With over 1.34 billion active users globally in 2023 and over 90% of the users located in China, WeChat (微信) has become more than just a social media platform; it’s a digital ecosystem. The integration of all important functions in one app makes WeChat a truly versatile platform in China that fits the needs of each user. But for brands looking to tap into this massive market, a crucial tool lies within WeChat: WeChat Official Accounts (微信公众号).
Data source: DemandSage and World Population Review, designed by Daxue Consulting, WeChat’s MAU and user base
What is a WeChat Official Account? The digital business hub in China
A WeChat Official Account serves as a verified business profile within the WeChat ecosystem, often utilized by businesses, organizations, and celebrities to foster deeper connections with their audience. Essentially, it acts as a dedicated storefront on the WeChat platform, providing a range of features to enhance brand visibility, increase engagement, and drive sales.
Source: Daxue Consulting, The benefits of WeChat Official Accounts
What are the key features of WeChat business accounts?
- Group Push: Send informative articles, promotional offers, or exclusive content directly to the followers’ inboxes, keeping them engaged and informed.
- Auto-Replies: Set up automated responses based on keywords, ensuring users receive prompt answers to frequently asked questions.
- Customer Service Messages: Facilitate seamless customer service interactions by responding to inquiries and resolving issues.
- Custom Interactive Menu: Design a user-friendly menu that allows followers to easily navigate the account, access desired information, or explore the offerings.
- Advanced Customization: For developers, WeChat Official Accounts offer an Application Programming Interface (API) for even deeper customization, enabling unique and interactive features.
- WeChat Pay Integration: Enable in-app purchases directly within a brand’s WeChat Official Account, leveraging the widely used WeChat Pay platform for a convenient and secure checkout experience.
Different types of WeChat Official Account for brands
Currently, there are two types of WeChat Official Accounts most suitable for brands: Service Account and Subscription Account. Each caters to distinct marketing goals, so choosing the right one is crucial for success.
WeChat Service Account (服务号)
This WeChat account type suits e-commerce businesses and other service-oriented brands as it is designed for transactions, customer service, and building relationships. Users do not subscribe but can follow WeChat service accounts to access features like in-app purchases, appointment bookings, and live chat support.
Key features of WeChat Service Account
- Push Notifications: Alert followers directly about new content, promotions, or updates.
- E-commerce Integration: Enable features like in-app purchases, appointments, and WeChat Pay integration for seamless transactions.
- Advanced Functionality: Leverage features like customer relationship management (CRM) tools, custom menus, and mini-programs within WeChat.
However, Service Accounts do have a limit on content publishing – can only post 4 times per month with up to 6 articles per post. It’s important to note that service type is the only option for foreign brands when it comes to having a WeChat official account overseas.
WeChat Subscription Account (订阅号)
A WeChat Subscription Account is ideal for regular content creation and increasing brand awareness. Brands can publish articles, stories, and updates for followers to subscribe to and receive in their feeds. It’s like a mini-news channel within the WeChat platform. Examples of businesses that often utilize this WeChat account type are media outlets and content creators.
Key features of WeChat Subscription Account
- Content Focus: Regularly share articles, stories, and updates for followers to subscribe to and receive in their feeds. Unlike Service Accounts, there are no push notifications, so content resides within the subscriber’s dedicated folder.
- Frequent Publishing: Subscription Accounts allow for more frequent content creation compared to Service Accounts. It can publish once daily with up to 6 articles per post.
While this type of WeChat business account allows for consistent brand storytelling, the lack of push notifications might require additional effort to drive followers to the brand’s content.
Source: Daxue Consulting, Comparisons between WeChat Service Account and WeChat Subscription Account
How to choose the most suitable WeChat official account?
When considering the optimal choice for brand promotion on WeChat, the features of WeChat Service Accounts stand out as particularly robust. Offering functionalities such as push notifications, seamless e-commerce integration, and advanced CRM and analytics tools, WeChat Service Accounts present a compelling case for enhancing brand visibility and engagement. Nevertheless, WeChat Service Accounts come with stricter limitations on content publication compared to WeChat Subscription Accounts.
