China Social Media – Light Blogging in China


‘Light blogging’ is becoming a popular trend in 2011 in the development of internet usage in China. Light blogging is a social media service which falls somewhere in between regular blogging and microblogging. Light blogging is lighter than blogging and heavier than microblogging.


Light blogging combines the expressive and professional nature of blogging with the convenience and brevity of microblogging.


As we know, Tumblr, which launched in 2007, occupies the king position overseas in the Light Blogging segment. At present, China has several Light Blogging service platforms: Diandian, Tuita and Sina Qing.



Light blogging – Diandian

Diandian launched on 7th April this year. Already it has over 2 million users. Diandian’s navigation is separated by “words” “images” ”music” ”links” and  “videos”; in total it has 5 main cateories. The interface is well designed and user friendly.


Just like Douban (the largest Chinese website devoted to movies, books, and music reviews and which has a large membership of intellectuals), most of the users of Diandian are white collar workers and university students. Diandian has substantial content, especially literary content. This is a perfect match for Diandian’s target audience promoting publication and dissemination of high-quality content.





Light blogging – Tuita

Tuita is a product of Shanda networking, which became fully open in June, 2011. Tuita is aiming at being China’s Light Blogging site for the rich. As can be seen below, Tuita is divided into 6 navigational parts: “phrases” “images” “articles” “videos” “music” and “reading”.


On Tuita, the “phrase” and “article” features are separated. The “phrase” feature can accommodate 460 characters and if there are more than 460 characters users should use the “article” feature. The “reading” feature, like Baidu Wenku, enables you to search and read some books or some chapters of books for free.





Light blogging – Qing

Sina launched its light blogging feature, named “Qing”, in May, 2011. When you open the website you can see the words “light blog” alpha on the home page. So far, Qing is in closed testing, therefore in order to enter Qing you should have an invitation code.


As shown below, Qing is separated into 4 parts: “blog articles” “images” “videos” and “music”. Qing features are currently simpler than Diandian and Tuita. But Qing has the biggest competitive power in that it is relying on Sina’s existing microblogging platform and user base to grow. Qing inputs Sina microblogging users’ friend resources automatically.




Presently, light blogging is in the early stage of development in China; with most of the operators still testing and making improvements. With the further development, the future of blogging, light blogging and microblogging will either be to integrate or otherwise divisions will become clear.


Eventually, there will be one or multiple strong light blogs emerge.