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
- Sound and
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.
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.
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.
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.
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! 🙂