A mini program runs its marketing inside WeChat, and WeChat has more than a billion users. That is the starting position: a company that builds a mini program is marketing into an audience that is already assembled. Because the audience is that large, the program can raise a product’s recognition quickly — more people see the company and the products, and sales follow from being known.
1. The traffic
WeChat has over a billion users and mini programs reach several hundred million of them, through a large number of entry points. It is a big pool and it is far from fully worked. The earlier wave of social selling demonstrated the point, and the platform has its own amplification built in: one campaign done well brings in a batch of new customers rather than one.
2. The brand problem
For a small merchant, joining a third-party marketplace means accepting a commission on every transaction, paying to be listed, and being constrained at every turn by someone else’s rules. A customer who arrives through your own mini program mall is yours — private traffic, held in your own channel. Run properly, it does two things at once: it raises the profile of the company and it accumulates a body of loyal customers who can be reached again.
3. The experience
The experience is much closer to a native app than to a web page: the functions are complete, and WeChat Pay is built in, which avoids the failure points that come with routing payment through a third party. It is also easier to reach. Since the subscription account feed was introduced, the small shops buried in an official account menu have been pushed further down, and reaching one takes several taps; a mini program, by comparison, is available from a great many places at once.
4. The back end
Compared with a conventional online store, the mini program back end gives more information and presents it as charts rather than tables, which is what makes it useful for analysing customer interest and buying scenarios. For a merchant that means marketing becomes more efficient and less of a guess. The back end also supports custom plugins, so specific requirements can be met without a rebuild.
5. Finding customers you did not know about
Official account articles can carry mini program cards, which makes the mini program a route to monetising content — and a good number of users have already formed the habit of paying for content. For a traditional e-commerce business, working inside the WeChat ecosystem is how new users get found, and how the different buying scenarios a customer moves through get served.
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