![]() While read rates are down its great to see that shares haven’t suffered a similar fate, rising 20% in 2018. We expected to see WeChat and Weibo suffer with platforms like Douyin and Xiaohongshu on the rise.Īs expected read rates are down significantly, but seem to have stabilised and even picked up a little in the case of service accounts. ![]() Everyone seems to have an official account and is churning out content, but users still only have so much time to read it. QUESTION TWO Is Engagement Declining?Īnswer: Yes, but it seems to have stabilised. Sadly they’ve also seen an increase in their unfollow rate leaving the overall net growth only up slightly. We were surprised to find that the WeChat Service OAs connected to KAWO have actually seen an increase in the rate of follower growth. Although the growth rate has slowed, they are now also losing less followers too presumably because it’s less annoying for users to scroll past an article they don’t like rather than open each subscription account one by one. We wanted to find out: has this increased competition made it harder for accounts to gain followers?įollower growth on Subscription accounts has fallen quite a lot over the past 3 years, but seems to have been helped a little by the changes WeChat made to the Subscription folder in June 2018. QUESTION ONE Is it Getting Harder to Gain Followers?Īccording to Tencent’s statistics there are now over 20 million WeChat Official Accounts. To help us compare accounts of different sizes we used the metric “reach”: QUICK DISCLAIMERīecause KAWO is an enterprise software company that works with mostly international brands the trends you see here might not be representative of Weibo and WeChat overall. After all this cleaning we were left with 20 million data points relating to over 500,000 posts published to WeChat and Weibo between August 2016 and July 2019. We did a quick examination of the data and found there were lots of anomalies or outliers that we needed to remove to avoid them corrupting the general trends. We take security and privacy very seriously so we removed all identifying information because for this report we’re not looking at specific customer case studies, just general trends in the data. Our CTO Brian captured a snapshot of our database. Over the past year we’ve also seen some updates to WeChat and we wanted to see if data could show us how these changes have impacted our customers.ĭECEMBER 2018 Wow & Top Stories How We Did This Analysis These are all great questions and as a tech company it is in our DNA to use data to find the answers. How often and at what time should we publish?. ![]() ![]() How many WeChat articles should we publish?.Is engagement declining on WeChat & Weibo?.Why We Made This ReportĮvery week we get asked the same questions from clients… KAWO analysed 20 million data points to answer every marketers top questions. If only 10% of your WeChat followers read each article you are still probably doing better than you think.īoth WeChat & Weibo have reached maturity making them a real challenge for marketing teams all over China, but the data clearly shows there are ways you can win. Home Solutions By Use Case Multiple Accounts Planning Reporting Competitor Analysis Engage By Network KAWO for WeChat KAWO for Weibo KAWO for Douyin KAWO for Kuaishou By Role CMO Global Marketing Manager Brand Manager Copywriter & Designer Pricing Resources Blog 2023 Webinar Series 2023 China Social Cheatsheet 2023 Marketing Calendar 2022 Ultimate Guide Company About KAWO Careers Platform Updates KAWO Support Why KAWO KAWO Compares to Case Study Contact Us Login Schedule Demo 切换到中文 中文 ⟵ back to blog 2019 WeChat & Weibo Data Insights ![]()
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