What’s New In The Chinese Market?

July 26, 2022

Xiaohongshu cashes in on tourism by setting up a travel agency

Puzhen Xiangli, a travel agency run out of Shanghai, has been established by Xiaohongshu. About 64% of China’s regular wanderlust users now start their journeys on the platform. Since Gen Z travelers prefer Xiaohongshu over more established online travel agencies like Ctrip and Fliggy, this popularity has paved the way for Xiaohongshu to further challenge established market players. 

Due to Airbnb’s exit from the market, there is now more room for domestic competitors to enter the fray. However, Xiaohongshu’s interests extend beyond homestay. Over 16 million views have been generated by platform searches for the keyword “Travel” so far, which is eight times more views than searches for the keyword “Homestay.” This shows that there is still untapped market potential for the platform to tap into.

Link: https://daoinsights.com/news/xiaohongshu-cashes-in-on-tourism-by-setting-up-travel-agency/

ByteDance debuts the first metaverse-like social app, Party Island

After the rise and fall of the formerly popular proto-metaverse social app Zheli, Chinese tech giant ByteDance has stepped up to take on the challenge of social networking with its highly anticipated social app, Party Island, which, according to Gamelook, a website focusing on the Asian games market, went live for public testing on July 13. 

With the help of their personalized avatars, users can interact with one another in the three-dimensional virtual space; meet up; hang out, and even go to events like concerts and movies with their virtual peers. The app’s access to a vast media library within the ByteDance empire, including live streaming events, films, and TV shows owned by Douyin and Xigua Video, adds to its appeal. 

This enables the app to provide its users with a rich digital experience that will amuse and engage them. While their resemblance to hot technology has largely won over the audience, it appears that the feature that enables a distinctive online experience and meets the social needs of today’s young Chinese is what will really pique user interest. The new innovation from ByteDance would revolutionize China’s online social networking scene if it goes off without a hitch.  

Link: https://daoinsights.com/news/bytedance-debuts-first-metaverse-like-social-app-party-island/

China’s “Silver Economy” Is Here To Spend

The 2022 product catalog for China has been encouraged to include clothing and other items for elderly people by the Ministry of Industrial and Information Technology. This is consistent with the Chinese Community Party’s 14th five-year plan, which was released in 2020 and has a section devoted to enhancing government support for the well-being of senior citizens. In comparison to their Gen Z and Millennial consumer counterparts, the “new” older generation has greater purchasing power and more free time, making them more readily available for discretionary spending. 

We wrote about this here >>> China Trend: Silver Generation

Link: https://jingdaily.com/china-silver-economy-government-support/ 

Brand zone search

It was created to strengthen the demand for building brands. Users actively look up brand terms to learn about the brand, comprehend the consulting services offered by the brand, and enter brand official account message templates, mini programs, and other private domains for information gathering and conversion. WeChat plans to develop more advertising options for search.

More details about WeChat search and brand zone in our article: A Quick Guide To WeChat Search

Link: https://mp.weixin.qq.com/s/SkduovJwM4Up0Nj9JNTw2A

Douyin, China’s TikTok, tests food delivery, bringing ByteDance into a market dominated by Meituan and Alibaba

In order to compete with market leaders Meituan and Alibaba Group Holding, ByteDance’s Douyin, the Chinese version of TikTok, is once again entering the food delivery market.

Some restaurants in specific cities, such as Shanghai, whose economies were severely impacted by a resurgence in Covid-19 this year, now offer a delivery option on their Douyin channels.  However, eateries are required to employ their own delivery personnel or use external delivery drivers. Market leaders Meituan and Alibaba’s Ele.me, on the other hand, are well known for their armies of delivery drivers, who are a common sight on Chinese city streets.

