By comparison, “Interesting” and “Trendy” only got 39% and 20%, respectively. In one survey, “Useful” was the content factor that compelled 49% of WeChat users to share articles. The biggest challenge with content marketing is the difficulty of capturing people’s attention. Almost all brands on the platform publish informative and promotional content on their official accounts in the form of short messages and articles. Perhaps the easiest and most common way brands market themselves on WeChat is through content marketing. Here are some areas you may consider adopting when ideating your next marketing plan: How to market your brand on WeChatĪs China’s largest social media platform, WeChat holds tremendous promise for international property developers looking to reach out to Chinese property buyers. There are tedious tasks to complete and government regulations to comply with, not to mention cultural nuances and unique investing habits that need to be integrated into your marketing messages. WeChat challenges awaiting foreign property developersĪdmittedly, the process of creating an Official Account in WeChat is more complicated for foreign property developers (or any other type of foreign business for that matter) looking to market themselves to Chinese investors. They facilitated 1.6 trillion yuan (close to US$250 billion) in annual transactions in 2020-double the value of Mini Program transactions in the previous year. Mini programs are where WeChat expects to see massive growth over the next few years. Introduced in 2017, Mini Programs are third-party sub-applications or applets that enable businesses to provide advanced services such as eCommerce stores, interactive maps (e.g., Tesla charging station locations, maps for amusement parks like Legoland), food delivery, and even real estate services for Chinese property buyers and developers within the WeChat app. These accounts are similar to Facebook Pages or verified Twitter accounts, in that any WeChat user can follow them and receive push notifications from them.Ĭompanies also have the option of launching WeChat Mini Programs. Rather than go to one app for banking and another app to book a taxi, users have access to these services within WeChat itself.įoreign developers looking to join this ecosystem can create WeChat Official Accounts, which are also available to media and government organisations, celebrities, and thought leaders. WeChat’s biggest draw for businesses is its tight integration of disparate services in one platform. What can property developers do on WeChat? Social sharing – WeChat Moments is a core feature that lets users upload text-based posts, up to nine images per post, videos, and articles-similar to a Facebook Timeline or Twitter Timeline.Chinese users can scan each other’s unique WeChat QR code to exchange contact information. Messaging – Like WhatsApp, WeChat shows users a list of their active conversations.Explore content in the WeChat network – WeChat Search is the platform’s built-in search engine that allows users to explore content in the WeChat network:. Transfer money and manage bank/credit card accounts – WeChat Pay is WeChat’s digital wallet and payment service that connects the app to the user’s credit card or bank account.Shop for goods and services – WeChat Official Accounts can create WeChat stores and offer “one-click-payment,” creating a convenient in-app shopping experience.WeChat has often been referred to as a public utility service, allowing Chinese users to do the following without leaving the app: WeChat is the sixth-largest social media app in the world and combines the functionality of apps like Venmo, WhatsApp, Facebook, Google News, and Pinterest.
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