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.
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.
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
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
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
48. • Product searches - connect e-commerce
• Backlinks - may improve WeChat ranking
• Direct link to Sogou Baike (Wikipedia-esque)
How will this affect your business?
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
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
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
63.
64. Visit us @ brandigo.com
Get in touch hellochina@brandigo.com