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Leading social media for recommendation-based marketing (zhongcao) in China in 2022

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Sources

Release date

March 2023

Region

China

Survey time period

2022

Special properties

among five selected social media platforms

Supplementary notes

Only among posts mentioning brand names. Samples of posts on each platform were used for the calculation.

Citation formats

Leading platforms for recommendation-based marketing in China 2022

Published by ÌÇÐÄÆƽâ°æ Research Department, Sep 8, 2023

In China, recommendation-based marketing, or "zhongcao", was among the most effective forms of marketing. The Chinese social commerce platform Xiaohongshu was the most popular channel to post zhongcao content. In 2022, it contributed over **** of such posts among five major social media platforms measured. Short video giant Douyin came in second.
"Zhongcao", a popular Chinese term meaning "planting grass" originally, describes the effect of recommendation-based marketing strategy as "to plant a seed in one's mind".

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