How to engage with the Chinese community in Canada?

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​In the diverse cities of Canada, especially Vancouver and Toronto, connecting with various audiences can be a challenge for businesses and organizations. If you aim to engage with the Chinese community, you might need Weibo and WeChat as your strong tools to reach the right audiences.

Weibo: Referred to as the "Chinese X” (formerly Twitter)
Weibo has nearly 800,000 users residing in Canada, with a global monthly user base of 600 million people across 190 countries. Users can share short content posts, images, videos and links, making it a dynamic and diverse platform. As one of the most popular topics on Weibo, influence of Key Opinion Leaders (KOLs) reaches 53.3% of Sina Weibo users.

According to online statistics, Weibo is also extremely popular in North America with 2 million posts each day! Weibo is not only there for personal expression but also functions as a space for celebrities, brands, and influencers to interact with their followers.

WeChat: Your All-in-One Hub
With nearly one million users in Canada, WeChat stands as a significant and formidable social media platform that should not be underestimated. WeChat Moments is similar to a Facebook feed, where users can share text, photos, and videos and engage with their friends' posts. Additionally, WeChat also has an official account (微信公眾號) function which enables users to subscribe to public/corporate accounts, seamlessly blending personal and professional content.

Is Weibo the same platform as WeChat?
While both Weibo and WeChat are widely used in China, they fulfill different roles and provide unique functionalities. Weibo functions similarly to a blend of Facebook and Twitter, serving as a microblogging platform where users share short posts and opinions on daily life. In contrast, WeChat is a multi-functional app that integrates messaging, social media, and e-commerce features. It allows for long-form content, purchasing via Mini Programs, and a payment wallet called WeChat Pay (similar to ApplePay), all within the app.

Market Size (worldwide):
WeChat dominates the Chinese social media landscape with 1.32 billion monthly active users worldwide, reaching over 80% of the population. Weibo, while smaller, remains significant with 258 million daily and 593 million monthly active users as of June 2023. Knowing the market size helps foreign businesses plan effective marketing campaigns.

Monthly usage of major social media platforms in China as of 3rd quarter 2023 (Source: Statista)

​Target Audience:
Younger Chinese social media users widely use both WeChat and Weibo. However, Weibo has a larger user base born after the 2000s, while its reach among the older generation is lower. This is due to Weibo's focus on content sharing and information discovery rather than personal connections.
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Conversely, WeChat's user base covers a broader range of age groups, with a significant number of users over 51 years old and a notable portion under 24 (these numbers are based globally). This broad appeal stems from WeChat's dual function as a personal communication tool and social networking platform.

WeChat user age distribution 2022 (Source: Statista)

​Weibo and WeChat each offer distinct benefits and suit different marketing strategies, ultimately depending on your brand's objectives and target audience.


Reasons to use WeChat if your goal is to:

1. Target Audience and Relationship Building: Ideal for campaigns targeting slightly older, more affluent audiences, focusing on building long-term customer relationships through personalized messaging and a consumer relationship-focused approach.
   
2. E-commerce and Advertising: Suited for brands with marketing strategies centered around e-commerce, seamless transactions, paid advertising, and collaborations with influencers to boost visibility.

Reasons to use Weibo if your goal is to:
1. Reach a Diverse Audience: Ideal for brands targeting a wide demographic, especially younger, tech-savvy, and urban users, using quick, eye-catching posts and trending hashtags.
2. Enhance Organic Reach and Virality: Excellent for new brands aiming to improve organic reach and market visibility, focusing on viral content that can attract a broad audience even without a substantial follower base.

If you aim to make a significant impact and connect with the Chinese community in this multicultural city, you may need to develop your marketing strategy including WeChat, Weibo, and even RED (Xiaohongshu) which we will talk about in the next blog.

Stay tuned!


Reference: 
https://worldpopulationreview.com/country-rankings/wechat-users-by-country
https://news.gov.bc.ca/releases/2023MUNI0046-001280
https://fashionchinaagency.com/really-know-wechat-weibo/
https://www.statista.com/statistics/250546/leading-social-network-sites-in-china/
https://www.statista.com/statistics/387658/wechat-china-user-age/
https://sekkeidigitalgroup.com/weibo-vs-wechat-7-differences-you-should-know/