WeChat Channel +50% (WeChat Video)

Tencent’s Q3 2023 Financial Results Highlights:

• Combined Monthly Active Users (MAU) of Weixin and WeChat reached 1.336 billion.
• Total video views on #Channels saw a year-on-year increase of over 50%.
• FinTech Services continued to show robust performance with double-digit year-on-year growth.
• Weixin’s closed-loop advertising revenue recorded a year-on-year rise of over 30%.
• This advertising revenue contributed to over half of Weixin’s total advertising revenue.

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WeChat Channel An Emerging Short Video Platforms inside of WeChat

• WeChat Channels in the WeChat App
  • Location: Found in the Discover tab, below the frequently used Moments feature.
  • Functionality: Users can post photos and videos either directly from their phone or via the WeChat Channels Assistant web platform.
  • Video Length: Initially limited to under 1 minute, now expanded to up to 30 minutes.
  • Post Description: Allows up to 1000 Chinese characters, including hashtags and mentions of other accounts.

Content Display and Navigation

• Format: Content is listed in a single column, similar to Douyin , and auto-plays upon scrolling.
• Tabs:
  • Following: Displays posts from followed WeChat Channels accounts.
  • Friends: Shows posts liked by your friends.
  • Hot: Features popular posts recommended by WeChat.
• Additional Features:
  • Location-based content viewing.
  • Top search bar for finding specific content or accounts.

Brand Engagement on WeChat Channels

• Interactivity: Viewers can like, comment on posts, and interact with other users’ comments.
• Direct Messaging: Users can send messages to a WeChat Channels account without following it.
• Live Streaming:
  • Tested since October 2020 with selected users.
  • Features include sharing, commenting, sending virtual gifts, and participating in lucky draws.
• Advertising: WeChat Channels is testing advertising functionalities.

Integration with Other WeChat Functions for Marketing

• Increasing Followers:
  • Linking a business’s WeChat Channels account with a verified WeChat account for verification.
  • Redirects viewers to articles in the WeChat public account, aiding follower growth.
  • Embedding WeChat Channels content in WeChat public account articles.
• Promoting WeChat Store:
  • Linking to a WeChat Store, enabling viewers to make purchases during live streams without leaving the app.
• Video for Sales Growth:
  • Videos aid in increasing product understanding and conversions.
  • Utilized by luxury brands like Louis Vuitton, Fendi, and Burberry.
  • Example: Chanel uses Channels to showcase products with article links for more information and purchasing options.

WeChat Channels: What is it and how to use it to promote your brand

WeChat Channels: Popular Video Sharing App Everyone’s Talking About