Having the right WeChat Marketing strategy is key to successfully targeting the Chinese market. With a huge and detailed user database, it is easy to reach specific target audiences with ads on the platform. Two of the main types of WeChat Advertising are Moments Ads and Video Channels. A Moments ad is displayed within a friend’s update on WeChat’s news feed and can be used to drive users to a landing page, video, mini program or shop. It is recommended that businesses first create very detailed personas to get a full portrait of their audience and then push personalized messaging based on the identified personas.
Creating content that is relevant to your target audience should be the main focus of any WeChat Marketing campaign. The type of content will depend on the goals you have for your WeChat campaign, but some examples of great WeChat content include:
Video posts are also very popular with the Chinese audience and many brands use this to showcase their products in a unique way. Fashion and beauty companies especially benefit from this type of content as it helps to build brand awareness and trust.
Social Media posts are another great way to engage with your audience on WeChat and can be used to promote your latest product launches, discounts or promotions. It is important to note that social media engagement tends to peak around national holidays and events in China, so timing your content is crucial.
WeChat’s KOL (Key Opinion Leader) marketing is very similar to influencer marketing done in the West and can be a great way to see quick results from your WeChat Marketing campaigns. Collaborating with KOLs will give your brand instant credibility in the eyes of your audience and help you reach new customers.
The creation of an official account will give your brand a more professional look and feel and will open up additional features such as group messaging, direct messaging, comment management, voting, automatic reply, a customized menu, articles publishing and more. It is a good idea to get an official account if your business plans on using WeChat for marketing, eCommerce or CRM purposes in China.
One of the most important things to remember when it comes to WeChat Marketing is that you must always think outside the box and be creative with your ideas. The Chinese market is a very competitive environment and it is important to stand out from the crowd in order to see success with your WeChat Marketing efforts.
To increase your chances of success with WeChat Marketing, make sure to plan ahead and test everything before executing your campaign. Closely monitor the performance of your campaign using WeChat analytics and make adjustments as needed. With the right strategy and consistent posting, you can expect to see positive results on your WeChat Marketing efforts. Good luck!