Table of Contents Baidu: Platform for news and information Xiaohongshu: Lifestyle template and consumer decision aid Douyin: High engagement and e-commerce activity Search results on different platforms Tips for marketing on these platforms 1. For advertising, Baidu is always your fallback option to enter the Chinese market 2. Use multi-channel content marketing 3. Adopt a content + advertising strategy for Xiaohongshu and Douyin Baidu: Platform for news and information Just like its slogan “Baidu it, you will know”, people are used to searching for information on Baidu.
Baidu's user structure is dominated by male users (about 74%), and the age is mainly concentrated between 24-35 years old. Users are mainly from first-tier cities (Beijing, Shanghai, Guangzhou, Shenzhen) and second-tier cities (Fuzhou, Dalian, Kunming), with high search frequency and long daily usage time, and mainly focus on news, entertainment, technology, and lifestyle services. Baidu App User Profile Statistics of Baidu's mobile application. Please note that users do not need to log in to use Baidu's search function.
Xiaohongshu: Lifestyle Template and Consumer Decision Assistance Xiaohongshu is positioned to assist users in making consumption decisions and improving their lifestyle. The platform combines e-commerce with social functions, providing users with a place to shop, socialize, share topic views and seek advice within a community of like-minded individuals. That being said, we also found that its algorithm is very good at providing a wider range of content to interested users.
For example, we use it to promote companies in logistics, e-commerce and other fields that are not usually known on Xiaohongshu. According to iMedia Research data, in 2023, the main types of information on the Xiaohongshu platform will vary by gender. For women - including beauty and skin care, diet and health, and hair care. For men - skill learning, travel guides, sports and fitness. Although most users are women, the community is gradually changing.
The proportion of male users has increased from single digits to 30%, and new content trends are constantly being generated within the community. The growth of content and users is still ongoing. The main types mexico whatsapp resource of information that Chinese Xiaohongshu users pay attention to in 2023 (by gender) Douyin: high engagement and e-commerce activities Douyin users are mainly young people aged 18-34, with a balanced ratio of men to women.
Douyin user share Douyin user age distribution This group watched entertainment, comedy, food, travel, and life tips. In addition, Douyin users have shown strong purchasing power and often purchase goods through live broadcasts and short videos, making the platform a hot spot for e-commerce activities. Distribution of Douyin users' interests But it is worth noting that Douyin has a high proportion of users from third- and fourth-tier cities and rural areas, accounting for about 50% to 60% of its total user base.
Overall, the number of users is also growing, forming an important foundation for the platform. In addition, these users show high engagement and retention rates, and often use TikTok for entertainment, socializing and shopping. Douyin's urban distribution Search results on different platforms After talking about user portraits, let's take a look at how the search results for the same keyword on the three platforms differ. I searched for "German Packaging Law" on different platforms.