The range of functions offered by Mini Programs is stunning. Fully-tailored, they can be sculpted to reflect the specific needs and goals of institutions. Public WeChat Accounts gain additional tools for engaging and monetizing readership through creating highly customizable Mini Programs.Įssentially non-downloadable applications that run within WeChat’s ecosystem, Mini Programs are connected to Service Accounts and are often placed as an icon at the top of an account for ease of access. While it is possible to connect WeChat users to ticketing pages on a pop-up menu, as NGV does, if revenue is a priority, a Service Account is the better option. In 2019, Palace Museum generated $30,000 in a single evening after releasing a special edition lipstick through its WeChat account.Ī handful of global museums, such as The Metropolitan Museum of Art and the British Museum, use WeChat posts to promote special IP products, which are purchasable on connecting e-commerce sites. From allowing users to book tickets and buy from a connected e-commerce page to easing the purchase of an onsite coffee, Service Accounts will aid the process of receiving revenue from Chinese audiences. With more than 900 million WeChat Pay users globally, enabling payment through a Service Account significantly lowers the payment barrier both on and offsite. The integration and widespread use of WeChat’s own payment system, WeChat Pay, is what distinguishes it from all other social media platforms. The main running costs is retaining an outside agency to manage your WeChat account, unless there’s the capability to do so in-house. Using an overseas licence, Tencent will charge $99 as a verification fee. Launching on WeChat firstly requires registering as a Wholly Foreign Owned Enterprise in China. The market for cultural products across e-commerce giant Alibaba’s platforms was valued at 2 billion RMB in late 2019. Right: V&A’s IP products have proved hugely popular with Chinese millennials and are only a couple of taps away through its WeChat account. Left: Centre Pompidou launched a Mini Program in Jan 2020, through which it sells entrance tickets and offers curator audio guides. While most cultural institutions opt for Service Accounts, The Louvre and Australia’s National Gallery of Victoria (NGV) are examples of prominent cultural institutions that have chosen Subscription Accounts, which they use to regularly connect with readership. However, if the goal is to offer users a broad range of tools, such as incorporating e-commerce and geolocation functions (see below), a Service Account is the better choice. If creating content and cultivating an audience are the core reasons for launching on WeChat, opening a Subscription Account is suitable. Subscription Accounts can post once a day, allowing for regular communication with followers. Service Accounts can post four times per month, but can post up to four articles at a time. Right: Subscription Accounts are not immediately visible in the “Chat” section - users must open the Subscription folder to discover new posts. Left: Service Accounts appear in the “Chat” section as friends - here, this includes Palace Museum, V&A, and MoMA. Users are alerted to new posts with a red dot that appears beside the Subscription folder. This makes browsing Subscription Account content a two step process users must first open a folder and then select the desired accounts. Subscription Account posts appear in a stacked “Subscription” folder in users’ chat section. Service Account posts appear in users’ chat section alongside messages from friends. The Museum of Contemporary Art Shanghai (MoCA), for example, publishes upwards of 10 stories a month covering everything from in-house exhibitions, connecting the museum to seasonal topics, and outlining educational programs. Subscription Accounts, by contrast, focus on delivering content and provide organizations a powerful new media tool to deliver stories to readership. The home of China’s Terracotta Army, for example, uses its account to upload online exhibitions, publish articles, and sell souvenirs through an e-commerce store. Service Accounts, by definition, focus on providing organizations with a powerful range of tools to reach and better serve WeChat users. Public Accounts are a cross-industry tool to engage WeChat’s 1 billion users, in 2020 there were 20 million accounts up from 17 million in 2017.
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