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Social insights on WeChat channel

KAWO Calculated Metrics Explained

Marketers in China often zoom in on “Open Rate” as a vital gauge for WeChat Official account performance. Another common goal? Growing that follower base.

While open rate offers insights into your existing followers, it doesn’t necessarily align with gaining new ones. The magic happens when your audience shares your content, drawing in fresh followers. WeChat users wield the power to share content on their Moments or send it directly to friends via chat.

Here, KAWO steps in to track how frequently your content gets shared, estimating the average number of new followers gained through these shares. Plus, we’ve got a secret weapon: the “Amplification Ratio”. This ratio reveals how your content spreads beyond your current followers, potentially reaching new audiences.

According to KAWO database, on average, 65% of readers read your content from Push Messages, around 6% through shared to moments and 8% via shared by a friend in chat. A quick glance might make you think “Sharing to Friends” is more effective than “Sharing to Moments”. But, it’s more likely for people to share content with friends than on their WeChat Moments. Our data shows roughly 77% of sharing happens with Friends and only about 23% with Moments.

Let’s dive into the metrics:

Swift, Tailored Insights into Your WeChat Content with KAWO’s Calculated Metrics

Ever wished for content insights that match your brand’s vibe in just a few minutes? ChatGPT might just be your magic wand for Instagram, Twitter, and LinkedIn content 🪄

While ChatGPT works wonders in many realms, it faces a Great Wall in China. Unfortunately, it can’t tap into popular social networks like WeChat. So, if your brand shines in China using a WeChat Official Account, brace yourself for some extra legwork: You’ll need to manually select and tidy up data from the WeChat backend before feeding it into ChatGPT.

If the thought of working smart, not hard, resonates with you, this article is your secret weapon.😏

Sailing the WeChat Seas: Your Definitive Guide to Open and Verify Your WeChat Official Account

With a staggering 1.3 billion users, WeChat stands tall as China’s go-to app for messaging, socializing, payments, and beyond. From dawn till dusk, it intertwines with the daily lives of countless Chinese citizens. No wonder brands are drawn to it as a key channel to connect with potential and devoted customers.

In this post, we’ll cover some of the most important things brands and agencies need to know about opening a WeChat Official Account (OA) and getting it verified:

Feel the freedom to jump between sections or buckle up for a comprehensive journey. Let’s embark on this WeChat adventure together!

How to Reach the Untapped Market on WeChat and Channels

In recent years, the open rate for WeChat Official Accounts (“OA”) has been declining due to fierce competition for readers’ attention. However, this is not the case for accounts with mostly senior followers who tend to stay loyal and focused.

The perfect place to engage directly with seniors

Seniors (51 years and older) account for 23% of WeChat’s 1.31 billion monthly active users, [S]. WeChat’s extensive list of features designed for better communication, content sharing and entertainment makes it the most popular social media platform for seniors in China.

Wonderland for online community building
Screenshot of the WeChat official account of LORTUI (LOve ReTirement yoU & I )

“乐退族” LORTUI (LOve ReTirement yoU & I ) is a local company focusing on education, culture and domestic travel services for seniors.

Long-term senior followers of its WeChat OA have helped the brand maintain 30k+ average reads for each main article. In addition, articles continue to receive views long after publishing, signaling that followers continue to grow and that users continue to come back to this channel for news and info.

The Boom of WeChat Channels

Modeled after “Dou Kuai” and launched in 2020, Channels was not originally                        considered a serious competitor, yet just 2 years later, its video views have increased by 200%, and live-stream views increased by 300%. The number of Channels’ content creators with 10k+ followers also increased by 308% [S].

What Is a Good WeChat OA Open Rate?

Many social marketers have the same questions while doing data reports: Is our content more popular than competitors? What’s the best way to measure the performance of brands’ own social media accounts?
Although there are plenty of studies and data on the overall open rate of WeChat Official Accounts (OA), specific researches on the open rate of brands’ official accounts remain missing. That’s why KAWO extracted 18 month of data from KAWO’s own database to help set a clear open rate benchmark to assist marketers in their future efforts.

1. No correlation between followers size and the open rate

It’s natural to develope open rate benchmark hypothesis like ‘smaller accounts may have higher open rates’ … which was the exact angel that we selected when first conducting our research (as shown below):

Potential correlation between followers size and open rate:
Categorize subscription and service account into Small (less than 10k followers), medium (between 10k to 100k followers) and Large (more than 100k followers) types to see corresponding average open rates.