TOP 5 Marketing Trends in China

Trend 1: SEO for All Platforms, Not Just Google

WeChat: With over a billion active users, WeChat isn’t just a messaging app—it’s also a search platform. Companies will increasingly optimise their content within WeChat’s search feature (Official Accounts, Mini Programs, Moments) to be discoverable by users searching for specific products or services.

Baidu: Baidu is China’s dominant search engine, but the future of SEO will shift from Google-centric strategies to an all-encompassing platform optimization approach, considering local Chinese platforms like Baidu and Zhihu. This shift will involve optimising content across Baidu, Zhihu, WeChat, and Douyin, as Chinese consumers use multiple platforms to search for information.

Douyin (TikTok): Douyin has a built-in search feature that users utilise to discover trends, products, and services. By leveraging content for Douyin’s internal search optimization, brands will reach consumers organically without relying solely on external search engines.

Trend 2: Micro-Influencers Will Boom

Xiaohongshu (Little Red Book): Instead of working with influencers boasting millions of followers, companies will turn to micro-influencers with niche audiences on platforms like Xiaohongshu. These influencers tend to have higher engagement rates and stronger credibility within their communities. Micro-influencers with 10k-100k followers are more likely to yield a 36% ROI, compared to larger influencers with millions of followers, whose ROI might be far lower.

Zhihu: For niche markets, Zhihu’s answer-based format allows micro-influencers—often industry experts or thought leaders—to drive organic engagement through insightful Q&A sessions, increasing trust and ROI for brands.

Weibo: Weibo’s influencer marketing will also prioritise micro-influencers, focusing on engagement metrics and authentic content. Local influencers with targeted, loyal followings will generate more meaningful results than high-profile celebrities.

Trend 3: Content Creation Focus Shifts

In 2025, short-form videos and influencer collaborations are delivering the highest ROI. Learn how marketers are creating campaigns that resonate with Millennial and Gen Z audiences.

Douyin: While short-form video content will remain popular, we’ll see an increasing shift towards live-streams and webinars on Douyin, where brands can engage in direct, real-time interactions with their audiences. Douyin’s interactive features (like Q&A, product links, and influencer collaborations) make live-streaming and webinars potent tools for generating higher returns.

WeChat: WeChat will continue to be a go-to platform for long-form content such as newsletters and case studies. Companies will invest in these formats to engage a more professional, targeted audience, especially within industry-specific groups or B2B spaces.

Bilibili: Podcasts are growing on Bilibili, where companies can create in-depth discussions or thought leadership series that delve into specific topics relevant to their target market. These podcasts, combined with video content, offer higher engagement and return on investment.

Trend 4: Companies Will Prioritise AI Platforms for Marketing

WeChat Mini Programs: As AI-powered tools continue to evolve, WeChat Mini Programs will become a key hub for brands to interact with users through AI chatbots, personalised recommendations, and automated customer support. Brands will need to optimise content for AI platforms embedded within WeChat to stay competitive.

Baidu AI: Baidu is pushing the AI frontier with tools like Baidu AI Cloud. Marketers will optimise their content for these AI platforms, ensuring their information is easily accessible to users relying on AI tools to answer questions or find solutions.

ChatGPT (Chinese Version): Platforms like iFlytek (which integrates ChatGPT-style AI tools) will become mainstream in China for answering consumer queries. Marketers must ensure their content is optimised for AI search results, adapting to these platforms’ conversational search methods.

Trend 5: Companies Will Shift How They Use Content

Douyin: In contrast to short-form videos used for awareness, long-form video content, especially educational or storytelling content, will increasingly be used for conversions. Brands will utilise Douyin’s shopping features during live streams or in product-focused videos to drive direct sales.

Xiaohongshu: For a more niche audience, case studies and detailed product reviews on Xiaohongshu will become a key content format for converting potential customers. These detailed posts often prompt purchasing decisions, showcasing the benefits of a product or service in-depth.

Bilibili: Case studies and documentary-style content will gain prominence on Bilibili as more users seek in-depth and educational material. These formats are effective in building trust and establishing thought leadership in specific fields, which ultimately drives sales and engagement.

Biggest challenges marketers have in understanding their target audiences

1. Data Overload and Quality Issues