The dominance of WeChat as a messaging platform in China has made it one of the primary channels for brands to build a consumer base and increase sales. However, due to the semi-closed environment of the app and a growing saturation of official accounts, organic reach for brand content is diminishing. This is where paid promotion and influencer marketing come into play.
A successful WeChat marketing strategy is all about a clear objective, a strong and consistent presence, and the use of a variety of different content formats. To start with, it is important to determine your target audience and understand their behavior on the platform. Considering that the app is a multi-functional tool, users engage with the different services in a very different manner. Moreover, use of the app tends to peak around national holidays and major events in China like the Chinese New Year and the Mid-Autumn Festival.
As a result, your content should focus on providing an added value to the user’s life and delivering a unique experience. Video is presently the most engaging form of content on WeChat and should be an integral part of your strategy. It is also useful to remember that the average user spends more than an hour a day on WeChat.
Once you understand the behavior of your target audience, it’s time to figure out the right type of content for your business. Whether you want to share funny content, create an educational article, or launch a competition, there are many ways to get your message across. To stand out from your competitors, try using creative campaigns that have a high chance of going viral and inspiring online users to share the content with their friends.
Consider using an e-commerce solution on WeChat to promote your products and boost your sales. This is especially effective for small businesses and can help you achieve your objectives quickly. It is also recommended to consider using a backend tagging or CRM system to automatically share articles to your selected audience at different times of the day.
Lastly, consider using QR Codes to convert followers into members and to drive brand engagement. Several companies have adopted this strategy and entice consumers to scan the codes with promotions such as discounts, lucky draws, souvenirs or even a free WiFi pass.
It is also a good idea to look at the competition and analyze how they manage their WeChat account. You can check their official account, audit the key content pillars, tone of voice and use of Wechat Channels or mini-programs. You can also study their top posts, how they use visuals in their content, the types of content they post and when. This information will give you a great insight into the WeChat trends that are working for your competitors. This will help you to formulate a strong strategy that will work for your business.