Since WeChat has widely been tapped as the leading social media platform in China for the next decade, a major point of discussion in the industry has been how to go about building up a strong presence on this platform. Due to its special features and certain policies, it’s quite different for brands to promote themselves on WeChat versus other social platforms.
WORD OF MOUTH SHOULD BE YOUR BIGGEST WEAPON IN YOUR ARSENAL
The world’s leading MMA organisation, the Ultimate Fighting Championship, has been quite a hit in China recently, especially on WeChat platforms. One of their videos on WeChat has been viewed over 9,000 times and that same message has been shared more than 1,000 times on WeChat moments.
A COMPACT DIGITAL ECO-SYSTEM WILL BE VERY HELPFUL
It is always important to have a compact digital eco-system so that you can easily promote your new channels on other established ones. Take Tottenham Hotspur for example, they have covered most of the digital platforms in China (Weibo, Youku, WeChat, Weishi, etc.). The great website traffic has been a strong reason for them to see a strong growth on WeChat.
KOLS CAN ALWAYS TURN THINGS AROUND
Although Weibo and WeChat are different, KOLs can still perform an important role to help your account grow. For instance, Macy’s has turned to a KOL account on WeChat to promote their WeChat account along with their discount coupons. What has been the effect of this, you ask? Plain and simple, their daily “reads” number has increased fivefold.
OFFLINE EVENTS COULD BOOST YOUR ACCOUNT GROWTH
Online platforms will always benefit from successful offline campaigns. Serie A club AC Milan had a great tour in China this summer. During one of their offline events, the Mailman team put AC Milan’s WeChat QR code on the infographic for the event, and their account was flooded with a high volume of new followers that week.
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