reach to new audiences.
- Like/Wow: These reactions show appreciation. Posts with higher likes or wows often appear under “Top Stories” or “Discover.”
- Comment: Comments don’t grow your reach directly, but they’re where the real conversation happens. I’ve seen how engaging with readers in the comments can build a stronger, more loyal community.
#2 Sina Weibo
Weibo is where news spreads fast. Most users are Millennials and Gen Y, and they love the latest gossip, movies, comics, dining spots, and current events.
Sometimes a discussion gets so heated that a topic explodes and reaches way more people than you’d expect.
Honestly, it’s kind of addictive to watch. If you want your brand seen, this is one place you can’t ignore.
Weibo Copywriting Tips
💡Use hot topics and hashtags to get extra visibility.
Make your Chinese social media copy entertaining and engaging, then share it through Weibo campaigns, like Free Trial, Repost, Preorder, or Lucky Roulette.
You can also boost reach with sponsored ads or by teaming up with KOLs.
#3 Zhihu
Zhihu literally means “Do you know?” It’s basically China’s Quora.
Its slogan, “Discover a bigger world,” fits perfectly.
Experts and professionals use it to share insights and have thoughtful discussions.
You’ll find everything here, career advice, culture gaps, politics, history, films, tech, lifestyle.
Honestly, it’s kind of refreshing compared to quick-scroll platforms.
A Q&A campaign is one of the easiest ways to boost your brand visibility.
Once you create your account, you can customize your page, write a short intro about your business, and show off your expertise in your industry.
Then it’s all about finding relevant questions and answering them with professional insight. It’s simple, but it works.
Zhihu Users
Zhihu draws a highly educated crowd, most have a bachelor’s degree or higher, and a few even hold doctorates.
There are over 400 million users, mostly in their 20s or 30s, slightly more men than women, and many live in first- or second-tier cities.
On average, people spend about 70 minutes a day on the platform. They actually read and engage, which is rare on social media these days.
Zhihu Copywriting Tips
💡Zhihu isn’t like other platforms.
Most contributors are academics or professionals.
If your brand shows up here, the content needs to be solid. Well-structured, informative, and genuinely useful.
Quick, flashy posts just won’t cut it.
Honestly, it’s a refreshing change, people actually read and think before they comment.
#4 Xiaohongshu (Little Red Book)
Xiaohongshu, also known as Little Red Book, is the Chinese equivalent of Instagram, the best platform in China to share fashion tips, cosmetics, product reviews and discover premium quality brands.
Xiaohongshu Copywriting Tips
💡Make your content genuine and personal. Talk directly to your female audience, it makes a difference.
Remember, Xiaohongshu posts can be up to 1,000 Chinese characters, so focus on quality over quantity.
#5 Toutiao
Toutiao, short for Jinri Toutiao or “Today’s Headlines,” is like China’s Buzzfeed. It’s a news and info platform powered by its own algorithm.
It’s called the content king for a reason. The feed is personalized based on your interests, location, phone, and browsing history.
Honestly, it feels like it knows you before you do.
Toutiao Copywriting Tips
Sign up as a publisher on Toutiao and choose your audience by gender, age, and location.
Make your content fresh, personal, and interactive. When it works, people actually stop scrolling to read it.
Social Medial Platforms – International and Chinese Equivalents
Almost every international social media app has a Chinese counterpart.
To help you pick the right platform and reach the right audience, I’ve listed the Chinese equivalents of all the major international platforms.
| International | Chinese |
| WeChat 微信 | |
| Sina Weibo 新浪微博 | |
| Quora | Zhihu 知乎 |
| Little Red Book (Xiao Hong Shu) 小红书 | |
| Buzzfeed/Flipboard | Toutiao 头条 |