Navigating the 2024 Social Media Wave: Key Trends and Consumer Insights for Douyin, Xiaohongshu, and Kuaishou

As we step into 2024, the landscape of social media marketing continues to evolve rapidly. Key platforms such as Douyin, Xiaohongshu (Little Red Book), and Kuaishou are witnessing significant changes in user engagement, commercial marketing strategies, and consumer behaviour. In this article, we will delve into the current trends and observations for the first quarter of 2024.

The activity levels and commercial landscape of social media platforms have shown significant growth in recent times. This growth spans both content engagement and product sales across various platforms, reflecting the increasing importance and influence of social media in both content and commercial marketing ecosystems.

Below are the key observations for Q1 2024:

Content Marketing Ecosystem Observations

Douyin: Interaction volume increased by 27.27%.
Xiaohongshu: Interaction volume increased by 19.14%.
Bilibili: Interaction volume increased by 55.74%.

Prime Time for Livestreaming

Live streaming has become an essential component of social media engagement. The golden hours for live-streaming are between 7 PM and 12 AM. Additionally, Kuaishou sees a notable peak in live-streaming activity between 7 AM and 9 AM. These time slots represent the periods when user engagement is at its highest, making them ideal for brands and influencers to connect with their audiences.

Consumer Demographics and Behavior

The gender distribution of consumers on social media platforms reveals a predominant female consumer base, with over 61% of purchases made by women. On Douyin, the primary consumers are women aged 24-40, while Kuaishou's consumer base is dominated by women aged 31-40.

2024 Consumer Hotspots Observations

A Boom in Tourism

Key Factors Attracting Users to Travel-Related Short Videos:

· 54.8% are attracted by unique local customs and lifestyles.

· 66.5% have viewed short videos related to traditional culture.

· 45.0% are interested in traditional clothing and customs.

National Pride in Domestic Products

There is a growing trend of national pride among consumers, particularly in the beauty, skincare, and makeup sectors. Xiaohongshu has seen over 1 million searches related to "domestic products," reflecting strong consumer pride and cultural confidence. Face makeup products account for over 50% of sales, with Gen Z youth from small towns (aged 18-29) being the primary consumers.

The social media marketing landscape in 2024 is characterized by dynamic growth and evolving consumer preferences. Platforms like Douyin, Xiaohongshu, and Kuaishou are at the forefront of these changes, driving increased engagement and commercial opportunities. As brands and marketers navigate this landscape, understanding these trends and leveraging the prime times for engagement, key consumer demographics, and emerging market segments will be crucial for success.