Why should western brands pay attention to WeChat?

WeChat is often cited as WhatsApp’s familiar Chinese cousin, however with wider functionality and almost 400m active users (and growing) western brands should take notice of the expanding tool.

WeChat not only allows users to communicate using text, video and voice messaging – it also allows Chinese users to make mobile payments, browse ecommerce stores, play games or access an online investment fund – a  social everyman you might say.

Veiled under a cloak of privacy, the tool is cherished by the Chinese market, and marketers have been able to interact with its loyal audience since September 2012.

Nike, Adidas, Coach and even Harrods have embraced the social tool to build brand awareness, which allows brands to communicate with users on an intimate one-to-one basis.

Brands often use WeChat to offer exclusive content and access to special offers – tapping into a consumers undying love for a bargain.

Check out how Burberry has used the tool to target its rapidly expanding Chinese market.

https://www.youtube.com/watch?v=AWunAgO97TI

So why should marketers pay attention to China’s most loved app? With its extensive functionality and an all-in-one-place experience means WeChat’s model is either soon to be adopted by current social tools, or will sweep through the shores of Western consumers some time soon.