WeChat For Business – What Marketers Need To Know

WeChat, or 微信 (wi xn) in Chinese, is a multi-purpose messaging, social media, and mobile payment app developed by Tencent. It was first launched in 2011 and has since become one of the most popular mobile apps in China, with over 1.2 billion monthly active users. But what does this mean for businesses and marketers who want to tap into this massive user base? Here’s what you need to know about WeChat for business.

Official Account Types

WeChat offers two types of official accounts for businesses: subscription accounts and service accounts. Subscription accounts are ideal for businesses that want to deliver news and content to their followers regularly. They allow for one post per day, and their content is delivered to followers’ subscription folders. Service accounts, on the other hand, are more practical for those with customer service needs or those with a more engaged audience. They allow for four posts per month, and their content is delivered directly to followers’ chat sessions, making it easier for businesses to interact with their followers.

WeChat Pay

WeChat Pay, or 微信支付 (wi xn zh f) in Chinese, is WeChat’s mobile payment service that allows users to make purchases, transfer money, and pay bills with just a few taps on their smartphone screens. It is closely integrated with the app, and many businesses in China now accept WeChat Pay as a payment method. As a marketer, integrating WeChat Pay into your business can be a great way to tap into the massive Chinese market.

Mini Programs

Mini Programs are small apps that run within the WeChat app, providing businesses with a new channel to promote their products and services. They are also convenient for users, as they don’t need to download any additional apps to use them. Mini Programs can be used for a wide range of functions, including e-commerce, games, travel booking, and more.

Advertising on WeChat

WeChat offers a range of advertising options for businesses, including banner ads, native ads, and moments ads. Banner ads are displayed at the bottom of a user’s screen, while native ads blend in with the content of a user’s chat session. Moments ads appear in a user’s moments feed – a feature similar to Facebook’s news feed. WeChat’s ads can be targeted using a range of criteria, including demographics, interests, location, and behavior.

Marketing Tips

Finally, here are some marketing tips for businesses looking to tap into the Chinese market using WeChat:

1. Localize your content – Chinese users prefer localized content, so make sure you tailor your messaging and content to the Chinese market.

2. Engage with your followers – WeChat is all about engagement, so make sure you respond to your followers’ messages and interact with them regularly.

3. Use KOLs – KOLs (Key Opinion Leaders) are influential individuals on WeChat and other social media platforms. Partnering with them can help increase your brand’s exposure and credibility.

4. Don’t over-advertise – WeChat users value quality content, so don’t bombard them with too many ads. Focus on providing value to your followers, and the returns will come.

In conclusion, WeChat presents a huge opportunity for businesses and marketers looking to tap into the Chinese market. Whether you’re looking to deliver content, interact with customers, or sell products, WeChat’s range of features and advertising options makes it an essential tool for any marketer looking to succeed in China. So what are you waiting for? Start exploring WeChat today!