(Source: https://pltfrm.com.cn)
Introduction
For overseas brands aiming to succeed in China, WeChat is a must-have tool for engaging with consumers. With its multifaceted platform offering messaging, payments, and social networking, WeChat provides brands with endless opportunities to connect with their audience. This article examines proven tactics that can help overseas brands engage users effectively on WeChat.
1. Establishing a Presence with WeChat Official Accounts
1.1 Setting Up an Official Account
To get started on WeChat, overseas brands must set up an official account. Depending on business needs, choosing between a subscription or service account can significantly impact how users interact with your content and how often they receive updates.
1.2 Offering Value-Added Content
Beyond basic product information, brands should share valuable content like tips, industry news, or customer success stories. Creating value for followers can foster trust and increase engagement over time.
2. Engaging with WeChat’s In-App Features
2.1 WeChat Moments Ads for Brand Visibility
WeChat Moments is one of the best places to target users based on demographics and interests. By running targeted ads, brands can maximize their visibility within the platform and increase interaction with potential customers.
2.2 WeChat Mini Programs for Direct Engagement
Mini Programs allow brands to integrate an app-like experience within WeChat itself. Brands can create personalized experiences, such as loyalty programs or interactive catalogs, making it easy for users to engage directly within the app.
3. Enhancing User Experience with Customer Service
3.1 Real-Time Customer Support
WeChat allows for real-time communication with customers via live chat. Brands can use this to answer questions, resolve issues, and engage with users, providing an exceptional level of customer service.
3.2 Automated Replies and Chatbots
For brands handling high volumes of messages, WeChat chatbots can provide immediate assistance. They can answer frequently asked questions, guide users through processes, or even suggest products based on customer preferences.
4. Hosting Interactive Campaigns
4.1 Contests and Giveaways
Running interactive campaigns like contests and giveaways can be an excellent way to increase engagement. By asking users to share content or invite friends, brands can expand their reach and generate excitement around their products or services.
4.2 Gamification to Increase Interaction
Brands can integrate gamified elements, such as challenges, quizzes, and rewards, to encourage users to engage more frequently. By rewarding users for participation, brands can keep customers returning for more.
Case Study: Boosting Engagement with a Health Supplement Brand
A U.S.-based health supplement brand used WeChat’s Mini Programs to create an interactive quiz about healthy living. Users could participate in the quiz, share their results on Moments, and receive discounts on products. This campaign led to a 30% increase in user engagement and a 20% growth in sales during the promotion period.
Conclusion
WeChat offers a powerful set of tools for brands looking to engage with Chinese consumers. By utilizing features like official accounts, ads, Mini Programs, and customer support, overseas brands can build a meaningful presence and increase their market share in China.
PLTFRM is an international brand consulting agency that works with companies such as Red, TikTok, Tmall, Baidu, and other well-known Chinese internet e-commerce platforms. We have been working with Chile Cherries for many years, reaching Chinese consumers in depth through different platforms and realizing that Chile Cherries’ exports in China account for 97% of the total exports in Asia. Contact us, and we will help you find the best China e-commerce platform for you. Search PLTFRM for a free consultation!
