In the world of Chinese social media, WeChat is the clear leader. WeChat now has over 1.3 billion monthly active users. It started as a messaging app but has become a key access point to the Chinese market. To reach Chinese audiences, grow your organisation, or explore the digital world, using WeChat is essential.
What makes WeChat different?
WeChat, or Weixin in China, is often called a "super app." It combines features from many Western platforms into one seamless experience. Think of Facebook, WhatsApp, PayPal, Uber, and Instagram combined into one app. That’s the reach of WeChat. This all-in-one approach is essential for daily life in China. It helps you order food, pay bills, book doctor appointments, and manage business relationships.
For organisations looking to reach the Chinese market, WeChat is a key marketing channel. The platform gives unmatched access to Chinese audiences. They spend over 90 minutes on the app daily. This makes it perfect for brand building, engaging customers, and direct sales.
Getting started
The WeChat sign-up process is simple. It has changed over time to include better security measures. Here's a summary on how to create your account:
Step 1: Download the App: Get WeChat from your device's app store. It's available on both iOS and Android.
Step 2: Registration: You can sign up using your phone number. Enter your number, verify it with the SMS code, and create a password.
Step 3: Profile Setup: Add a profile photo, set your WeChat ID (which can only be changed once), and fill in basic information.
Step 4: Verification: New users might need an existing WeChat user to verify them. This depends on their location and how they registered.
After you register, you’ll get your unique WeChat ID and QR code. Both are key for connecting with contacts and growing your network on the platform.
For detailed instructions on how to sign up to WeChat check out our blog.
How WeChat is used for daily communication
Mastering the core features is the first step to using WeChat effectively. The app's interface is designed for ease of use. It has four main sections that you can access from the bottom navigation bar:
- Chats: Your main messaging space for sending texts, voice messages, photos, videos, and files. WeChat supports both one-on-one conversations and group chats of up to 500 members.
- Contacts: Manage your connections, including friends, WeChat Official Accounts, and enterprise contacts. Adding contacts is easy, you can search by WeChat ID, phone number, or scan QR codes.
- Discover: This tab holds WeChat's social features. You’ll find Moments, which are like Facebook's news feed. It also has Mini Programs, lightweight apps within WeChat, and other services.
- Me: Access your profile, WeChat Pay, favourites, settings, and other personal features.
WeChat goes beyond basic messaging. It offers video calls, voice calls, and a popular voice message feature. Users can send audio recordings easily by holding down the microphone button. This feature is especially popular in China.
WeChat for business: Unlocking commercial potential
For brands wanting to enter or grow in the Chinese market, knowing how to use WeChat for business is key. The platform provides various tools for businesses. These tools help brands connect with customers, boost sales, and foster loyalty.
WeChat Official Account
The WeChat Official Account is the cornerstone of any WeChat marketing strategy. This business account lets companies share content, engage with followers, and offer customer service right in the app. There are two types of official accounts:
- Subscription Accounts: Great for media and content creators wanting to share regular updates. These accounts can send one message per day to followers.
- Service Accounts: Designed for businesses providing services to customers. Service accounts provide advanced features. They include access to WeChat's API, which integrates with CRM systems and e-commerce platforms.
Need help setting up your WeChat Official Account? Our team can handle the complex rules and approvals so you can focus on your go-to-market strategy. Contact us to get started.
WeChat marketing strategies that work
Effective WeChat marketing requires understanding the platform's unique ecosystem and user behaviour. WeChat marketing allows brands to establish genuine connections with their audience.
- Content marketing: WeChat users expect high-quality, valuable content. Successful brands share WeChat articles that educate, entertain, or inspire. They focus on value, not promoting products. The platform’s long articles support rich media like images, and videos.
- KOL collaborations: Key Opinion Leaders (KOLs) on WeChat wield significant influence. Working with key opinion leaders (KOLs) can greatly boost your reach and credibility in your target market.
- Moments Advertising: WeChat’s paid ads let brands show up in users’ Moments feeds. These campaigns target location, interests, age, and other demographics.
- Customer service features: Use automated responses and menu buttons. Also, have customer service representatives ready to provide seamless support on the platform.
Best practices for WeChat success
To master WeChat, follow these essential best practices:
- Maintain consistent posting schedules to keep followers engaged. Quality trumps quantity.
- Optimise for mobile, as nearly all WeChat usage occurs on smartphones. Keep articles scannable with clear headings, short paragraphs, and compelling visuals.
- Respect cultural nuances and local preferences. What works on Western social platforms may not resonate with Chinese audiences. Invest time in understanding your target market's values, humour, and communication styles.
- Connect with your community in a sincere way. WeChat users value genuine relationships and responsive brands.
- Check trends on Chinese social media and adapt your strategy based on those insights. The digital scene in China changes at a rapid pace. Keeping up helps your WeChat marketing stay strong.
Using WeChat gives you access to the largest consumer market and an excellent digital ecosystem. International brands should prioritise setting up a WeChat Official Account when entering the Chinese market to create opportunities to engage with audiences.
Ready to take your brand to the next level with WeChat marketing? Sinorbis helps Western organisations reach, engage, and convert audiences in China on WeChat. Request a demo to see Sinorbis in action.
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