To gain market share, however, one must alter user preferences for the apps that have proliferated throughout many Chinese people’s digital existences. Meituan and Alibaba made up 69 percent and 26 percent of the market, respectively, in 2020. As a result, ByteDance is still facing a great challenge. In order to gain market share, marketers believe Bytedance should think about how to set itself apart from the competition and work on its pricing strategy. 

Link: https://finance.yahoo.com/news/douyin-chinas-tiktok-tests-food-093000424.html

Tencent makes a move to turn WeChat’s short-video function channels into a money pot through ads and e-commerce tools.

The Shenzhen-based company unveiled a new e-commerce tool on Thursday to build online stores on Channels, the quick-video and live-streaming platform inside the multipurpose app WeChat. This tool simplifies the procedure for merchants to list products, sell them, and collect payments.

The e-commerce tool was announced shortly after Tencent Monday added video ads to its Channels feeds, enabling users to directly shop through an ad and share it with friends on WeChat.

WeChat’s video service has added new users rapidly over the past six months, according to data from the Chinese analytics company iiMedia Research, thanks to concerts and entertainment content that makes use of Tencent’s music division’s resources.

Link: https://www.yahoo.com/now/tencent-makes-move-turn-wechats-093000560.html

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Why Adding the WeChat Mini Program to Your Business Will Make All the Difference?

July 21, 2022

Need to switch between different apps for different services? 

The process can be time-consuming and inconvenient, and you might end up with a number of apps that you rarely use. 

They eat up a lot of storage too. 🙄

Additionally, having multiple apps can be challenging for businesses as it requires additional resources and expenses. This has led to “Mini-Programs”. 

Global corporations are now creating their own mini-programs because it benefits both service providers and ends users equally. Tencent, WeChat’s owner and operator, a major Chinese tech company, has also added mini-programs to their applications.

The WeChat Mini-Programs: What Are They?

WeChat mini-programs are “sub-applications” within the WeChat ecosystem. In 2017, Tencent added mini-programs to WeChat. 

As of 2021, over 4.3 million WeChat mini-programs with 410 million daily active users existed. WeChat mini-programs have altered how companies conduct business on the platform. 

WeChat mini-games, lifestyle mini-apps, and e-commerce mini-programs are just some of the various kinds of mini-programs. A few of the popular mini-programs are

  • A restaurant mini program has multiple sections: to order delivery, pick-up, and dine-in along with the full menu and membership program. 

Restaurant mini program

  • A local hospital mini program allows users to check the hospital location, doctors’ availability, book appointment, and process payments.

hospital mini program

  • Housing-app mini program allows users to search for short and long-term leases, chat with apartment owners and explore the city maps to search for places.

housing mini program

 

Accessing WeChat Mini Program

WeChat mini-programs can be accessed in a variety of ways. 

Swiping down on WeChat to access a list of recently used or saved Mini programs is the most popular method. 

Youzan, a WeChat shop platform, reports that this swipe down the interface accounts for 27% of Mini Program traffic. Users can also access WeChat mini-programs via:

  • WeChat Official Account menu
  • Placed inside a WeChat article
  • WeChat’s Discover tab
  • Sharing cards on WeChat groups
  • Mini Program QR Code Scan
  • Search

Interesting Facts About WeChat Mini-Programs

  • 50% of the top WeChat mini-programs also have a native app. Brands can still use a mini-program to draw WeChat users to their app or website even though they already have their own apps.
  • The WeChat mini-programs age ranges are fairly evenly distributed. Therefore, the mini-programs need not be limited to a particular age group and its preferences.
  • Women make up 71% of users of the WeChat E-Commerce Mini program. This is an opportunity for companies in the fashion, cosmetics, beauty, health, and wellness sectors to advertise their goods in WeChat mini-programs.
  • Mainland of China is home to 98.6% of WeChat’s users. The use of this feature can increase sales for businesses that are attempting to market their products.
  • Europe and Russia account for 56.98% of all WeChat mini-program users outside of China. Brands can use WeChat mini-programs to advertise their products in Europe and Russia since it is simpler to obtain permission for one app than for many when using WeChat.

