With 889 million monthly active users, WeChat is China’s most important app. In addition to messaging, WeChat has capabilities similar to those of U.S. platforms Uber, Instagram, Tinder, Amazon, Skype, and Venmo—all in one app. Despite WeChat’s large user base, engagement has started to plateau across sectors. Brands should not consider the app as a social platform with mass reach, but rather a tool for 1-to-1 communication, and a central hub for cross-platform loyalty, commerce, omnichannel, and customer service strategies. In this video, L2 Director of APAC Client Strategy Jo Lu discusses ways in which brands have been leveraging these capabilities in innovative ways.

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