With hundreds of features already on deck, there’s one which is quite in talks: the Time Capsule. This feature is similar to Snapchat’s main feature of disappearing messages. It allows users to post videos and other rich media on the platform for a period of 24 hours, after which it vanishes.
The “Time Capsule” feature can open up a lot of marketing opportunities for brands, especially with over a billion monthly active users. It has been transforming the digital marketing sector in China in a big way.
In case of video or static content, the creative can be coupled with music, location tags, stickers, etc. but is limited to be up to 10 seconds, 9 times a day per user. This feature is quite essential for the company since its one of the most wanted features in most competitive chat apps and WeChat is first and foremost a communication app.
The Big Picture
Since its advent in 2011, WeChat has positioned itself as consumer-first, and every update since has been in sync with that position. There are a lot of different features that can be accommodated on the platform including but not limited to cab booking, money transfer, payments, e-commerce, etc. all while keeping the consumer-first approach. This is a major reason why brands favour it as the main source of customer communication in China.
WeChat has been able to build trust, which is quite hard to do in this business climate. Its credibility makes it the perfect platform to sell luxury goods. According to a study by Walk The Chat, 42% of people reportedly would buy luxury goods from WeChat while just 21% would buy from other aggregators. Its stats like these that make WeChat the perfect platform to experiment, test and incorporate new and innovative updates, and it’s sure to do so in the future as well.