Though with its highly aggressive growth rate of users, Wechat has been criticized by marketer because as a social platform, Wechat doesn’t share its data, consequently no insights from consumer can be generated and actions can be taken. Therefore most of Wechat marketing at the moment are about Wechat content creation, generating more content viewerships and followers.
Now situation is going to change. Wechat Index was launched on Mar. 23rd, 2017. With its mobile DNA, Wechat Index can only be accessed from Wechat mobile APP instead of on web too (That’s why I can’t share the URL for the tool here). So marketers who expect to type in terms from laptop keyboard and export keywords search volume data in an excel file from there may realize this tool is convenient to use.
So what Marketer can do with Wechat Index? According to Wechat team’s announcement, marketer can do the followings.
- Assess the popularity of your brand, competitors’, even your KOL’s
The brand terms’ score are calculated based on the number of search queries on Wechat, number of mentions in Wechat posts and reposts, according to Wechat team. In the above case, iPhone7 is definitely beating OPPO in the week because it’s launching iPhone7 Red and gaining a lot attention in Wechat-sphere.
And as a marketer if you suspect that your KOL s(Key Opinion Leaders)’s influence is not that much as they claim, you can check their brand term on Wechat Index too.
- Generate ideas for the next round of Wechat content marketing
If you manage a Wechat public account about technology, you may notice AR (Augmented Reality) has been loosing its popularity since Jan. 2017, while VR is heating up. This may give you an idea what to write in the next week’s post.
However, this function is not that helpful without having the feature of Related Terms Suggestions, as content ideas need to be suggested based on suggested keywords popularity. I foresee this will be added soon.