Wechat is popular because it has a service that
people can follow called official accounts, which are public accounts created
by people and companies that highlight the services they offer.
According to China Channel (2016), as of September
of 2016, the total number of articles sent on these accounts was 562,678, compared to the 616,142 articles that were released
throughout the entirety of 2015. The same report states that the average number
of views per article as of September of 2016 is 5,286, which is an increase of about 11% from 2015.
Almost 80% of WeChat users have followed official accounts (Andrew, 2015).
It is convenient for their lives because they just need to follow what they interested once, then they can get updates on all the information about they want at any
time. According to a survey from WalkTheChat (2016), users primarily follow
public accounts to acquire information and news, and receive business promotions
(WalkTheChat, 2016). This allows people to read world news through mobile
phones rather than watching TV or reading newspapers, which saves time. Moreover,
these official accounts are easy for people to use and users can send messages
and have real-time communication through these accounts whenever they want.
This is a new service
platform, especially for famous people, governments, companies, and
organizations, all of which can increase their popularity through these
accounts. For example, firms use these official accounts to write articles
about their products, then people who have followed their accounts will get
these information immediately. It can help companies to increase public
awareness of its brands, and it can increase its advertisement. This is also advantageous
for companies to manage their customer groups and data analysis. Companies can
get data on who likes these articles and why readers like or dislike an article.
As a result, they can adjust their products whenever they need in order to
provide best products to the buyers. Among the
top WeChat Official Accounts, 14%
of them have WeChat shop, and the sales are amazingly high (WalkTheChat, 2016).
This shows that there are many shops acquiring the target customers and sales
revenue by the official accounts advertising. This cuts down on advertising
costs.
Lastly, the official accounts fulfilled people’s lives. People can learn
about all kinds of things through these accounts. For example, if somebody is
travelling to a place, we can get the information about which locations have beautiful
sights, delicious food, and fun activities, and when is the most adaptable time
to go. It can also tell people where
they should take photos. WeChat gives peopel
more memorable moments and interesting stories. Also, if people do not know
something, they can ask the accounts directly, as the accounts have an auto
reply that can answer all kinds of questions. The TMO Group states that Wechat also
benefits O2O commerce, which means it brings the online customers to the
offline business (2016). Therefore, public accounts are closely related to people’s
lives as users get benefits from the official accounts.
Keep it up!
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