People can now manage social e-commerce on one application instead of many different applications. WeChat Channel has created the perfect consumer loop within one WeChat app, which has innovated China’s social media marketing. Graph 4: How WeChat Channel create the perfect purchase loop within one app Dive deep into WeChat channel – How WeChat channel, a video app, integrates with the rest of WeChat.These distributions can allow brands to understand more about their possible client base and create content according to the audience’s preferences. Most creators and users are covered on the south side of China, with Beijing being an exception, covering 6.2% on the north side. Fujian and Zhejiang are at second place (7.5%), Jiangxi at third place (5.8%) and Wunan at fourth place (5.6%). These video contents build the overview of WeChat Channel.Īccording to research, Guangdong has the biggest proportion of WeChat Channel users and creators. WeChat Channel mainly covers 27 different video contents including music, comedy, fashion, lifestyle, emotional growth, entertainment, education, anime, news, social service, traveling, photography etc. The average usage time was around 19 minutes, showing that WeChat Channel has a steady growth. Graph 2: WeChat daily average usage and top 27 contents on WeChat Channelīy the end of 2020, there were 30 million users on WeChat Channels daily. Users were able to scroll through the Channels, watch live streams and purchase products immediately using the WeChat mini-program. By the end of the year, WeChat has linked their internal system with WeChat Channel. Live streaming functions were available in WeChat Channel for brands to connect with their customers. From August onwards, detailed improvements were made on the Channels. In July, users were able to share WeChat Channel content through messages or WeChat moments. After these additions, WeChat has reached 200 million users per day. They also added tabs “follow”, “trendy”, “friends” and “location” for users to access to more content without searching. In June, they added interactive functions including: save, forwarding, sharing to Moments. WeChat launched the first trial of the WeChat Channel in January. With the new functions, WeChat has surpassed 280 million users by the end of 2020. Within a year, WeChat Channel has refreshed its functions for 33 times and has released 40+ new functions to attract users. Graph 1: Growth graph and development details of WeChat Channel in 2020 Latest 2021 statistic for WeChat channel.Within each post, they can add 1000 Chinese characters, including topics, hashtags, other accounts and location. In a post, users could create short videos under 1 minute, or longer videos up to 30 minutes. Within the account dashboard, users can find list of Channel accounts they follow, list of followers, number of views and interactions between accounts within your WeChat Channel. Once the account is created, users could post. Fill in the basic information: Name, basic description (bio), gender and location. Start the creating process by creating a channel. WeChat Channel could help brands raise brand awareness in the China social e-commerce and China social media marketing.įigure 3: Sending WeChat Channel content to friendsįigure 4: Tabs linking to WeChat Channel in a WeChat conversationĪccess your WeChat Channel on user’s personal account and apply by clicking on the camera icon on the top right of the screen. This directs audience into WeChat Official Brand Accounts that they have not been following. This algorithm helps users to explore content and follow users that are not within their contact. Users can click directly on the ‘shared cards’, and be led directly to the post or channels. Users have the options to share to a contact, WeChat group or WeChat moments. WeChat Channel was set up so that people could share video content directly within the WeChat app, without moving back and forth different apps. WeChat has been a popular communication platform for the Chinese audience. Through searching topics or hashtags, users could find posts and video contents by WeChat Channelsįigure 2: Searching for content on WeChat Channel Tabs help guide audience to different topics and accounts. WeChat Channel is similar to Tiktok and Instagram. Users can access WeChat channel directly within the WeChat app, under WeChat moments. This is a new feature WeChat opened for users, influencers and brands to create and post short video content and distribute them through WeChat. WeChat channel is a video app within WeChat.
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