Western content is heading to Chinese social media feeds
By way of tie-ups with China-based social media platforms, Western online networks are bringing selected content into the country notorious for its high barriers-to-entry
By Melissa Goh
Chinese social media users will soon benefit from a flood of new international content entering their feeds.
That’s thanks to recent tie-ups between local social media platforms and digital content distributor network Yoola to bring selected content, primarily from the United States and Russia, into the Chinese market. Local partners include social media giants Weibo and Tencent , as well as Youku-Tudou, Toutiao, Miapoi, Kuaishou, Bilibili, Meipai, AcFun, and Aipai.
This comes against a backdrop of Western internet companies, including Facebook and Google , long struggling to gain footing in the Chinese market. Both are currently blocked in the mainland.
Yoola is one of YouTube’s multi-channel networks (MCN), third-party service providers that work with YouTube channels to offer audience development, content programming and monetising services, among others. The company currently manages more than 72,000 channels, driving over 7 billion monthly views with more than 650 million subscribers across the network.
Through a localisation process, which includes translating, editing, operating and promoting the content on different networks in China, Yoola is aiming to help influencers gain traction in China — and, in doing so, bridging international content gaps.