Thinking of taking up WeChat for your business? Here is our insight into some of the most frequently asked questions about China’s favourite digital platform:
What are the different types of WeChat accounts?
Subscription – Allows you to share information by posting regularly. Instead of sending push notifications, messages appear in dedicated folders. Although subscription accounts have no access to e-commerce services, they are well-suited to companies focusing their efforts on content marketing. We advise that B2B companies start with this type of account.
Service – Incorporates WeChat Pay and WeChat Store and is more geared towards consumer sales. While subscription accounts are for pushing content, service accounts offer advanced features, such as interactive menus, customer service, and e-commerce. However, it only lets you post up-to four times per month.
Mini programs – A relatively new type of account or “sub-application” that allows businesses to offer advanced features to users, such as those on web sites or mobiles apps (e-commerce, task management, coupons, etc), without having to leave the WeChat app. Although it has not been as successful as WeChat expected, we recommend keeping an eye on future development.
What language should I use?
Since this is primarily a platform targeting the Chinese population, Chinese language is a must. However, bi-lingual posts are advisable to enable foreigners who live and work in the country to also follow you.
How often should I post?
Quality is paramount to quantity. You should look to publish a minimum of two posts per month. Posting daily can be an advantage, depending on your subject matter. However, in many cases it can be a challenge to find interesting content to post that regularly.
Reposting the same topic is also a good idea to ensure that you remain at the forefront of your audience’s mind.
When should I post?
The optimum time is early morning, lunchtime or after work. This is because in China, many people commute by public transport and will be checking WeChat during those times.