WeChat is the largest social media platform in China with over 938 million monthly active users. It combines multiple functions like Facebook, Instagram, WhatsApp, etc into one app that is integral to daily life in Chinese cities. Official accounts must create high-quality image-heavy content that is useful and shareable to stand out among the 10 million+ accounts due to decreased views. Effective content types include articles, infographics, videos and slides. Menus and different types of posts can link to other pages and features within WeChat's ecosystem. Paid advertising options include moments ads, banners, and working with influencers, but the latter is generally most effective for customer targeting and building trust.

1. WeChat 101
The WeChat Guide
B2B Marketing
in China

2. What is
WeChat?

3. Largest social media network in China
In just under 10 years WeChat has become
the most used app in China. It combines
the functionality of Facebook, Instagram
Whatsapp, LinkedIn, Apple Pay,
Uber and more.

4. Largest social media network in China
938 million monthly active users
768 million daily active users show
just how integral this app is to
everyday life in most of China’s cities

5. Largest social media network in China
938 million monthly active users
10 million+ official accounts
The official account space is becoming
increasingly crowded, trends show
the amount of articles produced have
increased, while views have gone down,
forcing brands to create better content.

6. WeChat
Ecosystem

7. Scan QR code

8. Scan QR code
Follower

9. Company
Account
Scan QR code
Follower

10. Welcome
Scan QR code
Follower
Company
Account

11. Text Link to H5
Welcome
Scan QR code
Follower
Company
Account

12. Text Link to H5
Welcome
Menu
Scan QR code
Follower
Company
Account

13. Welcome
Menu
Scan QR code
Follower
Company
Account
Text Link to H5
Web page
link
WeChat
Store

14. Text Link to H5
Web page
link
WeChat
Store
Welcome
Menu
Push posts
Scan QR code
Follower
Company
Account

15. Follower
Welcome
Menu
Fans
Push posts
Scan QR code
Company
Account
Text Link to H5
Web page
link
WeChat
Store

16. Follower
Welcome
Menu
Fans
Push posts
Forward post to
Scan QR code
Company
Account
Text Link to H5
Web page
link
WeChat
Store

17. Follower
Welcome
Menu
Fans
Push posts
Forward post to
Moments
Friends groups
Scan QR code
Company
Account
Text Link to H5
Web page
link
WeChat
Store

18. Follower
Welcome
Menu
Fans
Push posts
Forward post to
Moments
Friends groups
Allows new people
to follow
Scan QR code
Company
Account
Text Link to H5
Web page
link
WeChat
Store

19. Follower
Welcome
Menu
Fans
Push posts
Forward post to
Moments
Friends groups
Allows new people
to follow
Scan QR code
Company
Account
Text Link to H5
Web page
link
WeChat
Store

20. Account
types

21. Service Account
Subscription Account
2options

22. Service Account
• More advanced features including
mobile payment
• Allowed four posts per month
• Posts show up alongside messages
from users personal contacts
Service
Accounts

23. Subscription Account
• Allowed 1 push post per day
• All accounts housed in one folder,
users have to actively check
• Less functionality, but more
opportunity to connect with
followers

24. Menu
options

25. Menus are one way users interact
with your account.

26. Menus are one way users interact
with your account.
Option for three main menus

27. Menus are one way users interact
with your account.
Option for three main menus
And up to 5 sub menus

28. Menus can connect to:
• WeChat post
• Web page
• WeChat store
• H5 “animation” slideshow
• Other WeChat developed apps or
pages such as an event invite

29. WeChat
Posts

30. You’ve heard it 100,000 times..

31. CONTENT IS KING

32. Types of content that work well on WeChat
Article Infographic Video Animated Slides
News
Blog
Feature story
Company Info
Invitation

33. But, with 10 million+
official accounts…

34. THE SPACE IS CROWDED!

35. So what can be done?

36. DO • Publish image heavy posts

37. DO
• Publish image heavy posts
• Use influencers to help raise awareness

38. DO
• Publish image heavy posts
• Make your content useful and shareable
• Use influencers to help raise awareness

39. DO
• Publish image heavy posts
• Make your content useful and shareable
• Personalize content as much as possible
• Use influencers to help raise awareness

40. DON’T • Overpost - less is more!

41. DON’T
• Overpost - less is more!
• Have unrealistic follower goals

42. DON’T
• Overpost - less is more!
• Have unrealistic follower goals
• Use WeChat as a lead generation tool

43. DON’T
• Overpost - less is more!
• Have unrealistic follower goals
• Use WeChat as a lead generation tool
• Push the limits of Tencent’s rules

44. Looking ahead

45. WeChat search

46. While still an internal search function,
WeChat is continuing to improve
the functionality of this feature

47. How will this affect your business?

48. • Product searches - connect e-commerce
• Backlinks - may improve WeChat ranking
• Direct link to Sogou Baike (Wikipedia-esque)
How will this affect your business?

49. Advertising on WeChat

50. Paid advertising on WeChat is possible

51. 3 main ways to pay for
brand awareness on WeChat

52. • Moments Advertising
• Banner Ads
• Influencers (KOLs)

53. HOWEVER

54. Advertising on WeChat moments:
Expensive
Minimal entry price: 50,000 RMB.
Currently most brands advertising
on WeChat moments are luxury or
car brands.

55. Can only target by location,
interest, age, gender, device and
phone network. Even these
options have limitations.
Advertising on WeChat moments:
Limited options for segmentation

56. Can have up to 40 character
description and up to 6 photos.
Can link to a microsite, but only if
it is hosted on Tencent’s server.
Advertising on WeChat moments:
Limited space

57. Extremely low engagement.
Banner ads are placed at the
bottom of a post from an Official
Account
WeChat Banner Ads
Low engagement

58. Cannot specifically choose the
Official Account your ad will
appear on, which makes it hard to
target the right audience.
WeChat Banner Ads
Few choices

59. Most efficient
Influencers
aka
Key Opinion Leaders

60. While working with an influencer
may not necessarily be cheaper,
you can be sure that you will have
a better shot at targeting the right
audience.
Influencers (KOLs)
Target a specific audience

61. In China there are influencers for
everything, and the large
demographic of mobile users
make influencers the best way to
reach a niche audience.
Influencers (KOLs)
Perfect for niche brands

62. Influencers have already build up
a network of fans who trust them,
especially in China. Work with the
right influencer and their fans will
be much more likely to trust your
brand from the start.
Influencers (KOLs)
Build trust

64. Visit us @ brandigo.com
Get in touch hellochina@brandigo.com