Blog/CRM/The Evolution of WeChat Search: New Growth Avenues in China
With over 1.3 billion monthly active users (1) and a vast ecosystem spanning communication, social networking, eCommerce, entertainment, and payments, WeChat has become an indispensable platform in Chinese consumers’ daily lives.
As part of this evolution, WeChat is expanding its search capabilities to seamlessly connect users with various touchpoints and brand content, delivering a more personalized experience.
In this article, we'll explore how WeChat Search engine is transforming the user experience and providing brands with innovative ways to drive traffic and stay engaged.
Table of Contents
What is WeChat Search?
WeChat Search, also known as Souyisou (搜一搜), is WeChat's built-in search engine launched in 2017, enabling users to find information on different topics, brands, individuals, articles, products, and touchpoints (e.g., 1-on-1 and group chats, Official Account, Channels, Mini Programs) within the platform.
In 2022, WeChat Search reached over 800 million monthly active users, with 50% of WeChat's users engaging with its search features daily. Users are now using Search for diverse, long-tail content, reflecting a broader trend where social media serves not only for communication but also for discovery and decision-making.
WeChat Search's Newest Update (Nov 2024) and Its Impact on Businesses and User Experience
The Growing Importance of Search Within the WeChat Ecosystem
As mentioned above, WeChat's search engine is deeply integrated across its ecosystem, functioning like an “underground river” that seamlessly connects users across touchpoints, including Channels (Videos), Official Accounts, Mini Programs, and chat interfaces..., creating a unified search network.
Similar to other social commerce platforms (i.e., Douyin, Xiaohongshu), Search does not have to become the biggest business pillar of WeChat. However, it needs to play the role of an ecosystem amplifier, connecting users to the content, products, and services they’re most likely to engage with.
Notably, Search has played a pivotal role in driving the growth of WeChat, contributing to:
- A 27% increase in Official Account followers
- A 20% boost in daily active users for Mini Programs
- A staggering 120% surge in WeChat Channels followers
By allowing users to customize their content feeds, Search can ensure that recommendations align closely with individual interests. The "Take a Look" feature takes this a step further by merging search insights with social-based suggestions, offering users a wide range of engaging content that extends beyond their immediate networks.
On the commercial side, WeChat Search can empower brands to capture real-time, high-intent traffic. Businesses can tap into long-tail demand, enhancing visibility for their content, products, and services. This continuous search activity ensures consistent exposure, enabling deeper and more sustained connections with users.
The game-changer is its contextual nature: Users are now searching while chatting, watching videos, browsing Official Accounts (OAs), 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.
AI-Driven Search Features
WeChat has further advanced its search functionality by incorporating AI and big model capabilities, offering users a faster and more efficient search experience.
For instance, when users click on a term with a search icon in an Official Account article, an AI-generated interface appears, offering a brief introduction to the term - put together based on content available in the WeChat ecosystem such as WeChat Encyclopedia, related OA articles, etc.
Additionally, the “One-click AI Q&A" feature allows users to ask and generate answers quickly and effortlessly right within WeChat conversations.
This is set to unlock even more personalized content discovery and proactive user interactions, driving new business opportunities.
The Future of WeChat Search: AI and User Retention
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 its vast ecosystem and highly engaged user base, WeChat is well-positioned to harness the growing trend of personalized information indexing and data management, maximizing its ability to capture and retain user attention.
However, the decentralized nature of the search engine also means that businesses need to optimize across multiple touchpoints to ensure their content is visible and search-friendly.
Overall, WeChat behaviors are evolving rapidly, driven by the growing popularity of Channels videos and their growing synergy with Official Accounts and Mini Programs. These changes, combined with advancements in search functionality, are transforming WeChat into an increasingly powerful ecosystem.
However, success within this ecosystem requires a clear funnel strategy to guide users to the right touchpoints where conversions can happen effectively. Implementing robust CRM and Social CRM (sCRM) systems will be crucial to maintaining relevance and personalizing engagement in China.
Stay agile as WeChat continues to develop its search features and other capabilities.
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