Redtorch has included Chinese platforms for the first time in its SportOnSocial International Federations 2025 Report, which ranks International Federations (IFs) based on their social media performances in 2024.

• World Table Tennis (WTT) dominates the rankings 2025 China League Table, with the International Basketball Federation (FIBA) placed second. This highlights how aligning with deeply rooted cultural interests – such as China’s passion for table tennis – while focusing on local athletes, domestic events and fan-relevant storytelling can drive powerful and meaningful engagement.

• In addition, the Beijing Winter Olympics played a pivotal role in sparking broader interest in winter sports throughout China, leading to a significant rise in conversations and participation. Several IFs benefited from the momentum: the International Skating Union (ISU) and the International Ski Federation (FIS) ranked significantly higher on the China League Table compared to their positions on the global SportOnSocial rankings, underscoring the importance of timing and local relevance in a crowded digital landscape.

• Weibo is at the forefront of digital engagement. As the central platform for  real-time sports conversations in China, it attracts young-to-middle-aged users who actively engage with trending topics, breaking news and multimedia debates. 27 IFs currently manage 32 official pages on their Weibo channels and these collectively rank highest vs. other platforms in terms of total followers, posts and engagement.

It wasn’t merely a data-driven decision to include Chinese social media in the report. It also reflects the growing relevance of these platforms for those IFs seeking to connect with a massive, mobile-first audience.

This shift has reinforced the importance of understanding local platforms, behaviors, and cultural drivers, and that’s exactly where Redtorch comes in. Building on the insights uncovered in our latest SportOnSocial report, our model offers a credible, insight-led alternative – providing a low-risk, high-value entry point for IFs looking to better understand and connect with Chinese audiences.

With over 1bn active users on platforms like WeChat and Douyin, China represents one of the biggest untapped markets for global sport. This isn’t just about reach, however; it’s about relevance, too.

Many IFs have known about the value of Chinese platforms for a long time, but have struggled to apply the right resources or find the capacity to focus on them consistently. It is not a matter of awareness, but of attention. Now is the time to reignite that focus.

Chinese audiences engage differently. They crave cultural relevance, interactivity, and content that uses their language both literally and contextually.

IFs that adapt will experience faster growth, deeper engagement and stronger commercial returns.

1. Unmatched growth potential

From niche sports like climbing to global ones like table tennis, IFs are finding passionate new fans in China, especially in urban hubs. WTT’s content, for example, resonates so profoundly because of its cultural connection and tailored storytelling.

2. Direct broadcasting & streaming power

Platforms like Douyin and WeChat provide IFs with tools to livestream events, bypassing traditional broadcasters and connecting directly with fans.

3. Ticketing & event-hosting integration

WeChat Mini Programs allow fans to buy tickets, join fan clubs and interact with branded content without leaving the app, thus turning content into commerce.

4. Sponsorship growth

A strong presence on Chinese platforms helps IFs attract local and regional sponsors. Fitness, wellness and lifestyle brands are actively looking to partner with sports properties that resonate with their target audience.

5. E-commerce & gaming synergy

IFs can turn engagement into revenue through features like Douyin Shop and gamified WeChat experiences, which allow for merchandise sales and interactive fan activations during live events.

WTT collaborates with Douyin to create dedicated event pages that drive visibility and engagement, while using WeChat to promote ticket sales and develop a Mini Program to guide fans from social content to deeper interaction and purchase. 

How Chinese & Western platforms differ

Chinese platforms don’t only look different – they’re built differently.

• Weibo is the epicentre of real-time sports chatter – driven by trends, it’s fast and it’s viral. Best platform for: live updates, trending hashtags, polls, timely news that instigates conversation.

• Douyin is where snackable, high-energy content shines – think TikTok on steroids. Best platform for: short-form videos, highlights, challenges, humorous or dramatic sports moments.

• WeChat is the Swiss Army Knife of digital China – social media, e-commerce and CRM all rolled into one. Best platform for: ticket sales, event info, fan services, building private communities through Mini Programs.

• Bilibili taps into Gen Z and niche audiences through long-form storytelling with its unique “Danmu” feature where live comment overlays turn videos into conversations. Best platform for: behind-the-scenes series, athlete documentaries, explainer videos, fan-debate content.

• Xiaohongshu (RedNote) is an algorithm-first lifestyle platform where quality content matters more than follower count. Best platform for: visual storytelling, athlete lifestyle content, educational posts, culturally relevant narratives.

What content works best for IFs in China?

Success on China’s social media platforms is not just about being present; it’s also about being relevant. Top-performing IFs don’t simply translate Western content; they craft stories that resonate because they are platform-native and culturally aware.

Here’s what works.

• Localised storytelling  

Content featuring Chinese athletes, teams, and competitions consistently drives the most engagement. WTT excels here by spotlighting national talent and embracing moments that are meaningful to local fans.

• Seasonal rankings & interactive campaigns 

Year-end rankings, “top player” polls and seasonal recaps generate huge spikes of engagement. As fans love to debate and celebrate, these strategies give them a reason to engage beyond event results.

• Livestreams & behind-the-scenes moments 

Fans want access. IFs that livestream on Douyin or Weibo for press events, training sessions or post-match commentary perform strongly. Informal, behind-the-scenes clips create intimacy and trust.

• influencer & athlete collaborations 

Chinese-speaking creators have strong fan communities. IFs that co-create content with local influencers or Mandarin-speaking athletes can drastically increase visibility and relatability.

• Commerce-driven activations 

From Douyin Shop livestreams to WeChat Mini Program giveaways, e-commerce integrations are a game-changer. Limited-edition drops or flash sales during events can turn engagement into real-world revenue.

• Gamified & humorous content 

Fun content thrives, especially when it’s participatory. Think interactive filters, trivia games, memeable moments. Every IF can benefit from showing a lighter, more playful side.

• Cross-platform consistency 

While each platform has its nuances, the most successful IFs build recognisable campaigns across Weibo, Douyin and WeChat to ensure fans see a coherent narrative no matter where they are.

Some final thoughts: think local, act strategic 

Achieving success on China’s social media requires more than copying and pasting strategies that work in the West. Instead,  it involves intentional adaptation. Each platform – where it be Weibo’s trend-driven culture, Douyin’s energy-packed short videos or Bilibili’s Gen Z communities – demands a distinctive approach rooted in a deep understanding of local culture.

IFs that commit to this approach by creating locally relevant content, building campaigns designed for Chinese users and embracing authentic storytelling will increase engagement in China and strengthen their global digital presence.

We’re not talking about social media alone. We’re talking about fostering long-term audience growth, commercial expansion and cultural relevance in one of the most influential markets in sport.

Ready to unlock your potential?

Through deep-dive analysis, cultural insight, and performance evaluation, we will give you the clarity and confidence to engage Chinese audiences meaningfully.

Get in touch to explore how Redtorch can support your social media strategy for Chinese social media platforms.