When writing WeChat advertorials we are often caught between two parties, the WeChat channel vendor (aka the operator of popular WeChat channels who sell spots in their daily WeChat newsletter much like a print newspaper) and the Client.
The Client will want to ensure their advertorial is on brand and want to keep a headline that sounds corporate and formal. Unbeknownst to them, because the majority of our Clients do not regularly use WeChat, the headlines on WeChat newsletters are much more casual than they would expect.
WeChat Article Headline Samples
Here's a sample of what a Client would want their advertorial headline to sound like:
"The Elysian - Vancouver Downtown's Luxurious New Landmark on Alberni Street"
Now, in comparison, here's a headline that will draw FOUR TO TEN TIMES MORE TRAFFIC:
"A New Business Opportunity that Will Put Block Chain Technology to Shame!"
Why will this draw more traffic? Because it talks about a current topic that the mass audience is interested in, and also claims there's a new business opportunity that can rival that of this popular new tech. It piques the curiosity of the reader, and draws thousands of readers in a day.
You might protest that this is definitely a stretch for the headline, but this type of article, translated as "inductive writing", where the article starts out with an informative section on the topic the headline refers to, such as the amount of market interest and investment in blockchain technology, and then introducing this other investment opportunity with a solid return prospect and providing market stats and insight to support this claim.
The Happy Middle Ground For All Parties
Clients are hesitant to adopt such an approach because they feel like they don't own the whole advertorial, even though it will attract 10 times more traffic and awareness for their brand. The WeChat vendors are also growing wary of corporate headlines in their newsletters because they are starting to see their readers unsubscribe from their feed.
A recommended approach to utilize WeChat advertorials for the betterment of all parties involved is to take on this "inductive writing" approach, where the WeChat channel's readers are still interested in reading the stories and the client also achieves higher levels of awareness.