How To Promote WeChat Accounts And Gain Followers?

WeChat is the #1 social media platform in Mainland China, used by 1.2 billion users. But how can a company leverage it to gain followers and increase brand awareness?

WeChat is omnipresent in China, however, the sheer number of official accounts and the very basic search function make it difficult for users to discover these accounts - and for companies to gain followers. This guide introduces some of the basic practices for spreading your official account and obtaining followers.

Quality Content

First and foremost, any company hoping to gain followers must provide quality content. This means (1) Content is organized in a logical structure; (2) Uses well designed modern layouts; (3) Talks about topics interesting to the target group; (4) And is well written.

Engage Your Team in China

If you have own China office, sales team, agents or other partners in China, make sure to involve them in the content planning. Your local team will be crucial for promoting the account - at the end of the day, your team needs to be happy with the content on the account to share it with their business partners and friends.

Go Offline

Put your WeChat QR code on your business cards, brochures, catalogues, exhibition booth - and make sure to prompt people to scan and follow. You will gain hundreds of followers from every trade show you attend and build a stable communication channel with your customers.

Use WeChat Groups

People with similar interests join WeChat groups with likeminded people. Whether it’s about business or hobbies, there’s a group for it on WeChat. They are not easy to find, but once you’re in, it’s a fantastic channel for promoting your content. B2C brands will often start their own groups to stay in touch with their most enthusiastic customers.

Use WeChat Ads and Bloggers

Advertising on WeChat is more costly compared with other platforms so be sure to consider your options carefully. It can be a fantastic B2B and B2C communication channel if managed correctly. Paid promotion options include advertising in the ‘Official Accounts’ section, underneath the content on other accounts, through other accounts and their own groups, on WeChat Moment and other places.

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