What is WeChat
About WeChat
There is no app comparable to WeChat. It was originally launched as an instant messenger app for mobile to fellow Tencent's desktop focused messenger service "QQ". But it has gone far than that. Today WeChat is China's largest and most dominant all-in-one App. You can still send and receive text or voice messages and make phone or video calls just as any other messenger app. But users can also publish pictures and post updates (called "moments"), making WeChat a social media platform too. It customers to interact with companies (read below how), reading news, booking taxis and playing games. Online shops can sell directly through the app and WeChat Pay offers mobile payment for online and offline transaction as well as paying bills and sending money to other users. With the introduction of WeChat mini-programs, Tencent has opened the platform for third party developers to extend it with countless of new features and possibilities.
WeChat offers features similar to WhatsApp, facebook, instagram, twitter, amazon, uber, PayPal, Apple Pay and debit cards. Just all in one single app.
WeChat is Chinas Most Popular App
As of Q2 2019, WeChat has reported a user base of 1.12 billion, reaching a penetration rate of approximately 80% market penetration in China, making it the most popular app in mainland China.
WeChat compiles many of the features of the world's largest social media platforms in a simple package while incorporating every facet of day-to-day life within it. By tapping into this massive resource, companies can roll out marketing campaigns that utilize numerous facets of the user's world.
WeChat Facts & Features
1. Massive Audience Base
With over 1 billion monthly active users at wechat. It's already the optimal medium for reaching Chinese consumers in China and those living overseas and that audience will only grow as the platform's popularity continues to spread.
2. All-in-One System
While most apps are self-contained, WeChat has the flexibility to connect to 85,000 other apps. It has been building a business ecosystem, allowing third-party companies to develop functions and services within WeChat to expand its market base even further.
3. Reach Beyond Social
WeChat isn't just a social app; it's a lifestyle app. A user can still connect with friends and family--or reach out to potential customers--but he can also order a taxi, pay his utility bill, buy a train or plane ticket, and invest in a new stock. There's almost no limit to what a user can do without ever closing the app.
4. E-Wallet
The WeChat Wallet lets users link bank accounts and cards to their WeChat accounts to make both online and offline purchases. This also allows users to make purchases quickly and easily right from the app. This helps businesses that advertise through the platform, cutting out the extra steps between viewing an ad and landing a sale.
5. Communication Enhancement
WeChat not only comes with standard communication features like free calling, text messaging, and video chat, but it also offers a popular "Hold To Talk" feature that makes messaging a breeze. All users have to do is select a contact, press the button, and speak. When the user releases the button, the message sends.
6. Shake
In addition to its robust suite of lifestyle features, WeChat partners with advertisers and entertainment venues to offer an interactive component to users. To use the popular Shake feature, a user simply has to shake his phone. This allows users to find someone nearby who is also using Shake, participate in a brand promotion, or interact with a nearby event.
7. Advertising Integration
WeChat advertising is the Tencent program enabling companies to display promotional messages on users timeline or at the bottom of WeChat Official Account articles. WeChat ads enable brands to grow WeChat Official Account followers, drive traffic to website and generate App downloads. There are 3 main type of ads in wechat. It includes Wechat moments advertising, wechat banner adverting and wechat key opinion leader advertising
Wechat for Professional and Commercial Use
Why to use WeChat
WeChat allows companies and celebrities to create official accounts to generate content for promotional purposes. Businesses can even implement CRM (Customer Relationship Management) functionality on their WeChat official accounts, allowing businesses to track and manage the contacts on their WeChat Official Account! This makes WeChat one of the most popular tools for social media marketing in China.
WeChat for Information and Customer Service
Wechat Offical Accounts
Establishing a base presence on WeChat is a pretty straight-forward task that every business operating in China should invest in. For example B2C business, we’re highly recommend it to set up wechat official account. Yes, every business in China should have that!
Due to WeChat being its own ecosystem, WeChat official accounts act almost like a traditional website. They offer a place for businesses to post content, receive messages, and build a brand. In fact, many businesses in China invest minimal amounts into building their websites instead they to choose to focus their marketing dollars on WeChat. This is due to a range of factors including the declining usage of search engines and the fragmented nature of the Chinese internet.
Available WeChat Official Account Types
WeChat Service Accounts
Most businesses in China choose to operate WeChat Service Accounts. These accounts have access to nearly all of the features available to official accounts, making them more attractive for businesses that require more advanced functionality.
These accounts are highly visible and are placed amongst a user’s WeChat connections. Content published by these accounts will also generate their own push notification. However, in exchange for this high level of visibility WeChat service accounts are only allowed to post 4 times per month. Each of those 4 posts can contain up to 6 pieces of content.
WeChat Subscription Accounts
WeChat Subscription Accounts are typically used by media organizations and publishers. These accounts are capable of posting once per day, unlike service accounts which are more limited.
In exchange for the ability to post more frequently, these accounts are placed into a user’s subscriptions folder, reducing their visibility. Media companies and publishers require this increased posting frequency which is why they typically work with subscription accounts.
Enterprise accounts
Enterprise accounts are meant for internal management of companies. They require both the account and the follower to approve each-other. Their content can’t be shared with unauthorized users. They are perfect for a company wanting to spread an internal newsletter.
Marketing and Advertising on WeChat
WeChat Mini-Programs
What are Mini-Programs
Mini programs are “mini applications” built within the WeChat platform, turning it into an app store, or even a sort of “social OS”.
Mini programs do not need to be downloaded and enable users to instantly access a wide range of experiences such as ecommerce, games, reading etc. without leaving the WeChat App. They seamlessly integrate with the WeChat ecosystem, it's features and APIs.
As they offer an enhanced user experience and high convenience, min programs are getting more and more popular among users and publishers alike.
What to Use Mini-Programs for
Brand Experience and Loyalty
Mini-Programs can be used to provide a unique brand experience to drive customer loyalty. Presenting your brand in a innovative and entertaining way will help to bind customers and can make them share their experience with their friends. Small but fun games, videos or even augmented reality experience will motivate users to engage with your brand or product.
E-Commerce
Mini programs allow you to sell your products directly in WeChat. Like a "regular" online shop, you can publish your product catalogue and allow users to add the products to their basket. The checkout is seamlessly integrated in WeChat, using it's payment feature to complete the transaction. Products published in your WeChat shop appear in the search if a user searches for a matching keyword.
For restaurants, mini programs allow to major use cases. Booking a table and even ordering a complete menu. Similar to a shop, the menu on offer can be published in a mini program. The users can then select their desired dishes directly in WeChat and place the order. Especially for delivery services and take away shops this provides a very efficient way of addressing Chinese customers.