is Tencent’s WeChat set to be the app of choice for both business and pleasure?
According to multimedia journalist Paul Bischoff on TechinAsia: “In China, all online communication converges at WeChat. The four-year-old chat app now functions as text messenger, Facebook, Reddit, Skype, IRC chatroom, Meetup, and Instagram – all rolled into one.”
It used to be that apps like Facebook and Twitter would take care of the personal and those such as LinkedIn would satisfy our business and work needs. With WeChat though, we have an app that is trying to break down the barrier between the two. Business meets social and personal. It works well in China’s social media world and it may well be heading West to challenge some of our established platforms.
In China, social capital is a vital prerequisite to success. Whereas people in the West might have one account for their personal life and one for business, in China it is often rolled up into one. And something like group chat is very important to our Eastern colleagues.
Networking groups are big in China
WeChat groups have a limit to the number of members. You need special permission to run one that has in excess of 100 people and if you run it, you must be able to moderate the content accordingly. For many Chinese businesses, selecting the right group to follow, and networking through it, can bring success and vital information exchanges.
With all its functionality, WeChat is an ideal platform for a varied range of activities from selling online and settling disputes to running a web style seminar. There are predictions that WeChat is going to overtake even Facebook as the world’s premier social marketing tool.
The benefit of Tencent’s platform for Western brands is that it is possible to categorize people according to their location and gender. More than half its users are aged between 25 and 30 and many are white collar workers who reside in first tier cities. And with business merging into personal with many of its users, this provides a unique opportunity for brands hoping to develop a marketing approach tailored for Chinese consumers.
The problem for brands trying to make their way on this multi-faceted platform is that it’s not quite there yet. There are still challenges in marketing your brand on WeChat.
According to Xiaofeng Wang from The Forrester Group: “The information that users share on WeChat is private and can be seen only by personally approved friends; as a result, WeChat is used more as a communication tool for friends to keep in contact. Users are less likely to repost brands’ information massively, as marketers expect them to do on Weibo.”
There are also restrictions on brand accounts for how many messages they can send to their fans. With the government crackdown on luxury items and self-indulgent behaviour, Western brands are still weighing up the options and discovering how best to leverage WeChat as a marketing medium. But the truth is that its growth in popularity across the globe may well make it a primary focus for many years to come.