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Chinese Media Insight Spotlight #20 – March Media Updates
Table of Contents:
Xiaohongshu Strengthens Search Marketing and Advertising Entry Policies
1. 2026 Search Marketing: Unlocking High-Intent Traffic
As “When in doubt, use Xiaohongshu” becomes a common user behavior, search ads have become an essential tool for capturing precise demand. By Oct 2025, 73% of MAUs used search, averaging 6 queries per user daily. Travel, real estate, electronics, and pet categories see search growth of up to 116%.
Success in 2026 relies on relevant content, with smart bidding strategies to drive scale.
2. Stricter Spotlight Ad Account Approval for Overseas Advertisers
Since February, overseas brands can no longer self-submit industry qualifications for Spotlight (聚光) ad accounts. All new onboarding now requires an invited OA review via authorized cross-border partners.
The policy impacts both new advertisers and existing brands adding new categories. Work with iClick to ensure a compliant setup and faster campaign activation.
Baidu Expands AI Ecosystem: Ernie Assistant Reaches 200M MAU
In January 2026, Baidu’s Ernie Assistant surpassed 200M monthly active users, evolving from a chatbot into a “Super App” interface for China’s digital ecosystem. With native integrations to Trip.com and Meituan, Ernie enables seamless search-to-purchase journeys within a single AI flow. Ranked #8 globally on LMArena, it also supports high-quality multimodal content generation for ads.
This evolution offers a powerful new gateway for brands to engage high-intent users and close sales entirely within Baidu’s intelligent ecosystem.
Tencent Expands AI Social Ecosystem & Tightens External Ad Governance
1. Launches “Yuanbao Party” to Merge AI, Social, and Content Experiences
Tencent introduced “Yuanbao Party” (元宝派), allowing users to engage AI-driven social groups connected across WeChat and QQ ecosystems. Supported by a large-scale 1-billion-RMB incentive Chinese New Year campaign, the feature blends AI interaction with Tencent's music, video, and gaming content.
2. Strengthed External Ad Governance
Tencent now limits custom H5 landing pages and jump links for accounts in regulated industries to prevent misleading content and improve user experience.
To ensure campaign stability, marketers should switch to trusted domains such as WeChat Mini Programs, Official Accounts, and Tmall, which are still fully supported. These in-ecosystem solutions offer a safer and reliable way for conversion while maintaining ad compliance.