查看原文
其他

How Can WeChat Analytics Help Your Account?

2018-02-19 ShanghaiWOWeng

WeChat analytics has gotten consistently better over the evolution of their mass media platform. With endless streams of content and soon to be a billion active users, WeChat allows marketers and companies an amazing and personal platform to sell their shit (in a good way).

 

Here is just a sneak peak at the basic analytics available on the back end of the WeChat account…

 

DEMOGRAPHICS

 

Gender

 

An obviously useful tool, WeChat Officials Account can know precisely the percentages and numbers of each gender following their account. Of course, you could trick the official accounts by mislabeling your gender on your WeChat profile, but it’s safe to say the percentage of people doing that is quite low. Plus, this information helps media and other companies better create and target their content to respective audiences.

 

Additionally, it may prove to be a good wake up call for a many marketers to find that there account slanted too far towards a certain gender, it may suggest a subconscious undertone to the content they share with the community.



Region & City

 

While not incredibly useful all of the time, it does still prove interesting. Typically speaking, WeChat Accounts are region-centered, with some national exceptions of course.

 

Interesting enough, I once had a client based in Shenzhen who had a massive WeChat following in Hefei, Anhui province. We never figured out why, but having access to the information provided enormous business value to the company, knowing that Anhui had a large market potential for his industry.




Language

 

This, in my opinion, is the most “flaky” demographic analytic. A lot of Chinese, and several foreigners, will switch their WeChat language to the language they are learning, but most likely wouldn’t read long articles or marketing content in that language. For this, it’s good to know, but do take it with a grain of salt.

 

At the end of the day, even English accounts will have (on average) up to a 40% Chinese follower base due to pure population numbers alone.

 


Phone Model

 

Surprisingly useful. Particularly for the designers amongst us. Knowing not only phone brand, but also the specific model, iPhone 6 vs iPhone X, when you start designing your WeChat posts. Phones that have different screen dimensions will display content differently.

 

When you look at the preview on your iPhone X it may look absolutely perfect, but the majority of people still rocking an iPhone 4 may have a few small hiccups throughout the post, depending on how it was formatted. 

 

POSTS



Timing

 

Something that not enough companies take into account. WeChat allows you to see the hour-by-hour viewership of your articles. There are industry standards for posting times that have been set after a great deal of research.

 

However, there is an argument to be made that every account does vary, particularly by industry. Do yourself a favor and check out how your articles last month did on an hour-by-hour basis and you’ll definitely see a trend or two pop out at you. Knowing that you have a huge boost at 8:15AM on weekdays can be incredibly valuable when considering your posting schedule.

Shares & Views


The “sharability” of an article is the entire point of posting it, after all. Using WeChat to its fullest, you can keep track of not just how many shares your article has, but particularly where and how those shares / views are being interacted with. You’ll be able to see if shares / views come from the following:

 

  • Outside of WeChat

  • Subscription Folder

  • Moments

  • Friend to Friend & Group to Group sharing.



Lifespan

 

Similar to the timing note, lifespan shows you how the article performs by day. There is a general rule that WeChat articles receive around 85% of their views with the first 3 days of being posted, but this will be even a bit more specific for your account.

 

You can use this tool to play and test the value of your communities and groups. Send an article outside of your typical lifespan to a new group, or to your moments, an outside platform, etc. and see what kind of boost you get.


 

Menus

 

Every good WeChat account should have relevant, navigable menus on the account to lead followers to content. This is great value to direct lost souls into your content.

 

The analytic side of this will be useful to see how many people are lingering on your account and checking out the linked content you put there, alongside which ones get more interaction and when. 


Related Articles



How To Use Sogou


How to Send Money Abroad with Alipay

您可能也对以下帖子感兴趣

文章有问题?点此查看未经处理的缓存