Montieth SPRG Insights • 6 July 2022

5 Things You Need To Know About WeChat In 2022

5 Things You Need To Know About WeChat In 2022

WeChat is the largest social media platform in China with over 1.25 billion monthly active users from a wide range of age groups, offering everything from messaging to digital payments services. With such a large audience creating a WeChat page is a must-do for businesses operating in China.

Unlike high-profile competitor social media networks WeChat has developed as a “super app”. One of the functions which justifies this sobriquet is  “WeChat Mini Programs”. WeChat Mini Programs are now an integral part of daily life in the country since it has shouldered the responsibility of Covid-19 prevention measures. Over 800 million people have used an official Health Code Mini Program as they enter public places during the pandemic.

WeChat Mini Programs allow users to access any web app without leaving WeChat. Customers can complete a closed-loop purchase process using the app; this means WeChat is responsible for generating 1.1 billion payment transactions every day.

When people in China are interested in certain topics or companies, they tend to look for the WeChat official accounts first rather than the traditional website. This is where WeChat’s role as a  platform for businesses to share content and for brand building comes into play. Providing relevant content is a way of boosting credibility amongst consumers. On average, most WeChat users follow between Therefore, having an official WeChat official page is not just beneficial, it is a necessity.

So how can businesses make good use of this platform? A combination of informative text and sential when it comes to content creation. For Western companies that want to enter China, a multi-billion-dollar market, it is of utmost importance to have content written in Chinese and adapted to topics of interest to consumers in the local market.

“The WeChat Index” is a keyword tracker based on the search volume within WeChat. It’s a great tool that helps Social Media Managers to identify popular issues that are being widely discussed by the general public.  Using the insights of the WeChat Index PR professionals can get metrics that help to define the overall effectiveness of a PR campaign and use those insights to revise their marketing strategy.

On top of content creation, the way that messages are shown to the reader is something that businesses must keep in mind. For example  the heading of a WeChat article appears on WeChat’s messaging dashboard as a ‘message’, together with others from friends and family. This inclusion of corporate messages amongst more personal ones means that companies must think carefully about their tone of voice and consider the best way to word articles, titles and content to ensure active engagement.

 

Top 5 WeChat Updates Companies Should Know In 2021 and 2022:

  1. 1. The messaging app made hashtags search tools available for overseas accounts. WeChat brought users animated emojis with full-screen and vibration effects.
  2. 2. Brands are able to create their branded red packet cover for customers to send monetary gifts in Chinese New Year. This cover can be linked to the brands’ official WeChat accounts, Mini Programs, and video channels, which can drive more traffic, engagement and loyalty.
  3. 3. WeChat brought users animated emojis and Mini Programs with full-screen and vibration effects.
  4. 4. “WeChat Channels”, a new short video platform within WeChat that debuted in 2020, has quickly evolved into a news and entertainment hub, and many videos exceeded one million likes in 2021 on this platform.
  5. 5. Daily active users (DAU) on Mini Programs reached 450 million, while the number of active Mini Programs increased considerably by 41% year-on-year.

 

By combining official business accounts, mini-programs, channels and private groups, companies can build a more interactive, meaningful relationship with customers in China and deliver a complete experience within the WeChat ecosystem.

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