User Participation In Wechat Mini-Programs

WeChat mini-program usage has grown significantly over time. There is an even greater increase in time spent thanks to WeChat mini-games. 67% of WeChat’s mini-program users use them more than four times per day, making them the majority of heavy users. WeChat mini-programs now account for 42% of all orders between 200 and 1,000 RMB, an increase in the percentage of small orders over time. 16.6% of users spend more than 1,000 RMB via mini-programs each month. 

This could be a result of the fact that 7.4% of WeChat mini-program users only make over 10,000 RMB per month. 

Why Should Businesses Use The WeChat Mini-Program?

Users can purchase items within the WeChat app with the aid of mini-programs. Increased conversion rates may result from this. Because of that the app’s key opinion leaders are crucial for utilizing the e-commerce mini-programs. 

It is challenging to turn content into e-commerce because WeChat advertisements aren’t very good at identifying consumers and linking to products in the articles. It was made possible by WeChat by connecting products to eCommerce mini-programs.

In addition to these eCommerce conversions, WeChat mini-programs can be helpful in offline use-cases. For instance, unlocking a shared bike or paying for gas at a gas station.

WeChat Mini-programs will probably still be a crucial component of your marketing ecosystem if you’re aiming to attract higher-end users because they make converting new users easier. Users who try out your offerings through the WeChat Mini program will be much more likely to switch to a native app after that.

In reality, half of the most popular WeChat Mini-programs have a native app as well. This is particularly true in the E-commerce and lifestyle services sectors, where over 80% of the top 100 WeChat mini-programs have a corresponding native application.

Conclusion 

Mini-programs can be very beneficial as social media platforms start to emerge as a business tool. Though WeChat has numerous mini-programs for different purposes, E-commerce mini-programs steal the show as they facilitate better conversion within the app. 

So when it comes to the big question, “Do we need them?”, well, that depends on the requirements of the business.

If you wish to know more about WeChat mini-programs or other marketing techniques in China, please contact our team. We use our knowledge and expertise to help businesses build meaningful partnerships and develop their networks among Chinese customers. For additional information, please contact us at contact@thewechatagency.com.

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Douyin (China’s TikTok) Statistics 2022 [UPDATED!]

July 14, 2022

The TikTok app is certainly familiar to everyone who has spent time online in the last couple of years. ByteDance, a Chinese multinational internet technology firm, owns this social media network, which features a vast library of user-generated, brief video content.

These quick videos—which can be as brief as 15 seconds, 60 seconds, or 5 minutes—have made the globe aware of dancing crazes, hashtag challenges, and a tonne of useful tips. Brands trying to advertise their goods and services have also shown a strong interest in them.

So, What Is Douyin?

Douyin, TikTok’s Chinese version, is the only version of the app available to Chinese users. It’s been around since 2016. It’s owned by ByteDance.

App’s users receive a feed of video content catered to their interests and preferences. Just as those of TikTok’s international counterpart. Chinese Tiktok is heavy on entertaining, simple-to-consume video content and little on text and photos.

Douyin Vs TikTok: What’s The Difference?

Both TikTok and Douyin have similar appearances. Both of them are video content hosting platforms for entertainment, and they share many of the same fundamental features. The two video apps do differ in several significant ways, though.

🔥 How Douyin is Different From Tik Tok >>> Learn more here!

First off, if you want to reach Chinese users, you must open a second account on Douyin even if you already have one on the TikTok app. Users of Douyin and TikTok cannot access one other’s accounts, and the two applications function entirely independently of one another.

Second, compared to TikTok, the Chinese version has more sophisticated capabilities.

It enables in-video search, allowing users to look up a person’s face to discover more videos in which they appear. The app also makes it simple for consumers to look for and purchase goods that are mentioned in a video. Additionally, it enables businesses to link their account to their online store.

