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.
- 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.