Social Media Management in China
WeChat at the core, plus Weibo, Xiaohongshu, Douyin and Channels: from account setup and content production to daily community management and campaigns, so your brand talks to customers in China consistently and credibly.
Why social media matters for international brands in China
In China, social platforms are daily infrastructure: Weixin and WeChat have 1.439 billion monthly active accounts, and China's mobile internet about 1.282 billion monthly users. Getting to know a brand often starts with following an official account, or coming across a video or a post.
For international brands, social media is more than a publishing channel: it is where customers judge whether you are credible, where you keep the conversation going, and its best content gets cited by search engines and AI assistants. Yet many brand accounts go quiet, copy global content as is, or only post ads with no interaction.
What we do
With clear standard operating procedures and a local operations team, we cover the full social media chain:
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01
Platform strategy and account setup
Choose platforms for your audience — WeChat service and subscription accounts, Channels, Weibo, Xiaohongshu, Douyin, Zhihu — and handle verification, trademark protection, menus and auto-replies so accounts look professional from day one.
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02
Content planning and production
A content calendar built on each platform's logic and your brand tone, with posts, long-form articles, visuals and short videos — including creative work with your brand IP, such as a full set of WeChat stickers.
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03
Daily management and engagement
Publishing, replying to comments and messages, follower segmentation and community management, turning followers into an ongoing conversation.
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04
Campaigns and reporting
Social campaigns around launches, holidays and offline events, with monthly tracking of followers, engagement and content performance in a clear report, and continuous improvement.
B2B and B2C need different playbooks
- B2B brands: WeChat at the centre for technical content, case studies and event news; trade fairs, forums and trainings carried on online; forms and SCRM to turn followers into leads sales can follow up.
- B2C brands: lighter content and interactive campaigns on Weibo, Xiaohongshu and Douyin to build awareness and affinity, timed to holidays and launches, driving traffic to e-commerce or stores.
Social media work we've done
- Italian food brand: built a Weibo account from scratch and ran it for years, growing exposure and engagement with campaigns around launches and holidays.
- Italian premium fabric maker: qualified and segmented existing WeChat followers, acquired new ones, raised awareness and activated them through CRM.
- Advanced materials manufacturer (B2B): digitalized offline events around customer expectations at each touchpoint, with ongoing social account management.
- Brand IP content for European brands: WeChat sticker sets built from existing brand characters, and follower campaigns starring the brand's mascot, speaking a language younger audiences use.
Better together with our other services
- Start with a persona workshop to learn which platforms your audience uses and what content they want
- Turn WeChat followers into nurtured leads with SCRM and marketing automation
- Amplify your best content with paid media
- Feed strong social content into GEO and search, so AI is more likely to cite it
What to have ready before we start
The better prepared you are, the faster we get going. Anything missing we can sort out together in the first call:
- Accounts: existing account names, verification status and how admin access will be handed over
- Brand material: brand book, visual guidelines, product and case material, images and videos you can use
- Audience: priority audiences, industries and regions (personas if you have them)
- Approvals: who approves content, whether HQ or legal must sign off, and how long it takes
- Key dates: launches, trade fairs, industry events and holidays
- Goals and budget: follower, engagement or lead targets, plus content and campaign budget
Key Data & Sources
| Data | Value | Source |
|---|---|---|
| Combined MAU of Weixin and WeChat (30 June 2026) | 1.439 billion | www.tencent.com |
| Monthly active users of China's mobile internet (June 2026) | 1.282 billion | www.donews.com |
FAQ
Which social platform should an international brand start with in China?
Most B2B brands centre on WeChat, which handles content, service and lead capture; B2C brands choose Weibo, Xiaohongshu or Douyin depending on their audience. We recommend doing one or two platforms well before expanding.
Is social media worth it for B2B companies?
Yes. B2B buyers use official accounts and Channels to learn about products, cases and events, and social accounts extend trade fairs and trainings online. With forms and SCRM, followers become leads you can follow up.
Can we just translate headquarters content?
It's a good source, but it needs rework for Chinese readers and each platform: titles, length, visuals and posting rhythm all differ from global platforms. We localize while keeping your global brand consistent.
Won't content approval slow things down?
We agree the approval process and timing with you at kickoff, plan the content calendar ahead and build in time for HQ or legal review, so publishing stays on schedule.
Do you run KOL campaigns?
We can bring in KOLs for specific campaigns, but our focus is long-term management and content for your own accounts; influencers are a way to amplify, not the core.
How do you measure social media results?
We track follower growth, reads and engagement, content performance and the leads or enquiries social brings in each month, and adjust the content direction to your business goals.
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Learn more →Paid Media & Performance Marketing
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Learn more →Want to see this service in action?
Whether you are an enterprise seeking a new perspective on the Chinese market, or a professional company looking to improve marketing performance, we provide expert services and insights.
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