Thus, when it comes to brand promotion on the WeChat platform, there is no single “better” account type – it depends on a brand’s specific goals: If transactions and engagement are key, a WeChat Service Account is the way to go. If content marketing and brand awareness are the priorities, a WeChat Subscription Account might be better.
However, it not necessarily choosing one over the other. Some brands use both strategies! A WeChat Service Account for customer service and transactions alongside a WeChat Subscription Account for content marketing can be a powerful combination.
Can foreign brands create a WeChat Official Account?
Yes, foreign brands can open WeChat Official Accounts. While it was not always this easy, since the policy change in 2018, the process has become more streamlined for overseas businesses. However, countries/regions other than mainland China currently only support applying for enterprise-type service accounts.
Here’s a breakdown of what is needed to know:
First and foremost, brands should ensure that the enterprise is based in countries that are eligible to open a WeChat Official Account.
Next, the following are the materials needed to open a WeChat Official Account.
Source: Daxue Consulting, Materials needed to open WeChat Official Accounts for foreign companies
Once the materials are ready, it’s a matter of visiting the WeChat Official Account platform and following all registration steps. Luckily, the process can be done in English.
As a foreign business, brands can only choose a Service Account. It is also important to note that not all the features of the local WeChat Official Account, such as WeChat API and WeChat Pay, are available for foreign businesses.
Why it is important to verify WeChat business accounts?
Verification is a crucial step for a couple of reasons:
- Many features remain inaccessible until verification is completed.
- Users perceive the official brand account and its content as credible and trustworthy once verified.
Unverified WeChat Official Accounts are subject to cancellation after 30 days. Brands can click on the “Enable” button to start the process. It is recommended to complete both the Simplified Chinese and English forms.
Documents needed for verification include:
- Business License
- Verification Letter
- Contact’s mobile phone statement/bill: A mobile phone statement/bill with at least 3 months of payment history, displaying the contact’s name, phone number, and company name (if applicable).
- ID/Passport/Driving License: Clear copies of the verification administrator’s identification document.
Complete the process by paying the USD 99, which is the yearly verification fee, using either WeChat Pay or Credit Card Payment.
Cracking the code: Understanding demographics, content and engagement strategy
Who uses WeChat? Knowing the demographics
WeChat boasts a predominantly young user base, with the largest share falling under the 25 and below category (32.6%) followed closely by the 26-35 age group (30.2%) as of 2022. Another notable feature of WeChat is its extensive use of mini-programs, which have become integral to the user experience. In 2023, nearly 70% of WeChat’s MAU were utilizing these mini-programs, highlighting their significance in enhancing the platform’s functionality and user engagement.
China’s mobile-centric culture is reflected in WeChat usage patterns, with over 74% of users accessing the platform through mobile devices. This mobile-first approach underscores the platform’s accessibility and convenience, aligning seamlessly with the on-the-go lifestyle of Chinese consumers.
WeChat Pay’s growing popularity is evident as it stands as the second-largest mobile payment method in China, predicted to reach 1.32 million MAU by 2025. This, combined with WeChat’s significant revenue generation in the first three quarters of 2023 (over USD 50 million), suggests the platform’s increasing influence in the online shopping landscape.
Sources: Statista, DemandSage, EnterpriseAppsToday, designed by Daxue Consulting, WeChat’s statistics
A winning content strategy for WeChat Official Accounts
Over 54% of users spend up to 30 minutes daily following WeChat Official Accounts, offering brands a unique opportunity to capture their attention. But with so much competition, how can brands ensure that their content stands out and resonates with their target audience?
Utilize the power of user-generated content (UGC)
In China’s digital landscape, UGC is a vital marketing tool for all brands. It fosters brand authenticity, customer engagement, and ultimately, sales growth. This effectiveness stems from Chinese cultural values of collectivism, where consumers place a high value on peer recommendations and testimonials.
UGC also plays a particularly powerful role among younger generations who prioritize authenticity over traditional advertising. This distrust towards traditional methods makes UGC even more crucial for reaching China’s Gen Z consumers. Among various types of UGC, product videos, testimonials, and images are the most popular.
Data source: Rakuten Insight, designed by Daxue Consulting, Most popular types of UGC in China as of August 2023
News and promotions are the main motivations
A staggering 74.2% of WeChat users follow Official Accounts primarily for news content. This presents a golden opportunity for brands to establish themselves as trusted sources of industry insights and valuable information. Companies can regularly publish informative content that keeps users engaged and coming back for more.
