WeChat Archives

With great events come great opportunities

June 27, 2018

Events such as the FIFA World Cup are important for companies as it is a way to increase their brand equity… And because a lot of the World Cup’s viewership will come from mobile, brands that are mobile-driven (food delivery apps, e-commerce apps, parts supply apps, and biking/ride-sharing applications) have special opportunities during this event.

REMEMBER

Back in 2010, web traffic rose by about 35% and the use of mobile data bandwidth (4G) went up by 24% during the World Cup matches. With the evolution of social media and the advent of platforms such as WeChat in China, the event is expected to reach as many as 3.2 billion users worldwide.

Although leveraging events for a marketing campaign can be a killer tool to raise brand awareness, it is essential to follow some rules to make the best of it.

BE USEFUL AND ENTERTAINING

The key to standing out in today’s marketing world is by creating unique and entertaining content.

Indeed, Social Media are more than simple chat rooms, they provide any kind of information and more.

CREDIT : KRDS for CANAL+

Interactive platforms can provide a real experience for the users. The H5 functionalities of the N1 APP in China, WeChat, is a preferred tool for digital marketers. Also this is very easy to share. (We will come back to that point later)

Besides that, with such a big audience base, it is essential to choose your audience according to their preferences, in order to provide them with their favorite content, eventually time zones, location and sex.

CREATE SHAREABLE CONTENT

The best way to create effective content is to choose the right format and the right channel. Therefore it is good to have a multitude of cross-media campaigns that can be completely personalized for the brand.

CREDIT : KRDS for Groz-Beckert (vote for your favourite team and try to win an Apple Watch!)

Keeping branding to a MINIMUM will let user share the content in a more natural way. In fact, content that has minimal branding is more likely to go viral. So whether it is the content you produce or from your company’s website, we recommend to not let the digital content have a ”corporate” feel to it.

A good example is when we have worked with Groz-Beckert. We tried to provide users with an interesting platform that they can enjoy and share.

STAY SAFE

The FIFA has specific regulations regarding their brands and logos, so, as frustrating as it may be, you must comply with the regulations (unless you are an official sponsor). From a commercial viewpoint, you cannot use terms such as Russia 2018, World Cup, FIFA etc.

CREDIT : KRDS for FFF (see more)

Hashtags (Weibo)

Also it is better not to use the official hashtag #Russia2018# or #WorldCup#* etc. In fact each game played during the cup is likely to have its own unofficial hashtag (like #USAvsPOR). That will be a good way to stay on top of the action. The same thing applies on Weibo.

*The double Hashtag is used on Weibo

With all these tips what will be your next campaign ? Let us know in the comments !

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WeChat Mini-programs: A strategy for the future?

June 6, 2018

In March this year, Tencent’s flagship mobile application, WeChat, has reached one billion user accounts. The application which stands out due to its versatility as well as its flexibility continues its search for innovation.

WeChat is a social phenomenon !

“The strategy for WeChat is that they’re trying to embed themselves into your lives so that you can’t leave WeChat,” says Matthew Brennan, Co-founder of WeChat consulting firm China Channel. The app is basically an “operating system for your life in China,” he adds. Indeed, it is quite hard to a great number of people to stop using this application as it connects them to their friends, family and the rest of China.

The app is basically an “operating system for your life in China,”

This is where mini programs come in :

WeChat mini-programs are “sub-applications” inside WeChat system. Since their creation in 2016, they’ve made available numerous functionalities such as web-based business (e-commerce), task and coupon management.

JD.com (the second biggest B2C online business in China) has built up an internet business mini-program that allow users to access the wide range of products offered by online retailers. In addition, the direct access to the WeChat wallet make it easy for users to purchase products and improve the overall experience.

Mini-programs have innovative feature :

For instance, if you are at a bus station, you might see its QR code. But if you’re not waiting for a bus, it won’t appear. A good mini program can give users updates about incoming buses.

