We live in an interconnected world, and the digital world has no borders. Social media has indeed shown itself to be an effective mode of communication, especially in multicultural and multilingual contexts. One domain that has been receiving a larger share of attention is that of the Chinese language on social media, roughly defined as the Chinese language in digital or online communication. This shift is changing not only how we communicate but also marketing, cultural exchange,  and online behaviour, particularly in multilingual countries such as Canada.

Canada has a large Chinese-speaking population that craves more content that closely reflects their culture and language. For companies looking to reach new audiences and people seeking to make global connections, media use of Chinese media is becoming ever more important.

Unlike old-school Chinese, social-media Chinese in Canada is full of slang, abbreviations, emojis and phonetic symbols unique to the internet. These terms, which are usually in constant flux,  demonstrate the creative, comical ways in which younger people are expressing themselves. For example, numbers such as “520” (which would sound like I love you in Mandarin) or “88” (resembling “bye-bye”) can be used as shorthand for feelings and reactions in a repeated manner. This code promotes efficient communication and can mark the speaker as an insider.

Another unique thing is the usage of languages. Tech-savvy users, especially younger ones and those in diaspora communities in Canada, code-switch between Chinese and English. This type of mixed usage model is then a way to reflect the dynamism of real language use and make online identities that straddle cultures. Brands,  influencers, and local thought leaders who appreciate these nuances are much more likely to produce more authentic, compelling content.

The visual nature of social media is also important. Platforms like WeChat, Xiaohongshu and others popular in the Chinese-speaking world make frequent use of highly visual storytelling. Shorter posts with effective images,  video or infographics are what users like. But these visuals are not some mere aesthetic flair, instead, they are used for creating clarity and emotional resonance, particularly across language barriers.

For businesses and content creators working in Canada, speaking Chinese on social media encompasses more than just translating posts. This means understanding regional dialects, platform-specific trends, and the potential for cultural insensitivity in your messaging. Local knowledge and empathy are also a must-have to succeed in this space, and values that are our country’s core from a multicultural perspective.

In addition, social media analytics now contain information about language preferences and regional dialects. By integrating Chinese social media in strategy, companies can better target, gain the trust of the Chinese-speaking audience, and create inclusive online communities.

In short, the rise of social media in China is no passing trend — it’s a testament to changing global relationships. 'Even more so now that Canada is increasingly a cultural mosaic, digital communication has to keep up with that. If you know how to keep up and can do so, it will enable more inclusive stories to be told, marketing to be more effective and communities to become more deeply involved with a globalized era.

Steve Haynes is the author of this article. To know more details about Chinese Programmatic DSP in Canada, please visit our website: eastwardmedia.com. ​