Weixin (pronounced “way-shin”), a popular Chinese social media application, knows a thing or two about building a successful application that appeals to its target audience. The app has more than 300 million active users in China, Southeast Asia, Europe, and America, and Tencent, which owns Weixin, is worth over $100 billion on the Hong Kong exchange. While Weixin is not unlike other applications here in the U.S., such as Facebook and Instagram, they have built an app that appeals greatly to their target audience by knowing what they want and catering to those needs. 

All-In-One

Users prefer applications that consolidate all their needs in one place, rather than searching for various options. Weixin is an all-inclusive app; users can send private messages, give life updates, receive news, post pictures and videos, and even find a cab. Other app features include the ability to record messages instead of typing them, and it also offers online store options where users can buy or open and sell items to other users. The idea is for the app to provide many options to keep users within the app and maximize usage and audience flow. The app itself is straightforward to use, and with its all-in-one features, it has become the norm for Chinese people to use it regularly. 

Updating App Functions

Weixin also keeps up with what users want and need by regularly introducing new app functions or campaigns. During the Chinese New Year, Weixin introduced a Red Envelope campaign. During the holidays, it is customary for people to exchange monetary gifts with family and friends, and Weixin made this easy for its users. They allowed users to link their bank account to their Weixin account, making it easy to send gifts. As a result of this campaign, nearly 5 million people participated and sent out 20 million cash-filled red envelopes virtually. 

Weixin also introduced Didi Taxi, a cab reservation function that allowed users to book a taxi via Weixin payment. This app connected 350,000 taxi drivers in more than 30 cities in China, and so far, 22 million users have used the service. This feature benefits users by simplifying cab access while allowing Tencent to generate revenue, benefiting all parties involved.

Audience Analysis

Weixin focuses on mobile phone users since the app is available wherever they are—at home, at work, or on the go. Users always have it at their fingertips. By providing an all-in-one experience and evolving app functions, Weixin has become a part of its users’ everyday routines, similar to how people in the U.S. use Instagram or Facebook. Checking the app regularly has become a positive part of many people’s daily routines, highlighting its integration into their lives and the valuable insights it provides.

Knowing your Audience

Knowing your audience’s interests and preferences allows you to create content that resonates with specific groups. This can lead to higher engagement and brand connection, which in turn leads to more loyal users. This is why an audience analysis is an essential step in any marketing strategy.