WeChat Official Account: A Complete Guide

WeChat is one of the most popular messaging and social media apps in China, with over a billion monthly active users. It allows users to communicate, shop, play games, and pay for services, all within the app. If you’re a business looking to tap into the huge Chinese market, having a WeChat Official Account is essential. In this guide, we’ll take you through everything you need to know about setting up and managing a WeChat Official Account.

Types of WeChat Official Accounts

There are two types of WeChat Official Accounts – Subscription accounts and Service accounts. Here’s how they differ:

1. Subscription Accounts

Subscription accounts are designed for media entities, such as news agencies, whose primary purpose is to disseminate information. As a subscriber, users will receive only one update per account per day, and that update will appear in their subscription folder at the bottom of their chat window.

2. Service Accounts

Service accounts are designed for businesses that want to provide services to their users on WeChat. They offer a wider range of features, such as a custom menu, access to WeChat’s API, and the ability to send up to 4 updates per month. Updates from service accounts appear in the chat window just like messages from friends.

Setting up a WeChat Official Account

To set up a WeChat Official Account, you will need to follow these steps:

Step 1: Register your account

Go to WeChat Official Accounts Platform and create an account. You will need to enter your business registration details and provide your ID for verification.

Step 2: Choose your account type

Choose between subscription and service accounts, depending on your business needs.

Step 3: Complete your profile

Enter basic information about your company, such as name, introduction, website, and contact information. Make sure to upload a profile picture and cover photo that represents your brand.

Step 4: Verification

WeChat requires account verification to confirm the authenticity of your business. The verification process differs for domestic and foreign companies.

Step 5: Customize your account

Once your account is verified, you can customize your account with a color scheme and custom menu. You can also create content and publish posts.

WeChat Official Account Features

WeChat Official Accounts offer a wide range of features that businesses can use to engage with their customers. Here’s a quick overview of some of the most important ones:

1. Custom Menu

The custom menu is a feature that can be added to your WeChat Official Account to improve user experience. You can create a custom menu that displays your products and services, with each item linking to a different page or article.

2. Article Sharing

WeChat Official Accounts also allow businesses to publish articles and blogs for their followers to read and share. The articles can include text, images, and videos, making them a great way to showcase your products and services.

3. Automatic Reply

WeChat Official Accounts also allow businesses to set up an automatic reply to messages from users, providing instant customer service.

4. WeChat Pay

WeChat Pay is a payment feature that allows users to make payments directly through the app. This feature can be added to your WeChat Official Account, allowing users to pay for your products and services without leaving the app.

5. WeChat Mini Program

WeChat Mini Programs are apps that can be developed within the WeChat ecosystem. They are lightweight, fast loading, and can be accessed directly from the WeChat app.

Tips for Engaging Followers on WeChat

Creating a WeChat Official Account is easy, but engaging users and building a follower base takes time and effort. Here are some tips to help you build a successful WeChat Official Account:

1. Understand your audience

To engage your followers on WeChat, you need to understand what they want. Take the time to research your target audience and create content that speaks to their interests.

2. Offer value

WeChat users are looking for valuable content and services. Focus on creating content that offers value to your followers, such as tips, guides, or exclusive deals.

3. Use WeChat’s features

Take advantage of WeChat’s features to engage your followers. Use the custom menu to showcase your products and services, and create articles that showcase your expertise.

4. Run promotions and giveaways

Running contests, promotions, and giveaways can be a great way to engage your followers and drive user engagement.

5. Cross-promote your Official Account

Promote your WeChat Official Account on your other social media channels, such as your website or Facebook page.