China’s Social Media Equivalents: An Updated Infographic

Six months have passed since Ogilvy’s China social media team updated the infographic we use to show the local platforms thriving in place of the major international equivalents.

Since then new social media platforms have become relevant, either side of the Great Firewall, and so we have reworked the infographic to reflect some of the changes.

[Click the graphic to view a larger, clearer version]

Some of the more interesting changes:

The merging of SNS and Microblogging categories: The line has always been blurred between Chinese SNS and microblogs, but with recent changes made to Sina and Tencent weibos that make them as much like Facebook as they are like Twitter, as well as the increasingly “Facebook-like” role in society of these platforms, I felt we had to reflect this in our infographic.

The addition of Purchase Sharing: Only a very rough equivalent to Buyosphere, platforms like Meilishuo and Mogujie allow people to share photos of what they have bought or might buy and allow easy links to shopping sites. These are growing quickly in popularity, especially among young women, and are an important force in branding that I believe marketers must do more to take advantage of.

The addition of Light-blogging: A number of Tumblr clones, such as DianDian and Sina’s Qing, have become popular in China among those that want a change from the “noisy” nature of Weibo.

The addition of Online Dating: You don’t get much more social than China’s dating websites, which are exploring various revenue models and have even gone ahead with some high-profile stock-market listings.


Of course, making graphics like this is far from being an exact science. Much of the changes we made are debatable, in many cases the Chinese equivalents have different features to their equivalents, and there are inevitable difficulties relating to category crossovers. We welcome any suggestions in the comments!