Totem Media has published the latest report titled “2019 Trends: Social Marketing in China”, discovering that although WeChat has enabled e-commerce via mini programs, it has not been the best vehicle for videos.
Here are some key findings regarding the most popular APPs in China:
● WeChat has not been able to capture big gains with video audience. Purpose-built APPs for videos, Douyin (and its international version, Tiktok) in particular, have seen most of the recent growth in traffic.
● In China, video usage has grown 60% over the past two years taking the form of online TV, short videos, live streaming videos and news videos.
● In 2018, ByteDance’s ecosystem is taking a larger share of user time than Tencent’s compared to 2017.
● WeChat has launched a new feature called “Time Capsule”, which resembles Instagram stories, hoping to play a part in the short video trend. This feature is unavailable to official accounts, but brands can explore the possibility of working with KOLs through their personal accounts.
● E-commerce mini programs in WeChat are outstripping standalone APPs like Pinduoduo.
● Ads on WeChat making use of its location-based features yielded modest results.
For details: https://bit.ly/2GVlifg
Source: Campaign Asia