Hasta La Creative!

Viviandan and MiuMiu are fashion-obsessed twin sisters from China who document their glamorous lives on social media — trying on a gauzy Vera Wang wedding gown, or taking in a Dior runway show. They have a sizeable following on Facebook-owned Instagram, at 381,000. That’s nearly on par with big brands they’re tagging in posts, like Chloe (426,000 followers) or Vera Wang (515,000.)

But on Weibo, China’s Twitter, their fan base is a whopping 4.2 million. There are lots of bots on Weibo, granted, but the scale of China’s local social media is nonetheless massive. And Western platforms haven’t been able to match that, even in the rare cases when they weren’t blocked by China’s great firewall.

For years, Instagram was one of those exceptions, remaining accessible well after Facebook, YouTube and Twitter were blocked. It went dark in late September, presumably because users were sharing photos of pro-democracy protests in Hong Kong. (The Chinese government never explains changes to the firewall.)

Continue reading at AdAge.com