In the world of digital communication, WeChat, a Chinese multipurpose messaging, social media, and mobile payment app, is a game-changer. With an impressive array of features and functionalities offered to brands with WeChat official accounts, the platform has revolutionized the way businesses communicate with their target audience.

 

In this article, you will find out:
  1. What kind of content can you post on WeChat?
  2. How can brands use different content formats on WeChat to engage their audience?
  3. What makes a great WeChat post?
  4. How does design impact user engagement on WeChat?
  5. What strategies can businesses use to adapt existing, Facebook or Instagram, content for WeChat?


Discover our WeChat Marketing Guide:

WeChat Decoded eBook
  • What kind of topics will work for WeChat?
  • Can you reuse your Western social media content?
  • Anatomy of a WeChat Post
WeChat Marketing Course

WeChat: The Digital Swiss Army Knife

WeChat, with its 1.2 billion monthly active users, is not just another social media app. In fact, it brings an all-in-one functionality, allowing users to search, chat, connect, buy, book, pay, and more. The WeChat ecosystem incorporates:

  • Instant Messaging
  • WeChat Moments: A Social Feed
  • WeChat News
  • WeChat Search: Ranging from official accounts to stickers
  • WeChat Channels – Short-videos
  • WeChat Pay
  • Enterprise WeChat: Separating work and spare-time activities
  • WeChat Mini Programs: Providing access to additional brand features

WeChat Formats – What Can Be Posted?

Crafting a WeChat post requires an understanding of WeChat’s backend, the administrative heart of your Official Account. This is where you tailor and post your content. Here’s a quick rundown of the different WeChat formats that you can utilize:

  1. Text: You can send text-based messages to your users. This is ideal for sharing information, news, updates, and more.
  2. Image: Images are a great way to visually communicate with your audience. You can use images to showcase your products, share infographics, or even tell a story.
  3. Audio: Audio messages can be used to share podcasts, interviews, or even music with your users.
  4. Video: Videos are a powerful way to engage your audience. You can share promotional videos, how-to guides, interviews, and more.
  5. Article: Articles are perfect for sharing in-depth information, insights, and stories with your users.

Decoding the Ideal WeChat Post

An ideal WeChat post should be:

  • Interesting
  • Relevant
  • Eye-catching
  • Personalized for your target audience
  • Shareable
WeChat articles can be designed in very different styles – from very simple, default style to bespoke or even interactive ones:

WeChat Article Design

The Art of Crafting WeChat Content

To resonate with your audience, your content should be interesting, informative, and engaging. certainly when designing content for WeChat, it’s vital to focus on user experience. Keep it user-centered, easy to understand, and navigate. Don’t overwhelm users with design and ensure everything works – from the QR code to links. Remember, you’re largely targeting a Chinese audience, so create culturally appropriate engaging content.

 

 

The Power of Design & Style in WeChat Posts

WeChat’s backend offers various post formats, allowing you to create new posts directly on the platform or upload previously prepared content. As a result, you can format the content, add internal WeChat links, insert multimedia, and apply basic styling to make your posts engaging and visually appealing.

WeChat Backend

Repurposing Your Existing Content for WeChat Formats

Firstly, it’s not advisable to directly repost content from your Facebook or Instagram to WeChat. However, you can creatively repurpose your existing assets to fit the WeChat format. Whether it’s blog posts, image-based content, or video-based content, with a strategic approach and a dash of creativity, you can efficiently repurpose your current content and effectively cater to the local Chinese market.

 

 

Secondly, with the right blend of global and uniquely tailored content, you can effectively leverage the power of WeChat formats to scale your brand’s presence on this influential platform.

 

 

The world of WeChat is vast and varied, offering a plethora of opportunities for brands to engage with their audience in innovative ways. By understanding and harnessing the power of various WeChat formats coupled with creativity, you can create a robust digital presence in the Chinese market and beyond.

 

 

We explain more how you can create and repurpose your Western social media content for WeChat in our e-book 🚀 WeChat Decoded: Your Essential Handbook for Marketing Success