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WeChat 101
The WeChat Guide
B2B Marketing
in China
What is
WeChat?
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.
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
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.
WeChat
Ecosystem
Scan QR code
Scan QR code
Follower
Company
Account
Scan QR code
Follower
Welcome
Scan QR code
Follower
Company
Account
Text Link to H5
Welcome
Scan QR code
Follower
Company
Account
Text Link to H5
Welcome
Menu
Scan QR code
Follower
Company
Account
Welcome
Menu
Scan QR code
Follower
Company
Account
Text Link to H5
Web page
link
WeChat
Store
Text Link to H5
Web page
link
WeChat
Store
Welcome
Menu
Push posts
Scan QR code
Follower
Company
Account
Follower
Welcome
Menu
Fans
Push posts
Scan QR code
Company
Account
Text Link to H5
Web page
link
WeChat
Store
Follower
Welcome
Menu
Fans
Push posts
Forward post to
Scan QR code
Company
Account
Text Link to H5
Web page
link
WeChat
Store
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
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
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
Account
types
Service Account
Subscription Account
2options
Service Account
• More advanced features including
mobile payment
• Allowed four posts per month
• Posts show up alongside messages
from users personal contacts
Service
Accounts
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
Menu
options
Menus are one way users interact
with your account.
Menus are one way users interact
with your account.
Option for three main menus
Menus are one way users interact
with your account.
Option for three main menus
And up to 5 sub menus
Menus can connect to:
• WeChat post
• Web page
• WeChat store
• H5 “animation” slideshow
• Other WeChat developed apps or
pages such as an event invite
WeChat
Posts
You’ve heard it 100,000 times..
CONTENT IS KING
Types of content that work well on WeChat
Article Infographic Video Animated Slides
News
Blog
Feature story
Company Info
Invitation
But, with 10 million+
official accounts…
THE SPACE IS CROWDED!
So what can be done?
DO • Publish image heavy posts
DO
• Publish image heavy posts
• Use influencers to help raise awareness
DO
• Publish image heavy posts
• Make your content useful and shareable
• Use influencers to help raise awareness
DO
• Publish image heavy posts
• Make your content useful and shareable
• Personalize content as much as possible
• Use influencers to help raise awareness
DON’T • Overpost - less is more!
DON’T
• Overpost - less is more!
• Have unrealistic follower goals
DON’T
• Overpost - less is more!
• Have unrealistic follower goals
• Use WeChat as a lead generation tool
DON’T
• Overpost - less is more!
• Have unrealistic follower goals
• Use WeChat as a lead generation tool
• Push the limits of Tencent’s rules
Looking ahead
WeChat search
While still an internal search function,
WeChat is continuing to improve
the functionality of this feature
How will this affect your business?
• Product searches - connect e-commerce
• Backlinks - may improve WeChat ranking
• Direct link to Sogou Baike (Wikipedia-esque)
How will this affect your business?
Advertising on WeChat
Paid advertising on WeChat is possible
3 main ways to pay for
brand awareness on WeChat
• Moments Advertising
• Banner Ads
• Influencers (KOLs)
HOWEVER
Advertising on WeChat moments:
Expensive
Minimal entry price: 50,000 RMB.
Currently most brands advertising
on WeChat moments are luxury or
car brands.
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
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
Extremely low engagement.
Banner ads are placed at the
bottom of a post from an Official
Account
WeChat Banner Ads
Low engagement
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
Most efficient
Influencers
aka
Key Opinion Leaders
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
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
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
Visit us @ brandigo.com
Get in touch hellochina@brandigo.com

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How to use WeChat for marketing in China