On December 11, 2019, Tencent announced that it updated WeChat Search.
A search on WeChat can now provide over 20 result types, including mini programs, goods/services, weather, stocks, medicare, games, novel, short videos of news and entertainment, Q&As, etc.
Additionally, WeChat Search integrated with major social apps, including Zhihu (the Chinese version of Quora), Zaker (news), Mafengwo (travel), Douban (books and movies), to now display content from these platforms.
Here, we look at key features of the newly updated WeChat Search.
WeChat Search Feature 1: Multiple access points to WeChat Search
WeChat Search is now accessible via the top search bar, the search feature under Discover, directly in articles, and on H5 pages.
You just select and long-press keywords to copy, look up, share, and search.
When you choose search, you will jump to WeChat Search and see your search results in the WeChat app.
WeChat Search Feature 2: 3 display styles for WeChat Brand Zone
WeChat Search provides content cards for brands. Now, there are new display styles for these content cards: Brands can choose 1 of 3 styles to display their content at the top of WeChat Search when users search brand keywords.
WeChat Search Content Card Display Style A
Style A contains 5 keywords that appear at the top of the brand profile page. The front-end display includes high-definition pictures and a prominent brand image.
WeChat Search Content Card Display Style B
Style B contains 3 keywords that appear at the top of the brand profile page. The front-end display includes mini program, official account, and services/goods.
WeChat Search Content Card Display Style C
Style C contains the brand social accounts as keywords that appear at the top of the brand profile page.
WeChat Search Feature 3: WeChat Search offline materials
WeChat Search also provides new visual materials for advertising. Brands can download WeChat Search ad materials off the backend of their WeChat official account and promote them through online and offline, traffic, and other advertising channels.
WeChat Search Update: The impact
With the WeChat Search update, content from WeChat official accounts have increased exposure; however, as more social apps are integrated within the WeChat ecosystem, readership will also be distributed to other platforms.
So, content must attract attention, be formatted to display on multiple channels, and cultivate readership and trust to drive more conversions.