From audience growth to digital opportunity!

According to statistics provided by the China Internet Network Information Center, there are more than 1.12 billion internet users in China as of mid-2025. The number of internet users is fast approaching 80% of the overall population. Growth is no longer coming only from big cities, either, with recent data showing meaningful gains among rural and elderly users. Such statistics imply that the scope of the audience that can be accessed via digital media has increased for potential marketers in China.

Almost all activities on the internet happen via mobile devices. The vast majority of internet users in China are accessing the internet via mobile phones, and their internet usage time per day is constantly rising year after year. Such behavior impacts the concept of Chinese social media marketing significantly since short-form videos, in-app purchasing options, and quick-session-oriented content perform much better than anything else.

Yet none of this Chinese marketing potential is realized unless it involves adapting to the specific platforms involved. WeChat, Weibo, and Rednote all have their own standards for content, audience expectations, and requirements for verifying accounts; what works on one may not necessarily work on another without adjustment. A successful approach to marketing in China treats each platform as a unique environment and does not see them merely as advertising space.

Moreover, there is a diasporic factor that should not go unnoticed. Chinese speakers living outside mainland China continue to use the same platforms and behavior patterns familiar from their childhoods, thus broadening the scope of this approach beyond China’s borders. As the number of internet users in China continues to grow and diversify, brands that create an actual presence in the market will fare better than those just doing one-off campaigns.

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