Post on 14-Jul-2015
whats weishi
A Vine-like social app that features 8 second videos, owned by Tencent, launched in September 2013.
As Pictures & short videos are the key trends at present, wEISHI captures audiences’ attention by introducing an innovative tool to help users share their moments. it SUPPORTs SHOOTING, EDITING, AND SHARING. it has been helping videos go viral on WeChat, Weibo and OTHER SOCIAL MEDIA. In China, IT competes with Meipai for the ‘short video’ social app market.
Lately, bRANDS have also been Using IT FOR events, campaigns, & micro films…
Source: Weishi Internal Report, March 2014
24m users (China)
Early, 2014
Meipai Vine
8m MAU
Early, 2014
Sept, 2013 Launch
April, 2014 Launch
June, 2012 Launch
Overview Of The Market
Source: Vine Internal Announcement
30m users (China)
Estimate
40m users (global)
August 2014
naNot Disclosed
Weishi
Back
Tap to Shoot
Processing BarAt Least 2 Seconds
Hold to Shoot, Release to Stop
Sound On/Off
Face Beautification, Watermark & Background Music
After Effects
4 Shooting Modes
How To…
Tap to Shoot Add Filter Add Watermark Add Background Music Share
1 2 3 4 5
70% of shares are to WeChat.(According to Tencent)
Choose from16 filters
Choose from 20+ stamps
Choose from 50+ pieces of background music
5 steps to shoot, edit and share
8 Seconds Weishi
Support 8s+ ShootingLong Video
Slideshow
Local Video
Short Video Support Various Editing Effects
4 Shooting Modes
Account Name & Profile
Introduction of the Story
Comments
Total Number of Reposts, Comments & Likes
Repost, Comments, Likes & Sharing
The Post
Viewer Count
Weishi - A Post
NavigationOriginal Posts & Reposts
DiscoverList by Interest
Featured - BannerPush Content & Promotion
NotificationIncluding Mentions, Likes and Private Messages
About MeMy Weishi
HomepageList of Originals
Weishi - Key Functions
24m registered users, 8m MAU, and 4m daily active users
Source: Weishi Internal Report, 2014
Who Uses It
40+ 6%
35-39 8%
30-34 11%
25-29 27%
18-24 36%
0-17 12% 56 : 44
male
63%18 - 29 year-old
24mRegistered
users:
female
Source: Weishi Internal Report, 2014
age distribution
Who Uses It
He is in his mid-20s, graduating from a top university in China, and is now working in a 2nd-tier city, married with a 1-year old child.
He’s fun and creative… talented in cooking, singing, and fond of taking photos and making short videos.
Stories about baby, pet, and novel & interesting things capture his imagination.
User Profile
Source: Weishi Internal Report, 2014
4,000+ Creators2,000+ Celebrities +
• Beauty • Fun • Talent • Food
• Singing • Dancing • Creative • Baby
Create & Share
Source: Weishi Internal Report, 2014
Tencent Weibo
Tencent Video
QQWeChat
Tencent News RenRen
Douban
One-click sHARING TO oTHER nETWORKSWithin The Tencent Network +
Channels To Share
1. Customised Content
Hashtag Flash Screen Hashtag Promotion Recommendation
2. spread/share
Background Music Watermark
Brands can use it for unique & customised content for product intro, PR for events…
Brands can create buzz and expand influence by catching on to current hashtags/campaigns, or
even having them participate in…
Celebrities Talents
Voice of Weishi(The only recruitment channel for Voice of China)
- Tencent Video original programme; - Time: 26 Mar ~ 10 July; - Content: less than 5 minutes video + campaign label;
Weishi Ranking ListWeekly/Overall Ranking List With Best Voice
Auditions Watermark & Default LabelIdentity Authentication & All Related Content Present
National Fans GroupRepost/Like/Vote…Make Your Idols Participants of Voice of China
Announced Breaking News on Weibo Hot Topics Promoted on Weibo to expand influence
Create Hot Topics on Tencent network column “Us”Comment From Professional Angles
Voice of China partnered with Weishi to promote it’s show and interact with it’s audience. Together, Voice of China and Weishi did:
3. Event Co-operation
Lee: Let’s celebrate!
