Unlocking the Power of Influencer Marketing: RED vs WeChat

By Yayi Wang

In any social media endeavour it is important to find a good fit for your messages. But in the dynamic world of Chinese influencer marketing, choosing the right platform will make or break your promotional efforts. In 2023, CHIN helped clients from different industries achieve their promotional goals via influencer marketing. RED (or Little Red Book), a user-generated content platform, has proven to be a powerhouse for influencer marketing for our clients. 

But why RED over the widely recognised WeChat?

RED: Where Diversity Meets Entertainment

Founded in 2013, RED has evolved into a melting pot of influencers, key opinion leaders, key opinion consumers, and everyday individuals, offering a spectrum of content that caters to diverse tastes, making RED a great platform for Chinese marketing in Australia. RED’s influencers outnumber their counterparts on WeChat, and provide a more entertaining variety of content that captures the audience’s attention.

For businesses eyeing the Australian market, RED becomes an ideal platform to showcase products and services. Users turn to RED for product/restaurant/service/travel recommendations, making it fertile ground for brands to gain exposure. The platform’s user-friendly interface allows potential customers to explore, compare, and make informed purchasing decisions – a trifecta for successful influencer marketing.

RED offers the flexibility to choose influencers who align with various desires and budgets, a feat not as easily achievable on WeChat. 

WeChat as an influencer platform: Limited Reach and High Price

While boasting well-known influencers, running an influencer campaign on WeChat comes with a hefty price tag. The top-rated accounts are dominated by official entities like news outlets, government agencies and corporate accounts, steering towards more serious and formal themes. This not only limits the variety of content but also drives up the cost of influencer services, making it less appealing for businesses with budget constraints.

That being said, WeChat serves as an excellent platform for establishing your own Chinese official social channel. WeChat official accounts offer a dedicated space to showcase essential business information to your audience, providing a comprehensive understanding of your offerings. This platform is well-suited for sharing official information, including details about your products/services, brand story, news, achievements, and more. It essentially functions as a compact Chinese website tailored specifically for your business.

CHIN Marketing’s Choice: The RED Advantage in Influencer Marketing

Our experience at CHIN has consistently shown that RED outshines WeChat in the realm of influencer marketing. Positive results and high exposure levels have left our clients very satisfied with their promotional efforts on RED.

See below successful stories of our clients:




Another significant advantage is the pricing flexibility RED offers when it comes to influencers. Clients can align their budget with their promotional goals by choosing from a diverse range of influencers. This flexibility empowers businesses to optimise their influencer marketing strategies, ensuring they get the best return on investment.

In conclusion, RED’s influencer promotion emerges as the superior choice over WeChat. With its entertainment-oriented tone, global user base, and pricing flexibility, RED provides an excellent platform for our clients to promote their brands effectively.

Ready to unlock the full potential of influencer marketing using RED for your own brand? Contact our Marketing team today for personalised insights and a strategy that propels your products and services to new heights. Your success story begins with the right influencer on the right platform – let us guide you there! Email info@chincommunications.com.au or call 1300 792 446.


Got a question? We’d love to hear from you


Level 4, 221 Queen Street, Melbourne 3000
GPO Box 2231, Melbourne 3001

P. 1300 792 446
F. 03 9670 0766


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