WeChat has been the most popular mobile messaging platform in China, with more than 600 million users recorded in August 2015. In the Web2.0 era, consumers can’t be regarded as passive information receivers anymore, instead, brands should take efforts to engage with fans on social media platforms to keep the community running and growing steadily. Here are 3 practical ways for commercial brands to encourage involvement with followers on WeChat.
1. Capture their attention through games.
Games can easily attract followers and encourage involvement, based on the fact that people always be devoted in playing online games for relaxing in the fast paced life. Some brands have launched the games to engage followers. For example, Kate Spade launched a sky lantern game, where users could select one lantern color and then write wishes on it before releasing it to the sky. Besides, they are encouraged to invite friends to join via QR code to get the opportunity to win Kate Spade products. Particularly, launching mascot-based games is more interesting and relevant to the brand if possible.
2. Use the menu bar effectively.
The core objective for commercial company is attracting consumers to experience products and gaining profit, so brand should generate product exposure in the interaction community. The menu bar is the ideal function for providing a convenient way for users to reach the brand’s product. Brands could promote their products via menu bar and offer e-coupons to attract engaged followers. For example, the menu bar below is an effective way to guide customers to Woolworths’ WeChat store.
3. Integrate online and offline campaigns.
Integrating online and offline campaigns is a smart method to engage with customers. Take Uniqlo as an example, the brand launched a “Style your life” campaign, bringing together offline stores and online sharing activity. Customers were encouraged to try on outfits in front of a store mirror, in which they were given access to backgrounds like London Skyline or downtown Tokyo and so on. Then some customers show the image via WeChat to show their unique experience. Finally, the campaign created a 150% rise in WeChat followers over 6 months and boosted sales by 30%.
Social media platforms provide brands places to transfer their cold company image to cool and fan personated being. Interacting on social media shows the brands want to invest time and effort for customers, which could build brand’s e-reputation. Brands should place the user experience at the heart of the interaction, think in customers’ shoes and provide products and services what customers are looking for.