The Chinese super-app
WeChat is a Chinese multi-purpose messaging, social media and mobile payment app developed by Tencent. By 2018, over 1 billion monthly active users (902 million daily active users) choose Wechat as a “super app” because of its wide range of functions and platforms.
WeChat provides key features including Social Media Accounts, Mini-programs, WeChat Store and payment function. Many companies use these features to facilitate social media campaign.
European companies can use WeChat to target Chinese tourists in Europe. They can benefit from WeChat key features by inviting storytellers, relevant influencers and key opinion leaders to promote their brands and products with texts, images and videos in order to maximize the effectiveness of the campaign.