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So there are quite a few opportunities where your product or service’s brand story can become easily integrated into the day-to-day lives of your best prospects and continuing customers. WeChat is a vast network of many groups and communities – an interconnected ‘social ecosystem’ whereby people are continuously using the platform through their day or week, posting and sharing content, following brands, and using special mini programs to find their way to locations, compare and buy products and pay various bills. Introduce and Blend Your Brand Into Chinese Daily Life. Read on to find out how you can advertise on WeChat in China.
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We then supercharge your digital marketing on WeChat by showing you the proper structure of main ad units, providing examples of some successful campaigns, plus suggest some easy-to-implement advanced techniques and considerations.
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Get our weekly free Must-Read newsletter.This WeChat advertising guide walks you through joining WeChat with a free personal account and setting up the more versatile Official Account for your business, as well as getting the required approval to advertise on China’s super app. The Shenzhen-based company called the allegations baseless and malicious.Ĭontact editor Bob Simison our app to receive breaking news alerts and read the news on the go. But Tencent executives said during the company’s most recent quarterly earnings call that it prioritizes the user experience and any opening-up should be moderated.īyteDance in February sued Tencent, alleging its rival violated antitrust laws by blocking access to content from Douyin on WeChat and QQ, the country’s two largest social media services by users. Earlier this year, Alibaba aimed to set up a Taobao Deals lite app on WeChat and invited merchants to participate. 17.Īlibaba and Tencent executives said they will comply, publicly espousing a more open Chinese internet. Local media reported that the MIIT ordered internet firms to start taking action Sept. It was unclear what actions regulators want the big tech businesses to take and by when. They’re also regarded by critics as key to helping internet companies control user data and market dominance.Ĭhina’s largest internet corporations have historically blocked links from within their services to rivals’ content. The Ministry of Industry and Information Technology last week summoned executives from the country’s largest online platforms to emphasize the need to end closed ecosystems that impair the flow of commerce. The government has accused a handful of companies of unfairly protecting their spheres: Tencent in social media via WeChat, Alibaba in e-commerce with Taobao and Tmall and more recently ByteDance in video via TikTok cousin Douyin.Īlibaba is regarded as benefiting more because it will be able to tap Tencent’s billion-plus users, while Tencent - which is fiercely protective of the user experience on its apps - has less incentive to allow people to post shopping links. In a statement Friday, Tencent said it will also provide ways for users to report suspicious content and work on features for sharing links in wider group discussions.Ĭhina’s top technology regulator warned internet firms to stop blocking links to rival services, prizing open so-called walled gardens in a broader campaign to curb their growing monopoly on data and protect consumers. While it’s unclear whether the social giant has opened more of its scores of online services, it’s a major step for Tencent, which controls vast swathes of China’s internet along with Alibaba and ByteDance.
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However, that applies only to one-on-one messaging, not group chats or Facebook-like Moments pages.
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Starting Friday, users who upgrade to the latest version of the messaging service can access external services such as Alibaba Group Holding Ltd.’s Taobao online mall or ByteDance Ltd.’s video app Douyin, both of which were previously walled off from WeChat’s billion-plus members. allowed users of its main WeChat social media service to link to rivals’ content for the first time in years, taking initial steps to comply with Beijing’s call to dismantle walls around platforms run by the country’s online giants.