Maybe it depends on your expectation. If you think of it as a personal social media, similar to Facebook or Instagram, then maybe you will get annoyed with marketing messages appearing. But we need to recognize that WeChat is WeChat and is not simply a Chinese version of something else we think we are familiar with. WeChat is used for what WeChat is used for, and many people find it a useful tool for advertising etc. If I don't like the spam that someone sends me, then I can disconnect from that person, and if someone posts too many ads on Moments then I have the option to hide their posts. Other than that, I can learn to enjoy the uses of the app that I want to enjoy.
A question is how does change in Chinese society occur. Sometimes it could be a combination of foreign and local advocates (such as the end of foot-binding). Maybe today it would be through a viral Weibo campaign claiming certain practices to be "backward" and "uncivilized".
Another question is what changes are most needed. Protecting the lives and dignity of animals is a good cause. But what about protecting the lives and dignity of humans in China? So many humans live under the poverty line, where are the protests about that? Even after the 2-child policy, countless innocent humans are slaughtered in the womb, where are the public campaigns?
Maybe an animal clip on youku is actually a distraction to the public from more important & necessary changes closer to home that no-one wants to talk about ...
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