In the ever-evolving landscape of social media, WeChat has emerged as a dominant force in China, providing a comprehensive platform for communication, networking, and business promotion. One relatively recent and growing element of WeChat used as a communication platform for companies is WeChat Channels, the short video sharing platform launched by the company.

WeChat Channels have gained immense popularity among B2B companies seeking to tap into the vast potential of the Chinese market. In this blog post, we will explore the significance of WeChat Channels, how to create them for personal and company use, and the dos and don’ts for B2B companies looking to stand out in China.

Understanding WeChat Channels and Their Equivalents

WeChat Channels are essentially official accounts on the WeChat platform that allow individuals and businesses to create and share content with their followers. It is comparable to other social media platforms like YouTube, Facebook, and Twitter, but with a distinct Chinese flavor. According to the “2022 China Mobile Internet Report” released by the third-party organization QM, the number of users of WeChat video accounts has reached a staggering 813 million, surpassing even the 680 million users of Douyin, which is considered the primary platform for short videos. WeChat Channels provide an ideal space for B2B companies to engage with their target audience, establish thought leadership, and promote their products or services effectively.

However, it’s worth noting that the average daily usage time of WeChat Channels users is less than one-third of that of Douyin. Douyin users spend an average of 118 minutes per day on the platform, while WeChat Channels users spend only 35 minutes. Therefore, it becomes crucial to devise effective strategies to maximize the reach of the video account’s content and engage with the target user group.

Creating a WeChat Channel for Personal Use

If you are an individual looking to establish your personal brand or share your expertise on WeChat, creating a personal WeChat Channel is a great way to achieve that. Here’s a step-by-step guide on how to create a WeChat Channel for yourself:

• Download and install the WeChat app on your mobile device.
• Sign up for a WeChat account and complete the registration process.
• Tap on the “Channels” tab and click on the “Create” button.
• Follow the on-screen instructions to set up your personal WeChat Channel, including selecting a profile picture, writing a compelling bio, and choosing a unique name.

Creating a WeChat Channel for Company Use

For B2B companies looking to establish a strong presence on WeChat, creating a dedicated WeChat Channel for their brand is essential. Here’s a step-by-step guide on how to create a WeChat Channel for your company:

• Register an official WeChat account for your company on the website at https://mp.weixin.qq.com.
• This requires fulfilling certain requirements and submitting relevant company documents and a Chinese employee contact information to WeChat for verification.
• Once your account is verified, or if you already have an official WeChat account, go to the WeChat Official Accounts Platform and complete the registration process for a WeChat Channel.
• Customize your WeChat Channel’s profile by adding a captivating profile picture, writing an engaging introduction, and providing contact information.

Dos and Don’ts for B2B Companies on WeChat Channels

To make your WeChat Channel truly outstanding and effective in promoting your B2B company in China, it is important to keep the following dos and don’ts in mind:

Dos:

• Publish high-quality, informative, and relevant content regularly to engage your audience.
• Leverage multimedia elements such as images, videos, and infographics to make your content more engaging and shareable.
• Interact with your followers by responding to comments, messages, and inquiries promptly and professionally.
• Collaborate with influencers or key opinion leaders (KOLs) in your industry to expand your reach and credibility.
• Utilize WeChat’s features such as WeChat Pay, Mini Programs, and custom menus to provide a seamless user experience.

Don’ts:

• Avoid using overly promotional language or excessive self-promotion in your content. Focus on providing value to your audience.
• Steer clear of controversial or sensitive topics that could potentially alienate or offend your target audience.
• Do not neglect the power of data analytics provided by WeChat. Monitor and analyze your channel’s performance to optimize your content strategy.
• Refrain from neglecting your channel. Consistency is key to building a loyal following and maintaining engagement.
• Avoid spamming or sending unsolicited messages to your followers. Respect their privacy and preferences.

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WeChat Channels have become a vital tool for B2B companies to effectively promote their brand and engage with their target audience in China. By understanding the significance of WeChat Channels, following the steps to create personal or company channels, and adhering to the dos and don’ts, B2B companies can unlock the full potential of WeChat as a marketing platform. Embrace the power of WeChat Channels to establish thought leadership, foster connections, and drive success in the dynamic Chinese market.

Based on years of deep cultivation in the Chinese market, Influence Matters leverages its expertise to assist B2B enterprises in effectively utilizing and managing WeChat Channels, the popular video platform. This enables businesses to enhance their visibility and effectively reach their target market in the local market.