Content Broadcasting on WeChat

It is impor­tant for brands (indi­vid­u­als or com­pa­nies) to com­mu­ni­cate with their cus­tomers via con­tent. Con­tent is the new cur­ren­cy for cus­tomer acqui­si­tion on the Inter­net, cus­tomers want to inform them­selves before they buy some­thing. They want to know what advan­tages and dis­ad­van­tages the prod­ucts offer them, but most of all they want to know how the offered prod­ucts solve their prob­lems or make their wish come true.

There are five dif­fer­ent types of con­tent in WeChat:

  • WeChat arti­cles
  • Text
  • Pic­ture
  • Sound and
  • Video

Arti­cles are the most com­mon method brands use to pub­lish their con­tent. An arti­cle can include images, text, audio or video. You can think of arti­cles as small land­ing pages with which entre­pre­neurs can share their information.

Under each arti­cle, read­ers have the chance to leave a com­ment and/or rat­ing. Users can com­ment on the arti­cles, link to them or share them with their net­work (e.g. in the Moments sec­tion). Cross-plat­form shar­ing means that arti­cles can be read by non-sub­scribers, which can lead to a cer­tain virality.


Comments under Articles

Read­ers of arti­cles are invit­ed to write their com­ments or rat­ings under the arti­cles. How­ev­er, these arti­cles are not pub­lished imme­di­ate­ly but are first approved by the pub­lish­ers of the arti­cle before they can be read by every­one. Alter­na­tive­ly, account own­ers can respond and respond to com­ments. Once they respond, the com­ment is con­sid­ered accept­ed and pub­lished. After that, both the com­ment and the giv­en answer are vis­i­ble to all readers.


Automatic Messages

To give account own­ers more reach and to enable them to run their cam­paigns more effi­cient­ly, they can send mes­sages auto­mat­i­cal­ly. This func­tion is avail­able for images, text, sound or video messages.

The auto­mat­ic mes­sages are used for dif­fer­ent pur­pos­es. For exam­ple as

  • Wel­come mes­sages for new sub­scribers of the account,
  • Auto-reply mes­sages to inform users that their requests have been received and are being processed,
  • Key­word auto-reply mes­sages, can be used to answer key­word-based queries (e.g. FAQs),
  • One-to-one com­mu­ni­ca­tion. In this case, it is a chat­bot that deals direct­ly with the prob­lems and wish­es of customers.


Edit menus

The own­ers of offi­cial accounts have the pos­si­bil­i­ty to edit the menus on their site. So the sim­ple start pages can be extend­ed by links to arti­cles, mini pro­grams or partners.


User and Content Analytics

Account Man­age­ment allows you to view data on sub­scribers, their tele­phone num­bers and account IDs, as well as demo­graph­ic data. Fur­ther­more, con­tent per­for­mance can be ana­lyzed. The ana­lyt­ics func­tion of the account pro­vides infor­ma­tion on the reach of the arti­cles, the num­ber of read­ers, page views and the num­ber of shares and hyperlinks

What kind of con­tent do you pre­fer? Have you ever pub­lished an arti­cle on WeChat? Whose con­tent are you fol­low­ing on WeChat? To learn about the five most effec­tive con­tent Strate­gies, click here»

What­ev­er comes to your mind regard­ing WeChat Con­tent Broad­cast­ing, leave me a com­ment below and let’s discuss! 🙂

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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!

3 thoughts to “Content Broadcasting on WeChat”

  1. It’s rare to find come across an arti­cle like this, that shows the author is com­mit­ed to pro­vid­ing val­ue! You def­i­nite­ly made me think! Thank You‑I had­n’t con­sid­ered things from that angle oth­er­wise. I have to share this…

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