Between Instagram, Facebook, Twitter, Whatsapp… the list could go on, we all have multiple social media app we switch between constantly on our lunch break or waiting for the train. 

“Wouldn’t it be great to have a one-stop social media app?”

Introducing the Chinese social media app Weixin! Weixin is a combination of the common favorite social media apps with features such as messaging friends, checking the news, exchanging money, and all you could really ask for from social media (including memes of course).

Why it Works?

Weixin understood their audience. With the development of any product or services, in order for the highest success, creators must understand their audience’s needs/wants and how they can effectively fulfill them with their product/service. Weixin first understood the demographics of their audience, which is young, urban smartphone users. Knowing who their audience is they then understood that these users wanted and were lacking being offered a one-stop social media app. They understood users wanted a clean, easy to use interface and have everything they were looking for without having to take the time traveling in between apps. In order to continue to meet users’ needs, the app makes regular additions to the app depending on items such as new trends or time of the year.

Becoming Apart of Daily Life

With all of its abilities, Weixin was able to create a product that became a part of users daily life. Like many of us who first open IG upon waking up and mabey Facebook in the afternoon along with Apple News throughout the day, Weixin became the only app users would open for any of these instances. Also with the wide abilities of the app, it was adaptable for a wide range of users. Some may only use the messaging and news feature, while others were there for photo and video sharing, really being a one-stop show for anyone in its audience.

The Takeaway

Knowing, understanding, and LISTENING to your audience is crucial for any social media campaign. Looking at Weixin is a great example of how a company that looked at the demographics, personality, and behaviors of its target audience to create a product that fit them. Also, with already understanding their audience, they are able to predict behaviors and accommodate with regular updates, keeping users engaged and never having a reason to use another platform.