new chinese social media:

weishi

An introduction by Totem Media.

what is weishi

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…

24m users

an audio+ video app

WeiShi Is

(“vine for china”)

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

user analysis

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

Weibo

One-click sHARING TO oTHER nETWORKSWithin The Tencent Network +

Channels To Share

how brands use it

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

Case Studies

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