Last week’s Weibo post was extremely well-received (here it is if you’ve missed it). I thought that I should do a similar one for the Wechat.
Comparing to the Part 1: What’s Wechat? How Do I Advertise On Wechat, in Part 2 let’s take a step back and get a really clear understanding on what Wechat application looks like to an average user.
Here is the step-by-step guide on Wechat:
In order to log into Wechat, a user has to register using phone number. It is a measure to enforce the one-user-per-account policy. However, while there is always a work around, it does a really great job preventing multiple accounts owned by the same person. When the Wechat was first introduced, it was a very common problem…but not anymore.
What does it mean: while a person could have multiple emails, a Wechat user theoretically could have only one account – a better way to reach your targeted audience.
After logging in, the user would be taken to the homepage, where s/he could:
- Read conversations by person or person(s)
- Discover what’s going on with friends (e.g., Moments – aka. Friends Feed)
- Catch up with 67 unread messages
Here is the fun part – Subscription Accounts
When I talked about advertising through subscription accounts previously, many people asked me – what exactly is a Subscription Account?
Definition: A subscription account is managed by a company, organization, team or a certain group of people to communicate and interact with its followers through content.
On the homage page, you can see there is a Subscription Accounts row (1).
Clicking Subscription Accounts (1), a user would then be taken into a second page where all accounts that s/he subscribes to are listed.
2 – WSJ Subscription Account managed by the Chinese WSJ team
3 – Disney China Subscription Account managed by the Disney China team
4 – Other subscription accounts from Key Opinion Leaders in different industries
Of course, users have their own interests and hobbies, and as a result, they would see different content from their followed Subscription Accounts.
Identifying A Good Subscription Account/Key Opinion Leader
A good key opinion leader often publish good content and additionally, results high engagement on the content from his/her followers:
Clicking the WSJ Subscription Account, a user would come to account’s content page – a history of all content produced by the WSJ. As you can see from picture 2, WSJ Subscription Account publishes content daily with a headline on the top and less important content on the bottom (2).
As a user read through the content, s/he would be counted in the Page View Data (4). This is one of the key metrics in determining whether a Key Opinion Leader is effective. It also display number of likes on the right hand side.
Next week, we will talk about how subscription account owners could build e-commerce platforms in Wechat… stay tuned.