WeChat, China’s undisputed social media titan with over 1.2 billion active users, presents a unique challenge for global brands seeking to make their mark. It’s a platform with its own language, culture, and algorithms – a landscape vastly different from Western social media. A renowned outdoor apparel giant with a powerful global presence experienced this firsthand. Despite their brand’s international recognition, their WeChat engagement was falling flat, leaving them disconnected from a massive potential audience.
The Challenge: Beyond Vanity Metrics
The giant knew that simply measuring likes and shares wasn’t enough. They needed a deeper understanding of what truly drove engagement on WeChat – the kind of insights that could fuel a more effective content strategy.
The Solution: KAWO’s Custom Metrics
Enter KAWO, a leading social media analytics platform specializing in the Chinese market. KAWO’s custom metrics feature allowed the outdoor apparel brand to go beyond surface-level data and create their own unique formula for measuring WeChat success.
This customized formula, dubbed “WeChat Article Potential,” took into account a variety of factors, including: Reads, Engagement, Secondary Shares, and Amplification Rate.
By weighting these factors according to their specific brand goals, the giant was able to gain a far more comprehensive understanding of what types of content resonated most with their Chinese audience.
The Results: Skyrocketing Engagement
Armed with these insights, the outdoor apparel brand revamped their WeChat content strategy, focusing on topics and formats that their custom metrics indicated would be most effective. The results were astounding:
- Engagement Rate: Increased by 35% within three months.
- Reach: Expanded significantly, with posts reaching a wider and more engaged audience.
- Brand Awareness: Strengthened considerably as the brand’s content became more relevant and shareable.
Key Takeaways for Your Brand
The brand’s success story demonstrates the power of custom metrics in unlocking the true potential of WeChat.Here’s what you can learn:
- Don’t rely on vanity metrics: Go beyond “likes” and “shares” to understand what truly drives engagement.
- Tailor your metrics to your goals: What matters most to your brand? Define success on your own terms.
- Experiment and iterate: Use custom metrics to test different content strategies and find what works best for you.
Ready to Crack the WeChat Code?
KAWO’s custom metrics feature is a game-changer for brands looking to thrive in the Chinese market. By understanding the nuances of WeChat engagement, you can create content that truly resonates with your audience and drives meaningful results.
Request a Demo to learn more about how custom metrics can empower your brand.
