Social media has become part of every day life. True or False?

The answer to this question really depends on the social media platform and how well it knows its audience. Don’t you find that the more a social media app changes and offers more aspects that impact your life, you are more willing to use it? Weixin, a popular Chinese networking app, was able to gain success in its market due to continually getting to know its audience. By really getting to know their target audience and what they would need in their everyday life, Weixin was able to become part of peoples everyday routine.

Weixin was able to become part of the Chinese people’s daily life by integrating technology into their customs and behaviors. One example of this is the “Red Envelope” campaign they initiated. Red Envelope is a traditional custom where people can send a red envelope of money to family and friends during the holidays. By allowing the individuals to virtually send this envelope by linking their bank account they were able to make the idea of giving a little more exciting.

Would this idea work in other countries?

While Weixin was able to become popular in China, I do wonder if they would be as successful in other countries. If they took the time to follow the steps listed above, I think they would be able to make it work in another market. That being said, one study has shown that very few companies are able to make it in a global market. Even if you get to know your audience there is a chance that that audience won’t be willing to leave a competitor.

Weixin’s features fit into their audiences needs in several ways. Some examples include

• Finding their audience’s needs: by developing apps such as the Red Envelope and a separate app which will help find cabs, they honed in on what was missing in the social media app marketplace.
• Inputting themselves in peoples daily lives: Their app allowed for individuals to share photos, videos and messages all from this one particular platform. Their examples included sharing photos of a new baby as well as exchanging news.
• Their target audience was young smartphone users: the interests of this target group is to have everything all in one location. Being able to share all information through one platform gains loyalty.
• They utilized a user friendly interface. By making the app straightforward and uncomplicated they were able to appeal to a larger number of users.

Weixin gained substantial success in a fairly short amount of time. By using the tactics previously mentioned they were able to gain 300 million users in just 3 years. This is a great example that other companies who are just starting can learn from. Success in the appeal you have to your target audience and Wiexin was able to show that.

Bergero, A. (NA). WHAT IS B2B MARKETING VS. B2C MARKETING? HOW TO USE THEM TO YOUR ADVANTAGE. Retrieved from https://www.socialtools.me/blog/en/what-is-b2b-marketing-vs-b2c-marketing-how-to-use-them-to-your-advantage/

Mahoney, L. M., & Tang, T. (2017). Strategic Social Media: From Marketing to Social Change. Malden: Wiley Blackwell.