The Number One Chinese Super App - WeChat for Marketers
What is WeChat?
“App for Everything”
Instant messaging, social media, financial, and service platform
World’s 5th most used social media
1.2 billion MAU
1.1 billion daily transactions
Fully integrated into nearly every aspect of life, Tencent’s WeChat is more than just an instant messaging app. Instant messaging, transportation services, finances, social networking, and shopping are among the nearly infinite services that are all only a few screen taps away from each other, making WeChat operate as a sort of strategic combination of Instagram, TikTok, WhatsApp, Uber, Amazon, Paypal, and more. In 2019, the “app for everything” processed over 45 billion messages and 1.1 billion transactions daily, accounting for an astounding 34% of China’s total mobile traffic*. Boasting over 1.2 billion MAU, 50 million merchants, and 20 million Official Accounts, WeChat is now the single most popular social media platform in China, and fifth most popular globally*. With an impressive 73.7% penetration rate, the app’s overwhelming popularity can be explained by its ability to seamlessly connect all the needs of a user*.
Most important features for users and businesses
Instant messaging
WeChat moments
Mini Programs
WeChat Pay and E-wallet
Fully integrated into nearly every aspect of life, Tencent’s WeChat is more than just an instant messaging app.
Instant messaging, transportation services, finances, social networking, and shopping are among the nearly infinite services that are all only a few screen taps away from each other, making WeChat operate as a sort of strategic combination of Instagram, TikTok, WhatsApp, Uber, Amazon, Paypal, and more.
More than just instant messaging- Features
Instant messaging
Users can chat with each other directly or in groups by sending text and audio messages, pictures and videos, news articles, weblinks, and more. In addition to chatting, users can share their location, play games, and participate in audio and video calls via the Internet, completely free of charge. Business accounts appear directly alongside friends in the chat interface where over 45 billion messages are sent daily, making it a prime location for brands to assert their presence*. As 92% of humans trust their friends’ recommendations and word of mouth, the gravity of having a presence in WeChat’s shared content is inevitable*.
WeChat Moments
Similar to Facebook and Instagram, WeChat’s “Friend Circle” contains the app’s social media interface where users can share text, photos, and videos in a chronological timeline. WeChat Moments attracts 750 million users daily, making it an optimal location for generating impressions*. However, advertising on WeChat Moments is relatively expensive, so there is an entry-level to be considered.
WeChat Pay and E-wallet
WeChat Pay allows users to connect their bank account or credit card directly to the app to add funds to their Digital Wallet, make online transactions, and pay for nearly anything through integrated third-party services. WeChat’s varied integrated services range from insurance to taxis to bill payments and many more. This feature is especially convenient for businesses and Mini Program users, as it allows payments to companies to be processed directly within the app. According to Business of Apps, over 1 billion commercial transactions are made daily via WeChat, highlighting its importance to brands in generating revenue*.
Mini Programs
Mini Programs are fully functional “apps within an app” that allow businesses to offer services and build a presence in WeChat. For Example, to call a taxi, a user can simply open a taxi mini-program, get a ride, and pay for it, all without ever leaving the app. The magic of Mini Programs is the minuscule processing requirements that allow them to operate smoothly even with a poor Internet connection while giving users the convenience of accessing all their needs in a single place. A Mini Program is a valuable resource for businesses to offer their services to the 1.2 billion users of WeChat.
How to get started - Official Accounts
WeChat Official Accounts belong to registered businesses and appear in the regular chat section among a user’s normal contacts as Service or Subscription Accounts. The accounts differ in notification options and customization. Service Accounts appear as their own individual contact and can notify users via direct message up to four times per month. There are also more options for API and JS-SDK access that allow deeper customization. Subscription Accounts appear in a “Subscriptions” contact in the chat feed in chronological order. These accounts can post a plethora of articles and blog posts, notifying users via push notification once per day. However, all Subscription Accounts are under the same tab, thus they tend to pile up and become undesirable for users to read. It is recommended to create a Service Account to optimize your reach, activity, and customization.
