Josh's Views

By Joshua Pelletier

Today’s age you cannot go anywhere without hearing about what was happening on any social media site. Asking your friends, if they saw that funny video on Facebook, or saw your recent vacation pictures so you can talk about it the next day. Social Media has taken over part our society and day to day operations it seems like as well. Businesses are always looking for their new campaign or social media tactic to drive their company and bring new customers in as well.

Using social media, you have to understand your audience which ultimately is your customer base. mainly so, you are not wasting time marketing something that does not work. A perfect example, of this is a social media site from China, Weixin.

Weixin’s Beginnings

Now if you take some social media apps like Facebook, WhatsApp, Instagram, Amazon and even Uber, then you have the site which is known as Weixin. Starting in 2011, the site started it’s massive launch in China, and the app allowed users to interact with others by sending messages, pictures and other things with other users. Such as our social media sites in the United States does for us.

Now on the app, there is not much you cannot do on it as it combines features from sites you may see above along with others that are not social media. Including shopping sites such like eBay and others. That is by design by Weixin as they search for a younger generation who are in search for an All-In-One App.

The Success of The App

Weixin generated an app that provides many features to its users, and now users can do almost everything they want from one app. Understanding their audience Weixin, provides their users an app that brings everything to their palm of their hands. Being easy to use as well, even providing a button that records messages and talk as well. Even shopping is a breeze with the app, including a store which means users rarely have to leave the app. Hard to imagine an app that has the power of this one.

However, not only being an All-In-One app. let’s look at the social media engagement portion of this app. In Chinese culture a Red Envelope is given to friends and family of monetary value usually given during the holidays. Weixin provided a way to incorporate this tradition in their app in the beginning of January 2014. Users would participate by sending their friends and loved ones in a grouped message and then Weixin with this group would randomly send the recipients a random amount of money.

Users were excited about this feature more than 5 million people participated in this campaign and increased levels of spending on the app as well increased engagement. As well to add to the result over 20 million Red Envelopes were sent out.

Adding aspects of Uber, the app also introduced a taxi feature called Didi Taxi. This service gives consumers a chance to book a reservation for taxi using the Weixin payment, which also helps the taxi industry as well. Only might be a niche market but it helps train consumers to be able to pay using the app.

Final Thoughts

Now Weixin understands their customers and provide users a great app that brings their needs all into one app and being simple to use, what individual won’t like that. Companies can examine this success mainly just by understanding their consumers and understand their needs and even wants in creating something good for them as well as the users. In the end, understanding your audience will contribute to the success of the business.