Our group also referenced different lesson topics that shaped our social media platform choices and related content curation in various dimensions. To be exact, our group has selected three mainland Chinese social media platforms to promote our content, which are WeChat (Worth knowing that it is not only a messaging platform), Weibo, and Red. Based on the analysis of the different platforms, we have obtained an overview of the range of young female users on each platform, the distinctive nature of each platform, and the strengths in promoting.
1 WeChat Public Account
The first platform we chose is the WeChat Public Account, which is a type of account that allows for the posting of articles, graphic messages, voice, and video on the WeChat platform to interact with followers (comments, likes, retweets, etc.) and spread information. (Jiang et al., 2021) Compared to other platforms, the public accounts have an incomparable user base. Our research shows that 92.62% of the followers of the aaad WeChat public account are female and the main age group is 25-30 years old, which fits our target group. In addition, the features of this platform facilitate the promotion of long-form content in conjunction with product content and brand concepts, building bonding relationships and expanding influence through sharing. Also, the platform’s mature back-end data analysis mechanism provides a wealth of data analysis that allows brands to monitor and analyse the interests, reactions, and trends of their audience, providing a basis for marketing strategies.
2 WEIBO
Another platform is Weibo, often referred to as China’s “Twitter”. With 252 million daily active users in the fourth quarter, Weibo is one of the largest social platforms in China, according to its 2022 earnings report (NetEase, 2022). Weibo also attracts many young female users and has a wide reach. Its unique recommendation mechanism allows the platform to drive content to users’ homepages even if they do not follow a specific account, allowing the content posted to be seen by more people and achieve wider distribution. In addition, Weibo Topics is one of the most active places for flow, with an emphasis on interaction and community. For brand marketing, it is beneficial to start relevant topic interactions and establish hashtag connections based on marketing nodes and respond to comment sections in a timely manner to value consumer feedback, thus establishing in-depth communication with consumers.
3 RED
Red, the third platform, is a comprehensive platform similar to Instagram and Pinterest. It features user-generated content but also allows businesses to register certified profiles and post advertisements. As a platform favoured by younger women, it boasts 88.8% female users, with the highest number (46.39%) in the 18-24 age range. Various female users here favour quick fashion and sports brands, prefer great exercise over thoughtless weight reduction, and prioritise low-calorie foods, which aligns with our brand content and features. Moreover, compared with other platforms, Red is more focused on consumers sharing lifestyle content and acts as a conduit for consumer decisions. (Wan, 2022）By sharing their experiences online, users trigger community interaction, which drives other users to spend, and these users in turn share more online, creating a virtuous cycle. At the same time, Red offers an online shopping function, allowing users to purchase their preferred things through the platform’s suggestions and purchase links, allowing businesses precisely contact their target demographic and elevate their market