This year marked the 5th birthday of WeChat. Trust us, they had a lot to celebrate!
In April of 2015, it was reported that WeChat’s monthly users were second only to WhatsApp and far ahead of similar apps like Viber, Line or SnapChat. We should also mention (in case you don’t already know) that WeChat is almost exclusively used in China. Social media marketing staff take note!
If you look only to the usage rates of their Chinese users, WeChat beats other messaging apps by a wide margin. In 2015, WeChat was ahead of competitors by 25%. And most of their users? The young audiences, the prospective students, we are all trying to reach! If you haven’t been on WeChat in the past, it is no longer something you can ignore.
Just in case you haven’t heard of it (because you’ve been living in Antarctica or something), and you’ll want to hear about it if you want to recruit in China, WeChat is a messaging app. Back in 2014, we featured a two-part blog series on WeChat (Part 1 and Part 2). We hope you are using those resources. In June, eMarketer released a report on WeChat’s Chinese user base and how these users engage with the app. So, today we have more.
Bottom Line: Get on WeChat. Chinese users make up nearly 93% (~700 million) of all WeChat users and its popularity surpasses any other similar Chinese messaging app. The app is becoming more and more integrated into daily life as WeChaters link their bank accounts to use the app for online shopping. Marketing on WeChat only promises to get more effective as time goes on. Pro tip: the stats in this post may help you justify increasing your international student recruiting budget if China is a primary target recruiting source for your institution.
Meet Us In Newport & Miami: Heading to the NAFSA Region XI conference in Newport, RI (Oct. 18-20)? We’ll be presenting our latest recruiting insights. And in December we will be in Miami at the AIRC and ICEF conferences with digital marketing presentations and workshops. We’d love to meet you and discuss the challenges you face in your work. Please be in touch if you'll be at any of these events.
Back to WeChat; read on...Read More