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WeChat Launches a Separate App for Official Accounts

A new app to support author-user interaction on iOS devices

In May 2018, WeChat released their latest update (iOS Update 6.6.7) and with it came the new app 订阅号助手. The app works towards improving the ability to manage a user or brand’s social presence.

 

订阅号助手 provides users several new features that better the process of managing an OA, through several ways:

 

  • It has now become possible to read and reply to new messages and comments on the iOS,
  • Authors for Official Accounts can now make edits to their previously published articles, given that they follow a character limit.
  • Account managers are able to login through their WeChat and view all OA that are bound to their WeChat ID. This makes it significantly easier for brands to manage and monitor their brand presence on WeChat.

 

Separate downloadable app for WeChat users with Official Accounts released

Separate downloadable app for WeChat users with Official Accounts released

 

 

Controversy at it being a separate app

The idea of a separate app was met with controversy during January. WeChat has always put emphasis upon implementing new features into itself as opposed to separate from it.

 

However it is safe to say that the new app is more reminiscent of the Facebook Page Manager — a quality-of-life addition instead of a full blown application.

 

 

The potential to change the dynamics of brand user interaction

Even if brands are not publishing entire articles through a mobile device, the new changes will still be of immense benefit as it will now allow content to be worked upon anywhere by brands and authors.

 

Mistakes can be immediately edited, new information can now be updated and provided without delay.

 

Most importantly, it will allow brands to communicate and respond to their users, given they have an iOS device. This will go a long way in enhancing engagement for authors and their followers, and has the potential to change the dynamics of brand user interaction on WeChat for the better.

 

 

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