Tips for Posting Content on WeChat Official Accounts

WeChat, as one of the most prominent communication platforms in China, is indispensable for any business aiming to tap into the country’s billion-strong market. When creating content for WeChat, it’s crucial to understand that the preferences of Chinese users differ significantly from those on Western platforms like Facebook, Instagram, or X (formerly Twitter). In this article, we’ll explore key tips for crafting engaging content on WeChat Official Accounts, focusing on the types of content users encounter most often in their Moments feed.

What is the “Moments” Feature?

The Moments feature on WeChat resembles a Facebook feed, where users can view content posted by their friends or accounts they follow, ranging from photos and text to videos. WeChat Official Accounts can also share articles through Moments, making it an effective tool for businesses to engage users. According to WeChat statistics, users open Moments an average of seven times a day, meaning your content has multiple opportunities to be seen if it is crafted thoughtfully.

Here are some essential tips to help your business succeed on WeChat Official Accounts:

Tip 1: Use Bilingual Content

Given the diverse group of users on WeChat, it’s important to use bilingual content, typically in both Chinese and English. While most Chinese users are fluent in Mandarin, English is increasingly used by international users or those studying abroad. By providing bilingual content, businesses can appeal to both domestic and international audiences, maximizing the reach of their posts. This approach also signals inclusivity and professionalism, demonstrating that the company values all users regardless of their language preferences.

Tip 2: Create Catchy Titles

Titles are your first and best chance to grab attention. In a sea of content, a strong, engaging title is essential to entice users to click on your post. A catchy title should be short, to the point, and contain keywords that spark curiosity or a sense of urgency. When crafting titles for WeChat content, it’s essential to understand cultural context and preferences in China—titles that play on local idioms, popular phrases, or trending topics tend to perform well. For example, the title “5 Tips to Upgrade Your Morning Routine for a Productive Day” might do well, but incorporating cultural references, such as “Wake Up Like a CEO: Morning Habits of China’s Most Successful Entrepreneurs,” can make it even more appealing to a Chinese audience.

Tip 3: Evoke Emotion

Chinese users are highly responsive to content that resonates emotionally, whether through humor, nostalgia, or empathy. Posts that evoke strong feelings tend to be shared more widely, especially when they address topics relevant to users’ lives. To make your WeChat content stand out, aim to tell stories that connect with your audience on a personal level, highlighting relatable experiences or offering solutions to common challenges.

In April 2021, the WeChat account “Xinshixiang” (新世相, WeChat ID: thefair2), known for its reviews of movies and TV shows, launched a campaign titled “Escape from Beijing, Shanghai, and Guangzhou (Season 2)” (逃离北上广第二季). The campaign struck a chord with young professionals exhausted by the pressures of urban life in China’s biggest cities, offering 100 free flight tickets to those who could escape to smaller cities within four hours. The campaign created an emotional connection with users who were struggling with the dilemma of whether to stay in fast-paced cities or seek a simpler life elsewhere. As a result, the post went viral, generating significant buzz across Chinese social media platforms.

Tip 4: Incorporate Visual Content

In the highly visual world of social media, eye-catching images or short videos can significantly increase engagement. Visual content has the power to communicate more than words alone and is often more shareable. On WeChat, where articles are often read in short bursts during breaks or commutes, appealing visuals can capture attention and enhance the message you’re delivering.

Tip 5: Timing Matters

While content quality is essential, timing is just as important. Research indicates that WeChat users are most active in the morning before work, during lunchtime, and in the evening after work. Posting content during these peak hours increases the likelihood that your audience will see it. Additionally, being mindful of national holidays, cultural festivals, and current events can help tailor your content to moments when users are most receptive. For example, you could align a product launch with the Chinese New Year, framing it as a way to refresh and renew for the new year. By posting around this time, the content becomes more relevant and timely, increasing the chances of user engagement.

Conclusion

WeChat offers businesses an unparalleled opportunity to connect with Chinese consumers, but success requires more than simply posting content. By leveraging bilingual posts, creating compelling titles, evoking emotion, incorporating visuals, and posting at optimal times, businesses can ensure that their content resonates with WeChat users. As the platform continues to grow and evolve, adapting your strategy to fit user preferences and cultural nuances will be crucial to standing out in China’s competitive digital landscape.

If you’re looking for a partner to help you expand your business in China using Douyin and more, Cerberus Marketing is here to assist! We can customize your brand image and marketing plan to seamlessly integrate into the Chinese market. From market research and strategy development to social media management and influencer partnerships (WeChat marketing services, Little Red Book marketing, Douyin marketing), we provide end-to-end solutions to ensure your brand makes a lasting impact in China. Partner with Cerberus Marketing today and let us help you unlock the full potential of the Chinese market!

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