Trends Report

WeChat Marketing That Works

How To Engage With Chinese Consumers On WeChat

January 15th, 2015
Xiaofeng Wang, Principal Analyst
Xiaofeng Wang Principal Analyst
With contributors:
Zhi-Ying Barry , Luca Paderni , Michael Barnes

Summary

As Chinese consumers spend more and more time on their smartphones and other mobile devices, the mobile messaging platform WeChat has become the most popular social platform in China. Marketing leaders value the 468 million active WeChat users and are developing tactics to reach and engage with them. However, marketers should tread carefully, as the tactics that work on open social platforms like Weibo do not necessarily work on private social platforms like WeChat. Adding to marketers' challenges, WeChat provides them with limited application programming interfaces and other tools. Read this report to understand how to master WeChat's unique features and develop tactics to more effectively engage Chinese consumers.

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