BUS TIME CHECKER : 车来了精准的实时公交

In Tencent’s final quarter budgetary strategy for 2016, the organization showed a clear interest in developing and expanding mini-programs. As stated: “broaden and deepen services in low-frequency use cases, connect more offline services to online users, and provide more venues for users to sample functionalities offered by apps”. (see more)

A long-term strategy…

Eventually, WeChat seems to be willing to replace the current systems used by Apple and Google: iOS and Android. Indeed, with Google play blocked in China, there is a niche to be compensated, that Tencent wants to fill by offering a very accessible store (one of the most accessible in fact).

In addition, Apple may see the traffic on their app store decrease with the success of the mini programs. This would be unfavorable for Apple as China is an important market for the company’s growth.

That being said, Tencent could be an important actor of an eventual “post-app” era which could transform the way consumers consume. And the giants of the industry, Google, Apple, Facebook, Amazon (GAFA) be ahead of the pack. At stake could be a dominance of the industry valued at about $102 billion by 2020.

Interested in technology? Discover how WeChat is integrating AR into the platform to build an innovative user experience!

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How brands can leverage viral games on WeChat ?

April 19, 2018

WeChat has been the epitome of innovation in China. The social media giant has been having a whirlwind of a year after it was valued to be over $500 billion dollars.

The Viral Game

The game,Tiao Yi Tiao a.k.a Jump was released late December. The game instantly became a hit and had gathered around 100 million players within 2 weeks. The game has a simple agenda. The user has to get the little black figure to jump from one block to another. The blocks are positioned at different distances so the user has to control the leap by holding down onto the screen. The player earns a point for every successful jump. Needless to say, the users couldn’t get enough of the game!

Branding Opportunity

Viewing this as a perfect branding opportunity, Nike and McDonald’s were the first two companies to jump on the advertising bandwagon on the WeChat game. Reports state that the ads are allegedly priced at 5 million yuan (almost $791 thousand) per day or 20 million yuan (around $3.2 million) for five days.

The question is how uniquely did McDonalds and Nike advertise their brand on this game. The brands let the players customize their own blocks and add special effects to it. For Nike, the block would feature the words “Nike React” when a player jumps on it. They even earn an additional bonus after the word “Go” appears.

Brand Gamification

McDonald’s designed its block to feature their world famous slogan, “I’m lovin’ it” when a player lands on it. It is even followed by a sound effect if the user stays on a block a couple more seconds. The bonus from this brand features a burger or french fries popping out of the block.

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How is WeChat integrating AR into the platform to build an innovative user experience ?

April 11, 2018

2018 might be another good year for WeChat. The company has been quietly working towards the development of their very own framework for Augmented Reality (AR). The app has been at the forefront of many innovations and is viewed as a household app in China.

The goal behind this AR platform is to make it smartphone friendly and not incorporate it into HoloLens-esque headsets. If WeChat is able to achieve this, it will clearly outrun its competitors by a mile!

The WeChat AI Team also revealed some demos that were created with its 3D rendering engine that can create warriors and characters popping out of objects. Fascinating, isn’t it?

Simultaneously, the release of Apple’s AR tool kit ARKit seems to provide a promising future for interactive AR experiences from a smartphone.

Introducing AI Push

WeChat’s new framework, QAR, will be an open platform for third-party developers. This is where the developers can put their skills to test and create state-of-the-art AR experiences for the user. However, Tencent has not released further information regarding the release date and features. So, we might have to wait to know more about this exciting platform.

But what we do know is that WeChat’s AI team is vigorously working on their 3D rendering engine to make objects like boots or armour look more realistic in smartphone based AR apps. They’re also developing their own simultaneous localization and mapping (SLAM) technology, which helps calculate the position of virtual objects in connection to their environment. This would completely change the AR game as it eliminates the need for markers like QR Code or special image.

Reports of WeChat’s interest in AR made headline in April when the company uploaded a video about mini programs – an app that is embedded on WeChat. Needless to say, we’re excited to see the further development of AR program in WeChat.

