What Promotion Types to use on WeChat

The best chance to sell WeChat on a large scale is by using pro­mo­tions. Even if the launch of a cam­paign is not pos­si­ble in WeChat itself, the arti­cles and inter­ac­tive spe­cial offers or give­aways can be used to attract customers.

In gen­er­al, there are four dif­fer­ent pro­mo­tion campaigns:

Lucky Draw

These are the most com­mon pro­mo­tion cam­paigns. In this case, read­ers are invit­ed to link and com­ment on an arti­cle at the end of an arti­cle. Some Lucky Draw cam­paigns also end with a request to send a pri­vate mes­sage to the Pub­lish­er to par­tic­i­pate in a raf­fle. Raf­fles are very suc­cess­ful in Chi­na because they increase user interaction.

 

User-Generated Content

This pro­mo­tion cam­paign encour­ages read­ers to cre­ate con­tent them­selves and send it to com­pa­nies to win a gift. The con­tent cre­at­ed could be a pho­to using one of the brand’s prod­ucts, for exam­ple. Also pop­u­lar are images of self-made or paint­ed pro­duc­tions. Many mar­keters also call for video with a prod­uct review. Influ­encers often use this cam­paign for­mat to reach even more users and moti­vate them to participate.

H5 pages and games

H5 pages are small web pages pro­duced in HTML 5. The H5 pages pub­lish small games or pub­lish spe­cial pho­to fil­ters that users use to upload their pho­tos. The small games can quick­ly go viral if the enter­tain­ment is good.

 

Sales campaigns

WeChat is pri­mar­i­ly a com­mu­ni­ca­tion and sales chan­nel. Accord­ing­ly, WeChat offers many dif­fer­ent ways to launch tar­get­ed sales campaigns.

The best-known form is the dis­patch of brand coupons. Com­pa­nies inte­grate these coupons into their arti­cles (small land­ing pages), which users can then redeem online or offline. Before the coupon expires, the users are informed once again. This opens up the chance for a sec­ond Touch­point with the users. On the one hand, if the coupon can be acti­vat­ed or pur­chased, the sec­ond short­ly before the coupon los­es its validity.

 

Promotion Cooperations

Anoth­er fac­tor for suc­cess in the Chi­nese mar­ket is hav­ing the right busi­ness part­ners. Those who work in Chi­na work as a team. There are hard­ly any lone fight­ers. To be suc­cess­ful on WeChat, you should also look for part­ners with whom you can coop­er­ate. The eas­i­est way is to swap cus­tomer lists (if you don’t sell the same prod­ucts, of course) or rec­om­mend each oth­er to users. This can work both with oth­er providers.

 

Influencers

An adver­tis­ing cam­paign has par­tic­u­lar­ly good chances if it is sup­port­ed by influ­encers. The Chi­nese, who have always attached great impor­tance to con­tacts and con­nec­tions, love to be addressed and guid­ed by influ­encers. Influ­encers are already quite impor­tant in the West, but in Chi­na they are indis­pens­able. To learn more about Chi­nese Influ­encers check out this article»

Have you ever tried to use pro­mo­tions on WeChat? What did you tried? Let me know in the com­ments below and let’s discuss!

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Nora

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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