FIVE things we learned about Chinese social media from our PROI partner

If you didn’t already know, Meta-owned Facebook and X have been blocked in China since 2009, and WhatsApp and Instagram are also blocked. As you can imagine this makes the Chinese social media landscape radically different to what you might be used to, or what you might assume. Arthur pointed out how much sensationalism and misinformation pepper the headlines about the state of China and their social media, so with his characteristic enthusiasm and expertise brought from living and working in Beijing since 2007, he took us through a whistle-stop tour of the Chinese social media landscape.

Here's just a few things that amazed and surprised us!

1. The scale of Chinese social media is astounding

• A staggering one in five global internet users is Chinese 
• China has 1.06 billion social media users
• Some ‘niche’ social platforms in China have more users than the entire UK population 

2. It’s more than just ‘Chinese versions’ of Western social media

• WeChat isn't just 'Chinese WhatsApp' - it's a super-app where users can pay taxes, order food, buy train tickets and manage investments - all in one place
• Doyin (TikTok's Chinese counterpart) is fully optimised for e-commerce, generating billions in sales
• Multiple platforms can easily coexist serving similar purposes due to the massive user base 

3. Chinese netizens actually feel freer online

• Contrary to what media narratives might have us believe, Arthur told us that 70% of Chinese users say they feel freer to express themselves online compared to offline
• This is significantly higher than the US, where only 32% report the same feeling
• Digital spaces provide unique opportunities and space for self-expression within China's formal social structure

4. Content consumption is highly engaged in Chinese audiences

• Chinese users are more active across all types of online engagement compared to Western counterparts, who tend to passively consume content more often
• 81% check online word-of-mouth before making purchases
• The ecosystem supports multiple platforms for specific interests, from golf to book reviews

5. Social commerce is leading the way

• Social commerce is significantly more developed than in Western markets
• The platforms people use daily in their online lives are fully integrated with payment systems and logistics
• Live streaming sales alone reached the equivalent of $26 billion USD in just one week during shopping festivals – of which there are many in China

Although this just skimmed the surface of all that’s fascinating about the Chinese social media landscape, what we learned made us grateful for the PROI partnerships that allow us to get deep insights from those living in the markets everyday. A big thank you to Arthur – and we’re looking forward to the insights our continued partnership can bring our clients in both markets!