Content Marketing

Here’s How Marketers Can Benefit From WeChat’s Mini Program Features

Marketeers Can Access An Array Of Extended Services Through WeChat Mini Programs

What are mini programs?

WeChat’s mini programs are lightweight apps that run within its core messaging app. These apps expand WeChat as a software platform and enable it to generate app revenues without owning a major mobile OS like iOS or Android. Over a million mini programs have been launched for WeChat so far, and 500 million users interact with mini programs at least once a month. Those numbers should continue growing alongside its monthly active users, which rose 11% annually to 1.04 billion last quarter.

Google Is Making Its Way Back To China With A Mini Program!

google enters china

  • Back In 2010, Google shut down its Chinese search engine and moved out of China as it couldn’t adhere to Beijing’s content filtering directives. 8 years later, a negotiation seemingly occurred, and Google now plans on re-entering China. People’s Daily posted a commentary on its Twitter and Facebook accounts saying ‘Beijing would welcome Google’s return to China as long as it complies with the relevant laws’
  • Google’s first WeChat mini program is Guess My Sketch, a social Pictionary-like game where you’re trying to guess what others are drawing. Google’s game adds a unique angle: Each player gets an AI partner that tries to recognize the pictures and provide clues. This little program won’t move the needle for Google, but it should tighten its budding relationship with Tencent, which could help it get back into the Chinese government’s good graces

Why are mini programs popular?

WeChat mini-program usage rose from 1.6 minutes to 9.8 minutes daily by the end of 2017. In addition, 87 percent of users spent more than 200 RMB a month via mini-programs. Brands like JD & Tesla have run successful mini programs resulting in successful sales. However, marketeers need to ensure that their mini programs are seamless and appeal to the customer before creating one.

Here are a few tips that brands should keep in mind before creating a successful mini program:

  • Establish A One-on-one Relationship With Your Customer

Mini programs can often serve as a Customer Relationship Management CRM) centre. Brands can leverage mini programs to extend a personal touch to their customers. Michael Kors’ mini program featured a handwritten message from the designer beckoning the Chinese consumers to become a part of the Kors family

  • Establish Offline Connection

Mini programs help brands seam the online-offline brand to help customers stay connected with the brand. This feature can drive offline traffic online and online traffic offline through their store locator option. Burberry users can search nearby stores within the program and book appointments

  • Visual Appeal

WeChat’s closed design structure limits the implementation of sharp, smooth visuals. Mini-programs offer an alternative, giving brands full control of design and selection of images. According to the report, Hermes-owned Label Shang Xia succeeded in using beautiful designs to reflect the brand’s aesthetics and develop a sense of brand loyalty

  • Social Engagement

A mini program lets customers engage with other contacts within their circle which is similar to the Uber app. The app lets users let their friends and family track their location after it is sent to them. Gucci’s latest mini-program campaign lets consumers buy products for their friends and families. Once an order is complete, buyers can send notifications to friends, letting them know a gift is on the way

  • Interactive Features

A customer will participate and engage more with your brand if it lets him/her have fun while navigating the feature. Stuart Weitzman designed a three-card flip game for users to discover their personal style before placing an order. Interactive games are a great way to boost relationships with potential buyers, and provide a personalized service.


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