Released in 2011, WeChat has become one of the biggest standalone application in the world. It is estimated that the number of active users exceeds one billion every month. In China, its country of origin, it is called the app for everything.
The super app is known among the Chinese as it has everything, the range of platforms and functions is amazing and includes for example: messaging, official accounts, subscription accounts or service accounts. There are also city maps, chats and many other services available. No wonder why this application is become popular outside the territory of China — it is also the most known app in such countries as Bhutan.
What is WeChat
WeChat was created in Tencent Guangzhou Research and Project Centre in 2010 and its original version, called Weixin, was introduced in 2011. In 2012, when the number of users exceeded 100 million, the application’s name was changed into WeChat in order to be introduced to the international market. Now, WeChat is claimed to be one of the biggest application in Asia and remains a serious competitor for Facebook’s Messenger and WhatsApp (the data from 2016 shows that the Chinese application had 889 million of active users, whereas the two remaining ones — around one billion).
According to the information found on the application’s website, WeChat can be characterized as a free app for mobile phones which offers video, voice calls, images, stickers and text messages that are usually provided for free. The idea behind this is that people can remain connected with each other. In comparison to standard SMS services, delivering the option of texting people whose phone numbers are saved in the phone, WeChat offers something more: the communication through video and voice calls, text and voice messages for free.
Features
WeChat offers a wide range of services and features to its users. One of them has been already mentioned — the multimedia messages that allow for sending them in various types and formats. For those who are interested in communicating with a bigger amount of users, there are chats and group connections. They allow for the participation of up to 500 users. Free of charge high quality connections can be made from any place in the world.
In order to entertain its users, WeChat has also prepared some fun options. One of them is a gallery of stickers that includes hundreds of animated stickers based on movies and cartoons to help users to formulate their feelings easier. The Moments feature displays photos in a stream, whereas such options as Radar and People in the Area allow to make new friendships.
WeChat operates in 20 languages and offers more than the functionalities mentioned above. There are also a computer application, custom wallpapers, tailored notifications and accounts available. The app works on the basis of the TRUSTe certificate, which secures the highest protection and control over the protection process.
How companies promote on WeChat
Having such a big number of active users, WeChat is an interesting source of new customers and that is why companies decide to publish their ads there. Since advertising can be published through the Moments feature and is limited to two moments published a day, companies need to be very creative. For this reason, some of the most interesting advertising of recent years could be found there. One of them was the campaign for promoting a creativity competition Next Idea, which included Zhu Yuanzhang dancing and singing rap. The innovative combination of modern music and ancient art allowed for 800 million downloads in two days.
As the Asian market is very important for luxury brands and being present on WeChat seems to be crucial for them as well. Companies try to attract users as much as they can. For example, YSL subscribers could download a mini-program to a pop-up store and link it at the end of their subscription account. The link allowed to enter the store before it went into public. To introduce a men fashion line, Hermes launched a game in which particular pieces from the collection were visible. On the other hand, there was Prada that used the account to promote an exhibition Roma 1950–1965 or help to book tickets.
There are a lot of functionalities that are provided to users of WeChat and probably the creativity of designers will allow for new ones, more interesting than ordinary shop’s address location tool, a 360-degree VR exhibition or designing small gift cards that look like perfume. However, it is highly possible that the application will soon offer more innovative tools and features for both companies and private users.
