From aviation tragedies and national pride to financial empowerment and personal aspirations, platforms like Weibo, Douyin, Xiaohongshu, Baidu, and Zhihu reflected the pulse of societal concerns and hopes. These discussions present brands with unique opportunities to connect through empathy, innovation, and social impact.
On Weibo, the tragic crash of a South Korean plane with 179 fatalities dominated conversations, with viral videos of rescue efforts eliciting widespread empathy. The platform also buzzed with discussions about Olympic champion Fan Zhendong’s unexpected withdrawal from world rankings, a decision rooted in dissatisfaction with new competition rules and personal challenges. Additionally, another South Korean plane crash, which claimed 58 lives during the landing, reignited concerns over aviation safety. These emotionally charged stories emphasised resilience and the fragility of life, presenting brands with opportunities to engage audiences through campaigns that highlight empathy and trust.
On Douyin, users looked to the future, sharing their dreams and goals for 2025 under the “Dear 2025” trend, inspiring hope and optimism. A detailed discussion on naming China’s 076 amphibious assault ship, “Sichuan,” piqued interest in the country’s naval advancements and stirred national pride. Meanwhile, President Vladimir Putin’s call for Russia to strengthen against Western influence sparked debates on global politics. These themes of aspirations and national pride offer marketing opportunities for brands to foster engagement through user-generated content campaigns focused on personal and collective growth, or by aligning with themes of innovation and strength.
Xiaohongshu provided a platform for celebrating Chinese culture and financial empowerment. Users reflected on the interconnectedness of trade and relationships in posts inspired by Yiwu’s global trade hub. Discussions on Chinese cultural treasures, such as Yuejiaquan martial arts, showcased national pride and heritage, fueled by popular programs like The China Behind Intangible Heritage. Additionally, posts about young people’s financial strategies highlighted a growing interest in income distribution and investment planning amid global uncertainties. These conversations underscore the opportunity for brands to collaborate with cultural institutions or offer tools and content that simplify financial literacy, appealing to younger, financially conscious audiences.
On Baidu, public safety and national development took centre stage. President Xi Jinping’s emphasis on people-centric modernization resonated with users, shaping narratives around unity and progress. Discussions around a Jeju Air crash that left 23 people dead or injured further amplified concerns over aviation safety, while news of actress Zhao Lusi’s hospitalization sparked empathy and highlighted the pressures of fame. These topics provide avenues for brands to position themselves as trustworthy, safety-focused, and socially conscious, tapping into the collective concern for well-being and progress.
Zhihu, known for its analytical depth, focused on social and infrastructural challenges. The launch of China’s 076 amphibious assault ship drew detailed analysis of its capabilities, showcasing national pride and technological advancements. Meanwhile, the accidental damage to Shanghai Metro Line 11 highlighted urban safety concerns, prompting discussions on accountability and resilience in city planning. Another widely discussed topic was the mental health challenges faced by rural students, brought to light by a viral video that revealed their grueling schedules and limited resources. These issues create opportunities for brands to emphasize innovation, accountability, and social responsibility through partnerships with educational initiatives or urban development programs.
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