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How to use WeChat for marketing in China
WeChat is the largest social media platform in China with over 938 million monthly active users. It combines multiple functions like Facebook, Instagram, WhatsApp, etc into one app that is integral to daily life in Chinese cities. Official accounts must create high-quality image-heavy content that is useful and shareable to stand out among the 10 million+ accounts due to decreased views. Effective content types include articles, infographics, videos and slides. Menus and different types of posts can link to other pages and features within WeChat's ecosystem. Paid advertising options include moments ads, banners, and working with influencers, but the latter is generally most effective for customer targeting and building trust.
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How to use WeChat for marketing in China
- 1. WeChat 101 The WeChatGuide B2B Marketing in China
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- 3. Largest social medianetwork in China In just under 10 years WeChat has become the most used app in China. It combines the functionality of Facebook, Instagram Whatsapp, LinkedIn, Apple Pay, Uber and more.
- 4. Largest social medianetwork in China 938 million monthly active users 768 million daily active users show just how integral this app is to everyday life in most of China’s cities
- 5. Largest social medianetwork in China 938 million monthly active users 10 million+ official accounts The official account space is becoming increasingly crowded, trends show the amount of articles produced have increased, while views have gone down, forcing brands to create better content.
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- 11. Text Link toH5 Welcome Scan QR code Follower Company Account
- 12. Text Link toH5 Welcome Menu Scan QR code Follower Company Account
- 13. Welcome Menu Scan QR code Follower Company Account TextLink to H5 Web page link WeChat Store
- 14. Text Link toH5 Web page link WeChat Store Welcome Menu Push posts Scan QR code Follower Company Account
- 15. Follower Welcome Menu Fans Push posts Scan QRcode Company Account Text Link to H5 Web page link WeChat Store
- 16. Follower Welcome Menu Fans Push posts Forward postto Scan QR code Company Account Text Link to H5 Web page link WeChat Store
- 17. Follower Welcome Menu Fans Push posts Forward postto Moments Friends groups Scan QR code Company Account Text Link to H5 Web page link WeChat Store
- 18. Follower Welcome Menu Fans Push posts Forward postto Moments Friends groups Allows new people to follow Scan QR code Company Account Text Link to H5 Web page link WeChat Store
- 19. Follower Welcome Menu Fans Push posts Forward postto Moments Friends groups Allows new people to follow Scan QR code Company Account Text Link to H5 Web page link WeChat Store
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- 22. Service Account • Moreadvanced features including mobile payment • Allowed four posts per month • Posts show up alongside messages from users personal contacts Service Accounts
- 23. Subscription Account • Allowed1 push post per day • All accounts housed in one folder, users have to actively check • Less functionality, but more opportunity to connect with followers
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- 25. Menus are oneway users interact with your account.
- 26. Menus are oneway users interact with your account. Option for three main menus
- 27. Menus are oneway users interact with your account. Option for three main menus And up to 5 sub menus
- 28. Menus can connectto: • WeChat post • Web page • WeChat store • H5 “animation” slideshow • Other WeChat developed apps or pages such as an event invite
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- 30. You’ve heard it100,000 times..
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- 32. Types of contentthat work well on WeChat Article Infographic Video Animated Slides News Blog Feature story Company Info Invitation
- 33. But, with 10million+ official accounts…
- 34. THE SPACE ISCROWDED!
- 35. So what canbe done?
- 36. DO • Publishimage heavy posts
- 37. DO • Publish imageheavy posts • Use influencers to help raise awareness
- 38. DO • Publish imageheavy posts • Make your content useful and shareable • Use influencers to help raise awareness
- 39. DO • Publish imageheavy posts • Make your content useful and shareable • Personalize content as much as possible • Use influencers to help raise awareness
- 40. DON’T • Overpost- less is more!
- 41. DON’T • Overpost -less is more! • Have unrealistic follower goals
- 42. DON’T • Overpost -less is more! • Have unrealistic follower goals • Use WeChat as a lead generation tool
- 43. DON’T • Overpost -less is more! • Have unrealistic follower goals • Use WeChat as a lead generation tool • Push the limits of Tencent’s rules
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- 46. While still aninternal search function, WeChat is continuing to improve the functionality of this feature
- 47. How will thisaffect your business?
- 48. • Product searches- connect e-commerce • Backlinks - may improve WeChat ranking • Direct link to Sogou Baike (Wikipedia-esque) How will this affect your business?
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- 50. Paid advertising onWeChat is possible
- 51. 3 main waysto pay for brand awareness on WeChat
- 52. • Moments Advertising •Banner Ads • Influencers (KOLs)
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- 54. Advertising on WeChatmoments: Expensive Minimal entry price: 50,000 RMB. Currently most brands advertising on WeChat moments are luxury or car brands.
- 55. Can only targetby location, interest, age, gender, device and phone network. Even these options have limitations. Advertising on WeChat moments: Limited options for segmentation
- 56. Can have upto 40 character description and up to 6 photos. Can link to a microsite, but only if it is hosted on Tencent’s server. Advertising on WeChat moments: Limited space
- 57. Extremely low engagement. Bannerads are placed at the bottom of a post from an Official Account WeChat Banner Ads Low engagement
- 58. Cannot specifically choosethe Official Account your ad will appear on, which makes it hard to target the right audience. WeChat Banner Ads Few choices
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- 60. While working withan influencer may not necessarily be cheaper, you can be sure that you will have a better shot at targeting the right audience. Influencers (KOLs) Target a specific audience
- 61. In China thereare influencers for everything, and the large demographic of mobile users make influencers the best way to reach a niche audience. Influencers (KOLs) Perfect for niche brands
- 62. Influencers have alreadybuild up a network of fans who trust them, especially in China. Work with the right influencer and their fans will be much more likely to trust your brand from the start. Influencers (KOLs) Build trust
- 64. Visit us @brandigo.com Get in touch [email protected]