Because the two apps in fact are two separate ecosystems the trends that arise on Douyin are also different. Let us introduce 10 Top Fashion trends on Douyin that can be super relevant for you if you are a lifestyle brand.

1️⃣0️⃣ Hot Trends on Douyin now >>>

The Growth of China’s Biggest Short-Video App

Users of short videos are increasing and using the services for longer periods of time. The number of Douyin (China’s TikTok) users there is anticipated to increase to 639.4 million this year. This indicates that a large portion of the Chinese public uses the platform for a variety of purposes, which makes it a great possibility for growing businesses. 

douyin data

Short-video apps’ combination of engaging content and interactivity will entice more customers away from traditional players and into the eCommerce world. This shift in consumer behavior benefits apps like Douyin and Kuaishou over established e-commerce companies like Alibaba and JD.com. Players of short videos have made investments in their own commerce operations to keep users within their ecosystems, and the results have been encouraging.

But it’s not only Douyin that is enjoying tremendous growth. The short video sector has also maintained a stable development trend. The number of users reached 934 million MAUs in 2021. In general, the active user penetration rate has exceeded 80% due to the constant supply of short video content and the ongoing enhancements to platform ecology. 

Another interesting thing is the time spent on the app. According to China Internet Watch, Douyin has the longest average monthly usage of 1,794 minutes, compared with Kuaishou’s 1,662 minutes as of June 2021.

According to ByteDance, livestream views on their respective Singles’ Day events in 2021 totaled 39.5 billion, and Kuaishou recorded a 433% increase in GMV. Beijing’s anti-monopoly crackdowns have also made it possible for sellers to list their goods on any website and have allowed platform-to-platform linking, both of which are positive developments for short-video players.

short video platforms china stats

Why Should Businesses Use Douyin?

The number of daily active users on the app topped 600 million in September 2020, according to publicly available figures. There is a tonne of user-generated content on the platform, covering a wide range of topics that TikTok undoubtedly doesn’t cover. The majority of it is in Mandarin, and a sizable proportion of users are Chinese Gen Z. As a result, Chinese Douyin marketing and advertising provide limitless chances for global firms.

🤔 How to Advertise on Douyin? >>> TIPS here

Over 89% of Douyin’s users are under the age of 40, and over 49% are under the age of 30. This makes Douyin a great platform for global firms as it accounts for around 50.8% of China’s population. 68% of all Chinese social media users have a Douyin account and routinely use it. 90% of Douyin users utilize the app many times per day. 

Businesses can utilize Douyin for a variety of things, including product sales, influencer marketing, customer interaction, and more. Anything a company does with the platform is a terrific chance for developing companies to establish themselves in China.

➡️ Did you know? WeChat has a short-video platform now too! >>> Check here

Conclusion

As the statistics suggest, Chinese customers appear to be acquiring more and more short video content in the coming days. This indicates that Douyin is a great opportunity for businesses to establish a reputation in China and capitalise on the country’s sizable demographic.

Learn more about Douyin on your blog.

If you wish to know more about Douyin or other short video platforms in China, please contact our team. We use our knowledge and expertise to help businesses build meaningful partnerships and develop their network among Chinese customers. For additional information, please contact at contact@thewechatagency.com.

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Weekly China Updates

July 12, 2022

JD.com Announces Renewed Strategic Cooperation With Tencent

Tencent will keep providing JD.com with main entry points on its WeChat platform in order to maintain traffic. It also includes collaboration in areas like membership services, marketing and advertising, technology services, and communications.

The deal will carry out business cooperation in the areas of e-commerce portals, cloud technology and cloud services, membership systems, online conferences, enterprise services, smart retail and advertising, supply chain, and other areas. It will also strengthen technical exchanges and cooperation in artificial intelligence and other fields.

JD.com and Tencent are collaborating strategically for the third time at this time. The contract is extended for another three years.

