What makes a great WeChat mini program?

Around this time last December 跳一跳 (or Jump Jump) was taking WeChat by storm. It was really the first mini game to become popular, attracting over 400 million users within the first few days and ignited the onslaught of mini programs to follow in 2018. 

Since last year mini programs have become quite popular, and as read rates and followers continue to dwindle for Official Accounts, time spent on mini programs has increased. 

In the past year there have been some very sophisticated mini programs, blending online and offline functions seamlessly, carefully incorporating branded elements with gamified experiences. 

Of course, brands still need to ask themselves, “should I have a mini program?” Because a useless mini program can do more harm than good, and brands today should not be creating (anything for that matter) just for the sake of creating. 

That being said, in the spirit of the holidays, I’m sharing a very clever mini program that I discovered while killing some time on the train. 

It’s from Oreo, and the post from their Official Account invites you to the ‘Oreo Winter Cafe.’ 

Just one click brings you into the mini program where you can discover holiday drink recipes through interactive short videos that provide recipes, or you can enter the DIY section. 

Here you can create anything from a cake to gingerbread to hot chocolate. Drag and drop different categories of stickers, and then at the end you can add a personalized message. 

Once you’ve finished your holiday masterpiece you can easily share to anyone in your WeChat — in term inviting them in to create their own, Oreo-inspired holiday cheer. 

You’ll also notice that this mini program seamlessly links to another mini program, Coffee Box, where you can order actual coffee. 

This mini program is a great example of utilizing the many great functions of mini programs. 

A very well-designed push message is sent from the Official Account with a quick link to the mini program. 

The mini program itself is interactive, relevant, on-brand and a great, shareable experience. It prompts the user to share the created content within WeChat, pulling more people in. It also links to another mini program where purchases can be made. 

You can view the mini program for yourself with WeChat by following the 奥利奥 official account or click here to access the post. 

If you're still unsure about mini programs you can check out this article ???? What is a WeChat mini program & does my brand need one?