The advantage of this combination is that it connects users better, and makes it easier for users to purchase products and services.
Taking a well-known electric vehicle company as an example, it uses Subscription Accounts to deliver vehicle information and event updates on a weekly basis, their subscribers can also purchase products, check owner's manuals, or book services through multiple MPs associated with the Subscription Accounts. Retail brands can benefit from this combination.
This combination not only allows brands to frequently communicate with their subscribers but also provides a much smoother user experience. With MPs, the experience of using Subscription Accounts can be greatly improved. Users need to log in every time they use it, and the experience can be poor due to H5 limitations. Here are some common combinations:īefore the launch of Mini Programs, Subscription Accounts could only sell goods or provide services through adaptive H5 or other third-party platform solutions. In actual business scenarios, they are often used together to provide more comprehensive services to users and to achieve business profitability. Service Account and Subscription Account are mainly used for delivering messages, Mini Programs are used to provide specific services, WeChat Work is for employee management. purchase of products with small order value, ordering of food 2) Want to experiment and test a new idea with an app-like experience for users of different platforms and phone models, but without spending too much money on product development and maintenance.įour types of WeChat Official Accounts are independent of each other and provide different functionalities. You should choose to build one or more Mini Programs (depending on the variety of scenarios you are serving) if you 1) Only need to provide quick and short interaction services to Chinese users, e.g. The average WeChat user engages with almost 10 Mini Programs. Citizens can use them to find nearby polymerase chain reaction (PCR) test sites, check their real-time health QR codes, and request vaccinations. Take public service Mini Programs as an example, almost every major city in China has launched its own city service Mini Program to control the spread of the pandemic. The development and maintenance cost of a Mini Program is relatively low compared to Apps.ĭata shows that since the COVID outbreak, the number of Mini Programs has grown substantially. Users can simply scan QR codes or search within WeChat to open the Mini Program they need (amongst many other possible entry methods). From the user's perspective, Mini Programs do not require installation, which saves a lot of phone storage. Since their launch in 2017, Mini Programs have been gaining more attention over the years for their significant advantages. However, Subscription Accounts allow higher article pushing frequency, registered Accounts can push once a day, urgent information and hot news can be delivered on time. Therefore, it has less exposure compared to a Service Account. It lives inside a ‘Subscription’ folder within the chat list and new push notifications will appear as a red dot next to the folder icon. It allows individuals, media, and businesses to directly communicate with their subscribers. Similar to newspapers or magazines, Subscription Account focuses on providing news and information rather than specific services (though many brands have embedded services in it, almost replicating the Service Account, making it confusing for customers). You should choose to set up a Service Account when your aim is to provide services or maintain relationships with your customers. It appears as a regular friend message in the chat list, and customers can be notified instantly when new messages arrive. Service Account messages are highly visible. Each message could have up to 8 articles.
With a Service Account, you can send messages to your followers 4 times per month.
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