Link: https://pandaily.com/jd-com-announces-renewed-strategic-cooperation-with-tencent/

Navigating Douyin — A Guide For Luxury

The mainland’s TikTok has already solidified its position in the market despite just having launched its e-marketplace in June 2020; it is currently ranked among the top five e-commerce applications with the greatest market shares.

600 million DAUs are on Douyin. The innovative consumer journey that Douyin delivers is what makes it so intriguing since it is completely changing the e-tail landscape. By connecting interest to final transactions, the software completes the cycle.

Link: https://jingdaily.com/douyin-guide-for-luxury/ 

Head & Shoulders Father’s Day Campaign Taps Into Paternal Pathos

Despite the fact that Father’s Day is not a recognised holiday in mainland China, it is nonetheless observed there in accordance with Western custom. On this day, the majority of Chinese advertisements are usually more sentimental than those in the West and focus on father-child connections. That said, it is remarkable how the Head & Shoulders commercial managed to stir up laughter in its viewers while also bringing them to tears.

For this very reason, family marketing is a common motif in Chinese ads. The good or service could be marketed to the whole family as a shared activity that is consumed together.

This video promo is not only directed at men who lose their hair but also at kids of all ages who value their father figures. In reality, sons and daughters wrote the majority of the posts under the Weibo hashtag #Dadsloveistoobald, which received an astounding 10 million views.

Link: https://daoinsights.com/works/head-shoulders-fathers-day-campaign-taps-into-paternal-pathos/ 

Weibo to Launch New Interest-Driven Social App

Several reports claim that Planet, a new interest-based social app, will be released by Weibo. An improved version of Planet Video, which already includes millions of communities covering a variety of themes, is the new app. Importantly, it will primarily serve as a tool for Weibo users to follow famous people and influencers while immersing themselves in groups of people who share their interests.

At the moment, Planet Video is divided into five categories: Home, Discover, Shoot, News, and My. The app immediately demonstrates Weibo’s interest in short video content. The move comes as no surprise given China’s tremendous demand for live streaming and brief video content.

On the other hand, some social circles may view the affiliation with a platform that promotes fan interaction and celebrity culture as disrespectful of the government’s efforts to curtail “excessive fan culture.” As a result, the luxury brands associated with Planet may find themselves in a sticky situation, dealing with criticism and reputational issues.

Link: https://jingdaily.com/weibo-planet-app-celebrities-short-video/

China’s All-Purpose Wechat App Lets Users Register Two Accounts With One Phone Number In Pilot Test

Tencent Holdings’ all-purpose social media platform WeChat is currently pilot testing a feature that enables users to sign up for an additional account using their existing mobile number. This could make it easier for users to balance their use of the app between their personal and professional lives.

According to a report by Chinese media outlet Thepaper.cn, the new capability has been in experimental testing with a small group of users since last year, and it is unclear if or when it will be formally released.

Some welcomed the move as a way to better separate work and life, while others were not impressed. However, some complained that the two accounts cannot work concurrently and they could miss the message on the main account when switching to the other one. 

Link: https://www.scmp.com/tech/big-tech/article/3184348/chinas-all-purpose-wechat-app-lets-users-register-two-accounts-one

WeChat Service Marketing

The service market is an official platform to help find cooperation. At present, millions of companies are looking for small program development, customer service and other high-quality services here.

In the article, the marketing managers of two companies recommended this platform. They said that after they applied to join this platform, they signed a lot of customer resources and got a lot of cooperation service providers who meet the following standards to enter the service market-content service area: 

  • It must be an independent corporate legal person, with fixed office space, and be qualified as a general taxpayer; 
  • Has been registered and operated for more than 1 year; 
  • The business scope should include: Daren, celebrity, self-media and other related businesses, providing market planning and publicity services, providing supply chain or e-commerce agency operations, etc., and engaging in related businesses for more than half a year; 
  • The registered capital is more than 500,000 yuan;

He has experience in providing live broadcasts, short videos, and graphic operations for merchants in the WeChat ecosystem. One of the following conditions is met:

  1. Sign a real and effective live broadcast operation business contract with at least 3 or more mini-program merchants, the live broadcast cooperation relationship can be checked, and the live broadcast comprehensive data performance during the service period is good;
  2. Possess an agency operation business contract based on short videos and pictures and texts signed with more than 3 merchants in the WeChat ecosystem.
  3. If neither of ① and ② is available, it is necessary to prove other materials that can prove the serviceability in the WeChat content service field.

