5 Successfull Content Strategies on WeChat

What are the best con­tent strate­gies on WeChat? The suc­cess of an account depends on how well the con­tent reach­es the hearts of the users. WeChat arti­cles are gen­er­al­ly longer and more infor­ma­tive than posts on oth­er social media chan­nels. Poten­tial cus­tomers are inter­est­ed in con­tent that is use­ful to them, infor­ma­tive and deliv­ers con­tent worth shar­ing. But Chi­nese peo­ple also like to read emo­tion­al texts. Oth­er texts fall into the cat­e­gories hot top­ics, news, and spe­cial offers.

Rough­ly speak­ing, the con­tent on WeChat can be divid­ed into five categories:

Hot Topics

This is about pick­ing up cur­rent top­ics. Be it the release of a film, news about a celebri­ty, the launch of a book or oth­er spe­cial events. Every­day hun­dreds of such top­ics are dis­cussed on WeChat. Mar­keters have the task of iden­ti­fy­ing top­ics that are cur­rent, rel­e­vant and local. The source for hot top­ics is either Wei­bo (the Chi­nese Twit­ter) or via the search engine Baidu (the Chi­nese Google).


Useful information

WeChat surfers love arti­cles that give them use­ful infor­ma­tion. It is this prac­ti­cal infor­ma­tion that is most often shared on WeChat and which brings the high­est lev­el of com­mit­ment. In prac­tice, this con­tent for­mat con­sists of prac­ti­cal tips, tuto­r­i­al lists, and exam­ples. In many cas­es, the mar­ket­ing depart­ments of com­pa­nies pub­lish tips and tricks on how to get the most out of their products.


Interactive Content

This con­tent for­mat moti­vates read­ers to par­tic­i­pate in any activ­i­ties. For exam­ple, jokes are told, opin­ions asked, ques­tions asked, dis­cus­sions ini­ti­at­ed or votes cast. Skill­ful mar­keters use this for­mat to con­duct incon­spic­u­ous mar­ket research (What do you think looks bet­ter from san­dals or tip­toes? What is the hottest col­or for spring out­fits this sea­son — light blue or light green? etc.) If more than 1,000 cus­tomers answer this ques­tion, it should already indi­cate a trend…


This is about gen­er­at­ing sales. To do this, read­ers are pro­vid­ed with sales argu­ments and spe­cial offers. Cus­tomers are pro­vid­ed with all the impor­tant facts and fig­ures they need to make a deci­sion to buy a prod­uct in a short, com­pact form. How­ev­er, since no cus­tomer likes to react to hard sales, they are rather fright­ened off. Mar­keters are asked to guide cus­tomers as unob­tru­sive­ly as pos­si­ble to the con­clu­sion of a pur­chase. They do this by weav­ing an incon­spic­u­ous top­ic into the text, thus slow­ly lead­ing the read­er towards the product.


Brand-related content

This is about authen­tic brand sto­ries and news. The company/brand can present itself here, pub­lish some­thing about its his­to­ry and suc­cess­es. The goal of this con­tent is to bring the brand clos­er to the users and there­by cre­ate a clos­er cus­tomer rela­tion­ship. Com­pa­nies can also use this con­tent to talk about cur­rent prod­uct devel­op­ments and thus pre­pare the launch of prod­ucts that are not yet ful­ly marketable.


Do you guys have any expe­ri­ences in Con­tent Strate­gies on WeChat? Let’s talk about and fig­ure out which strat­e­gy per­formed the best!

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Nora Holtmann is a passionate platform hacker: She loves to discover new platforms and explore their technical possibilities for new businesses. Her specialty is developing new digital business models for social media platforms and reporting on them in books and blogs. That you are reading about her here is the best proof that it works. As a lecturer, she trains online marketing managers and helps them to develop creative opportunities for their companies. Her passion is traveling. When she is not traveling with her backpack, she travels the world via the internet. This way she has made contacts all over the world. She lives in Berlin and also loves to travel culinary to the countries where she is currently mentally active (currently China and Korea are on the menu). Nora Holtmann can be booked for lectures and seminars. Also check out her books on Amazon!

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