The internet industry in China is one of the most competitive in the world. So, it is no surprise that the video sharing app arena is becoming crowded. The most popular Vine clone in China is Weishi backed by major internet giant Tencent, which currently dominates the mobile messaging app segment with WeChat.
Weishi was created by Tencent and it is also a Vine-like app. It has one distinct advantage: WeChat. It allows videos to be shared within the WeChat app, which currently has over 300 million users. According to The Next Web, “Recording a video on Weishi is exactly like how you’d do it on Vine or Instagram. There are additional bells and whistles on Weishi though — other than filters, which Instagram also has, it lets users add background music and watermarks to their videos. They can even choose from six themes that come with preset music and watermarks.”
How popular is Weishi? To understand how popular these video’s are here is an example: This video was uploaded on August 15th and received over 780,000 views in one day. The video is a simple 9 second video of a nurse waking up a patient in a less than acceptable way. Additionally The Next Web said, “The app, Weishi, which is only available in Chinese for now, chalked up 160 million video views in a single day on Valentine’s Day this year, which also coincided with the Chinese Lantern Festival.”
Tencent is a major player in the Chinese internet industry with multiple apps and products that boost user bases of hundreds of millions. So, it is no surprise to see Weishi receiving millions of views per day. But there seems to be few brands actively sharing content, which leaves the door open for multi-nationals to capitalize on this under tapped marketing tool.
Marketing on Weishi
Marketing on Weishi is similar to marketing on Vine or Instagram. Videos, like this one, use product placement to market a product. In the video, a man is using Coca-Cola cups and is standing in front of a Coca-Cola vending machine. The video has received over 50,000 views and over 200 “hearts.” This type of marketing is become more popular in China and is effective in short form videos because it is often hard to voice advertisement within 6-10 seconds and still create compelling content.
Again, like on Vine and Instagram, humor seems to be the clear winner. When creating short form videos, consider how your product or service can be used to create humorous situations or how your product can be placed within these situations. Overall, getting your content on Weishi will be a step in the right direction and allow you to capitalize on an under utilized marketing resource within China.