When I went to China, I got access to Facebook and other social media by using a VPN just like millions of tourists travelling to China.
What surprised me the most is the ability of foreign online advertisers to target Chinese despite the “Great Firewall”.
How do they do that? By leveraging on their online presence on traditional Chinese social media and search engines, combined with lookalike audience campaigns on Traditional western social media/search engines with the goal to reach Chinese using a VPN.
Find below a list of relevant Chinese social media and search engines similar to the ones we use daily.
Baidu (Similar to Google): As the primary search engine in China, optimising your website for Baidu SEO is crucial. Running Baidu PPC campaigns and utilising Baidu’s display network can also help in reaching targeted audiences.
Weibo (Similar to X/Twitter): This microblogging platform is similar to Twitter ( X today) and is highly popular for public discussions and viral content. Brands can create verified accounts, engage with users, and leverage influencer partnerships to amplify their reach.
Douyin (TikTok in China): Douyin is the dominant short-video platform in China. It’s ideal for engaging younger audiences through creative and entertaining content.
Weixin/WeChat: Often described as a “super app,” WeChat is essential for reaching Chinese audiences. It combines messaging, social media, e-commerce, and payment services, allowing businesses to create official accounts, mini-programs, and engage in direct communication with users.
WeChat is a unique player of its own without any counterpart nowadays.
