How are mini-programs interesting from a marketing point of view?

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Considering that 94% of Chinese use WeChat every day, there is thus no better app in China to give visibility to your brand. However, in addition to an official account, you can now create your mini-program. There are several advantages to this.

First, mobile apps take up a lot of space in the device’s storage. It may happen that some Chinese won’t want to download your app, because it would allow them to store fewer photos for example. Especially if they are not regular customers. Mini-apps are taking less space, are more convenient, but are also faster. Your customers are therefore likely to prefer this mini-program to your original app.

In addition, the cost of creating a mini-program requires less time and money investment than those required for a regular app. This option is therefore accessible to everyone, from small start-ups to multinational firms.

Finally, it was previously impossible to insert hyperlinks in the content of your “moments” (a feature of WeChat, equivalent to Facebook’s “wall”). These hyperlinks could for example have allowed the Key Opinion Leaders of the country to send their “followers” on their e-commerce website through WeChat. But it is now possible thanks to the mini-programs! They allow businesses and entrepreneurs to promote their brand, as well as they allow customers to buy their products or services without even having to change app.

However, this system is not new. Some of WeChat’s biggest egypt telegram number competitors already tried this strategy. We saw the “IMessage” system launched by Apple (a texting service between Iphones), Facebook and its “Marketplace” (a platform to sell and buy objects around your location), Messenger and its “Instant Games” (a mini arcade in your phone). They have all been more or less successful. Although the strategy has already been used, none of the competitors has been as successful as WeChat with its mini-programs.

Chinese spend an average of more than 3 hours a day on WeChat. Its success lies in the diversity of its features. Considering the importance of the application in the daily life of the Chinese, it also proves to be a great asset for companies wishing to have a digital presence.