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:
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).
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.
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.
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!