How to promote Wechat Accounts in Hong Kong and China

 

For brands who want to target Chinese consumers, if you haven’t activated WeChat as your marketing tool or even consider doing it, you should certainly pick it up in no time or be prepared to withdraw from this tempting market any time soon, no joking.

 

What is WeChat then?

 

If you think about it’s like combining Venmo, Facebook, WhatsApp, Instagram, Google News, Pinterest, Uber and PayPal altogether. Imagining that you can chat with friends, make voice and video calls, order food and taxi, buying flight tickets and book hotels, play games, split lunch bills, shopping online and make online payments, pretty much everything you can think of, all merged into one APP: WeChat.

It is hard to convey the scale of WeChat’s popularity in China and it is spreading at rocket speed in China. With 626.1 million users logging into WeChat every day and using various functions for daily tasks. As by the end of 2018, the number of monthly active users for Weixin and Wechat exceeded 1 billion.

 

How to setup WeChat Official Account in Hong Kong and China

 

WeChat Official Account was launched in 2012. It allows for the creation and customization of your own mini-site within the WeChat application, you can also provide your own unique content and customer services, this acts as a key area for WeChat branding.

There are two types of WeChat Official Account for marketing purpose: Service Account and Subscription Account

 

What is Wechat Subscription Account

 

Subscription Account can publish once a day with 1-6 articles each time. All updates are sent to the users’ subscription chatlog with no push notifications.

What is Wechat Service Account?

 

Service Account can publish up to 4 times per month, with 1-6 articles each time. When the posts are published, the updates appear as push notifications in followers’ chat lists. Compared to subscription accounts, the posting frequency of service accounts is lower, but the visibility is higher due to push notifications.

WeChat service accounts offer a lot of interesting features including customer service, API integrations, e-commerce, and CRM. These WeChat Official Accounts offer more robust functionality as compared to subscription accounts.

Verified service accounts can also register for WeChat Pay and set up a WeChat Store. After verification, service accounts have access to 9 advanced APIs that enable the brands to customize functions such as Instant Customer Service, GPS, Payments, etc.

 

WeChat advertising service Hong Kong and China

 

WeChat Advertising has increased the ROI for 92% of luxury brands all over the world some of which include international brands like Givenchy, Montblanc, Pepsi, Dior etc. The Chinese social media platform has a history of resilience towards the entry of new advertisers, but it slowly opened up to foreign advertisers and has taken new routes ever since.

 

How to promote ads on Wechat Moments in Hong Kong and China

 

 

WeChat moments ads are placed in users’ feed. It requires a higher budget approach but offers the highest exposure levels. Therefore, WeChat Moments ads is still brands/marketers’ favorite to gain more popularity.

 

What is WeChat Brand Zone HK?

 

WeChat quietly launched a new feature named brand zone last December, which allows brands to display their official WeChat accounts, boutique stores, and other customized content to all users. Instead, users can search directly for the brands they want to visit.

The new feature signals Tencent’s ambition to make WeChat an all-encompassing digital platform, connecting social media marketing, e-commerce and payments.

 

What is WeChat’s Time Capsule? 

WeChat introduced the “Time Capsule” early this year, which is an equivalent to Instagram stories,  lets users post videos of up to 15-seconds to an individual users’ feed instead of WeChat moments.

The video will automatically disappear 24 hours after its publication. After uploading either from existing newly recorded videos, users will be able to add descriptions, emojis, music, and locations. It will recommend background music based on video content.

It’s still fairly new, however, if “Time Capsule” is going to achieve the popularity as Instagram stories, only time can tell.

 

WeChat Mini Program in Hong Kong

 

With more than 1 million mini programs on the market covering 200 categories and more than 200 million daily users, mini programs have become the way to do almost everything in China. Over the 8,000 WeChat surveyed users, 72% had used WeChat mini-programs and 34% of them declared to be frequent users.

One of the most popular Mini Games in 2018 was Jump Jump (跳一跳). This mini game challenges the player to jump over different boxes by pressing the screen without falling out. This mini app reached 100 million users in only two weeks.

China’s largest retailers are already on WeChat. Companies like JD, Pinduoduo have their WeChat Mini Program e-commerce platforms. One of the perks of WeChat E-commerce mini programs is the integration with WeChat Pay. This integration makes easier and faster the purchase process as the user does not have to log in between different platforms to complete the payment.

Considering that 94% of Chinese people use WeChat daily, there is thus no better app in China to bring brand awareness. Mini Programs take less space, are more convenient, but are also faster. Consumers are therefore more likely to prefer a Mini Program over the original app.

 

WeChat Payment Hong Kong 微信支付

 

The Chinese mobile payment market has prospered very fast ever since the birth of Alipay in 2004. WeChat Pay 微信支付, was commenced in the market much later in 2013, it now has exceeded more than 300 million users who connected their credit card details to their respective WeChat accounts and have started to enjoy the perks.

As payment has been integrated into the social messaging platform, users can now easily pay their bills through their mobile phones ranging from QR Code Payments, In-App Web-Based Payments, Quick Pay, and even Native In-App Payments.

For brands who are planning to open e-commerce stores on WeChat or not, WeChat pay is a must-have tool, not only to offer a better online shopping experience for your consumers since WeChat is a one-stop social platform, but also other payment giants like Alipay are blocked on WeChat.

 

What is WeChat Work 企業微信?

 

WeChat Work 2.0 was launched in June 2017, it’s a separated app designed for work purpose, dedicated to helping enterprises to improve the communication and management both with internal staffs and clients with various business tools.

 

 

On one hand, the communication feature of WeChat Work is far more advanced than normal WeChat, which gives the company better control of internal management as well as a better way to connect with their clients. On the other hand, its seamless integration with WeChat Official Account is also a very powerful tool to enable the brands to interact with their customers and provide better customer service.

 

Wechat Hong Kong China Conclusion

Despite the fact that more than 90% of Chinese are using WeChat daily, WeChat is also made very business friendly by offering variously advanced marketing tools for companies and marketers.  Activate it now!