![]() Snap Minis, announced in 2020, are miniature branded experiences within the Snapchat app. Developers have to write WXML, WXSS instead of traditional HTML and CSS, and leverage this framework for all their development," the 2019 post noted. "Mini-programs have to be developed in a specific 'language' (a JavaScript framework developed by Tencent). According to a WALKTHECHAT review of mini-programs, this aspect can be somewhat tricky: Mini-program app creators will require a developer to create the experience. However, if a marketer is trying to grow awareness on this platform, they can apply for a Mini Program account. Meanwhile, Tesla's content spreads awareness about its business to possible audiences or buyers who use WeChat.Īt this point, the WeChat Mini Program is only available for the app's original Chinese version, Weixin. Although the text is in Chinese, the app's native language, you can tell the programs are all sponsored by other companies:įor users, a mini-program like Tesla's gives them the ability to connect with friends on WeChat, while learning about Tesla in the same session. To give you a visual perspective of how Mini-Programs look on WeChat, here's a screenshot of what users see when accessing them. Although tech journalists describe these as mini-apps, Tencent could not label them as "apps" because they worried about infringing upon Apple and Google trademarks. These companies have begun to build out and launch similar programs to WeChat.īut what exactly do these apps look like, and how do they benefit the brands that launched them? Below, I'll highlight a few major mini-program platforms and give you a look at what these mobile experiences look like for brands.Įarly Mini-App Platforms WeChat Mini ProgramsĪ 2017 report from TechCrunch described Mini-Programs as basic app experiences that could be accessed via WeChat. During this year, WeChat's founding company, Tencent, announced the launch of WeChat Mini Programs.Īfter showing success on apps like WeChat, miniature app-like experiences recently caught the attention of Western tech firms like Apple and Snapchat. Mini-apps became a commodity on large-scale Chinese social media platforms as recently as 2017. They're often developed or co-created by a brand that partners with the main app's company. Mini-apps, also known as mini-programs, are small apps with limited features that exist in a bigger app.
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