Chinese KOL – Top 10 social media platforms they use

Chinese KOL – Top 10 social media platforms they use

Advice marketing is a booming topic of China. With all the production and fake importing scandals (sometimes with lethal outcome) consumers don’t trust official advertisements in China anymore, they follow what the other consumers say. Asa result, advice giving has developed into a well-paid job and an opinion is a paid-for service. Forming a new type of marketing – Key Opinion Leader marketing (KOL marketing), China is now one of the most popular places of using this type of services by the brands. Today we would like to talk about where shall you look for Chinese KOLs and what types of Social media platforms they use, and what are the best social media platforms for chinese consumers out there, as well as answer the most frequently asked questions about those platforms.

10. Nice

Q: What type of media is it?

A: Photo sharing

Q: How many registered users?

A: 30million

Main Abilities and Functions:

NICE is a social software based on images and tags.

Photo + tag play makes photos more meaningful. Nice Like as a picture social software allows you to meet people who share a common lifestyle or have a common interest. Take a photo – Select a filter effect – Select a sticker – Tag photos – Post. At the same time, the photos can be automatically saved in the album at the same time, and can also be synchronized to Weibo, WeChat, and QQ space with one click.The home page is basically a push message, navigate, use search, messaging, and personal centre. Nice is the app where you have all types of filters, stickers and other photo-fun. The core function of Nice is to add tags. You can add any tag you want. There are three choices: tag, place, and person.

Q: Who uses it mostly?

    1. Main users are young people.

    2. Users are mostly female.

9. Youku

Q: What type of media is it?

A: Video

Q: How many registered users?

A: 580million

Main Abilities and Functions:

Youku was founded on June 21, 2006, is a video platform under the Youku Group of Alibaba. Currently, Youku and Tudou are two major video platforms covering more than 580 million multi-screen terminals with a daily playback volume of 1.18 billion CNY. They support PC, TV, and mobile. They are both copyrighted, compatible, self-channeled, live broadcast supporting, and VR supporting platforms. Youku covers memberships, games, payments, smart hardware, content production, announcement and so on.

Q: Who uses it mostly?

Most users are in the age range: 20-40

8. Meili Meizhuang

Q: What type of media is it?

A: Live Streaming   

Q: How many registered users?

A: unknown

Main Abilities and Functions:

Meili Meizhuang is a beauty video app. It is a live interactive platform for beauty and makeup enthusiasts. Including hundreds of beauty makeup stars in the entire network, it offers thousands and thousands of makeup video tutorials. Meili Meizhuang teaches users how to take care of your skin, do daily or creative makeup, conceptual makeup – including amine style, Korean style etc.

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7. Inke

Q: What type of media is it?

A: Live Streaming  

Q: How many registered users?

A: 140million

Main Abilities and Functions:

Inke is a brand new real-time live broadcast media developed by Beijing Honeywell Network Technology Co., Ltd, with its minimal product design and new dynamic mode of peer-to-peer praise. Users of Inke are able to experience a truly interactive era of live broadcasting. Anyone can watch broadcasts or broadcast themselves, send and receive gifts (that are purchased with the real money and withdrawable via a bank account). Users can broadcast to an open public or a private group.

Q: Who uses it mostly?

    1. The majority of the users are young people.

    2. Male users are more than female users.

6. Yizhibo

Q: What type of media is it?

A: Live Streaming     

Q: How many registered users?

A: unknown

Main Abilities and Functions:

Officially launched On May 13, 2016, Yizhibo reached Weibo as a live broadcast strategic partner to  support live broadcast function of Weibo.

Mainly YIzhibo has the same functions as Inke. Selecting an Avatar on YIzhibo is crucial, as it may affect how many people join the live “room”, so users want to spend more time on Avatar idea!

Q: Who uses it mostly?

5. Xiao Hong Shu

Q: What type of media is it?

A: Shopping and product review                                                             

Q: How many registered users?

A: 70million

Main Abilities and Functions:

Xiao Hong Shu is an online community. It is also a cross-border e-commerce business, a sharing platform, a reputation database. The users of Xiao Hong Shu are both consumers and sharers, and they are also good partners in the industry. Users can buy products on the app, and enjoy of the benefits of cross boarder business of China.  Other important function is review writing. Xiao Hong Shu has become one of the most famous review marketing platforms in digital China.

Q: Who uses it mostly?

    1. The majority of the users are young people.

    2. Female users are more than male users.

4. Mei Pai

Q: What type of media is it?

