What is WeChat? A Deep Dive into China’s Super App

2. Incentive Ads

These ads require users to complete video views or scroll through a page. Such ads grant rewards (i.e. extra life for a game, or points) to users after they close the ad page. There are two main formats: incentive video playback and incentive click-through.

3. Interstitials

The interstitial ad will automatically be displayed when users trigger it, and users can close the ad at any time.

4. Grid Ads

This is currently supported only by WeChat Mini Games. The actual display position of the ad is determined by the publisher.

As we’ve seen, WeChat offers advertisers a massive array of options. But with all that choice comes challenges that sometimes need more guidance. Still stuck on “What is WeChat?” Well, Nativex can help.

Exploring WeChat Video Channel

What Is the WeChat Video Channel?

WeChat Video Channel is an integrated feature within the WeChat ecosystem. Similar to short video platforms like Douyin and Kwai, the platform welcomes everyone to record and share snippets of their daily lives. It places a great emphasis on everyday moments and social interactions. People can press a “heart” to like the videos, and the video will then be visible to all the friends in his/her social circle on WeChat.

The platform has seen significant growth. According to Tencent’s 2023 Annual Report, the total time users spent on the Video Channel more than doubled compared to the previous year.

To incentivize creators, Tencent also provided monetization support, such as enabling merchandise sales through live streaming and connecting creators with brands for marketing campaigns.

What Are Popular Topics on the WeChat Video Channel?

Users enjoy videos that cover general lifestyles on the WeChat Video Channel. Among the topics, livestream commerce, food tasting, and entertainment variety shows are the most favored themes.

The WeChat ecosystem’s community-oriented feature encourages users to like and share content. In fact, 77% of users would ‘like’ videos to ensure their friends can also see them, making these liked videos a crucial window for information dissemination. Additionally, 60% of users tend to share videos through private messages or on their WeChat Moments to promote videos they find interesting or valuable. This behavior has established video as an effective platform for word-of-mouth marketing, enhancing the impact of KOC and KOL-driven promotions.

What’s more, these users are decisive when placing orders. They most often buy daily essentials from the platform and have a high repurchase rate. Specifically, 61% of users have shopped on the platform, 87% would consider buying again, and 92% are looking forward to future shopping opportunities on the platform.

Who Are the High-Value Users of WeChat Video Channels?

The 2024 WeChat Video Channel Super User Marketing Value Report categorizes its high-value users into three segments: mature, developing, and high potential.

• Mature Users: These users spend a considerable amount of time watching videos on the platform and are heavily involved in content. They have rich purchasing experience in various categories within the video channel and demonstrate a strong willingness to repurchase. With stable incomes, these users possess strong spending power and are eager to spend.

• Developing Users: These users also spend significant time on the video channel and show high engagement. They have made some purchases from the platform but are usually focused on specific product categories. Although they have a stable income, they tend to be cautious about making purchases.

• High Potential Users: These users do not spend as much time watching videos or making purchases on the channel, but those who have made purchases show a high willingness to repurchase. In general, these users make sizeable incomes but also have high expectations for the purchased products.

KOL marketing on the WeChat Video Channel

KOLs Nurture Viewers’ Interest

Brands must focus on content, user engagement, product optimization, and brand image to promote themselves. A skilled KOL is a powerful storyteller, as they are able to explain product features in a compelling way, fostering meaningful connections between brands and users.

When selecting KOLs to collaborate with, most brands consider KOLs from various verticals beyond those specifically in their product category to maximize the impact. There are also brands leveraging the KOL’s network and social influence to create a buzz, creating a sense that people are all talking about the brand.

WeChat Video Channel Best Practice #1

During the launch phase of Oppo’s new product, Oppo Find N3, the consumer electronics manufacturer noticed a growing concern among consumers regarding data privacy and security. To address these issues, Oppo collaborated with WeChat Video Channel KOL, Xu, to discuss privacy preservation in a short video, while introducing the “VIP mode” feature on Oppo Find N3, highlighting its ability to enhance personal privacy.

So, why WeChat Video Channel, and why Xu? It’s because WeChat has broad audience coverage and can disseminate information quickly. Meanwhile, Xu was selected for his representation of business professionals with a strong demand for privacy and data security.

The campaign achieved significant success, with a total video playback volume of over 16.75 M across multiple platforms, including 2.38 M views on the WeChat Video Channel and over 100,000 engagements.

New Product Launches

There are an increasing number of brands prioritizing the WeChat Video Channel as a key platform for their new product launch event. Working with the WeChat Video Channel allows brands to take advantage of all resources within WeChat’s ecosystem to enhance exposure and seize attention to the new product.

WeChat Video Channel Best Practice #2

To promote its buckwheat liquor, the liquor brand Maopu produced a documentary video that explores how white wine reflects culture and history while explaining the brand’s essence. Maopu collaborated with the well-known history and culture KOL Yitiao to enhance the documentary’s cultural appeal and reach its target group.

This collaboration engaged over 1,000 high-net-worth individuals at the documentary’s premiere event. In addition, the premiere’s livestream attracted nearly 400,000 viewers, topping the livestream chart of the day.

Following the release, Yitiao supported publicity across 12 platforms to maximize exposure and reach. Maopu also partnered with many other KOLs, using relevant topic hashtags to drive engagement and discussion, continuing the impact.

Livestream Commerce

In addition to industries where purchase decisions are made quickly, those with longer decision-making processes, such as automobiles and real estate, are also beginning to livestream to engage with consumers.

It is evident from case studies that, whether targeting mass categories or niche segments, brands can quickly reach and convert consumers through WeChat Video Channel livestreams. Many brands are capitalizing on the platform’s rich demographics and the value of the traffic it attracts to drive sales.

WeChat Video Channel Best Practice #3

STARLUUJIE is a toothpaste brand specializing in whitening. Knowing that users of WeChat prefer to watch lifestyle and educational content, STARLUUJIE collaborated with dentists.

During its livestream, these professionals discussed common oral hygiene mistakes, answered viewers’ questions about dental care, and educated them about STARLUUJIE’s product ingredients, then directed viewers to the product link.

Along with its other pricing strategies, the brand achieved a conversion rate of over 3% and an ROI of over 1.4 during the first week.

Working with us gives you instant access to exclusive benefits, including localized creatives and exclusive platform insights. With our support, you can reach the ROI you’re looking for on WeChat.