个人微信账号 vs 官方微信公众号
In a previous article, we discussed the importance of Weibo for studios in China. The 1.3B people in China are currently completely unaware of the effort going into and consistency of your social media postings. That’s because the average Chinese user interacts with their social media a lot differently than their western counterpart. Baidu is used instead of Google, WeChat is used instead of Twitter, and Weibo is used for pretty much everything else.
What is WeChat?
WeChat (meaning ‘micro-messaging‘) is first and foremost a messaging app, with features that allow users to easily connect with their friends and people they follow. It has the searching, exploring and following capabilities of Facebook and Twitter, and the direct communication style of IM.
However, most people ask, ‘How can an instant messaging app help me grow my business?’
For businesses, WeChat owes its increasing success to its multi-functionality. From ordering food to booking services to paying bills and entering subscriptions, WeChat allows you to do all this within the one app.
It’s no wonder why WeChat is China’s most successful app with over 1.1 billion registered users. To put that into comparison, compared to Facebook who has just over 1.86 billion users, with a 100% of the population – China is just 20% of the population.
How do users ‘follow you’?
Members can be exposed to your page through two avenues:
- Members already following you share your account to their followers
- Scanning a QR code either from another social media account or through direct messaging
Personal accounts vs business accounts
As a personal user of WeChat, you can share information with your friends and followers through your posts or through direct messaging.
Once you’ve created a WeChat account, you need to verify it to access all of their incredible features like a follower’s location, online surveys, the introduction of payment systems and third-party apps.
As a verified account, you have the power to broadcast information – from these public messages, followers have the ability to leave messages as well as repost into their own community.
These internal sites can be split up into various levels, for example, for purchasing, content and contact options. This type of business profile personalisation is unheard of in many other social media platforms, allowing you to interact better with users and create a unique experience for prospective members. The setting up of these different platforms can be done from the WeChat account panel and is a very straight forward process. There are a number of third-party services that can help you if needed.
WeChat – marketing 2.0
Of the billion users on WeChat, there are millions of companies who are using this space to reach their customers in a new a versatile way. WeChat has changed the rules of marketing in a number of ways:
- Once a user is following your company, you can send messages, images, audio and links
- As a follower, you can send them freebies and unique codes as a thank you for their connection
- During events or through marketing, physical printing of QR codes allows businesses to connect with members
- Enticements, discounts and one-time-offers can be linked to these exclusive QR codes
- The app allows you to geo-target your community, categorise members according to demographics and direct marketing to previously untapped groups