{"id":21178,"date":"2021-01-15T01:37:45","date_gmt":"2021-01-15T09:37:45","guid":{"rendered":"https:\/\/www.latmultilingual.com\/3-ways-to-use-wechat-channels\/"},"modified":"2021-01-28T02:53:01","modified_gmt":"2021-01-28T10:53:01","slug":"3-ways-to-use-wechat-channels","status":"publish","type":"post","link":"https:\/\/staging.latmultilingual.com\/fr\/blog\/3-ways-to-use-wechat-channels\/","title":{"rendered":"Les cha\u00eenes WeChat \u2013 une application vid\u00e9o dans WeChat"},"content":{"rendered":"<p>Si vous travaillez en marketing ou \u00eates propri\u00e9taire d\u2019une entreprise \u00e0 Vancouver ou \u00e0 Toronto, vous connaissez certainement la plateforme WeChat et son r\u00f4le important dans les interactions avec les clients chinois. En janvier 2020, la nouvelle fonction de cha\u00eenes WeChat (\u5fae\u4fe1\u89c6\u9891\u53f7) a \u00e9t\u00e9 lanc\u00e9e. Elle permet la publication d\u2019images et de vid\u00e9os et a d\u00e9j\u00e0 atteint 200 millions d\u2019utilisateurs quotidiens en moins de 6 mois. Conna\u00eetra-t-elle le m\u00eame succ\u00e8s que TikTok? Quel impact peut-elle avoir sur la visibilit\u00e9 de votre marque?<\/p>\n<h2>Une application vid\u00e9o dans WeChat<\/h2>\n<p>La fonction de cha\u00eenes (Channels) se trouve dans l\u2019onglet Discover, juste en dessous de Moments, la fonction la plus utilis\u00e9e de WeChat. Les utilisateurs peuvent publier des photos et des vid\u00e9os \u00e0 partir de leur t\u00e9l\u00e9phone ou par l\u2019interm\u00e9diaire de l\u2019assistant de cha\u00eenes, une plateforme Web.<\/p>\n<p>Auparavant, WeChat permettait seulement les capsules vid\u00e9o de moins d\u2019une minute, mais la dur\u00e9e maximale a maintenant \u00e9t\u00e9 prolong\u00e9e \u00e0 30 minutes. Chaque publication peut comprendre jusqu\u2019\u00e0 1 000 caract\u00e8res chinois, y compris les mots-clics (#) et l\u2019identification (@) d\u2019un autre compte.<\/p>\n<p><img class=\"lazyload alignnone size-medium wp-image-21169\" src=\"https:\/\/www.latmultilingual.com\/wp-content\/uploads\/2021\/01\/Capture-300x275.png\" data-orig-src=\"https:\/\/www.latmultilingual.com\/wp-content\/uploads\/2021\/01\/Capture-300x275.png\" alt=\"\" width=\"300\" height=\"275\" srcset=\"data:image\/svg+xml,%3Csvg%20xmlns%3D%27http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg%27%20width%3D%27300%27%20height%3D%27275%27%20viewBox%3D%270%200%20300%20275%27%3E%3Crect%20width%3D%27300%27%20height%3D%273275%27%20fill-opacity%3D%220%22%2F%3E%3C%2Fsvg%3E\" data-srcset=\"https:\/\/staging.latmultilingual.com\/wp-content\/uploads\/2021\/01\/Capture-200x183.png 200w, https:\/\/staging.latmultilingual.com\/wp-content\/uploads\/2021\/01\/Capture-300x275.png 300w, https:\/\/staging.latmultilingual.com\/wp-content\/uploads\/2021\/01\/Capture-400x366.png 400w, https:\/\/staging.latmultilingual.com\/wp-content\/uploads\/2021\/01\/Capture-600x549.png 600w, https:\/\/staging.latmultilingual.com\/wp-content\/uploads\/2021\/01\/Capture.png 736w\" data-sizes=\"auto\" data-orig-sizes=\"(max-width: 300px) 100vw, 300px\" \/><\/p>\n<p>Le contenu appara\u00eet dans une colonne, comme dans TikTok. Les vid\u00e9os s\u2019activent automatiquement lorsqu\u2019on parcourt l\u2019\u00e9cran. Il y a trois onglets principaux:<\/p>\n<ul>\n<li>Following (suivi) \u2013 publications des cha\u00eenes auxquelles vous \u00eates abonn\u00e9s<\/li>\n<li>Friends (amis) \u2013 publications que vos amis ont aim\u00e9es<\/li>\n<li>Hot (recommand\u00e9) \u2013 publications populaires recommand\u00e9es par WeChat<\/li>\n<\/ul>\n<p>On peut aussi utiliser l\u2019ic\u00f4ne de localisation pour voir le contenu publi\u00e9 par des utilisateurs \u00e0 proximit\u00e9. Une barre de recherche au-dessus des vid\u00e9os permet de trouver du contenu ou des comptes de cha\u00eenes WeChat.<\/p>\n<h2>Quel est l\u2019int\u00e9r\u00eat des cha\u00eenes WeChat pour votre marque?<\/h2>\n<p>En invitant les utilisateurs \u00e0 partager du contenu avec leurs amis ou dans leurs Moments, les cha\u00eenes offrent de nombreuses possibilit\u00e9s de promotion de votre marque. Les utilisateurs peuvent \u00ab aimer \u00bb et commenter la publication et les commentaires des autres.<\/p>\n<p>Vous pouvez aussi envoyer des messages directement au compte de cha\u00eenes sans vous y abonner.<\/p>\n<p>Depuis octobre 2020, les cha\u00eenes WeChat font l\u2019essai de la diffusion continue en direct avec certains utilisateurs. L\u2019auditoire peut partager la diffusion, laisser des commentaires, envoyer des cadeaux virtuels et participer \u00e0 des tirages au sort. Ce n\u2019est pas tout! Les cha\u00eenes WeChat font \u00e9galement l\u2019essai d\u2019une fonction de publicit\u00e9.<\/p>\n<h2>Int\u00e9gration avec d\u2019autres fonctions de WeChat<\/h2>\n<p>Les cha\u00eenes peuvent devenir un puissant outil de marketing, particuli\u00e8rement lorsqu\u2019on s\u2019en sert avec d\u2019autres fonctions de l\u2019\u00e9cosyst\u00e8me de WeChat.<\/p>\n<ol>\n<li><strong>Augmenter le nombre d\u2019abonn\u00e9s:<\/strong> Une entreprise peut faire authentifier son compte de cha\u00eenes en le liant \u00e0 un compte WeChat authentifi\u00e9. Ainsi, les utilisateurs peuvent \u00eatre redirig\u00e9s vers les articles du compte officiel WeChat, augmentant du m\u00eame coup le nombre d\u2019abonn\u00e9s. Par ailleurs, on peut int\u00e9grer le contenu des cha\u00eenes dans les articles d\u2019un compte officiel.<\/li>\n<li><strong>Promouvoir votre boutique WeChat:<\/strong> On peut aussi lier un compte de cha\u00eenes \u00e0 une boutique WeChat. Les utilisateurs peuvent facilement faire des achats pendant la diffusion continue en direct, sans quitter WeChat.<\/li>\n<li><strong>Accro\u00eetre le chiffre d\u2019affaires gr\u00e2ce aux vid\u00e9os:<\/strong> Les vid\u00e9os servent \u00e0 accro\u00eetre les conversions, car elles permettent au public de conna\u00eetre davantage vos produits. Voil\u00e0 pourquoi des marques de luxe telles que Louis Vuitton, Fendi et Burberry ont d\u00e9j\u00e0 cr\u00e9\u00e9 leur compte de cha\u00eenes.<br \/>\nPar exemple, Chanel utilise la fonction de cha\u00eenes pour pr\u00e9senter ses nouveaux produits, en mettant un lien vers un article dans la description. Dans chaque article, les lecteurs peuvent se renseigner davantage sur le produit et l\u2019acheter.