CONTEXT
Regular blogging sites focus on long passage contents. Users can express individual thoughts more comprehensively.
Microblog is a new form of blogging which limits the amount of content for each posts. It fits the rapid demand for information and is able to reach large scale of audiences.
Lightblog has less features than microblog but has no word limitations. It's a niche concept in the Chinese market
OVERVIEW
TRENDS
Regular blogging sites have become less popular than before but remain a strong base of loyal users.
Microblog is currently the mainstream platform The efficiency and user empowerment guaranteed its sucess.
Lightblogs are very niche platforms.
They appleas to young mobile users.
The site itself is usually very simple
RANKING
Sina Weibo # 2
Tencent weibo # 3
Sohu weibo # 4
Lofter # 5
A branch of the regular Wechat account, Wechat public accounts open to celebirties, government authorities, companies and other offials. It allow users to easily set up their brands and build a community of followers. Each wechat account can be customized for specific needs.
Blog: Tianya • Blogbus
Microblog: Sina Weibo • Wechat (Public Accounts)•Tencent Weibo • Sohu Weibo
Lightblog: Qing • Diandian • Lofter
Diandian is a small lightblog platform. It is
more inclined to niche and young mobile users. On Diandian, users share detail things in life, which is the origin of the platform's name.It allows multiple users to mange one account and is easy to navigate.
Wechat Public Accounts
Sina Weibo
Tencent Weibo
China's most popular micro-bloggoing site, Sina Weibo is an ideal platform for generating public
buzz and promoting brands through word-of-mouth. Users can share, comment and tag social contents. Latest news, heat topics, private chat and further features are all included in Sina Weibo.
Complement to the popular QQ IM platform, Tencent weibo has a huge and stable user base. Most Tencent Weibo features are specially designed to share and intergrate QQ contents. The platform itself has further developed email sharing, video upload and other blogging functions.
BLOG & MICRO BLOG & LIGHT BLOG
Sohu weibo is the only microblogging platform that does not have character limitations. It allows users to post and share daily events with words and photos.It is now developing more featured sections for users with different interests.
Lofter is a simple, intuitive and high quality lightblog
site created by Netease. The site is distinct for it's
clean design and focus on individual originality. Lofter often attracts art lovers such as photographer,
illustrator etc. to share their creation and interact with each other.
WESTERN COUNTERPARTS
MAJOR PLAYERS
Wechat # 1
Lofter (Wangyi)
Sohu Weibo
Diandian
Qing (Sina)
Qing is Sina's platform that combines features between sina blog and sina weibo.
It offers users a free and very diversed platform to share and discover new contents. It gives user a chance to express their passion and skills.
Blogbus
Blogbus is China's first blog service provider
that charges its users. Blogbus's target audience are college students and business professionals. It emphasises the culture within social network and aims to promote authentic and high-end blog platform
NICHE PLAYERS/OTHER
TBWA/Shanghai