A: Short Video + Livestream

Q: How many registered users?

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A: 140million 

Main Abilities and Functions:

Mei Pai is a favorite software for young people who love to broadcast live and make small videos including beauty content, talent shows, food shows, music, hot topic original and funny videos. After the launch in May 2014, the company won the #1 Free App Store Championship for 24 consecutive days, and became the number one non-game downloader of the App Store worldwide. These day there is even a Mei University that teaches you how to shoot videos.

Q: Who uses it mostly?

    1. 65% of Meipai users are under the age of 24.

    2. Meipai users are mostly female.

3. Douyin

Q: What type of media is it?

A: Short Video 

Q: How many registered users?

A: 1billion

Main Abilities and Functions:

Douyin is a music short video social software that can shoot short videos. The software was launched in September 2016 and is a 15-second short video community that focuses on young people. Users can use this software to select songs, shoot 15 seconds of short video, to form their own MV works and share with their friends or followers. This APP has been launched on Android’s major app stores and APP Store.

Q: Who uses it mostly?

    1. The majority of the users are young people.

    2. Female users are more than male users.

2. Weibo

Q: What type of media is it?

A: Blog

Q: How many registered users?

A: 400million

Weibo, the abbreviation of MicroBlog, is a blogging platform that broadcasts social networking platform that shares short, real-time information.

Main Abilities and Functions:

Post content. Originally a text of no more than 140 words to talk about what you are doing, thinking about something, and thinking about certain things. Then click Publish. Your first Weibo post is published successfully. – Weibo now have lifted the 140 words limit.

Keep up with friends. Weibo is a tool for communication. You can follow the people or organizations you are interested in, see their updates any time. Others can follow you as well, that is a Weibo “fan” purpose.

Increase attention. How to make more people pay attention to you? In addition to updating you, you will discuss most popular topics and pay more attention to others. You can also conduct ID certification by filling in as much personal information as possible. For example, your location, your blog, your profile, etc.

@ mentioned. @The symbol in Weibo it means “to say to someone”, just add a @ before the Weibo user nickname, and add a space or punctuation after the nickname, he (or her ) can see. Similar to many western platforms.

Comments forwarded. You can comment on posts sent by others, and you can also forward other people’s posts. For more privacy, you can chat through private messages.

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Mobile posting. You can also use your phone to log in to Weibo via Weibo app.

More exploration. Weibo also has a lot of fun features, such as the acquisition of medals, add applications, Weibo Square is the place to see them, it is quite fun to participate in microblogging activities.

Q: Who uses it mostly?

1. WeChat

Q: What type of media is it?

A: Instant Messenger + Photo/Video Timeline sharing

Q: How many registered users?

A:1billion

Main Abilities and Functions:

WeChat is a chat tool launched by Tencent, originally, to send voice messages, videos, pictures and texts over the Internet. It can support multi-group chats, and users can use WeChat and friends to form more fun communications like SMS, MMS, GIF, Video calls etc. WeChat software itself is completely free of charge, and no fee will be charged for using any of the features. The Internet traffic charges generated by WeChat are charged by the network operator.

Adding WeChat friends and where are your friends coming from?

Searching by phone number, scanning friend’s WeChat QR code or QR code on a business card, adding from the QQ friends list, adding from the mobile phone contact list, or shaking your phone in a “find people nearby” mode – are the most common ways to generate your friend circle.

Most common messaging feature is “instant voice message” and a walkie-talkie, video chats, Wechat calls.

Your own photo and video timeline or “Moment”.

Wechat has given every user a “wall” – space where you share the “moments” of your life – photos, videos, posts, music etc. Only your confirmed friends will see it, which makes wechat a more “closed” platform.

Business functions.

Wechat is widely used for business promotion, as it does allow you to create business accounts (mini-website) in wechat system and add your followers, or future followers to this account. Many accounts have a special purpose – deals, sign-ups, blogs, where others are a general company info with a live blog.

Wechat also has a number of mini-apps in it that allows people to use the partner services – taxi, booking appointments in hospitals, paying bills.

Wechat pay. The reason why wechat has gone wild in China is the easy payment system. By scanning a wechat QR code you can pay via your wechat wallet (attached bank account) similar to Apple pay, but launched much earlier than Apple.

Q: Who uses it mostly?

    1. More than 80% of WeChat users are under the age of 50.

    2. Middle-aged and elderly users are increasing year by year.

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