Given the fact that the number of viewers of each year’s Spring Festival Gala has always been stabilized at around 0.1 billion, it is actually a good chance for social media platforms to promote themselves during the live show. Well, how did they perform? The official ally, Baidu, reported 20.8 billion interactions with 0.9 billion yuan handed out in a form of virtual red envelopes stuffed with withdrawable money. TikTok was several times mentioned by hosts, encouraging users to upload mimics of their favorite sketches. Weibo acts as the usual gossip tank where compliments and critics spoke loudly to each other under various hashtag. The traditional TV commercial was also a chance greatly seized by the short video service, Kuaishou, in which it promoted heavily about a large amount of lucky money circulating within the platform.