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Payment on WeChat, the Chinese new year Hong Bao success story

March 26, 2018

2018 is the ‘Year of the Dog’ according to the Chinese calendar and it was celebrated with grandeur. Families get together to celebrate New Year and tradition involves exchange of red envelopes with ‘lucky money’ along with positive wishes. With the modernization and technology advancements, this tradition is now also practiced via digital medium. It was in 2014, when WeChat, the mobile instant messaging service introduced the ability to send virtual red envelopes of money to your phone contacts via its mobile payment platform.

This year, WeChat witnessed a 15% surge in the number of people using the service as compared to last year. Close to 688 million people used the service on February 15th ( Eve of Chinese New Year) with Beijing, Chengdu and Chongqing accounting for the majority of the users. In a country where 95% of the population access internet through their mobile phones, more and more people prefer using WeChat to send red envelopes because of speed and convenience.

At the stroke of midnight on Chinese New Year, a shower of red envelopes or ‘WeChat Red Packets’ filled the mobile screens across China. Data shows that the highest number of red packets were exchanged amongst the post-80’s generation who accounted for close to 32%. Following them, were the post-90’s and post-70’s comprising of 27% and 22% generation respectively. These users were referred to as the ‘Red Packet Army’.

What’s more? WeChat was also able to track the fastest single user and the most generous user of the red packet. Apart from this, the time spent by users during their purchase was also tracked and the most active segments for WeChat pay were retail stores, dining and public transport.

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How Marketing on WeChat is going to change in 2018?

March 22, 2018

WeChat is one of the most widely used apps in China. With over 900 million users, the app has been making waves in China with their constant innovations and updates!

It’s only natural that the most popular app has somehow affected the purchase behavior of users online.

Let’s see how WeChat has impacted the Digital consumer trends –

Mobile

Mobile has become the most popular device for online shopping in China. Around 84% of consumers have made their purchases from a mobile device in 2017 whereas it was 71% in 2015.Since the majority of the sales are made on mobile, brands must be able to advertise and engage with users on the platforms they frequent the most.

Social Media

In an era where social media is everything, it plays a huge role in affecting the purchase behavior of users. Brands are starting to understand the true potential of social media and they are focusing their energies towards reaching out to potential customers on digital. 51% of consumers open push notifications sent from a brand’s official WeChat account. 27% consumers indicate that they tend to buy more after receiving those notifications.

E-commerce

The demand for E-commerce in China has been increasing rapidly and acts as a key catalyst for retail. Infact, the growth in E-commerce has been surpassing the growth in offline retail. Last year, online sales grew by 28% whereas, offline sales only increased by 5%.

E-commerce across borders

E-commerce is not only seeing an increase within China, but also in international purchases. The percentage of customers that buy from overseas website have risen from 34% in 2015 to 64% in 2017. Young shoppers from 18-35 years are the leading force behind this surge.

With this huge untapped potential for rise in E-commerce, it would be interesting to see how brands are leveraging WeChat to achieve their goals.

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A new milestone – WeChat hits 1 billion users

March 9, 2018

The biggest Chinese social media platform, WeChat, has finally reached 1 billion active monthly users. The boost in the numbers was due to the massive success of digital hongbaos (a red packet with money given as a gift during CNY). More than 688 million users sent and received these digital hongbaos.

The app has recorded a stunning 15.8% growth in users annually. Around 38 billion messages are exchanged every day on the platform.

The app has such a stronghold in China not just due to its messaging software, but also because it constantly introduces new features and functionalities that makes life simpler for its users. It recently launched a pilot study of bringing virtual identity cards in Guangdong. If this study proves to be successful, the app would become indispensable to the Government as well. The introduction of mini programs has also made WeChat more appealing to the users.

Since its introduction in 2011, WeChat has come a long way and continues to push its boundaries. This year, Tencent plans to venture into AR and that is definitely going to attract some more users to this platform. Wait and watch this space to know more!

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Why are quiz games so popular on WeChat?

February 19, 2018

It is no doubt that WeChat is pushing the boundaries of social & digital media in China. And now it has added another feather to their cap with Quizz. The rising trend of live quiz on WeChat began when Wang Sicong published a quiz app game named Chongdingdahui. And since then, live quiz apps have witnessed a strong growth and have opened up a new marketing avenue for brands.

