While seemingly just a messaging app, WeChat is actually more of a portal, a platform, and even a mobile operating system depending on how you look at it. Further, WeChat claims over 600 million users (vs. Weibo’s ~556). For that reason, many companies have choosen to set up their business accounts in WeChat.
When you are considering your WeChat strategy, one of the first big decisions to make is deciding between a subscription or service account. This choice is important as you can’t change or migrate your existing followers. You can only establish a brand new account and start again to grow your followers.
What is the difference between subscription and service WeChat public accounts?
How to gain value out of your WeChat account
Although WeChat has a huge number of users, that doesn’t ensure that you will be able to attract your targeted group to follow your official account. Here are a few tips to gathering an audience and maintaining a strong relationship to build real value into your brand.
- Verify your account
The importance of this can’t be overstated.Fraud is rampant in the Chinese social space and consumers have become far more discerning as a result. Without verifying your account, you will struggle togather an audience and find yourself unable to create meaningful engagement with them. Consumers will expect an account for a successful organisation to beverified and will inherently distrust one that is not. Verification for overseas companies can be a difficult and tricky process but Digital Jungle can work with you to obtain WeChat verification. This process may take 3-5 weeks and has a verification fee to obtain this verification. For more information you can visit our Chinese Social Media page.
- Develop activities that are open for participation
An audience means very little without engagement. Brands that can create meaningful dialogue and activity with their audience are far more likely to resonate with them. Create posts and activities that invite audience participation, whether it be a game, a competition or aquestion that you pose to them. Inspire them to take an action and watch your audience grow.
- Build and maintain relationships with consumers
Have a voice through your account. Respond to your audience when they ask questions and do it promptly. People want to feel respected and the best way to achieve that is to be available and listen to them.
- Produce and spread hot topics
It sounds obvious to suggest that youproduce relevant and meaningful content for your audience but it may be more difficult than it seems. This comes from research into what your consumers are interested in. If you know your audience well enough, you will know what kindof content they respond to. Try and engage in discourse around hot topics thatare relevant to your consumers’ interests. If there is a trending topic that relates to them, be seen discussing it.
- Create more attractive promotional forms
Make sure your official promotional material is always aesthetically appealing. Spending a bit of extra time making sure it looks right will protect your brand integrity and associate you with vibrancy. Consumers can and will skip over content that looks dull. Forms are not intrinsically fun, adding a bit of flair and a splash of colour will help consumers look past that.
WeChat is currently going from strength to strength, with a growing user base in a nation where mobile usage is exploding. It may be the single most importantmarketing tool you have at your disposal for the Chinese audience. If you’d like to get set up or need help managing your account, please contact us and our friendly, professional team will be happy to help you out.
