WeChat is constantly updating and adding new features. The Chinese dominant social media platform, WeChat, has evolved beyond a traditional social media platform. It now boasts more than 1 billion monthly users. It’s almost an Operating System.

The platform is viewed by consumers as a source of entertainment and information. It also serves as a channel to purchase goods from official brand accounts.

WeChat is not only for personal use but also works well in the workplace. The platform is used by more than 80% of professionals for work-related issues. In China, email is not used by anyone and WeChat is the main channel for direct marketing and CRM.

As a first step, set up a WeChat official account to represent your brand, and connect with Chinese netizens.

Types of WeChat Official Account: Service vs Subscription account

Which one is best for you?

Here are some basics to help you get started with the WeChat Official Account opening process. You can choose to have a WeChat official account as a Subscription or Service account. Each has its characteristics. These accounts have three key differences.

Frequency of posting

Subscription accounts allow you to push content up to 8 times per day. For Service accounts, however, you are limited to pushing content four times per month.

You can communicate with your followers more frequently and keep them updated about your brand. You will also get more exposure. This is why Subscription accounts are recommended for the FMCG industry. These accounts require more exposure per day to consumers than companies that provide basic services (i.e. telecommunication, water, banking, etc. ).

Content

Simply put, the goal of a Subscription account to propagate is different from that of a Service account to maintain relationships. This will help you decide which content is appropriate for your needs.

You can share more content to your Subscription account as it isn’t restricted by the frequency of posting. Keep in mind, however, that WeChat users read an average of 5 articles per day. To avoid consumers becoming bored and to keep their attention, the content must be informative, meaningful, and insightful.

Your followers will share the right content with their friends and help you achieve your goal of branding. Instead, a Service account is about building customer relationships and communicating directly with your followers. Sales and service-oriented functions are preferable.

No matter what type of content you choose, optimize SEO with WeChat for high search engine results and organic visibility.

Placement

At the chat level, subscription accounts are organized in a folder called “Subscriptions”. To see your content, followers will need to click on the folder.

The service accounts are displayed on the same page as the chats you have with friends. This makes it easy for your followers to find new content.

The process to set up WeChat Official Account for overseas brand

In the past, companies and brands located outside China could only create an international official account. These accounts and their content were therefore not visible to Chinese users. WeChat has removed this restriction starting in 2018 Q3, and the platform is now open to international brands. This is only for Service accounts.

For a Service account application, please provide the following information along with a USD 50 annual verification fee.

Information from both the Applicant/Company as well as the Account Operator

• Full name
• Foreign phone number

Only information from Applicant/Company

• License for foreign business
• Origin of company registration
• Address of the office

Information from the Operator only

• Foreign passport
• Email address

To conclude which type of account is the best for you:

Subscription accounts for you if:

• You don’t want to push articles 4 times per month

• It is your goal to share informational articles that will keep customers interested and keep you top of mind with them

• It is fine to use the services of a third-party company for the Chinese license to open the account

• It is not your concern to be the legal owner of the account.

The service account can be yours if you:

• Your main goal is to provide customer service and maintain good relationships with customers (direct messaging).

• Your push notifications and articles should be easily visible (seen at the chat level).

• The Official Account is legally yours

• You would rather save money by using a third-party company

• You plan to develop E-commerce activities

• Access to detailed analytics is essential

3 WeChat Features to Leverage for Marketing

WeChat is constantly improving its features and designing better to provide a better user experience. WeChat’s most important features were also summarized by us.

1. WeChat Live streaming is now available to Official Accounts

WeChat users can stream live on their Official Account. Brands can use influencers’ credibility, their relationships with the audience, and live streaming to create interest in products and encourage direct conversion.

Register a TencentLive account and link it to your WeChat Official account. Streamers can create a poster using the Tencent app. It includes live stream information embedded in a mini-program number. They can then share the posters with their followers as push notifications.

You can subscribe to the live stream by clicking on the mini-program codes in the poster.

Here are some insights on Mini Programs and how they affect your marketing strategy.

How do you apply for Live streaming on WeChat?

Live streamers must apply for verification via the Official Account @tencentlive_helper. This takes approximately 3 days.

a) Tencent Live ID

b) Official Account ID

c) Official Account Category (i.e. fashion and beauty, travel. automobiles, lifestyle, and travel.

d) Average Article Views from the Official Account

e) The number of followers

f) Screenshot from the Official Account Page, clearly showing the number and ID of the followers

g) Personal Identification used to register for an Official Account

h) Images of both your ID sides

2. WeChat launched stories feature Time Capsule

Similar to Instagram, this function allows you to upload a maximum of 15 seconds. A 15-second video can have a maximum of 24 hours. WeChat recommends background music that is based on the video content.

Your Time Capsule can be found on your profile photo by your friends. They can click the bubble to like, comment, or leave a message.

3 ways to use Time Capsule

a. For your brand, create a WeChat account

A personal account can be used to share information about your company. This personal account can help you build a stronger relationship with your followers.

b. Chat groups can be started with your followers

Instead of appearing at the top like Instagram’s feed, Time Capsule is found in Moments or Chat groups. Your Time Capsule can be found by members of your group when they share brand-related content. It gives your content more visibility.

c. Share brand-related content with Time Capsule

Time Capsule’s video format allows you to share engaging information about your brand with your followers.