If you’re familiar with the social media scene in China, you’ve probably heard of WeChat and Douyin. Both platforms are hugely popular in China, with a combined total of over 1.8 billion monthly active users. WeChat is a messaging app that also offers a variety of other features, while Douyin is a short-video sharing platform. There’s no doubt that both platforms are incredibly popular, the question we ask in this post, is can WeChat Channel’s new feature really compete with Douyin? Let’s take a look.

China´s most used messaging app WeChat, managed by Tencent Holdings Ltd., released its newest feature called “Channels” in early 2020. We are talking about the nightmare of short video apps such as Douyin (Chinese TIKTOK) and KUAISHOU. This instant messaging App, with 1 billion active users, created this feature to compete in the short video sharing market.


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WeChat can be used for everything from messaging to booking meals and movie tickets. Adding this feature threatens the leading position of Byte Dance Inc. (DOUYIN) which serves 600 million daily active users in China, as well as KUAISHOU with 300 million daily users.

How does WeChat Channel work

This feature allows content creators to share short videos for up to 60 seconds or share up to 9 images (with character limitations). The videos include a description that can include articles from the WeChat account and can give you an easier interaction with viewers by being able to insert comments on and like videos, as well as like someone else’s comments. The platform also shows you how many of your WeChat friends have liked it.

Allen Zhang (Zhang Xiaolong, Senior Executive Vice President and President of Weixin Group)argues that this new function, in combination with several others, would help WeChat to maintain its dominance in the Chinese market and would help to increase the use of the app. According to research by data firm Quest Mobile, users are spending 4.2% less time on the app, while WeChat still shows a monthly increase of ^% in the number of users during the first quarter of 2019.

Will WeChat Channel succeed in the short video sharing market?

As Tencent realized they were losing ground to Douyin and Kuaishou, they started making it easy to upload and edit content, making it more convenient and user-friendly.

“While Tencent’s strategy to retain users and content makes sense, the company needs to tread carefully, because unrestricted short-video publishing may lead to content that is trashy and low-brow, and often also repetitive and non-differentiated”, said a Bloomberg Analyst.


WeChat’s new feature will try to win back younger users addicted to Douyin and Kuaishou, while also seeking to unlock new ways for clients to place ads and monetize their traffic. Tencent’s social ad business is expected to grow 30% this year, citing diverse offerings for WeChat instant messaging App.

We must remember how in 2018 WeChat introduced a Snapchat-like video feature to its semi-public moment’s feed, which barely gained traction.

How to use WeChat Channel for your Company´s benefit?

WeChat is an incredible place for you to share interesting content about your brand and your products. Use this new feature for boosting your Brand in this APP. Having an official account and uploading short videos or images can give you great awareness using the effort that Wechat is using to boost this new Feature. With Channel, we can continue to grow your customer loyalty program or bring traffic to your customer service by doing short videos of your service or provided products.

Our Agency is specialized in the promotion of the Wechat Channel on Social media, Forums, Wechat Groups, or among users. We also communicate among other Wechat Channels to help your Wechat post to get exposure.

How can WeChat help my brand to implement my company in China?

WeChat is the app on which the Chinese spend most of their time. It is thus the best way to offer your brand visibility and create a community that will follow you.

How can I sell my products on WeChat?

WeChat mini-programs: This feature can be described as a kind of “sub-application”. An app inside another (in this case, WeChat). Mini-programs can, therefore, be compared to “mini-apps” built into the WeChat app itself. As a result, users will no longer have to use or download new apps because they may already be in WeChat!

The mini-programs concern all types of services: sales, e-commerce, and government services.

WeChat CRM

Set up and use the in-app Wechat CRM. It is a great tool to communicate with your followers/customers and can be used as a replacement for a newsletter. Remember, email marketing does not work in China, people don’t read emails. With a well-set Wechat CRM, answers automatically any questions your followers may have, welcomes new ones, offers special discounts, etc. You don’t spend time doing it, and it increases your trust level with followers.

gma agency

We have quite a lot of experience with Wechat marketing, feel free to contact us to learn more about how we can assist you in improving your Wechat effort.

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