Marketers Heed China’s Social Media Explosion
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The explosion of social media in China is putting pressure on marketers to increase their spending, learn to navigate key platforms like Tencent and Sina, and forge alliances online with local key opinion leaders, known in China as KOLs.
“One fascinating aspect of China’s digital landscape is how openly netizens take to the cyber-streets to offer thoughts, opinions and guidance. Of China’s 500 million online users, half claim to be active bloggers,” said Chris Maier, Millward Brown’s director, media & digital solutions, Greater China this week on “Thoughtful China,” an online marketing-affairs talk show produced in Shanghai. (View the full episode ).
China now has 580 million people active on that country’s top social network, Tencent’s QZone, out of 712 million registered users. QZone is followed in popularity by Twitter-like Tencent Weibo, with 507 million registered users, and Sina Weibo, with 400 million. Next are PengYou, also owned by Tencent, with 259 million users, and Facebook-like RenRen at 172 million, according to We Are Social.
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