Tips for Operating WeChat Channels’ Videos

In our previous article, we explored the fundamentals of WeChat Channels and why they are essential for businesses aiming to grow their reach in China. Now, let’s dive deeper into the platform’s unique features and strategies for making the most out of WeChat Channels.

Optimizing Video Content for WeChat Channels

WeChat Channels operates in a vertical video format, ideal for visually engaging content. Keep your video descriptions concise, ideally under 600 characters, to make them easily digestible for viewers. Only use the most relevant hashtags—up to three—as well as a location tag to boost visibility in localized content recommendations. When collaborating with brands or influencers, mention or tag them in your post to tap into a broader audience, as this attracts viewers from both audiences.

Adding links is also a powerful feature on WeChat Channels. You can link directly to articles on your official WeChat account, live streams, or even offer a small “red packet” (红包) incentive—a digital cash bonus between RMB 0.01 and RMB 0.8 to encourage viewers to watch, interact, and engage with the video. You can tailor the amount to your budget and promotional goals. You can also make use of WeChat’s post scheduling option to time content for maximum reach.

Current Trends on WeChat Channels

Popular content on WeChat Channels includes lip-syncing videos, humorous skits, and trendy memes, as well as fashion showcases, food content, musical performances, and street interviews. Educational content is also on the rise, with short, engaging “talking head” videos sharing knowledge on specific topics. When creating content to promote a brand, focus on either educating or entertaining the audience. Combining both can be even more effective. A strong call-to-action (CTA) is essential, so prompt viewers to like, comment, download an app, or visit your online shop to drive engagement and conversions.

Differentiating Between WeChat Channels and Douyin Content Strategies

While WeChat Channels’ main competitor, Douyin, attracts a younger, more informal audience, WeChat Channels is generally more professional, with an older user demographic. Douyin’s interactive features—such as filters and stickers—aren’t available on WeChat Channels, which allows only pre-edited video uploads. With this in mind, avoid directly replicating Douyin strategies for WeChat Channels and adapt content to suit the professional tone and preferences of WeChat’s user base.

Using CPC/CPM Marketing on WeChat Channels

For businesses aiming to boost brand awareness in China, CPC/CPM advertising on WeChat Channels offers a strategic approach for raising visibility, driving engagement, and enhancing conversions. WeChat’s video ads work well for all brands, from local start-ups to international companies, that can create visually appealing content.

To use WeChat ads, you’ll need a personal WeChat account, not a business one, as well as an advertising account, which requires a valid Chinese Resident ID card. For international companies, collaborating with a local contact may be useful to meet these requirements.

Conclusion

By optimizing WeChat Channels’ video content, staying on top of content trends, and crafting brand-appropriate messages, companies can engage target audiences effectively and grow within China’s dynamic social media 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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