<\/li>\n<\/ol>\n<p><img class=\"lazyload alignnone size-medium wp-image-21171\" src=\"https:\/\/www.latmultilingual.com\/wp-content\/uploads\/2021\/01\/Picture1-192x300.png\" data-orig-src=\"https:\/\/www.latmultilingual.com\/wp-content\/uploads\/2021\/01\/Picture1-192x300.png\" alt=\"\" width=\"192\" height=\"300\" srcset=\"data:image\/svg+xml,%3Csvg%20xmlns%3D%27http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg%27%20width%3D%27192%27%20height%3D%27300%27%20viewBox%3D%270%200%20192%20300%27%3E%3Crect%20width%3D%27192%27%20height%3D%273300%27%20fill-opacity%3D%220%22%2F%3E%3C%2Fsvg%3E\" data-srcset=\"https:\/\/staging.latmultilingual.com\/wp-content\/uploads\/2021\/01\/Picture1-192x300.png 192w, https:\/\/staging.latmultilingual.com\/wp-content\/uploads\/2021\/01\/Picture1-200x312.png 200w, https:\/\/staging.latmultilingual.com\/wp-content\/uploads\/2021\/01\/Picture1.png 281w\" data-sizes=\"auto\" data-orig-sizes=\"(max-width: 192px) 100vw, 192px\" \/><\/p>\n<h2>Plus de vid\u00e9os, plus de vente<\/h2>\n<p>Les capsules vid\u00e9o sont devenues la nouvelle mode en Chine et leur croissance est extr\u00eamement rapide. Selon un rapport, <strong>le nombre d\u2019utilisateurs de capsules vid\u00e9o a atteint 818 millions en juin 2020.* <\/strong> Afin d\u2019accro\u00eetre l\u2019achalandage rapidement, WeChat encourage les utilisateurs \u00e0 cr\u00e9er et \u00e0 regarder des vid\u00e9os dans les cha\u00eenes. Consultez nos sp\u00e9cialistes du marketing chinois pour savoir si les cha\u00eenes WeChat vous conviennent. Notre \u00e9quipe peut vous cr\u00e9er un compte, le faire authentifier et le g\u00e9rer.<\/p>\n<p><span style=\"font-size: 10pt;\">* Source : Division de l\u2019administration du programme audio-vid\u00e9o Internet et Centre de recherches pour le d\u00e9veloppement, Administration nationale de la radio et de la t\u00e9l\u00e9vision (Chine) (\u56fd\u5bb6\u5e7f\u64ad\u7535\u89c6\u603b\u5c40\u7f51\u7edc\u89c6\u542c\u8282\u76ee\u7ba1\u7406\u53f8\u548c\u56fd\u5bb6\u5e7f\u64ad\u7535\u89c6\u603b\u5c40\u53d1\u5c55\u7814\u7a76\u4e2d\u5fc3), \u300a\u4e2d\u56fd\u89c6\u542c\u65b0\u5a92\u4f53\u53d1\u5c55\u62a5\u544a(2020) \u300b (Rapport sur le d\u00e9veloppement des nouveaux m\u00e9dias audio-vid\u00e9o chinois [2020]), Presse radio- et t\u00e9l\u00e9diffus\u00e9e de Chine, 2020.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Les capsules vid\u00e9o sont r\u00e9cemment devenues tr\u00e8s populaires en Chine. Comment se servir des nouvelles \u00ab cha\u00eenes \u00bb WeChat pour communiquer avec le public?<\/p>\n","protected":false},"author":67,"featured_media":21176,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":[],"categories":[761,747],"tags":[],"metadata":{"_pingme":"1","_encloseme":"1","authorsure_include_css":"","_wpml_word_count":"{\"total\":696,\"to_translate\":{\"fr\":696}}","_wpml_media_featured":"1","_wpml_media_duplicate":"1","_wpml_location_migration_done":"1","_yoast_wpseo_linkdex":"54","_yoast_wpseo_content_score":"60","_yoast_wpseo_estimated-reading-time-minutes":"4","_yoast_wpseo_primary_category":"722","_wp_old_date":"2021-01-28","_thumbnail_id":"21176","_last_translation_edit_mode":"translation-editor","_top_nav_excluded":"","_cms_nav_minihome":"","_edit_lock":"1647030141:72","_yoast_wpseo_title":"Les cha\u00eenes WeChat \u2013 une application vid\u00e9o dans WeChat","_yoast_wpseo_metadesc":"Les capsules vid\u00e9o sont r\u00e9cemment devenues tr\u00e8s populaires en Chine. 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