Planning your content strategies for WeChat
In the third part of our series , we covered key cultural elements to remain aware of when creating content on WeChat. In this article, we will introduce several of the content strategies available to businesses getting started on the platform.
For a refresher on WeChat Official accounts and their role in facilitating content creation and promotion, check out part two of this series.
Strategy #1 – Generate a WeChat following through article and video stories
WeChat supports the sharing of both written and video content. Businesses can leverage these capabilities to create video series, thought leadership campaigns and related content. Branded content that creatively appeals to people's emotions generally does well – for example, the SK-II video series called “Meet Me Halfway”. The video campaign was launched on WeChat and proved highly popular in China and abroad, reaching 75 million views.
To attract attention from Chinese audiences, articles often make bold claims in their headings and emphasise telling a great story throughout to keep readers engaged. Practical content that seeks to help its audience, such as how-to guides describing the usage of a product, also tends to perform well on WeChat.
It is worth remembering that there are over 20 million Official Accounts, which means WeChat users are choosing content from a wide range of sources. It really pays to think through your content strategy to give it the best chance of standing out and gaining traction. For example, emotional and benefit-led titles and taglines can differentiate your videos and articles and maximise the returns on your content.
Strategy #2 – “Cross-over collaborations” and influencers can help promote your brand's services
Chinese audiences are often attracted to ‘cross-over collaborations’ between brands that have no apparent linkage – think a gaming-focused Key Opinion Leader (KOL) on WeChat promoting cosmetics – providing opportunities for companies to creatively promote themselves through an unsuspecting channel.
According to PARKU, an organisation specialising in KOL marketing, there are four types to be aware of:
Top-tier KOLs, who are famous and very influential.
Mid-tier KOLs, who are recognised in their industry and have a loyal following.
Micro KOLs, who can influence within a niche scope of interest and have a very loyal follower base.
Long-tail KOLs, who are more accessible and affordable than some higher-tier KOLs, as they are just starting out as influencers.
Each tier of KOL offers unique advantages and disadvantages, depending on a brand's requirements. For example, if you need to gain widespread visibility quickly, a top-tier influencer may be a good investment, allowing you to increase brand awareness and attract new followers. On the other hand, if you have a niche product, a micro-influencer may be better placed to give momentum to targeted campaigns that focus on specific customers.
Strategy #3 – Drive traffic to your WeChat Official Account
Once an engaging content pipeline is in place, the next step is to use WeChat’s native tools to drive traffic to your account and content. One method is to have WeChat users scan a QR code, which will take them directly to your company page.
It is therefore good WeChat practice to begin displaying QR codes across your marketing engagement channels, including on the articles you publish. This not only increases the likelihood that your WeChat account will attract new followers and gain traction, but also makes it simple to share.
Another way to drive traffic is using WeChat’s HTML5 capabilities. HTML5 describes the code behind the web pages we interact with and powers a wide range of engaging content.
Companies can interact with their audiences using this capability across three basic categories:
Presentations, including materials like product catalogues, brochures, and service overviews.
Engagements, such as promotional campaigns and customer surveys.
Information collection, for example for event registrations and content downloads.
WeChat's integration of HTML5 content offers a powerful way to reach and engage with your audiences. Taking the time to be creative in your approach, while bearing in mind cultural sensibilities, can go a long way towards increasing traffic and growing awareness about your brand.
These strategies are just some of the ways that you can create and push out content that will more effectively reach your target audience. With such powerful tools for marketing, WeChat is the ideal launchpad for your content campaigns in China.
If you would like to chat about how to begin using WeChat for your business, please contact us.