While many European marketers are familiar with platforms like WeChat and Baidu, other channels are often overlooked by international companies. Zhihu, Sogu and Toutiao – often overlooked but extremely influential – are hidden gems in the Chinese marketing ecosystem.
These platforms provide opportunities for brands to interact with consumers in innovative ways by targeting different user groups and niche markets. In this article, we will explore how Zhihu, Sogu and Toutiao can become powerful tools in your marketing strategy to unlock the full potential of the Chinese digital market.
Zhihu: Marketing on China's leading Q&A platform
Zhihu is a Chinese Q&A platform that scores highly for its user engagement and focus on quality content. The platform offers businesses a unique way to connect with an audience looking for in-depth information and expert opinions. The average usage time of 70 minutes per day shows how engaged users are and how much value they place on the content they consume. In addition, Zhihu Inc. reported that the average number of monthly active users (MAUs) was nearly 81 million in the second quarter of 2024 .
Zhihu differs from other platforms such as Douyin and Toutiao in its focus on deeper information and knowledge sharing. While Douyin appeals to a younger audience with dynamic video marketing, Zhihu is aimed at users who value informed answers and detailed discussions. This makes Zhihu particularly attractive for B2B marketing and industries that rely on expertise and credibility.
First, you need to register an official company account. To create this, you need a Chinese business registration, a Chinese business license and entry in the commercial register. These precautions are intended to ensure that only reputable companies are represented on Zihu. If you meet the requirements, you will have an exceptional platform for your marketing at your disposal.
However, one downside of the platform is that there is a risk of having your account deleted if it becomes too commercial, so careful management of content creation with appropriate adjustments is required.
marketing strategies on Zhihu
Zhihu offers you a variety of ways to position your brand and interact with the Chinese target audience. Here are some of the most common marketing strategies that companies can use to successfully establish a presence on Zhihu:
Native Content – Q&A
Answer users' questions directly and share your expertise. By actively participating, you build trust and create an engaged community around you.
Branded Content – Articles & Columns
Publish articles and columns to share your expertise and position yourself as a thought leader. Well-crafted content can help convey your brand message.
Paid Advertising
Zhihu offers various advertising formats, such as display ads, video ads and native ads, to effectively reach your desired audience. Give your account the boost it needs until it runs on its own.
influencer marketing
Cooperate with so-called Key Opinion Leaders (KOLs) to convey your message to a broad target group and benefit from the popularity, authenticity and credibility of the influencers.
Zhihu Live – Interactive Webinars
With Zhihu Live you can host interactive live webinars that bring you closer to your target audience like nothing else. Share your expertise, be approachable and answer participants' questions directly in dialogue to build a stronger connection.
Branded communities and spaces
Create your own community or space on Zhihu for your follower base to build an even closer bond with your fans. In these spaces, you can offer exclusive content and interact with your followers on a different level than in the public area.
Sogou: China's largest voice search engine
Sogou is currently China's largest voice search engine . Although Sogou has a smaller market share than Baidu, it is still a popular choice in some regions known for unique features such as its focus on input methods, especially its "Sogou Pinyin", which is one of the most popular Chinese input methods. Sogou emphasizes user-friendliness, making navigation and finding information easier. In addition, Sogou has integration with WeChat and a focus on providing relevant results based on language processing.
Marketing Strategies on Sogou
Sogou Search Engine Optimization (SEO)
Like most search engines, the Sogou ranking algorithm likes websites with higher authority and unique content. Optimizing content for Sogou is an important part of any SEO strategy to be discoverable on the web.
Sogou Pay Per Click (PPC) Advertising
Sogou PPC allows you to reach your desired target group through targeted advertising. The pay-per-click model enables precise cost control.
Integration with WeChat
Sogou's deep integration with WeChat is a strategic marketing move. As a default search engine capable of indexing WeChat content, Sogou is positioning itself as the go-to destination for anyone looking for information in the vast WeChat ecosystem. This integration not only increases Sogou's visibility and reach, but also boosts its relevance to Chinese internet users who rely heavily on WeChat for communication and information. This strategic alignment with WeChat helps Sogou maintain a competitive advantage in the Chinese search engine market.
Toutiao: China's personalized news platform
Toutiao is a Chinese news aggregation and content platform that has become a dominant force in the country's digital media landscape with over 800 million monthly active users. It uses artificial intelligence to personalize content for each user based on their interests and browsing behavior.
Toutiao works based on advanced algorithms that deliver personalized messages and content to users. These algorithms analyze user behavior to create an individual profile that reflects each user's preferences and interests. Unlike other platforms that rely on recommendations from friends, Toutiao relies exclusively on user behavior to select relevant content.
The app displays a wide range of content, from journalistic articles to official announcements, tailored to users' interests. This allows users to stay informed about a variety of topics without having to leave the app. The role of the algorithm is crucial here, as it constantly learns and adapts to users' evolving preferences.
Marketing opportunities on Toutiao
Toutiao offers companies a variety of ways to position their brand and interact with the Chinese target audience. Here are some of the most common marketing strategies:
Video and Livestream Content
Toutiao is a platform focused on visual content, so create videos and host live streams to showcase your brand to a wide audience and engage with your target audience.
Headlines – Top Story Promotion
Increase the visibility of your content through targeted headline promotion. This way, Tutiao places your content on the homepage and you reach a larger number of users.
Paid Advertising
Toutiao offers various advertising formats, such as display ads, video ads and native ads, to effectively reach your target audience.
Cross-Platform Integrations
Toutiao is part of the ByteDance ecosystem, which also includes platforms like TikTok and Douyin. Take advantage of the synergies and run your campaigns across different ByteDance platforms to reach a wider audience and ensure consistent brand messaging.
How lesser-known platforms can lead to success
To be successful in China, it is crucial to follow, identify and capitalize on trends. While well-known platforms such as WeChat and Weibo undoubtedly play important roles, lesser-known platforms are often underestimated. However, by adopting a targeted strategy and using these platforms correctly, companies can reach their target audience more (cost-)effectively and increase their visibility.
W4 offers comprehensive support in developing and implementing marketing strategies for China, regardless of the channels chosen. With our expertise and network, we can help companies realize their full potential in this dynamic market.
