[Data] What's the best time to post your WeChat articles?

This week, we bring you a WalktheChat "mashup" of two great reports published by Henkuai.com and TrustData about WeChat and e-commerce in China.

Highlights are:

• The optimal posting time and days for WeChat are finally revealed! Read on to learn more.

• WeChat makes up for 20% of the time users spend daily on mobile APP's

• Taobao still dominates the mobile e-commerce space with 253M MAUs on the Taobao APP

• ele.me is winning the war against Meituan and Baidu Waimai with 22.1 MAUs

• XiaoHongShu leads the cross-border e-commerce APP market with 2.27M MAUs

The data released by Henkuai.com paints an extremely clear picture of when to post on WeChat. It reveals both when other accounts post the most, and when users read the most. You can identify the sweet spot: with a lot of reads, but little competition.

According to the released data:

• The best days to post are weekends (Saturday and Sunday)

• The best time to post is early morning (6am to 9am) or late evening (8pm to 1am)

Of course this is not a silver bullet: your posting time must also take into account your target customers behavior (and for this, good old A/B testing on your own account is the only final answer)

The Chinese e-commerce market is extremely competitive and fragmented. But it is now starting to see a phase of convergence. Clear winners are starting to appear in several areas.

Some are expected (WeChat in social media) and some are just starting to surface (ele.me for food delivery, WeiPin in the cosmetic space)

Marketers should however keep an eye on the whole eco-system: less popular platforms can sometimes be the most direct and affordable way to enter a new market.