For many businesses, the biggest challenge about WeChat is about how to understand a mobile superapp which is used differently from Facebook or Google. Not only is WeChat in Chinese, but its chief architect, Allen Zhang, designed it completely differently from Facebook and Google in how it is used.
Google and Facebook are based and the advertising model, which means that advertisers are paying either for views (in a CPM campaign) or for actions (in a CPA campaign). WeChat has not been designed this way, even though one can run CPM and CPA campaigns on the platform.
Allen Zhang rejected the advertising model as being too disruptive for users, and instead created Official Accounts for businesses, and then introduced Mini Programs, which are basically apps within apps which can download invisibly without any user action. The mini programs add power and extend the capability of the Official Accounts, allowing the user to register, order goods, play games, etc. They are very light, and when the user has finished engagement, it simply disappears. It comes in, it does its job, then it goes away.
From a business point of view, the business is not charged for views or actions; everything happens invisibly to WeChat, and WeChat does not make more or less based on number of registrations or orders. All that is needed is for the agency to submit the Official Account and Mini Program to WeChat, and once it is approved it goes live.
This is a completely different business model from that used in the west, especially in the United States. It is so different that it is hard for most westerners to understand, even if it was not in Chinese.
I feel that we can do a better job of explaining this difference, and in the near future, we will be using video and other means to show and explain how it works. The aim is to make it easier to get WeChat on its terms, so that you can get a better understanding of why this ecosystem has been successful.