Two years ago, when your circle of friends was at @ 微 信 官方, asking for a Christmas hat, it is estimated that most people did not expect that one day WeChat could even send Christmas gifts directly.
The only way to ask for gifts this time is not in the circle of friends @ WeChat official, but to ask you to “search” for Christmas gifts.
WeChat wants you to “search” for Christmas gifts
Fendi, DJI, FILA, Chow Tai Fook, OPPO … From century-old luxury products to emerging flying image brands, from world-renowned sports brands to mobile phone brands going abroad, 12 well-known brands are WeChat’s “Santa “.
On December 23, H5, a Christmas present, please “search”, began to circulate in group chats and friends circles. Ma Honeycomb, Chow Tai Fook, Fila, Li Ning, take a moment, Leica, DJI, Fendi, Pizza Hut, fresh, OPPO, Cotton Times all send gifts in WeChat.
Every user can choose any brand to draw. Twelve brands give gifts worth 5 million yuan. At 12 o’clock on the 24th, users can search the brand name through “WeChat search and search” to see the limited-time wishing event for Christmas. The result was announced through a random lottery on Christmas night. The winning users got the big prize, and those who didn’t win were also the photo eggs. The Easter egg is the face fusion technology jointly launched by Tencent Yunshentu and Youtu Lab, which can turn users who have not won into Santa Claus.
According to WeChat, this event has received tens of millions of searches. But the most special point of this event is to use WeChat to search for it as the landing page of the event.
Search for Christmas gifts and users will see event H5. Search for the brand name, users can see the event cards on related topics, click to participate in the event. This is the first attempt by WeChat SouSou to do this kind of theme. This is also the first time that WeChat SouSou has linked the KA brand to provide users with holiday play.
Compared to the marketing activities played by various brands in the WeChat circle of friends and public accounts, this Christmas gift is more like a new attempt under the WeChat search and search ecosystem. They use a refreshing and attractive way to tell users what you can get on WeChat.
▲ Picture source: Anthony Martino on Unsplash
At the same time, Wechat Souyisou also proved that such an attempt to use search co-branding is a way to lessen users. If users are curious about brand-related information, they will not resist brand-related lottery information. Relying on the brand area, this lighter gameplay is also more easily accepted. In general, active search behavior makes users more tolerant and expected of relevant content.
The slogan of this event is “brands you like, you can search with WeChat”. In fact, compared to the usual browsing and clicking actions, entering a complete brand name in a search will make users have a deeper impression on the brand. And the most important thing of this kind of activity is to cultivate the user’s usage habits, tell the user that searching is a stable path for searching information, and you can still use it to search next time.
Zhu Ying, director of digital business for Leica Camera Greater China, said about this Christmas event that they hope to increase brand exposure by maximizing the use of features and traffic within the WeChat ecosystem, so that potential users / brands have Favorable users participate in brand interaction. At the same time, cultivate the user’s initiative to use the “search and search” function, and encourage users to reach the brand area through this function.
In fact, as Zhu Ying said, brands in WeChat do n’t just give you Christmas gifts.
The brand wants you to “search” for more than just Christmas gifts
If WeChat is a street, the brand is a shop. As a brand, what kind of shop do you want your users to see?
The Cotton Times official mall hopes that users can see the brand ’s concept from the store; OPPO wants this store to show its brand story; Fresh hopes that users can look beyond the brand ’s style. To the activity information of the main push. Leica wants to put brand information and new products in this store, so that users can have a comprehensive experience. In this regard, Chow Tai Fook ’s ideas are similar. They hope that users “not only see the image, but also experience the brand.”
To conclude, brands want users to see their stores have accurate brand information, a rich brand image, intuitive product / service displays, and recent event information.
If we think of WeChat as a street, then the brand is a store on WeChat. The official brand area is the shop’s facade decoration. The top part is the shop sign, which conveys the brand name and style of the shop. The public account, mini-program, and service are all different doors. You can enter the store from different doors to learn about the brand. Buy related products. The section of the area’s activities can be viewed as a window, with activity information similar to “SALE” affixed to the glass to tell users what the store is currently doing.
The existence of the Wechat Souyisou brand official zone has provided users with a stable official search path for brand name searches, providing authentic and credible official information; services or products exposed in the official zone can reach users one step in advance. , Allowing users to truly understand the brand’s related services; it can create a stronger brand sense, integrate public accounts, applets, services, and inventory, and the event promotion section is more propaganda.
This is the integration position of the brand on WeChat. You can think of it as the first search result of a certified brand displayed on a traditional search engine. But the difference is that the content here is more templated and standardized.
In addition to simple brand introduction, direct service, and item display, official public numbers, mini-programs, customer service, and store information will also be displayed to convey more comprehensive information. Faced with consumers who are curious about the brand itself, WeChat Souyisou brand official area can bring stable traffic sources and accurate information transmission.