Link: https://developers.weixin.qq.com/doc/oplatform/service_market/provider_guideline/enter_guideline/mcn_enter_guideline.html

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Female Gaming – One of China’s Most Promising Trends

July 8, 2022

China is a nation that enjoys playing. More gamers reside there than in any other nation in the world, and a third of them use their phones for gaming. It also makes China one of the most lucrative gaming markets in the world, with 666 million gamers spending an average of 445 yuan each on video games. 

Despite being a domain where men predominate, video games are no longer just for men. Women are experienced gamers who like anything from mobile crossword puzzles to first-person shooting games.

Players in the business can no longer deny how female-focused gaming has evolved from a niche interest to a mainstream market, especially when considering monetization.

Female Gaming China

Why Should Companies Focus On Female Gaming

Approximately 300 million women play video games in China, according to the 2019 China Gaming Industry Report. Over 46% of all people in the country identify as gamers. 

According to Abacus, both larger Chinese studios (such as Tencent, NetEase, and Bilibili) and smaller ones have started focusing on the still-relatively unexplored market of female gamers.

In this regard, China differs from Western nations where games geared toward female gamers haven’t achieved significant economic success. On the other side, a few years ago, female-focused games in China began to gain widespread acceptance. As the top downloaded game in China in 2018, the role-playing game Love and Producer from publisher Paper Games even momentarily dethroned Honour of Kings.

Games for female gamers may become the next big thing when the “conventional” gaming market becomes saturated.

Most Popular Game Types & Scenario

China’s game producers have recently become aware of the potential economic value of the “second sex”.  The success of games catered to women like Shining Nikki, Love and Producer, or I Should Be a Rich Lady only strengthen this trend.

Female Gaming China

Most of them fall into the category of otome, story-based video games that is targetting women. Their goal is often to develop a romantic relationship with the game character. Others like the Nikki series focus on style battles and beatifying avatars through a series of challenges. 

As Miriam Dabrowa, Head of China Strategy at The WeChat Agency says ‘romance-oriented storytelling of the most popular games is not surprising. Since the beginning of COVID-19, most of the Chinese have been living from one lockdown to another. Hence often had limited human interactions, especially in a romantic sense. Often these young people work long hours as a part of the 9-6-6 culture (working from 9AM to 9PM, 6 days per week​​) and simply don’t have time or energy to get build intimate relationships.’

Of course, the female gaming industry is more complex than that and many players enjoy a wide variety of games. 

Mistakes Most Companies Make When Marketing To Female Gamers

The majority of female gamers have noticed how the business still prioritizes male players over female consumers. Female characters are frequently dressed in sexy styles and are objectified in the games aimed mostly at the male audience. It’s extremely hard for the game designers to change this narrative when games’ profits are often based on upselling more revealing clothing for female characters in the game.

Numerous improvements have lately been made to promote more diversity in response to the persistent and contentious issue of female underrepresentation in the business. 

Because of discrimination and judgemental behaviors, Chinese female players often prefer to discuss in their own circle establishing online communities on platforms like Douban.

Companies wanting to establish a strong community should be hyper-sensitive to their audience needs to effectively attract them.

Conclusion

Around 390 million female gamers were active in China as of February 2020, an increase over the previous few years. The purchasing power of Chinese women gamers has been increasing. This calls for a great opportunity for fashion, make-up, or lifestyle businesses if tapped into this target market.