WeChat Marketing
WeChat has several different interfaces and features that can be used for successful marketing campaigns, like Moments and Mini Programs. Careful evaluation of your specific objectives will help determine which section is best for you.
Posting on WeChat moments is a more affordable option that creates a conversation between you and your followers
Service Accounts allow you to create an efficient customer service and experience
People use WeChat’s SEO more and more for everything
WeChat offers paid advertising in many interfaces of the app, but it has become more expensive
MiniPrograms gives you the ability to display your content, collect payments, increase follower activity, and much more
QR-codes shortens followers way to your MiniProgram
Posts
We recommend posting your own articles and sharing your own content to Moments, as these can be easily liked, commented on, and shared between users and facilitate the growth of your own account’s followers. The posts also create a way to communicate with the customer, create awareness, and drive. Posting your own content is also a more affordable choice.
Customer service
Another way to connect and communicate with your customers is via a WeChat Official Account. We recommend creating a Service Account that allows you to talk directly to customers in chat, create an automated bot response system, and access a variety of additional features. This is an excellent way to understand and deepen your relationship with the customer while also creating a better customer experience.
Search Optimization
Another powerful tool is SEO within WeChat’s internal WeChat Search function. The search brings together all a user’s contacts alongside third-party brands and accounts, making it a lucrative place to position your brand at the top of the results. A current trend shows that people are using WeChat’s SEO more and more to look up any daily things. Thus, having a strong position within the search engine can be very beneficial.
Advertising
The most basic way to market on WeChat is through paid advertisements that are displayed in a user’s Moments, WeChat articles, and Mini Programs. Brands can purchase advertising directly from WeChat, or partner with popular KOLs (Key Opinion Leaders) to get their ads in front of a larger, more engaged audience. Paid advertising has become more expensive over time, which has to be taken into account when thinking about WeChat marketing strategies.
MiniPrograms and WeChat Pay
A more advanced WeChat marketing tactic requires the development of a Mini Program. WeChat Pay is directly integrated into Mini Programs, allowing users to purchase products and services without leaving the app. Mini Programs are not only an invaluable resource for generating revenue, they also contribute to the development and promotion of your brand identity by putting users in an environment controlled by you while still operating in WeChat.
QR-codes
An easy and cost-effective way to attract users to your Mini Program and webpage is utilizing QR codes. Nearly everything in China is linked to a QR code, allowing users to conveniently navigate directly to your account with a simple scan.
Significance
With almost the entire country using WeChat, and almost every aspect of life accessible through the app, WeChat is a vital marketing tool for any business looking to thrive in one of the world’s largest economies. Thus, every business operating in the Chinese market should have an Official Account to capture its target audience. In addition to choosing the type of account to operate, there are other strategies to consider when planning WeChat marketing. Brands will want to explore exposure opportunities such as WeChat search optimization, the creation of special Brand Zones, and one-on-one engagement with users through the conversation interface. Differing from Western media and marketing, WeChat presents exciting and innovative ways to connect with consumers and generate impressions among billions of users. But, without truly understanding the Chinese market it is impossible to make it in China. The country offers great opportunities to businesses, but also requires localization. One way for greater opportunities in this market is via social media, like WeChat.
Key points and notes
A business can have a presence and impact in WeChat via instant messages, Official Accounts, WeChat Moments, Mini Programs, etc.
45 billion messages are sent daily via WeChat, some of which will contain business’ content and references
Mini Programs are “apps within an app” that enable users to access third-party-services
WeChat Moments is one of the most popular advertising places, but also more expensive
WeChat Pay opens possibilities for companies to generate more sales by allowing users to make transactions without leaving the app
Marketing in WeChat and other Chinese platforms requires a lot of time, effort, and understanding, but that’s why we are here to help. Located in the heart of Shanghai, Waitan has local and global experts specialized in creating, managing, and analyzing WeChat ad campaigns from start to finish. We will make sure your message is delivered in an effective and innovative way to optimize your brand’s growth in China. Contact us for additional information and any questions you may have about marketing in China!