Chinese social media platforms Weibo, WeChat and Douyin’s real-name authentication rule for influencers to benefit operations amid tightened online regulation, analysts say

In a move to enhance their operations, China's largest social media platforms are urging popular influencers to disclose their real identities online. This initiative is taking place amidst Beijing's ongoing efforts to tighten its grip on the world's largest internet market. Major Chinese social media services, including Tencent Holdings' WeChat, ByteDance-owned Douyin, Kuaishou Technology, and Bilibili, made simultaneous announcements on Tuesday. They requested users with a following of at least half a million to reveal their actual names on their profile pages. This follows a similar initiative by microblogging platform Weibo last month, which made it compulsory for online influencers with a large following to disclose their real identities, despite initial privacy concerns.

According to Zhang Yi, founder and chief analyst at market consultancy iiMedia, this public display of influencers' identities will bolster community regulation and governance for these platforms. While this policy may impose restrictions on influencers, it will ultimately be advantageous for the platforms. Weibo had introduced this real-name account policy in response to a 13-point set of rules introduced by the Cyberspace Administration of China (CAC) in July. These rules were aimed at enhancing the management of zimeiti or 'self media' - accounts that disseminate news and information but are not government-run or affiliated with official media. The 13-point rules mandate the use of accurate sources for news on domestic and international affairs, public policies, and social events. Fabricated stories or rumours must be clearly identified, and accounts must manage follower growth.

The actions of the country's largest social media platforms underscore their commitment to support the CAC's crackdown on anonymous Chinese social media accounts. This follows a campaign in April by the Ministry of Public Security targeting online rumours. Over the years, China has developed a sophisticated system to regulate online content. For instance, the CAC issued a rule on real-name registration for users of various online services, including blogs and instant messaging, in 2015. While WeChat, Douyin, and other major platforms stated in their Tuesday announcements that the new policy is being implemented on a voluntary basis and influencers can opt out, non-compliant accounts will face punitive action, including a cap on revenue and restricted access to new followers. These platforms initially reached out to influencers with more than 1 million followers to expedite the implementation of the new policy.