WeChat Branded Sections - 2019 New Official Account Function

As a follow up to our blog post last week on the new WeChat Search Keyword Prompt function, there is another new function that will help to make your brand presence more consistent within WeChat’s Search function; this new function is called a ‘branded section’.

What are WeChat branded sections? These are different from what we know as WeChat official accounts, and is a function that is now open for WeChat official account users including Overseas Accounts.

For those of us who follow international brands like Dior, Swarovski and more, you may have noticed that these brands had a brand page already back in 2018, where a WeChat search would pull up a branded section, which contains a basic profile description of the brand, a link to the brand’s website, its WeChat Official Account, and WeChat Mini Programs associated with the official account.

This function is now available for overseas official accounts as well, allowing account operators to set up the branded section. It should be noted that this function can only be used if you have a WeChat Mini Program associated with the brand’s official account. In the screenshot below we have highlighted where you can access the branded section function within the new ‘WeChat Search’ section.

For brands that have set up their branded sections, their WeChat Search results contain richer links and media tied to the brand’s presence on the platform. For example, a search for Nike returns the brand’s profile description, WeChat official account, associated mini programs for NikePlus members, and e-commerce items available for sale online.

Another example would be Estēe Lauder, which returns a basic profile description, WeChat official account, and four associated mini programs with functions such as hot promotional offers, members central, rewards program and product-specific mini program for AERIN.

Utilizing this new branded area section to return richer search results for users helps to reinforce a brand’s presence on WeChat, tying together a brand’s different components like content, interactive mini programs, and e-commerce goods together.

If you have a mini program on the platform, make sure to explore how to add this new WeChat Search function to your arsenal of promotional tools to give your brand more consistency and greater exposure in the platform’s search results.

Need help with WeChat account management? Our team of WeChat specialists is ready to help. Contact us today at wechat@catalystagents.com for a free consultation!