InMind: The Rise of WeChat Channels

In just a span of two years, WeChat Channels has grown significantly, already reaching 800+ MAU in 2022¹. As the country’s No.1 super app, Channels is Tencent’s response to the rise of short videos, currently dominated by Douyin and Kuaishou. Channels has already surpassed these incumbents in terms of usage, as halo and integration with the rest of the WeChat ecosystem gives it an inherent advantage in attracting consumers. 

Users have turned to Channels for everyday information and entertainment, fueled by a content algorithm that is deeply rooted in social circles. Beyond daily engagement, big, prominent livestream events like this year’s Spring Festival Gala have brought millions of views and new users to Channels. As more content creators join Channels, trending content has also become increasingly diversified.  

Tencent has gradually commercialized Channels to attract participation from more brands.– from paid media and IP sponsorships to video program integration. Brands across a variety of categories, such as luxury fashion, beauty, automotive, and food, have been exploring the potential of Channels to meet their marketing and communication objectives. By connecting to private and public domain features on WeChat, Channels has the power to make the full-funnel platform experience even more seamless and engaging for the benefit of users and brands. 

Still, the paid advertising and targeting capabilities of WeChat Channels are in the early stages of development compared to rivals like Douyin. Channels is still catching up in this regard, but with the rapid increase in user base, it is definitely a must-watch in China’s video landscape. It’s critical for brands to start thinking about how Channels can fit into their overall video strategy and testing incoming media opportunities moving forward. 

This issue of InMind will take a deep dive into WeChat Channels – its evolution, trajectory, as well as how brands are starting to leverage the function as a part of the broader WeChat proposition.

To learn more about Channels and our other insights reports, please contact [email protected]. 

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