Key points
- Xiaohongshu (RedNote) and WeChat do most of the work for local businesses: one for discovery, one for conversation and bookings.
- Douyin and Weibo matter mainly for reaching people in mainland China. In North America, TikTok, Instagram, YouTube and Google carry more weight.
- Chinese-language TV, radio and newspapers still reach older and established audiences in the largest cities.
The short version
Chinese Americans and Chinese Canadians use a mix of Chinese apps and mainstream platforms. Which ones matter for your business depends on who your customers are, how long they have lived in North America and what you sell. The table below is where we start with most clients.
| Platform or channel | What people use it for | Role for a North American business |
|---|---|---|
| Xiaohongshu (RedNote, Little Red Book) | Searching and reading first-hand reviews of products, places and services | Primary: discovery, comparison and trust |
| Messaging family and friends, groups, articles from Official Accounts | Primary: conversations, bookings, follow-up and referrals | |
| Instagram, Facebook, YouTube | Mainstream social media, used by many bilingual and second-generation customers | Secondary: brand presence and advertising, often bilingual |
| TikTok | Short video, international version of ByteDance’s platform | Secondary: reach among younger audiences |
| Google search and Maps | Checking address, hours, reviews and credentials | Essential: where customers verify you before they book |
| Douyin | ByteDance’s short-video app for mainland China | Mainly for reaching people in China |
| Public microblogging, news and celebrity content | Mainly for reaching people in China | |
| Chinese-language TV, radio and newspapers | News and entertainment in Chinese | Reach among older and established audiences in large cities |
Xiaohongshu (RedNote)
Xiaohongshu combines a social feed with a search engine for lifestyle decisions. Fortune reported a user base of about 350 million in 2025. In North America it works as a local review and discovery platform: people search for a clinic, a school, a restaurant or a contractor and read what others in their city wrote.
For a business, the platform rewards steady, useful posts, real people and fast answers in the comments. It also restricts promotional language, contact details in posts and medical claims, so accounts need to be planned around its rules. We cover the platform in depth in WeChat vs. Xiaohongshu.
Tencent reported 1.418 billion combined monthly active users of Weixin and WeChat at the end of 2025. For Chinese families in North America it is the default messaging app, and increasingly how they contact businesses.
- One-to-one chat with a staffed business account, where questions are answered and appointments booked.
- Official Accounts for articles and service menus. Businesses registered outside mainland China can apply for a Service Account.
- Groups, Moments and Channels for existing customers, events and short video.
WeChat does little to introduce you to strangers, which is why it pairs with Xiaohongshu, Google and advertising.
Mainstream platforms, in two languages
Many Chinese American customers, especially those who grew up in North America, are as active on Instagram, YouTube and TikTok as anyone else. Bilingual content, and English social media run by the same team as the Chinese channels, keeps one brand across both audiences. Meta and Google advertising can target by location and language.
Douyin and Weibo
Douyin is ByteDance’s short-video app for mainland China; TikTok is its international counterpart. Weibo is a public microblogging platform built around news and public figures. Some recent arrivals keep using both, but for a business serving customers in the United States or Canada they rarely come first. They matter more for brands selling to consumers in China or to visitors from China.
Chinese-language TV, radio and print
In the largest cities, Chinese-language media still reach older and established audiences. Examples include World Journal, a Chinese-language daily published in major U.S. cities; KTSF, a Chinese-language television station in the San Francisco Bay Area; and in Canada, Fairchild Television, Talentvision and Fairchild Radio. These channels can suit businesses whose customers include seniors and long-established families, usually alongside digital channels rather than instead of them.
Where to start
- List who your Chinese customers are: age, language, how long they have lived here, where they live.
- Start with Xiaohongshu for discovery and WeChat for conversations if they are new to your business.
- Make sure your Google Business Profile and website answer the questions people check before booking.
- Add advertising once organic content shows what resonates.
- Add mainstream and bilingual channels for second-generation customers.
- Consider Chinese-language TV, radio or print if seniors are a key audience.
How RedNexus approaches it
We run Xiaohongshu, WeChat, English social media, advertising and a 24/7 Chinese concierge for established businesses across the United States and Canada. See our Xiaohongshu and WeChat management and the cities we work in.
Common questions
What social media do Chinese Americans use?
Most use a mix: Xiaohongshu (RedNote) and WeChat for Chinese-language content and conversations, plus Instagram, YouTube, Facebook and TikTok. Second-generation customers lean more on mainstream platforms.
Is Weibo useful for reaching Chinese customers in the U.S.?
Rarely as a first channel. Weibo is built around news and public figures and matters more for reaching people in mainland China.
Can businesses in North America use Douyin?
Douyin is the mainland China version of ByteDance’s short-video app. Businesses serving customers in North America usually reach them through TikTok and Xiaohongshu instead.
Is Chinese-language print and TV still worth it?
For audiences that include seniors and long-established families in large cities, it can be. Most businesses use it alongside digital channels.