Lee created 16 pieces of original creative videos with it’s 125th anniversary celebration theme; Promoted by “Hot Topics”, “Hashtags”… for increasing clicks and followers; To involve their audience, users who uploaded their original short videos received rewards such as QQ Red Diamond, limited T-shirt, LOLO camera, and even a suit of limited 125th anniversary clothes(special award).
Official Short Video UGC 125 Lee Years
Weishi: Countdown Party
Weishi held an online countdown party for the coming new year; A breakthrough of traditional evening party with creative performance by celebrities and talents; A virtual & creative stage built by customised watermarks, hashtags and channels.
• 50 million total interactions;• More than 2 million interactions per hour;• 80+ celebrities greetings;• Creative battles among hundreds of talents• 150,000+ original UGC content
Many TV programmes adopted new years wishes videos by Weishi users, which promoted seamless linkage between traditional media and social
media.
UGC Content on CCTVGreetings from Celebrities
Weishi: Double Festival
Wish held an online campaign for both Valentine’s day and Lantern Festival on 14 Feb, 2014; Both celebrities and common users posted on Weishi for Festival Greetings and celebration; Video playback amount in a single day reached to more than 160 million.
UGC Celebrities on Weishi
Weishi: The Ice Bucket Challenge
An activity about those dares dumping a bucket of ice water on head, and nominating others for participation for public awareness of ALS & donation for research; Fun, with lots of celebrities and attention through sharing on social media, especially video app; Weishi promoted it on its Activity Channel and called on audience to record & share their challenges
Banner Promotion UGC Celebrity Customized Hashtag
Weishi: Requesting Music Campaign
Jointly cooperated with QQ Music for Online Requesting Music Campaign; Request a song on Weishi by a singer you like, and name her/him on Weishi; More than 70 celebrities participated in the online campaign, like Angela Chang, Karen Mok, and Lang Lang; More than 10 thousands request videos were generated in a very short time after campaign was launched.
Interactive Content from Angela Chang Interactive Content from Karen Mok
Chopsticks BrotherS: Little Apple
The only post of Chopsticks Brothers on Weishi for the promotion of their new film; The video called “Little Apple” with dance and music went viral in a very short time with millions of imitations on social media.
The only post by Chopsticks Brother helped to gain 159,576 followers, 6,223,000 video views, 26,275 likes, and 15,862 reposts.
Adaption works on Weishi exceeded 200,000, total video view amount exceeded 40 million.
Chopsticks Brothers Jacqueline Luuli Xiaomi Creative VideoKOLs UGC
Macro: Creative Stop-motion Animation
An offline & online campaign held by a pencil company - Marco in The Place, Beijing; Download Weishi, and take 32 photos of Marco hand-painted works according to the guide, participants could create an 8s stop-motion animation; He who walks out of the video (Karen Mok) will be the guest of a talk show “Da Pai Jia Dao”.
Stop-Motion Animation Live campaign
DELL: “Fast Enough? Challenge me!”
Jointly cooperated by Dell for an online campaign in January, 2014; To create videos demonstrating the concept of being “FAST”; Videos were watermarked or hashtagged to promote DELL; Participants would get the chance to win tablets and other awards.
Customized Video Content Exclusive Channel Customized Watermark Customized Hashtag
Xiaomi: Weishi Public Account
The official account for Xiaomi hosts videos on product knowledge, campaigns, and creative/inspiring videos; Xiaomi has more than 437,000+ followers One particular Weishi post exceeded ten million video playbacks
Xiaomi College Creative Video List of Winners Xiaomi Show You Space
1. Access to CreatorsWeishi is an intriguing resource for developing branded content with talented creators. Celebrities and individuals (users) can be activated to participate in unique experiments. It’s potentially a great resource for brands that need more localised expressions of the brand.
2. Video is EngagingVideo is the paramount creative format on social media (better than text and pictures) - and therefore most likely to yield customer engagement and participation.
3. AmplifyCompelling contents get shared and the buzz surrounding great brand videos provide great opportunities to generate “Word-of-Mouth” …and low-cost viral reach/awareness.
3. Tencent EcosystemOwned by Tencent, Weishi takes advantage of strong links to WeChat, QQ, Tencent Weibo, QQ Zone. Its useful to map out the content pathways to maximise opportunities for exposure.
key insights on weishi
contact usChris Baker, Managing Director
Email: chris@totemmedia.net Twitter/WeChat: Talktototem
totem media