Insights · Media measurement
What can a keyword index tell us about a media brand’s visibility inside WeChat? This case study compares the Chinese search terms for MostWA and WeiPerth, using a supplied WeChat Index screenshot and clearly separated daily and average figures.
Key finding: On 8 November 2026, the keyword 最西澳 (MostWA) recorded an index of 48,833, compared with 14,502 for 微珀斯 (WeiPerth)—approximately 3.37 times as high.
The separately supplied average figures from the app’s “All” view were 55,285 and 28,937, respectively. These are keyword-index comparisons; they do not measure followers, unique readers, advertising returns or overall market leadership.
What is WeChat Index?
WeChat Index is a keyword-index tool available within WeChat. The product guidance supplied with this research brief describes it as a way to understand keyword popularity within the WeChat ecosystem. The app view used here shows a daily index, a trend chart and an average comparison.
It offers another perspective alongside account-level readership and engagement. A brand keyword’s index should be interpreted in the context of the selected term and period, rather than treated as a count of people.
Which keywords and periods were compared?
| Item | Scope of this comparison |
|---|---|
| MostWA keyword | 最西澳 |
| WeiPerth keyword | 微珀斯 |
| Daily reading | 8 November 2026 |
| Visible trend | “Last 30 days” selected; 10 October–8 November 2026 displayed |
| Average reading | “All” selected; the exact start and end dates are not shown |
| Evidence supplied | Screenshot supplied on 9 November 2026, plus exact average values supplied separately by MOSTWA from the app |
The two keywords appear in the same comparison interface. The 30-day trend and the “All” average are separate selections and should not be assumed to cover the same period.
Daily index: 8 November 2026
| Brand keyword | Daily index | Change from previous day |
|---|---|---|
| MostWA · 最西澳 | 48,833 | Down 55.00% |
| WeiPerth · 微珀斯 | 14,502 | Down 34.66% |
Dividing 48,833 by 14,502 gives approximately 3.37. Expressed as a percentage difference, MostWA’s keyword index was approximately 236.7% higher on this date. Both keywords declined from the previous day, so this single reading should not be presented as a permanent level of brand strength.
Average index in the app’s “All” view
| Brand keyword | Supplied average index |
|---|---|
| MostWA · 最西澳 | 55,285 |
| WeiPerth · 微珀斯 | 28,937 |
Using these supplied values, 55,285 ÷ 28,937 is approximately 1.91 times, or 91.1% higher.
The screenshot shows the “All” selection and the relative bar heights, but it does not display exact numeric average labels. The figures above were supplied separately by MOSTWA from the app. Because the underlying date range is not visible, this article does not describe them as a verified 30-day or annual average.
What does the 30-day trend show?
In the displayed chart for 10 October–8 November 2026, the green MostWA line sits above the yellow WeiPerth line. Both vary over time, with several visible peaks.
Search interest, published content, news and campaigns may help explain changes, but this chart alone cannot establish what caused a peak. We have not reconstructed exact daily values from the plotted lines.
Original screenshot evidence
The following crops preserve the supplied app interface. Select an image to open a larger view.
How to repeat a WeChat Index comparison
- Open WeChat Index and enter an identifiable brand keyword.
- Use “Add comparison term” to enter the second keyword with its exact spelling.
- Select the same period for both terms and distinguish daily, trend and average views.
- Record the collection date, displayed data date, period, exact values and any values obtained separately from the app.
- Compare peaks with publication and campaign calendars, while keeping correlation separate from evidence of causation.
What should advertisers take from this?
This evidence supports a narrow finding: MostWA’s selected Chinese keyword had a higher index on the displayed day and a higher separately supplied “All” average than the selected WeiPerth keyword. It does not show that MostWA has 1.91 times as many followers, readers or customers.
For media planning, consider keyword-index information alongside account readership, publishing consistency, audience relevance, video engagement and campaign outcomes. Agree the placement, deliverables and measurement approach before booking.
Explore MOSTWA’s WeChat advertising services or contact info@mostwa.com to discuss a campaign.
Sources and publisher disclosure
Source evidence: a WeChat Index mini-program screenshot supplied to MOSTWA on 9 November 2026, showing the 8 November daily reading, a 30-day trend and an “All” average view. Exact averages of 55,285 and 28,937 were supplied separately by MOSTWA from the app. Ratios and percentage differences were calculated from those values and rounded.
This article was prepared and published by MOSTWA Media, one of the compared parties. The English charts were created for this article. This is a comparison of selected keyword-index readings, not an official Tencent ranking, endorsement or determination of overall market leadership. Index values change over time.