Promotions are another top reason for 41.9% of users to follow a WeChat Official Account. However, simply spamming offers will not win their loyalty. Brands should integrate strategic promotions alongside valuable content. Consider exclusive deals, discounts, or early access to new products to incentivize user engagement and drive sales.
Visually appealing and condensed contents are vital
There are no limitations on how many official WeChat accounts a user can follow. This presents a challenge: how to grab attention in a crowded feed?
The answer lies in creating content that’s visually arresting and information-dense. Limited time leads to users scrolling quickly. Eye-catching infographics, snackable videos, and high-quality images are important for stopping the scroll and piquing interest. Brands should also exploit the power of concise content. Deliver valuable information or entertainment in a way that’s easy to digest. Infographics and short videos excel at this.
Engagement tactics to supercharge the strategy
WeChat Official Account offers various tools to boost brand’s engagement such as:
- Integrate Interactive Features: Elevate content by incorporating dynamic elements such as polls, quizzes, and mini-games. These features not only entertain the audience but also encourage active participation.
- Leverage Mini-Programs: Within the WeChat ecosystem, mini-programs are indispensable tools for brands. Develop mini-programs offering diverse functionalities, from e-commerce solutions to interactive games.
- Embrace Personalization: Tailor messages to different segments of the audience. Whether it is offering exclusive deals, sending personalized birthday greetings, or recommending relevant content.
Nike: Gamifying workouts
Upon following the official account, users can access Nike Sports Zone (运动专区), which includes events experiences in various cities in China, Shopping Area (购物专区), such as Nike’s e-commerce, new products, and gift cards, and Other Official Services (官方服务). The global household shoe brand, Nike, is one of the examples of brands that implement various mini-programs that promote engagement from the audience. One example is the Nike Training Club (NTC).
Nike’s NTC mini-program, launched on February 22, 2024, and running until April 18, 2024, blends workouts with enticing rewards, creating an engaging platform for followers to reach their fitness goals. It’s highly customizable, allowing users to tailor their training frequency, from gentle starts twice a week to more intense challenges five times a week.
Once commitment levels are set, users gain access to a diverse video exercise library, ranging from high-energy workouts to yoga and mobility routines targeting specific muscle groups for a well-rounded fitness plan. With the digital shift in the Chinese fitness landscape, NTC is poised to reap rewards.
Beyond just workouts, the NTC mini-program incorporates gamification to keep users motivated. Completion of each workout earns badges, unlocking unique titles within the program, fostering a sense of accomplishment and fun. However, the real incentive lies in maintaining training streaks, as longer commitments lead to better prizes.
Source: WeChat, designed by Daxue Consulting, Nike’s NTC WeChat mini-program
For the brand, Nike’s NTC mini-program helps in fostering engagement through rewards and gamification. Its customizable approach tailors workouts to individual needs, promoting inclusivity and catering to diverse fitness goals, thereby appealing to a broader audience. By offering exclusive rewards and titles, the program cultivates a sense of belonging, strengthening brand loyalty among participants. Additionally, through user interaction, Nike gains valuable insights into consumer preferences and behaviors, facilitating informed product development and marketing strategies.
Key takeaways: maximizing WeChat Official Account
- WeChat Official Account is a business profile within the WeChat ecosystem, utilized by businesses, organizations, and celebrities. It acts as a storefront providing features for enhancing brand visibility, increasing engagement, and driving sales.
- Key features of the WeChat Official Account include group push, auto-replies, customer service messages, a custom interactive menu, advanced customization, and WeChat Pay integration.
- There are two types of WeChat Accounts: a WeChat Service Account, for brands aiming to focus on transactions and engagement, and a WeChat Subscription Account, suitable for content marketing and increasing brand awareness.
- Foreign brands can open only an enterprise-type service account. The annual verification fee is USD 99.
- Mini-programs play a crucial role in enhancing user experience, while engagement thrives on user-generated content, news updates, and promotions. To stand out in the crowded feed, brands must prioritize visual appeal and deliver concise content.
Connect with our team of experts to set up and strengthen your brand’s WeChat Official Account strategy.
