Government agencies across China are achieving remarkable success in public communication through innovative social media strategies, according to the latest nationwide rankings of market supervision WeChat public accounts.
Provincial Leaders: Hubei Takes the Crown
During July 1-31, the top 30 provincial market supervision accounts published 2,672 articles that collectively garnered over 4.08 million views. "Hubei Market Supervision" emerged as the clear leader, dominating all key performance metrics including total views, average views, headline views, and maximum views per article.
Shanghai's market supervision account maintained strong performance, securing second place with a WCI index 82.06 points higher than the third-place finisher. Jiangsu's account ranked third, demonstrating that quality content remains paramount, as evidenced by its impressive numbers of shares and likes.
Geographically, agencies from eastern China dominated the rankings, followed by northwestern and northern regions. The data reveals a competitive landscape where agencies are increasingly prioritizing digital communication strategies.
Top-Performing Content: Food Safety and Live Streaming Regulations
The most successful articles addressed pressing public concerns. Hubei's top-performing piece about a food safety knowledge competition combined education with engagement, offering participants the chance to win prizes while learning about food regulations.
Shanghai's viral article detailing new regulations for live-streaming commerce proved particularly impactful. The piece explained Shanghai's pioneering compliance guidelines for internet marketing activities, including five categories of platform responsibilities and a negative list of 10 prohibited products and services.
These examples demonstrate that content addressing immediate public needs and policy developments consistently outperforms generic announcements.
City-Level Standouts: Chengdu Leads the Pack
At the municipal level, Chengdu's market supervision account achieved a dominant position with a WCI index of 1,176.97, leading all categories including total views and average views per article. Shenzhen and Changshu secured second and third places respectively, while Zhangjiagang's account received particularly strong engagement metrics, indicating high audience approval of its content.
The regional distribution of top performers mirrored the provincial pattern, with eastern Chinese cities maintaining their advantage, followed by southern and central regions.
County-Level Agencies Show Growing Potential
Notably, 23% of top-performing accounts came from county-level market supervision departments, demonstrating that smaller agencies can compete effectively in digital communication. The data suggests significant growth potential for grassroots government agencies in public engagement through social media.
These rankings provide valuable insights into successful government communication strategies, offering models for agencies seeking to improve their public outreach and service delivery through digital platforms.