WeChat Users in China Love 'Moments' - eMarketer

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WeChat Users in China Love 'Moments'

Messaging App’s “Moments” Feature a Key Draw for Users and Advertisers

April 8, 2016

Mobile phone messaging app WeChat is one of China’s most popular messaging platforms. But getting a handle on the service’s most popular features, and how marketers might take advantage, has so far been less clear. Nevertheless, March 2016 research by Tencent Penguin Intelligence and China’s Academy of Information and Communication Technology (CAICT) may help shed new light on the behaviors of WeChat users.

WeChat Activities Conducted Daily by WeChat Users in China, March 2016 (% of respondents)

As it turns out, activities like accessing WeChat’s “Moments” feature, which allows users to share and view photos, videos and links with their friends, is a key draw for many users. According to Tencent and CAICT’s survey of the leading digital activities and features WeChat users conduct daily on the platform, browsing and posting on Moments was the most popular activity, mentioned by 58% of respondents. Sharing information like images, voice messages and video, was the second-most popular activity, 53% of respondents said it was.

The survey also looked into the most popular formats for consuming Moments content. When asking about content formats that WeChat users in China like to consume via Moments, respondents were equally split between images and text, with 50% mentioning the two formats. Short video was another popular medium, mentioned by 45% of respondents.

Content Formats that WeChat Users in China Like to Consume via Moments*, March 2016 (% of respondents)

Making sense of Chinese users’ content preferences is of particular importance to advertisers, especially since WeChat launched its Sponsored Moments feature in January 2015 and started offering it to all advertisers as of last August. Based on some initial feedback on sponsored WeChat moments from Chinese users, many like what they see. According to a May 2015 survey of mobile internet users in China who like WeChat Moments ads by AdMaster, 72% of respondents rated Moments ads as either “like” or “like very much.”

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