Different Communication for Different Audiences
#Wecom wechat full
Try to create a very detailed target audience personas to get a full portrait. Secondly, examine how they behave on WeChat, what kind of content they interact with and what is their peak activity time on the platform to reach them with the right messaging at the right time. The first task is to define your target audience and understand their main characteristics, social behavior, consumption patterns and what are the key trends among the group. With precise segmentation, you will be able to reach your desired target audience with the most aligned messaging and maximize the ROI on WeChat. WeChat is used on a daily basis by more than one billion people, it’s a huge and extremely diversified crowd. Each Chinese platform, be it Weibo, RED (Xiaohongshu) or Kuaishou is characterized by a different user profile and same goes for WeChat. Understanding who a Chinese internet user is becomes crucial to reach the right audience with the right channels and communication methods. Identifying your Target Audience in China:.Overview of the strategies employed by B2B/B2C companies and their relevance for your brandĪnalyzing areas where other key players are lacking, what kind of content or type of information is missing and identifying gaps that could potentially become an opportunity in the future for your brand’s own communication.Competitors’ menu and overall official account usability.Audit of the key content pillars, tone of voice, content formats, and top performing posts from to compile the standard of what’s out there within WeChat.Quantitative and qualitative data including views, comments, likes, wows to illustrate share of voice of each player to provide a detailed comparison of the landscape.To do so, it is important to examine the activity and performance of your competitors on WeChat. WeChat subscription accounts are gathered in a separate folder where accounts are shown according to an algorithm (most often read accounts) compared to the chronological order before. WeChat service Accounts have the same priority as a user’s contacts in terms of notification status and appear on the main page in chronological order. WeChat service and subscription accounts offer very different user experience hence the user journey and landing on the article vary. There are mainly 2 types of Official Account: WeChat Service Account & WeChat Subscription Account. Select the right WeChat Official Account for your brand:.
Some of the major trends that took off were: We have observed new trends emerging while strengthening existing ones. With the emergence of the new social media apps, it proved that it’s not going away and also managed to strengthen its position by continuously adapting to the new consumer behaviours by expanding its features and consolidated its position as a top app in China. In the past three years, WeChat marketing and advertising underwent tremendous changes.
This is a rapidly changing platform and brands need to keep up if they want to stay relevant to Chinese users. This Chinese social media has established itself as a major platform for content creation through articles and channels, now the roadmap for Tencent (WeChat’s owner) is to leverage Miniprogram to boost business growth further, as it has become part of users’ daily life, develop futuristic features on WeChat Pay, and make WeChat Search a user habit. A “mega app” that encompasses major successful features of most western and Chinese platforms: Blog-like articles, digitally interactive experiences, WeChat Pay, e-commerce & e-booking with WeChat Mini Programs, Moments (a virtual space to share daily updates), Channels (for visual-led content), live streaming, enterprise solutions, even search engine, and more. WeChat is the major platform leading China’s digital transformation.
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