So, what are these live quiz apps all about?

They are live online streaming apps with amazing cash prizes. The 30 minute show has a host who presents the questions to the contestants, who answer the question within 10 seconds. The huge incentives and cash prizes have managed to capture the attention of millions of users. Popular celebrities are also invited to host these shows to attract more players.

Based on a research conducted by a renowned research firm, live quiz apps is actively used by around 1.5 to 5 million users. Over above the cash prizes and celebrity hosts, Chinese residents also find live trivia entertaining as they must answer all questions correctly within a given time frame to win the grand prize! The app sends out push notifications to users before the live stream begins. In order to incentivize more users to play the game, the apps have also introduced features like Team Mode and Resurrection Card.

Team mode allows the players to form a team to increase their chances of winning the game. The resurrection card is for the users who’ve invited a friend to install the app and can be used when the user answers incorrectly.

How have brands marketed themselves on live quiz apps?

It is no surprise that brands have leveraged live quiz apps after witnessing its huge popularity. For instance, Huawei sponsored an episode of Millionaire Winner to promote their smartphone. Throughout the show, the host mentioned the name of the brand and held the product to promote it. Certain questions about the brand were also a part of the quiz to raise brand awareness. Alternatively, few other brands also announce hidden tips in product posters to drive traffic to their social media handles. Here’s an example of how Thomas Cook innovatively leveraged WeChat.

The popularity of the live quiz apps has given birth to another route of marketing for brands. Players not only pay attention to the game but also to the sponsored content accompanying it. This allows the brand to directly market their products/services to their prospective users.

About Us:

KRDS is a leading social media & digital agency with offices in Shanghai, Hong Kong, Singapore, Dubai and Paris.

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5 mistakes to avoid on WeChat

February 13, 2018

China has over 720 million internet users who use social media platforms like WeChat and Weibo. Chinese social media is unique and brands have to understand the needs of the local audience to deliver relevant content, increase engagement and drive sales.

Brands are yet to fully understand the multiple social media platforms due to its dynamic nature. Due to this reason, it has become extremely easy for brands to make mistakes on social media that can have a negative impact on their business.

Here are a few common mistakes that you must definitely avoid –

Turning a blind eye to PR crisis

With the rise of social media, there was also a simultaneous increase in PR crises. Users openly express their thoughts, feedback, or even rant about any dissatisfactory experience! The problem arises when a brand fails to address negative feedback from users. Plenty of times, brands resort to ignoring and deleting negative comments or responding with the most robotic reply. These actions only intensify the public discontent.

Buying fake results

This is a common error that is committed across social media platforms all over the world. Brands pay service providers and third parties to help increase their followers or article views through bots. The data that follows is not a true reflection of the brand’s social media presence. While these methods may seem fruitful in the short run, it only hurts the brand image in the long run when exposed by users.

Choosing the wrong KoL/Influencers

KoLs and Influencers are extremely useful for building the brand credibility, visibility and engagement on social media. However, sufficient research must be done in advance to understand the requirements and choose an influencer who would be the perfect fit for the brand. Careless selection will negatively impact the brand and degrade its image.

Lack of overall strategy

A single brand advertises on multiple social media platforms. The look and feel of each and every platform is different. There is even varying user behaviour on each of these platforms. Therefore, brands must have a solid social media strategy in place to prevent unfocused marketing efforts.

Not adapting to the revising rules & regulations

Everything in social media changes in a split second. The Chinese Government constantly reviews and updates the online rules and regulations. Brands must keep an eye out for these changing rules or it might lead to serious repercussions for their business.

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How WeChat boost E-commerce in China?

February 9, 2018

WeChat is one of the most widely used apps in China. With over 900 million users, the app has been making waves in China with their constant innovations and updates!

It’s only natural that the most popular app has somehow affected the purchase behavior of users online.

Let’s see how WeChat has impacted the Digital consumer trends –

Mobile

Social Media

E-commerce

E-commerce across borders

With this huge untapped potential for rise in E-commerce, it would be interesting to see how brands are leveraging WeChat to achieve their goals.

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