Knowledge payment emerged in 2016 and users have been burgeoning ever since. In 2019, the industry went into full-speed mode. The past five years has indeed witnessedits growing popularity across markets and among startups.
Since the explosion of WeMedia, quality content has never been in short supply and creators have been thinking about ways to monetize their work. Fortunately, due to economic development and the changes in how people spend money, the publicare readier to pay for useful knowledge online. Thus, it is necessary forcontent creators to consider diverse ways of monetization. The combination of content and Mini Programs is a striking example.
If you know something about knowledge payment, you may have put websites, apps, and Mini Programs side by side for comparison.
Websites are where knowledge payment started, but they have a deal-breaking disadvantage: it is highly inconvenient for users to view the paid content.
There is no set API for websites in WeChat, so users have to go back to the official accounts after payment to find the content. In addition, the audio playing onthe website will be paused when users lock their phone. The terrible user experience makes people lose interest in paying.
Considering the inconvenience of knowledge payment on official accounts, more WeMedia runners are creating their own stand-alone apps.
But thereare two major problems. First, the technical and financial threshold is extremely high for content creators. Second, content-based apps tend to be quite similar to each other.
Therefore,it’s not the best choice for creators that deliver content to have their ownapps. In this context, W-axis Technology began to help business runners toquickly develop code-free Mini Programs that serve as knowledge paymentplatforms.
Now that Mini Programs have solved the technical issue for WeMedia runners, how can they helpcontent monetization in practice?
1.Realizationof monetization scenarios
The top two scenarios for knowledge payment are knowledge acquirement and payment for sure, and Mini Programs are good at both of them. On the one hand, Mini Programs are not short of customers that want to obtain knowledge, considering WeChat’sbillion-plus users. On the other hand, the fact that WeChat Payment is integrated in Mini Programs means less trouble in knowledge acquirement for users and the realization of payment scenarios for businesses.
For example, Book of Ten would put recommendations of products, videos, and courses, which they have dedicated Mini Programs for, in the articles posted on the official account. In the message automatically sent to users upon subscription and at the bottom of the account’s menu, they have also addedentrances that leads to Mini Programs where users can make purchase.
For the billion-plus users of WeChat, almost all their networks are on the app, which means gigantic traffic for Mini Programs. WeChat, for its part, has opened multiple entrances like the swipe-down menu, Discover page, bound-up official accounts,and links shared in chats and added in articles. The entrances are conducive to the dissemination of knowledge payment Mini Programs. With the help of marketing plug-ins, businesses can easily acquire customers through trafficfission.
3.Improvementof user retention
If Mini Programs were just official accounts’ affiliated platforms for distribution, it wouldn’t be necessary for users to switch to applets to read content. In fact, Mini Programs can do more than customer acquisition. They also boost user retention by making the reading experience better.
Buying,reading and reviewing of knowledge feel much more comfortable on Mini Programs than on official accounts. Although Mini Programs have been famous for their “use it and leave it” nature, content creators hope that their Mini Programscould keep users longer after reading. For example, users of Qingmang can access the reading applet by swiping down on the main interface of WeChat. Italso allows users to highlight words and add notes, which are put along with purchased content in the user’s personal page for later review. The Mini Program also allows listeners to resume the audios from where they left off,which gives user experience another leg-up.
However, knowledge-based Mini Programs have been in a deadlock since the WeChat officials decided they wouldn’t allow for payment of virtual goods any more except in mini games on the Android version. But W-axis Technology, after intensiveresearch, has found two ways to bypass the system.
First, Mini Programs on the iOS WeChat can send users to the creator’s stand-alone app forcheck-out. For example, a floating “APP” button can be added on top of the Mini Program interface, which redirects users to the app after being tapped. Users can top up their Apple account to purchase virtual products.
If this is not straightforward enough, there is another solution. As is mentioned above, WeChat Pay can be used on websites. In this case, users can be guided to buy the content on websites opened through links in official accounts’ postedarticles or account menus. After check-out, users can read what they havebought on the Mini Programs.
For now, it’s hard for content creators to carry out the above plans themselves, so W-axis Technology is here to help. We can work with professional content creators to realize the payment methods on Mini Programs.
Since 2018, new functions have been released almost for Mini Programs every week by the official team. The drastic improvements are a testament to Mini Programs’ tremendous potential. Due to the trend of content revenue, knowledge payment is already awell-established industry and giant platform runners have emerged. If small-and-medium-sized companies want to set foot in the market, hopping on theride of Mini Programs may be the best strategy.