WeChat’s official accounts were a “substantial contributor” to Tencent’s fast-growing social advertising revenue in the third quarters, while its social platform WeChat Moments was the “single largest contributor”, Tencent’s chief strategy officer James Mitchell said last week in a conference call with analysts, without giving further details.Īdvertising revenue, which accounted for one fifth of total revenue in the past quarter, was up 47 per cent to 16.2 billion yuan (US$2.33 billion) driven by ads on WeChat’s Moments. The authorities last month also ordered Tencent to clean up pornographic content on WeChat, and consequently 1,706 WeChat official accounts were either blocked or closed. The authority has summoned operators of 10 content platforms, including Tencent, to conduct clean-ups on their own services to remove vulgar content, rumours and fake accounts. The Cyberspace Administration of China said last week that tightened management of internet content producers would be a “new norm” for the internet watchdog. The move coincides with an industry-wide clampdown on content by Beijing, which from late October shut down 9,800 social media accounts in three weeks on platforms including WeChat, microblogging site Weibo, search engine Baidu, news aggregator Jinri Toutiao and others. WeChat has over 20 million official accounts on its platform.
The official accounts operate like homepages or blogs, with individuals and companies able to set up these pages to distribute content and add followers. With 1.08 billion monthly active users, WeChat is the most popular social-media platform in China. Companies can still submit requests to register more accounts than the new limits to both the social media platform and the government’s content watchdog.
“To create a green and orderly content ecosystem”, WeChat reduced the maximum number of accounts for companies to two from five previously, and to one account for individuals from two, according to an announcement from Tencent on Friday. Chinese internet giant Tencent Holdings has taken another step to tighten control and management of content posted on its messaging and social media app WeChat by cutting back the number of official accounts allowed for producers amid a sustained government crackdown on the type of materials that appear online.
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