An Introduction to WeChat for Business

Digital marketers looking to penetrate the large, lucrative Chinese market are faced with a number of unique challenges. Due primarily to government legislation, there are many popular tools, apps, and channels such as Facebook and Google that are go entirely unused by the local population. Lacking many of the most powerful weapons in their arsenal, many businesses struggle to find success.

If you find yourself in a similar situation, you’ll be happy to hear that hope is not entirely lost. There are a number of extremely popular local platforms that can be used by businesses to achieve results similar to those of more traditional channels across Europe and North America—you just have to learn how to use them appropriately. In the case of China, the most prominent tool that you’ll want to develop a close familiarity with is known as WeChat.

WeChat 101

Given the name, it’s perhaps no surprise that WeChat gained its popularity as a simple, yet highly effective, messaging app. However, while it may have humble origins, it has since developed into so much more. On top of being able to send simple text-based messages, users can now also play games together, share photos, make both audio and video calls, and even translate various languages. Given this impressive functionality, it should come as no surprise that WeChat has over one billion registered accounts, with hundreds of millions of users logging in daily.

On the surface then, it may seem that it can be used by businesses much in the same way as Facebook or Instagram—however, there’s more than meets the eye. By registering for an “official” WeChat Service Account, businesses can unlock some specific business-to-consumer features. They not only gain the ability to distribute advertisements and push notifications to their subscribers, but they can also set up a complete digital storefront—and even accept payments—all from within the app itself!

Standing Out From the Crowd

Once you develop some familiarity with the layout and presentation of the app, the majority of your marketing approaches will be quite similar to those that you already employ. However, WeChat does have a few distinctive features that you need to learn how to use in order to reap the full rewards of the service.

The first of these WeChat-specific features is the famous QR code. While the technology experienced a brief period of popularity abroad, it never quite took off like it has here in Southeast Asia. In fact, each user that signs up for an official WeChat account is given a unique QR code, and understanding how to use it effectively is often the difference between success and failure.

Customers throughout China, Japan, and South Korea have been conditioned to pay close attention to the presence of these codes. By scanning them with WeChat’s built-in reader, individuals are taken directly to your company’s page or storefront, opening up a sizeable window of opportunity for you to generate leads and create conversions. What adds to the effectiveness of QR codes is how simple they are to distribute—companies can place their codes on stickers or flyers around the city in strategic locations, improving brand visibility and reach. Building web traffic has never been easier!

The second thing that you should pay close attention to is the location-based marketing feature. By using GPS signals to detect the locations of individuals and businesses, WeChat is able to present the content that is always most applicable to consumers. For companies that still have brick-and-mortar storefronts, engaging in this practice can dramatically increase awareness and foot traffic, especially in locations that are slightly off the beaten path.

While it may seem that missing some important tools from your digital marketing playbook will hinder your profitability, WeChat manages to fill the void left behind quite nicely. An all-in-one replacement for a variety of different channels, the Chinese social media giant is undoubtedly going to play a significant role in your advertising efforts as you attempt to build your brand awareness and recognition in the increasingly influential market.