WeChat’s active users are steadily increasing, and it has over 1.29 billion monthly users. Today, WeChat is one of the leading social networks worldwide, ranking fifth in terms of active users. As literally, everyone in China is on WeChat so are the brands using the official account function to connect with their fans, business partners, and potential prospects. On average, most of the users followed between 10 and 20 WeChat official accounts. So, it is very crucial for businesses to stand out in order to attract potential customers, and it is not easy.
Here are a few things you can do to make the best first impression on WeChat as the brand’s official WeChat account
How do WeChat users discover and start following official accounts?
How do users come across a WeChat account? There are different ways one might come across a brand’s official WeChat account. People might find official accounts thanks to QR codes which are ubiquitous in China and can be placed on:
- Marketing materials,
- Web sites,
- Business cards.
The target audience that is using the WeChat app can reach the Official accounts through:
- WeChat search – an extremely important touchpoint,
- Top stories,
- Group Chats,
- WeChat Channels,
- Mini programs,
- H5 pages, and many more.
Other methods of fan acquisition
There are even other ways a user can reach an official account inside the WeChat app. However, WeChat users may also be reached through paid promotions, collaborations with KOLs, and other partners. KOL marketing is huge and can benefit businesses by creating awareness. If you think that KOL/influencer marketing is only for lifestyle brands, you might want to rethink your approach. Since WeChat brand marketing is all about official accounts, you can also collaborate with bigger accounts to promote your brand. You can subscribe to our newsletter to receive information about new posts or follow our official WeChat account at KRDS-Agency.
How to make the best first impression on WeChat?
When the audience lands on the account, they first see the main page. It is the flagship of a brand presence on WeChat and it creates the first impression on the audience about the style and the message of the brand. A brand’s official account can be an equivalent of an official website.
Firstly, the main page showcases the brand logo, description, and menu, and has the latest articles published. It is very important to keep in mind that the information is accurate and stays aligned with the brand. Secondly, you should make sure it is presented in a clear and user-friendly way.
Moreover, there is a welcome message. When a user starts following an official account, a welcome message will be prompted automatically. Typically, the welcome message contains information about the company, the current campaign, a link to the mini-program, and more.
Along with the welcome message, you can see a menu at the bottom. A proper and well-maintained menu is critical as it is one of the most frequently clicked items on the entire WeChat account.
Many users want to get the information right away that they are looking for. It is the first place people reach out and navigate through the account. Therefore, menu tabs should be embedded within WeChat or link to a website hosted on the Chinese server. You can also mirror the menu from the official website.
User’s journey through the WeChat official account
Stage 1: First impressions
Regardless of how users found your account, they will land on your main WeChat page and will make a decision if they want to follow your account. They will see the account name, brand logo, description, your company name as on the business license. They will also see how many of their friends are also following your account. Still, even before following you, they can see the latest articles (make sure the thumbnails look nice and eye-catching), interact with the menu tabs and see if you have a dedicated video Channels account.
Stage 2: Why should I follow?
When someone first follows an account, they immediately come across the automatic welcome message. In the welcome message, clearly and simply inform what kind of content they can expect from the account. For example, it’s a good idea to include a brief introduction to your company, quick links to your offerings, and contact methods.
Stage 3: Did I find what I was looking for?
There is a WeChat menu to help with this. The WeChat menu is an extremely important part of the official account. It is actually quite often overlooked or not updated regularly. For instance even inactive accounts, still see considerable traffic each month just to their menu tabs.
Stage 4: Auto-replies
It happens that users don’t find the information they were looking for in the menu. Sometimes they simply prefer a one-on-one and direct conversation. In order to facilitate your customer service work, you can set up automatic replies prompted by the most frequently asked questions and relevant keywords. In other words, your followers don’t need to wait and get an instant reply.
WeChat is a huge deal if you want to attract an audience. The audience can judge a business through the WeChat official account. So, it is very important to understand how to maintain the account in a better way to attract and make the audience follow the WeChat official account.
If you wish to know more about WeChat marketing and content creation or other marketing techniques in China, please contact our team. We use our knowledge and expertise to help businesses build meaningful partnerships and develop their networks among Chinese customers. For additional information, please contact us at firstname.lastname@example.org.