First company to launch Wechat(China’s hottest mobile social App right now) public account to facilitate their digital communication with customers is truly smart, but when more and more are following suit…um…I perceive the competition to grab attentions might get exceedingly intense.

Recently I have been deleting a bunch of company accounts I had followed on my Wechat. If you ask for any particular reasons and I would say:

1)     They sent me messages every day…too frequent and I cannot handle

2)     They have never sent me anything once I started to follow them, hey are you dead over there?

3)     I no longer like the style of apparels from this e-commerce store…sorry, you have to go, I do not need your discount reminder any more

The list goes on, and I might bore you to death if keep elaborating miscellaneous reasons. 

Still in the end I retain few companies’ accounts which I evaluate as my “true love”, okay just for the moment, i.e my beloved cosmetics brand, my most favorite tech blog, the bank I opened my credit card etc.

Much high hopes and optimism have been clouded over Wechat nowdays, which I do not object; but the heart of the problem is when every brand or company starts their Wechat strategies, your mission to become the “true love” of your customers is more challenging than ever.

Additionally for Wechat social sharing function among my friends circle, I have seen people leveraging it as sort of personal branding or in China they define as “self media”. People promote their tech blog, newly launched e-commerce site, opening of toyshop, or any business related activities, again nothing wrong here. If for someone I know well, then generously give my “like” and “comment”, as for someone not that close…my reaction is often “who cares?”.

Here come two interesting anecdotes.

1)A man I connected with on Wechat often posts his career related updates on Wechat’s social moments. For example his business presentation, art work, his meeting with VCs etc, albeit with occasional photos of food pick based on his judgment as a foodie (BTW this is the only personal side I can glimpse through his Wechat social behavior; his online presence is always professional in my eyes). Yesterday out of nowhere, he posted a big bear image and claimed “Sometimes he feels like he is a dumb bear!” Okay, a serious man suddenly acted out “dumb and cute”, which certainly stirred some buzz, especially among his female acquaintances, including myself. Later on he admitted it is his most popular post on Wechat so far!

2)Another Man on Wechat always shares his tech blog links, and I often just glance at the title, and never bother having a closer look. One day he told a story about his most awkward experience when he meant to invite his important guests for a dinner and discovered he forgot his wallet upon receiving the restaurant bill. Later on he commented this post like this “You guys are always quiet regarding my tech messages on Wechat, but my embarrassing story truly excited your enthusiasm here…”

Behind these two anecdotes, I discern the psychology behind these Wechat users is still discovering social drama, the desire of peeping into other people’s personal life, seeking entertaining and joyful time with friends, or simply stay connected. That is why social media is such a global frenzy, now sprinkled with mobile app glamourr on top, though a business model like this is still hard to be monetized, if not impossible.

Hence, compared with Weibo (China’s twitter), Wechat would require brands more efforts to win over your customers, require an outstanding talent to maintain mutual emotional resonance between you and your customers, simply because Wechat is a more one-to-one, personalized, messaging oriented, social &mobile relation buildup tool.


By Cécilia Wu
English & Chinese Editorial Manager