Analysis of Social Media Marketing Strategy: The Case Study of China and the US

Abstract

Different countries have distinct social media platforms to conduct marketing strategies. In the United States, there are mainly 4 ways of social media advertising: Facebook, Instagram, Twitter, and LinkedIn, to meet customers’ demands in various fields. On the other hand, in China, Little Red Book (Xiaohongshu), TikTok (Douyin), WeChat, and Zhihu have served as leading advertising roles recently. Overall, both countries’ social media marketing approaches are similar but with little difference. In general, firms use social media to perform business actions because they can increase brand awareness, grow revenue, and increase mentions in the press. Targeting the right audiences share personalized advertisements at the right time. Companies have the chance to develop further in the future.