China Social Media Landscape Whitepaper 2019

Since 2008, Kantar’s CIC Intelligence – social listening research services in China – have produced an annual report exploring the dynamics and trends of social media in China to deliver valuable insights for marketers.

In this 11th year of the China Social Media Landscape Report, we have interviewed thought-leaders across the industry and incorporated insights derived from CIC Intelligence research through social listening, online surveys and focus groups.
This year’s report focuses on the following key areas that characterise the current social media landscape in China. They are:
  • The domination of Omni-media in China: the increasing functionality of social platforms in China and what it means for brands.
  • Mind the generational gap: what are the social media platform preferences for Gen X, Y & Z?
  • Influencers: how they use multiple owned channels to reach different audiences.
  • Social GRP: new standards in measurement of social content.
We hope that this report will shed light on the complexities – and opportunities – of the social media landscape in China, helping marketers to develop more impactful social media marketing strategies.


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