In this event, there is more possibility to search the “Limited Time Limited Activity” section.
The function of the zone is more like a brand ’s WeChat window, and its task is to attract users into the store. In the past, we looked at the store through glass and were attracted by eye-catching products. Now the “WeChat window” lets you watch activities across the screen and be attracted by brand activities.
Wishing events may just be the beginning. In the future, the WeChat area may be able to carry more functions such as brand holiday promotions, new product displays, and theme event promotions.
For brands, it has more possibilities waiting to be tapped.
Search for more than Christmas gifts
WeChat search has a copy of the text “You are curious about the world, WeChat can search.”
But in fact, your curiosity about the world was not searchable on WeChat at first.
In the initial WeChat client search, the applicable scenario is in-end search. This feature helps us find what we want to search in the circle of friends, chat history, and contact list, but it is still a pure end-to-end search tool.
When Souyisou’s search content began to appear more external content, it also marked Souyisou as a more mature search tool. Today’s search results show that in addition to the rich content of WeChat ecosystem itself, there are also external high-quality products including Baidu, Sogou, and Zhihucontent.
The subsequent search did not waste the multiple possibilities of WeChat’s public account’s rich content library and mini programs, and WeChat’s ability to search through the walls allowed these deeper content to be seen by users. Although WeChat’s exploration of broken wall search has just begun, it is also an important traffic entrance for public accounts and applets.
Of course, what WeChat has been doing in recent years is still service search. Zhang Xiaolong himself also said: “From the public platform, from connecting people to connecting services to expand, WeChat began to reflect the advantages of platformization.” In this WeChat platform today, services can already be reached through social communication and search. Finding your target users, search has become an important means of connecting services.
When you search for a specific brand, the first content presented is the public number, applet, product, service, etc. of the official brand area. If you are searching for a specific flight, company stock, weather, date and other information, then the preceding search content is different services such as flight inquiry, stock inquiry, weather inquiry, date inquiry.
From this point, Souyisou is more and more like a mature search engine. For some rigid requirements that are more deterministic, it can directly give you the answer. Without leaving the search platform, you can experience a certain service and achieve a certain goal directly on the platform.
This is not the same logic as opening a webpage in a search engine. In a search engine, you enter a new content pool through a link. The search engine’s ability to control this content pool is significantly weaker. It is more like an independent existence with an open door. For WeChat, the service base of “Long” in WeChat mini-programs or public accounts is WeChat. It waits for users in a search of such open spaces. Users do not jump out of the platform when using services. More controllable.
▲ Picture source: Hannah Wei on Unsplash
Speaking of the WeChat “search” Christmas gift campaign, compared to other platforms, it is more efficient for brands and its “disturb” is also less for users.
By entering a brand name search to reach the brand, users will have a deeper impression of the brand. The extension of the WeChat Souyisou brand official area allows users to access a service or product more quickly. This seamless connection experience can improve users’ search conversion. Mini-programs, public accounts and other brands have their own tools that can help brands precipitate users and make the brand and users more connected.
Users found the brand in WeChat’s public scene, and the brand was able to keep users in their private domain traffic pool through their WeChat tools. Brands get the right users, and users find the results they want. This is a win-win situation for brands, users, and WeChat.
But you will not only search for brands or search prizes on WeChat. The rich search needs of daily life are also a test for WeChat.
For the most controversial health search, we compared the difference between WeChat Souyisou and other search engines. We searched the word “sore throat” on five search platforms.
After comparison, we found that apart from the basic information display, the biggest difference between the WeChat search results display page is that it can directly help you to ask your doctor and register. The service provider of “Ask a Doctor” is a professional medical platform. “Registered” can also directly jump to the small program to help users directly obtain national multi-channel number sources, which is more in line with WeChat’s “Direct Service”.
For users, the most obvious difference is that WeChat search not only provides answers, but also provides services.
It can be said that the accumulation of mini-programs and public accounts allows WeChat Souyi to provide direct services with more confidence. It not only presents the results, but also connects you to the service provider, allowing you to enjoy the service on the official tool of the service provider.
“Christmas gifts, please” search “the next” is a test of WeChat Souyisou brand zone. It does not show the new ability of brand zone, nor does it tell everyone that WeChat Souyisou also has a new form of lottery. What it shows more is the ability of WeChat Souyisou to connect directly to the service.
In WeChat with over 1.1 billion monthly users, each brand can have an open area in Souyisou to show users information and communicate the brand. In addition, brands can also use existing tools such as public accounts and applets to precipitate users. They are searching and have more possibilities.
Behind the Christmas gifts under “Search”, WeChat is cultivating the user’s WeChat search and search habits. It is an attempt of WeChat joint brand linkage, and is a demonstration of direct access to multiple functions of WeChat services. They are telling users:
If you are curious about the world, WeChat can search it.