As we all know WeChat is a behemoth in China, it has grown from a simple IM app to arguably the most integrated and advanced social media platform in the world. It’s reach is undeniable with over 860 million active monthly users spending on average 90 minutes per day on the platform. Tencent’s WeChat have certainly conquered the social media market in China & like any digital empire they are smart.
This is WeChat’s most powerful strategy. Constant user growth in terms of numbers was not necessarily the goal (although the app has seen this). Increasing the functionality and number of tasks the app can perform as part of it’s users daily routine was instead Tencent’s philosophy. Growth in terms of continual numbers they figured would come with the increased application of the app in more areas of life.
WeChat now caters for video, voice, text and image messaging. It features a taxi ordering service (Didi), data service, booking of Cinema tickets, paying bills, e-payments, mobile top up, geo-localization services, mini commerce stores, in-built apps, gaming and allows users to unlock content through the QR system.
Even when accessing external site links the user remains within a WeChat browser, in short they do not leave the app for the vast majority of their daily needs.