8 Ways Brands Can Leverage Wechat, Douyin, and 8iaohongshu to Engage With Audiences

In today’s dynamic digital landscape, connecting with Chinese audiences requires a deep understanding of the platforms they use most. WeChat, Douyin, and Xiaohongshu are more than just social media platforms; they are ecosystems where creativity, trust, and interactive experiences thrive.

To succeed, brands must adapt their strategies to the unique strengths and user behaviors of each platform, from leveraging gamified campaigns to creating engaging short videos and authentic user-generated content. In this article, we bring together insights from eight industry thought leaders to explore actionable ways brands can harness these platforms to build meaningful connections and drive results.

Gamified UGC Campaigns Boost Engagement

I’ve found that gamified UGC campaigns work wonders on TikTok, similar to how we engage Minecraft players through creative challenges. Last month, we ran a challenge where users had to recreate their favorite game moments in 15-second videos, which got over 50k submissions and really boosted our community engagement. I’d suggest starting small with platform-specific challenges that match your audience’s interests – like we did weekly themed hashtag challenges on RED that let followers showcase their creativity while keeping the entry barrier low.

Jas Bola, Product Marketing, Minecraft Menu

Interactive Experiences on WeChat

Brands need to understand that platforms like WeChat, Douyin, and Xiaohongshu are not just for posting content to connect with Chinese audiences. They’re full platforms where users expect interactive experiences.

On WeChat, for example, it’s important to build a presence through official accounts that offer more than just promotional content. We’ve used WeChat to provide value with industry insights, offer customer support, and even integrate payment systems, making it a one-stop platform for users to engage and transact.

Douyin thrives on creative, short-form video content. We’ve seen great results by partnering with local influencers to showcase equipment or service solutions in action, using trends and memes to make the brand feel relevant.

Xiaohongshu is perfect for targeting younger, trend-driven consumers. Brands can use it for storytelling, posting authentic user-generated content, and sharing behind-the-scenes glimpses that align with lifestyle aspirations.

It’s about adapting the content and tone to fit each platform’s culture and audience expectations.

Gerti Mema, Marketing Manager, Equipment Finance Canada

Grasp Each Platform’s Features

Brands aiming to connect with Chinese audiences on platforms like WeChat, Douyin, and Xiaohongshu must grasp each platform’s features and user demographics. WeChat, with over 1.2 billion monthly users, enables brands to engage through Official Accounts and Mini Programs. Douyin focuses on short videos, appealing to a younger demographic. A customized marketing strategy that aligns with local preferences is essential for success in the Chinese market.

Michael Kazula, Director of Marketing, Olavivo

Adapt Strategies to Platform Strengths

Brands that want to connect with Chinese audiences must adapt to platforms that are deeply integrated into daily life. As a global content company based in Asia, I’ve found that success on platforms like WeChat and Douyin needs strategies built specifically for the cultural and digital ecosystems these platforms thrive in.

WeChat functions as more than a messaging app; it’s an all-encompassing ecosystem where personalized mini-programs, interactive content, and localized customer service drive engagement.

Douyin rewards creativity above all else. Short videos that evoke emotions or humor perform exceptionally well. Local influencers aligned with your brand can amplify your message in ways that feel genuine. Douyin is TikTok, but the Chinese aesthetic is often more polished and “beautiful” than Western standards, which often value “keeping it real” and “looking like you’re not trying.”

Local expertise makes the difference. Understanding the Chinese market’s language, tone, and values creates content that feels tailored rather than imported. Chinese take pride in their platforms and while they’re not closed systems and are really interested in foreign aesthetics, the culture and nuance must be appreciated and respected.

Adam Goulston, Director, MacroLingo

Tailor Strategies to Platform Characteristics

Brands need to tailor their strategies to the unique strengths and user behaviors of the platform. Here’s how:

WeChat: Focus on building a strong mini-program or official account that offers value, like exclusive content, loyalty programs, or seamless e-commerce integration. WeChat is ideal for nurturing deeper relationships with personalized messaging, interactive campaigns, and customer service. Brands can create QR code-driven campaigns to encourage followers and drive offline-to-online engagement.

Douyin (TikTok in China): Use short, engaging video content to connect with younger audiences. Creative storytelling, influencer collaborations, and trending challenges work well here. Brands can partner with Douyin KOLs to showcase products in authentic, entertaining ways while leveraging Douyin’s robust e-commerce integration to drive sales directly.

Xiaohongshu (Little Red Book): Emphasize community and trust-building through authentic reviews, tutorials, and user-generated content. This platform thrives on peer recommendations, making it perfect for beauty, fashion, and lifestyle brands. Collaborating with micro-influencers and encouraging organic reviews help create credibility and drive engagement.

Inge Von Aulock, Founder & COO, Penfriend

Creative Short Videos on Douyin

To interact effectively with Chinese audiences, brands need to tailor their marketing strategies according to the characteristics of different platforms.

Take WeChat as an example. Besides instant messaging, it also has diverse functions such as official accounts and mini-programs. Brands can create official accounts and regularly publish valuable content, industry news, and promotional activities to attract users’ attention and enhance interaction. Meanwhile, official accounts can also help brands stay in touch with loyal customers. Ways like replying to comments or conducting surveys can increase users’ sense of participation. The mini-program function of WeChat is a unique advantage, which allows brands to provide functions such as purchasing goods, viewing services, or participating in interactive activities within WeChat without the need to download an app, thus providing users with a convenient consumption experience.

Douyin is the most popular short-video platform in China. The key to attracting users lies in creativity and entertainment. Therefore, brands can produce creative short videos to catch users’ eyes. In addition, cooperating with influencers or KOLs on Douyin is also an effective way. Their fan effect can help brands quickly increase their exposure and enhance user interaction. The live streaming e-commerce function of Douyin is also a very popular way. Brands can cooperate with hosts and directly promote products to the audience during the live streaming process, strengthening real-time interaction and improving the conversion rate.

Xiaohongshu’s user group mainly consists of young women who pay more attention to real consumption experiences and sharing. Therefore, brands can cooperate with Xiaohongshu’s users and let them share their usage experiences, which can stimulate other users’ purchase desires. This marketing method based on real experiences can more effectively enhance the brand’s credibility and users’ participation. Besides, Xiaohongshu is also an e-commerce platform. Brands can open official stores on the platform and conduct precise marketing combined with social interaction to directly improve sales conversion.

Eve Bai, International Partnerships and Operations Manager, StudyX.AI