China’s most popular messaging app, WeChat, has fast become a vital tool for any business interacting with the Chinese market. With this in mind, we’ve put together a checklist to help guide the successful implementation of WeChat into your company’s travel PR and marketing:
- Identify and employ a WeChat expert, be it an individual or agency based in your country.
- Develop your WeChat strategy. Together with your WeChat expert, determine what you would like to achieve through the platform.
- Develop timelines, keeping in mind the time required to set up an official WeChat account, associated costs and documentation required.
- Make sure you have a Chinese business licence (a ‘WFOE’, or‘wholly foreign-owned enterprise’ licence is accepted). You will also need a local representative to set up an account. Please note, there is an option of creating a WeChat account using an overseas business licence. However, this is more complicated, costly and time-consuming.
- Keep in mind that most of the associated paperwork and documentation is in Chinese, which is why it is advantageous to enlist a local expert, who will be able to help you navigate the process.
- Create a viable plan to attract and retain followers, as this will allow you to push your content out to a growing audience.
- When producing content, work with copywriters who are native Mainland Chinese speakers, as the nuances and writing styles are distinctly different from overseas Chinese.
- Lastly, you should ideally have one employee within your team who is dedicated to managing the WeChat account with your local agency or individual. This should give the endeavour the focus needed to achieve success.