Posted by yueke at 4/10/2016 8:23:24 PM
1. The influence of WeChat is continued to expand. WeChat is continue to keep ahead other social media
For anyone who has the relationship with Chinese or Chinese consumers, WeChat''s influence and dominance are obvious. WeChat is widely used and it seems to be able to meet the users’ various needs.
WeChat has the similar chat function with WhatsApp, similar message dynamic circle of friends with Facebook ,similar wallet function with PayPal, as well as the fund financial products, taxi arranging, ordering service and many built-in applications.
WeChat is not only a social media platform, but also an operating system that can help people in their daily lives. WeChat is more like a "social media Swiss Army Knife", his versatility makes online and offline life more closely.
As a new paid & unpaid media with its own form, WeChat''s public account is playing its growing influence.
Just like brands, celebrities, opinion leaders (KOL) and the medias have their own account on micro-blog, Twitter or Facebook, they can also have their own WeChat public account to push content and articles.
Brands can also track the performance of its-own medias and competing accounts.
At the same time, brands can listen to KOL, celebrities and media accounts and other paid and unpaid medias, to affect the purchasing of more medias and decisions of content strategic.
2. Micro-blog is still an important social media
Some people believe that micro-blog is dying, but Compass think this is exaggerated.
Although the most of common people have turned their focus on the WeChat'' friends circle, micro-blog isstill the Chinse important media likes Twitter in Europe and United States.
It is the fastest way that people get real-time news. The number of micro-blog''s spreading can be bigger than a million. The brands that have a lot of topics, should not ignore micro-blog’s strategic role in social media.
3. Movement of vertical interest communities
Compass believes that the significant development of social media in China this year is the pattern of social media is no longer take WeChat as the core, but expand to a more diverse digital platform.
In Chinese social media pattern of 2015, Compass lists the automobile, maternal& child, fashion, health and others many key social media classification and corresponding hot applications in the outer circle pattern.
These applications will be the best analysis sources of target users and media insight.
4. Emerging hot spots of social media
When the parents, elders, teachers, and leaders have begun to use WeChat, young people need a space for their own social activities. Nice and the Film were popular in such an environment.
While brands such as Ray-Ban and Bulgari have been begin their activities in these applications, Nice and the Film still can not occupy the market.
Because the competition with the same type applications is crazy. Compass believes the diversify of social media pattern will not stop the pace.
In order to find the target user properly, the brands need to select and pay for media carefully.
5. The user feedback is explosive growing in electronic business platform
With the substantial increasing in sales of electronic business platform, product users'' feedback has gradually become the main force of the user''s original content (UGC).
Compass currently tracking users'' feedback from the domestic 9 mainstream electronic business platform.
Compass found, compared to the micro-blog and forums, the reviews of business platform occupy the approximately 70% of the netizens discuss volume