WeChat is a Chinese social media platform, now has surpassed 1 billion active monthly users and two-thirds of the entire Chinese as a WeChat account. Although their most transformative feature has been a voice messaging WeChat popularised voice messaging, favourite functions include “WeChat Moments” “WeChat Official Account” and “Mini-program” all of which are social media platforms unique to WeChat.
In Australia, there are 2.5 million registered WeChat users, and more than 10,000 shops using the WeChat’s built-in payment system.WeChat provides an easy and efficient way for businesses to reach out to the Chinese community locally or in another country.
Currently, there are two primary approaches you can use WeChat to market your business.
- WeChat Moments Advertising
- Key Opinion Leader (KOL) advertising
WeChat Moments Advertising
The most familiar method of WeChat advertising for Western marketers is to promote on WeChat Moments. They are the equivalent of Facebook ads which shows up on user’s timeline. According to the statistics, about 61 percentage of WeChat users access WeChat Moments whenever they open the app, and 22.6 percentage of WeChat users use the WeChat Moments feature often. It allows marketers to precisely target users according to their location, interest, age, gender, marital status, education level, device, phone network and WeChat behaviour. Moment advertising tends to be a better choice for well-known brands with visually attractive products. With its analytics features, you can track the impressions, conversions and ROIs of your WeChat moment marketing campaign. It is excellent to build brand awareness and encourage user engagement. For small and medium companies or companies in service, other advertising channels such as KOL, WeChat banner ads may be a better choice.
Key Opinion Leader (KOL) advertising
You can also perform marketing campaigns by reaching out to influencers (Key Opinion Leader) with a large following on their WeChat Official Account. It means paying a popular WeChat influencer in exchange for a promotional post on their WeChat account. They enable targeted flexible and affordable ad campaigns. Although it does not integrate too well with most of the conversion tracking tools, such as Google analytics, WeChat Official Account does provide detailed insights on the audiences of a post. This approach is particularly suited to new brands with little existing recognition amongst Chinese community, for which the endorsement of KOL’s will prove to be an invaluable asset. And for established brands to drive up sales.
In the future, the “Mini program” may become another popular type of advertising. “Achieve what you need and be on your way” , a highly anticipated feature of this concept was first brought up when WeChat introduced the “Mini program”. Almost unheard-of in social apps is It allows users to access any app experience by a third party within WeChat without downloading that app and when users haven’t engaged with a chatbot account for three months, WeChat even promotes unfollow.
WeChat product manager Allen said that If your product is good enough, users will come back on their own. “Mini program” banner advertising is anticipated to become advertiser’s favourite form of advertising on WeChat in the future.