Users laud apps’ effective algorithms for pushing relevant content.
YouTuber sisters Michy and Tiffanie Lim began exploring Xiaohongshu and Douyin to reach a wider audience, while FoodStamp.SG founder Marcus Goh started a Xiaohongshu account for his business.
Like her, other users in Singapore have been drawn in big numbers to Chinese social media apps, in particular Xiaohongshu and Douyin, in the last five years, following the Covid-19 pandemic that saw people with more time on their hands turn towards the content-rich apps.
One passionate fan is Ms Zhang Zhi Xuan, 28, who catches up daily on behind-the-scenes clips of her favourite Chinese dramas on Xiaohongshu, while also scrolling through memes of cartoon beaver Zanmang Loopy, a favourite among young Chinese who love its sassy personality. While the privately held Shanghai start-up has not disclosed its earnings, the Financial Times reported in March that it generated US$500 million in net profit in 2023 on revenues of US$3.7 billion, citing sources.
When the pandemic hit, she found herself “sucked into its black hole”, indulging in woodworking videos, do-it-yourself content and live streams of people eating. “This is a good chance for small to medium-sized enterprises to get on it; since not many businesses are on the app yet, you can have first-mover advantage and benefits.”YouTuber sisters Tiffanie and Michy Lim, both in their 20s, started their channel TiffwithMi five years ago and have garnered more than 700,000 subscribers. They started posting actively on Xiaohongshu recently, while their shared Douyin account has 40,000 followers.
“Over the last few years, Chinese audiences looking for real estate have increased, so we want to reach them as they may not be on Instagram, Facebook or TikTok as they cannot access them in China,” Mr Lim said. In Singapore, these apps are among the likely factors that have contributed to Singaporeans’ favourable view of China, said Dr Terence Lee, a professor of politics and communication at the Sheridan Institute of Higher Education in Perth, Australia.
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