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What is Weixin (WeChat)?

Weixin pronounced “Way-Shin” is a Chinese social media networking app similar to an app called WhatsApp in the United States.

On January 21, 2011 Weixin was launched in China.

In 2012, Weixin launched WeChat for international users.

“Two years later, in 2014, Weixin has already had more than 300 million active users in China, Southeast Asia, Europe, and America” (Mahoney & Tang, 2016, pg. 92).

What Does Weixin the Social Media Platform Do?

“Weixin or WeChat allows users to send messages, share news, and pictures via a mobile phone” (Mahoney & Tang, 2016, pg. 92).

What is Weixin’s Primary Approach to Social Media?

Weixin’s primary approach to social media centers on the understanding of its audiences’ and tailoring its features to meet audiences’ daily needs and preferences.

How Does Weixin Get to Know Its Audience?

Social media platform users want to feel a connection. With Weixin, social media users are able to connect with people, tasks, and news all in one social media app. “Imagine you could open a single app on your phone to perform such wildly different tasks like reserving a cab, sending money to friends, and share news stories” (Franklin, 2024). Users never have to leave the app. “Continually, Weixin keeps introducing new functions and campaigns that attempt to satisfy audiences’ new needs or to fit audiences’ mood at a certain time or in a certain context” (Mahoney &Tang, 2016, pg. 92).

By listening to Weixin users through tracking user behavior, interactions, and preferences – Weixin is able to get to know its audience.

How Do Weixin Features Fit into their Audiences’ Needs, Tastes, and Interests?

“One big takeaway from the success of Weixin is that you should make your social media product a part of your audiences’ everyday routine and habit” (Mahoney & Tang, 2016, pg. 93).

Weixin audiences’ needs, tastes, and interests focus on convenience.

How does Weixin Provide Convenience?

Weixin provides convenience by offering multiple services within one platform so audiences’ do not need to switch between different apps.

Within Weixin users can message, voice call, use social networking applications, promote businesses, advertise businesses, bank online, shop online, make a payment, order food, and or book a cab.

How many of us text our friends everyday?

How many of us make phone calls everyday?

How many of us order food while also shopping online at the end of our busy work days?

How many of us pay bills online or transfer money to different bank accounts?

Now, how many different apps do you have to open to achieve all of those things?

Weixin’s social media strategy allows its audiences’ to complete everyday tasks quickly and efficiently. The all in one design of Weixin simplifies routines, saves time, provides organization, and offers an effortless experience for its audiences’.

Now that sounds amazing! I know I love to simplify my routine, save time, organize, and have an effortless experience.

References

Franklin, A. (2024, September 9). Weixin: A Social Media Marketing Case Study. Ashley Franklin. https://ashleyfranklinwrites.com/2024/09/weixin-a-social-media-marketing-case-study/#:~:text=Fundamentally%2C%20social%20networking%20users%20want,potential%20usage%20behaviors%20and%20motivations.

Mahoney, L. M., & Tang, T. (2016). Strategic Social Media: From Marketing to Social Change. Wiley Global Research (STMS). https://mbsdirect.vitalsource.com/books/9781118556900