The 2025 edition of this leading industry report dives deep into China’s rapidly evolving social media landscape. In an era of intensifying competition and slower user growth, this guide offers brands a clear roadmap — from big-picture trends to practical strategies — to stay ahead in a crowded digital space.
Based on in-depth analysis of platform shifts from 2023 to 2024, evolving user behaviors, and emerging marketing tactics, the guide helps brands turn insights into impact.
Four Social Media Marketing Trends Defining 2025 in China
1. Search-Driven Marketing
Social platforms are now the go-to search engines for Chinese users. Xiaohongshu dominates lifestyle and product recommendations, Douyin is key for learning and inspiration, while WeChat Search plays a major role in local services. Brands can shorten the consumer journey by optimizing their presence across these search touchpoints.
2. KOS (Key Opinion Sales) Marketing
Sales-savvy employees are becoming authentic brand voices, using personal experience and expert knowledge to build trust. Especially in high-value industries like luxury and automotive, this approach allows for cost-effective customer acquisition and stronger conversions.
3. CEO-influencer on the Rise
More business leaders are embracing social media to share their views and values—turning their personal image into brand equity. These “founder IPs” help brands stand out, build emotional connections, and drive business growth through storytelling and authenticity.
4. AI-driven Efficiency Revolution
Generative AI is transforming the entire marketing workflow — from content creation and data analysis to strategic optimization. Marketers can now automate repetitive tasks, unlock greater efficiency, and focus more on creative and strategic thinking.
Fierce Platform Competition Demands Smart Differentiation
This year’s guide offers a full overview of eight leading Chinese platforms — including WeChat, Channels (视频号), RedNote, Douyin, and Bilibili — highlighting major updates, evolving content formats, and new marketing opportunities.
Inside the guide, you’ll also find:
- Practical marketing tips for each platform
- Content optimization strategies to boost algorithmic reach
- Up-to-date creative asset specs
- A side-by-side comparison of WeChat Service vs. Subscription accounts
Whether you’re optimizing operations or planning your next campaign, this guide is your go-to resource to succeed in China’s fast-moving social media world in 2025. Download now!