Most of the otome games actively leverage key Chinese holidays like Valentine’s Day or the 520 festival. They launch special campaigns or new digital products. Co-branding with them can be the next Holy Grail when marketing to Chinese women. 

Ultimately, the female gaming trend will likely continue. With more women getting involved in gaming, it’s only natural that more games will be developed for a female audience. Hence, it is a great opportunity for smaller companies looking to build a brand in China.

If you wish to know more about other gaming & marketing techniques in China, please contact our team. We use our knowledge and expertise to help businesses build meaningful partnerships and develop their network among Chinese customers. For additional information, please contact at contact@thewechatagency.com.

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WeChat Interactive Articles – Introduction & Examples

July 1, 2022

WeChat Interactive Articles (WIA) are a relatively new and highly engaging way of presenting content on WeChat. They are created by brands and are designed to be quick, easy, and fun! Thanks to different features they can be used to engage with your audience in a very unique way.

What exactly are interactive posts?

You might have seen WeChat posts embellished with GIFs or other eye-catching graphics. Creators can upload such elements into articles directly in the WeChat backend when creating an article. However, WeChat’s native backend offers extremely limited options. That’s why many brands decide to use third-party platforms to create their posts. For example, you can add some features like swiping or ‘click to reveal’ to your posts using popular browser-based editing tools like xiumi. 

More advanced interactive features require coding and are increasingly popular among WeChat brands. 

What Are Animated SVGs?

Let’s begin with a technical explanation here. Scalable Vector Graphics (SVG) is a vector picture format for two-dimensional graphics that is based on Extensible Markup Language (XML) and supports animation and interactivity. A less technical explanation is that it is a special kind of image format – a Scalable Vector Graphic. We know, TL;DR. Let’s move to a more practical explanation.

Let us share with you some of the coolest examples of interactive posts. The effects can include tapping, long-pressing, selecting an answer (micro quizzes), and more. 

Montagut interactive post

 

 

 

 

Why Interactive Posts Are a Great Alternative? 

First of all, they are extremely engaging! A social media post with a picture is 10 times more likely to receive interaction. This is due to the fact that our brains process images and colors more quickly than other types of information. Therefore, advancing the idea and animating your image will also boost engagement. If your post hit the sweet spot, there is a good chance that your readers will share it further with their friends. 

Classic static content no longer do especially when users are constantly inundated with new posts from brands. 

Secondly, they can also be an interesting alternative to H5 mini-sites. 

  • Creating an H5 mini-page requires much more effort in terms of time and budget. An interactive post can be a good option for smaller budgets and quick turnaround.
  • User journey doesn’t require WeChat readers to leave the article as it happens when redirecting to an H5 page.  

Montagut interactive post

 

 

 

Naturally, H5 is still a great option for bigger campaigns that need to pack varied special effects or more complex interactions. Tracking clicks is also possible on an interactive article. It is worth mentioning that interactive features on the articles, even with coding, will still be quite basic but nonetheless fun. 

groz beckert interactive post

 

 

 

You can also add a call to action (CTA) to demonstrate to readers the benefits they will receive; it should also be rewarding, contextually appropriate, and consistent with the official account’s branding and content style. When you catch readers’ attention, you can try to redirect them to e.g. your e-shop mini-program. 

blackrock interactive post

 

 

 

Conclusion

When creating interactive WeChat articles, keep in mind these essential components. You might feel tempted to add too many interactive elements. We suggest keeping them to around 5 but well-thought-out and creative ones. Make sure your content is on-brand and that the interactions are clearly indicated.

Always remember that a brand’s engagement and conversion rate are better the more interactive it is.

If you wish to know more about WeChat articles & other marketing techniques in China, please contact our team. We use our knowledge and expertise to help businesses build meaningful partnerships and develop their network among Chinese customers. For additional information, please contact at contact@thewechatagency.com.

 

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