As the most popular social media platform in China, WeChat provides incredible marketing opportunities for businesses looking to reach a Chinese audience.
WeChat is the biggest social media platform in China with over 1 billion monthly active users. What makes WeChat so popular is that it's not just a messaging app. WeChat is a Swiss army knife of sorts, offering features like payments, e-commerce, games, news, and much more.
However, because WeChat is different from other social media platforms, it can be difficult to know where to start. For businesses looking to reach a Chinese audience, WeChat provides an incredible marketing opportunity. But how exactly can you market on WeChat?
We've came up with a list of the most effective WeChat marketing strategies for businesses looking to reach Chinese customers.
In this Guide:
- What is WeChat and How does it Work?
- How to Use WeChat for Marketing?
- How to Get Organic WeChat Followers
- WeChat Marketing in Summary
What is WeChat and How does it Work?
WeChat goes beyond just messaging and calling. It offers a variety of features, including messaging, payments, games, news, and much more.
WeChat as a Messaging App
WeChat started as a one-on-one messaging app that enables users to communicate with friends and family via text, emoticons, and photos. It can also be used for audio and video calls. Users may also create a WeChat group with up to 500 members and host group WeChat sessions with up to nine participants.
WeChat People Nearby
Another feature that's popular with WeChat users is "People Nearby," which allows users to meet new people. By shaking your phone, WeChat will present you with active users you can connect with and have a chat, especially on a boring day.
WeChat Moments
WeChat Moments is comparable with Western social media platforms such as Facebook or Instagram. You may post photos, 15-second films, music, or online links that your connections can only view. People usually use Moments for announcements as well as showcasing their daily life. Likes and comments are also available in Moments.
WeChat Official Accounts
WeChat also allows you to register for an official account for companies and businesses. Companies and organizations can use their official accounts for content distribution to their followers. According to the WeChat Economic and Social Impact Report 2017 by the China Academy of Information and Communications Technology, there are over 10 million WeChat Official Accounts.
WeChat Restaurant Food Ordering
One particularly popular feature is WeChat restaurant food ordering. This allows users to order food directly from participating restaurants without even having to pick up the phone. You only need to add the restaurant's official WeChat account and browse through their menu. Once you've found what you want, you can simply pay via WeChat Pay and have your meal delivered to you.
WeChat Shopping
WeChat also offers a built-in shopping feature that allows users to buy and sell products and services directly on the platform. Users can browse through product listings, pay for items via WeChat Pay, and have them delivered to their doorstep.
WeChat Games
Another fun feature of WeChat is games. You can play popular games such as "Doodle Jump" or "Fruit Ninja" directly on the app. These mobile games can be enjoyed by a solo player or with family and friends.
WeChat Payments
One of WeChat's most convenient features are payments. With WeChat Pay, users can make quick and easy mobile payments for goods and services. All you need is your phone, and you can make payments at participating stores, restaurants, and more.
WeChat Mini-Programs
WeChat also offers mini-programs, which are essentially apps within the app. These programs offer a variety of features such as e-commerce, games, news, and much more. Over one million WeChat mini-programs are available, catering to a wide range of interests and needs.
Overall, WeChat is an incredibly versatile social media platform that offers many different features for users. Whether you're looking to connect with friends and family, meet new people, or market your products or services, there are plenty of opportunities on WeChat.
How to Use WeChat for Marketing?
Today, WeChat is much more than a messaging app. With features like e-commerce, payments, and news, we can see why it's become one of China's most popular social media platforms.
To market on WeChat effectively, businesses need to understand how the platform works and which marketing strategies are most effective for reaching its users.
WeChat B2B Marketing
B2B marketing on WeChat is different than B2C. Since most B2B businesses focus on lead generation and relationship building with their clients, they will likely find better results from content marketing strategies like posting informative blog articles or hosting webinars.
The secret to making good use of WeChat for B2B marketing is to produce excellent articles. Such articles are a good way to promote your products and build relationships with potential clients.
Can't you achieve that with email marketing? Not quite, especially if you're looking into the Chinese market where WeChat dominates. If your potential Chinese customers want to follow you, they'll most likely do so on WeChat rather than via email or another social network.
Once they follow your official WeChat account, you can send them up to four articles per month. This will show up right where they see messages from family and friends.
Let's compare this delivery method to others. Your WeChat messages will show up in the main messaging app of your target demographic. In fact, most Chinese only use WeChat for chat and text. That's far more effective than posting on Facebook, which is likely to be buried by the social network's algorithm.
Both Service and Subscription WeChat official accounts are available. Service accounts are highly recommended for B2B marketing since they have greater functionality and higher article open rates.
How to Write a Great Article for WeChat?
A great WeChat article is content that grabs the reader’s attention and keeps them engaged. It should be relevant and informational and easy to comprehend and read.
Your article should include:
- short text blocks</