Why This Matters
Most influencer marketing frameworks stop at "awareness" and "conversion" — they treat influencer content as a one-time media buy, measured by reach and clicks. But in WeChat's social ecosystem, content isn't disposable. It accumulates. Every collaboration builds a permanent asset: your brand's presence in the lives of consumers who trust their creators.
Tencent's ACT framework — **Affinity, Conversion, Treasure** — represents a paradigm shift: from influencer transactions to content-driven brand equity building.
What Is the ACT Framework?
Phase | Focus | Metric
------- | ------- | --------
**A — Affinity** (喜爱) | Building genuine consumer love | Content engagement, creator trust, brand sentiment
**C — Conversion** (转化) | Turning affinity into action | Mini-program purchases, store visits, lead gen
**T — Treasure** (品牌资产) | Accumulating permanent brand assets | Follower growth, content library, private domain
The breakthrough insight: **these three phases aren't linear. They're a cycle.** Treasure created in one phase feeds back into Affinity in the next. Content seeded today generates search intent tomorrow. A follower gained from one collaboration amplifies the next.
WeChat Private-Public Domain Integration 2.0
The WeChat ecosystem has evolved into a fully integrated commerce environment:
2025 was the breakout year for WeChat Mini Store:
- Creators drive public domain discovery through content and live-streaming Conversion happens in Mini Store, Mini Programs, or physical stores Followers and purchase history flow into private domain (Enterprise WeChat, Communities) Private domain engagement creates repeat purchase and organic sharing
The New Influencer Marketing Paradigm
Four Pillars of the Updated Platform
- 1. **Platform Upgrade (互选平台升级)**
- Smarter creator matching based on brand affinity scores Integrated analytics tracking the full ACT lifecycle
- 2. **Creator Supply Expansion (达人供给扩充)**
- Growing pool of verified creators across all verticals Enterprise employee KOC (Key Opinion Consumer) activation
- 3. **Amplification Tools (加热能力建设)**
- Paid amplification of organic creator content Retargeting viewers of influencer content with brand ads
- 4. **Measurement Science (科学度量)**
- ACT scoring: Affinity score, Conversion score, Treasure score Full-funnel attribution from content impression to purchase
- **Content symbiosis > Content transaction:** In the social media era, brands and creators who co-create meaningful content achieve commercial success together **Social trust drives performance:** WeChat's social graph means influencer endorsements carry more weight than in any other platform **Reuse multiplies ROI:** Creator content should be amplified through paid ads and redistributed in private domain channels
- **Creator Short Videos:** Top-of-funnel discovery and education **Creator Live-streams:** Real-time interaction and instant conversion **Enterprise Guide Creators (KOS):** Store employees as micro-influencers **Cross-format Amplification:** Short video → paid ad → live-stream → private domain
- 1. **Set ACT KPIs, not just ROAS.**
- Affinity: Engagement rate, sentiment, creator trust score Conversion: Mini Store purchases, CTR, component conversion rate Treasure: Follower growth, repeat purchase rate, private domain size
- 2. **Batch, don't one-off.**
- Plan influencer campaigns in batches of 5-10 creators per wave Use A-phase content to inform C-phase targeting
- 3. **Amplify, don't just publish.**
- Organic reach alone leaves value on the table Paid amplification of top-performing creator content multiplies ROI
- 4. **Close the private domain loop.**
- Every conversion should feed into Enterprise WeChat or Community Private domain becomes your "Treasure" — the compounding asset
- 5. **Activate employees as KOS.**
- Store staff, sales reps, and brand employees are untapped micro-influencers Authentic employee content often outperforms polished brand content
The Creator-Brand Relationship: From Transaction to Co-Creation
Key Principles
Content Formats That Work
Recommendations: Implementing ACT
**Ready to build your ACT strategy?** Contact a Tencent Ads specialist for creator matching, ACT measurement, and platform setup.