🚀 Stay agile as WeChat will continue to develop its search features. While WeChat so far is still somewhat restrained in combining big models with search, or promoting AI answer generation capabilities, in the long run, this will be an INEVITABLE trend. 🔥 With over 1.3 billion monthly active users and such a vast ecosystem covering everything from communication, social networking, eCommerce, and entertainment, to payments..., WeChat is well-positioned to realize the individualized trend of information indexing and data management to CAPTURE and RETAIN user attention as much as possible.
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🚀 The evolution of WeChat SEARCH is transforming how brands can tap into the platform’s traffic to drive growth. Here’s what you need to know. 🔍 With WeChat now a comprehensive hub for content, services, and goods, its search capabilities can act as an "underground river", seamlessly connecting users across touchpoints – Official Accounts, Channels, Mini Programs, and more. Search does not have to become the biggest business pillar of WeChat (or other platforms like Douyin and Xiaohongshu), but it needs to play the role of an ecosystem AMPLIFIER. 💡 With over 800 million monthly active users in 2022, WeChat Search is evolving into a powerful tool for brands to capture real-time, high-intent traffic. 🔹 The game-changer is its CONTEXTUAL nature: Users are now searching while chatting, watching videos, browsing Official Accounts, or using Mini Programs. This creates opportunities for brands to reach potential customers without disrupting their digital journey — ensuring a more organic and engaging discovery process. 🔹 The integration of AI into search capabilities (i.e., re-editing answers based on content available on WeChat Encyclopedia, related Official Account articles, and more) is set to unlock even more PERSONALIZED content discovery and proactive interactions, driving new business opportunities (see image below). However, the decentralized nature of WeChat Search also means that businesses need to optimize across multiple touchpoints to ensure their content is visible and search-friendly. 🚀 Regardless, stay agile as WeChat will continue to develop its search features. While WeChat so far is still somewhat restrained in combining big models with search, or promoting AI answer generation capabilities, in the long run, this will be an INEVITABLE trend. 🔥 With over 1.3 billion monthly active users and such a vast ecosystem covering everything from communication, social networking, eCommerce, and entertainment, to payments..., WeChat is well-positioned to realize the individualized trend of information indexing and data management to CAPTURE and RETAIN user attention as much as possible. What do you think of the evolution of WeChat Search? Thank you 窄播 and 驿氪商户通 for the insightful sharing. #China #WeChat #Search #AI