WeChat Mini Programs: What You Need to Know

Within only two years since its launch in 2017, WeChat Mini Programs have already attracted 600 million monthly active users. This exciting feature has opened up incredible possibilities for interactive B2C and B2B marketing.

As we share some of Current Asia’s insights in The Ultimate Guide to WeChat, we welcome you to the inspiring world of Mini Programs!

Mini Programs Defined

Mini Programs are sub-applications that function within WeChat’s app. All individuals and organizations can register and develop their Mini Programs accounts on Tencent’s platform. Mini Programs are accessible on WeChat and do not require downloading another app that occupies more phone memory. Hosted on Tencent’s servers, Mini Programs run smoothly and are a creative tactic with the potential to engage audience and generate leads for brands.

Launched in 2017, the usage time and frequency of Mini Programs has sharply increased, enabling companies achieve various marketing objectives.

Source: Jisu App’s report

Source: Jisu App’s report

Accessing Mini Programs

Mini Programs are at your fingertips – literally! Because you only need to have a WeChat account to access Mini Programs, finding them is easy. Simply search on WeChat, scan a QR code from an ad on a billboard or magazine, receive a link to one within a WeChat group or from a friend, or find its link on a WeChat Official Account.

Scan the QR code, access the Mini Program and pay the bill

Countless Mini Programs and Exciting Possibilities

Mini Programs enable WeChat to provide advanced services to users that are relevant to both B2B and B2C marketing. With the WeChat payment system, brands can launch mobile shopping experiences via Mini Program with the power to reach WeChat’s more than one billion users. Users can also book hotels, and order food and tickets without switching to another app through Mini Programs. For businesses targeting other business decision makers, Mini Programs are an ideal way to drive content engagement and lead generation.

Take Pinduoduo for example. Pinduoduo is a Nasdaq-listed ecommerce company that developed an online shopping Mini Program enabling users to purchase items via In just half year, the Mini Program has attracted over 100 million customers for Pinduoduo.

Tongcheng-Elong uses Mini Programs to handle online booking, enabling users to book tickets and hotels in a few simple clicks. The Mini Program has boosted the number of monthly active users of Tongcheng-Elong by 66%.

JLL has developed its Mini Program to present its business and publish reports for users to browse and download, leveraging the marketing potential of WeChat. Without having to drive subscribers to visit its official website outside WeChat, the Mini Program conveniently keeps subscribers engaged.

Mini Programs are now used by more than 60% of WeChat’s billion-plus users. Capitalizing on this key feature of WeChat can effectively For more inspiration and insights about Mini Programs, check out Current Asia’s  The Ultimate Guide to WeChat.

For tips on how your business can benefit from WeChat marketing, contact us at info@currentasia.com or visit www.currentasia.com.