Last word from the East: WeChat's advertising gamble
Edward BellFCB Greater China
This month, Tencent's WeChat, China's leading social media platform, took its first real steps into the world of paid advertising. So, is it the beginning of the next age of advertising or just another clumsy grope for the advertiser's wallet?
With 438 million active users, checking their WeChat status every several minutes, WeChat is a force of modern social communication. It has overtaken Weibo, the hitherto leading name of social media, by being driven by personal networks and conversation rather than 'posts' to all. And unlike Weibo,...