We recently had a client who was very mystified by what organic content on their WeChat official account should look like versus what it should look like as a Sponsored article on another WeChat account’s newsletter.
Let’s clarify some terminology first before we all get confused.
WeChat accounts are able to publish ‘newsletters’, which can have up to 8 different articles within it.
An organic article would be content you publish on your own branded account.
A Sponsored article would be a WeChat article you publish on someone else’s official account. Why would you want to do this? Well, because they have lots of subscribers!
Let’s also clarify that these Sponsored articles on someone else’s WeChat account, which we also refer to as ‘advertorials’ interchangeably, is not an official part of the WeChat advertising platform. So why are Sponsored articles popular? Because they currently still provide a slightly more geo-targeted approach than using WeChat’s advertising platform, which only allows you to target nationwide right now in Canada, meaning you cannot target just Vancouver or Toronto or Montreal.
When WeChat allows for improved ad targeting in overseas markets, then the popularity of Sponsored articles on WeChat is likely to be reduced, but for the time being, they are a big part of how brands promote in the local market.
So if you have registered for a WeChat official account for your company or brand, what should your organic content look like?
Organic Content on WeChat
Let’s go back to why our Client was confused. Someone had told them that content on WeChat is supposed to be ‘really casual’, and while this approach is fitting for accounts that are like the Chinese version of ‘9gag’ on WeChat, or a TMZ News on WeChat, brands should definitely have a consistent look and feel across platforms and languages.
For example, Chaumet Paris, a premium jewelry brand, would never take on a ‘really casual’ approach on any channel, as brand consistency is key to providing followers with a unified experience around the world. It’s not just for high-end brands that this applies, as you can see from Nike’s WeChat organic content, which also takes on a more designed approach, and the language still adheres to the brand’s healthy and energetic core messaging.
Sponsored Content (Advertorials) on WeChat
Now let’s talk about Sponsored Content. As the media buying agency in between the Client and the WeChat channels publishing these advertorials on their accounts with a large subscriber base, we are continually asked not to submit content that looks too much like an ad, because readers would be able to smell that from a mile away and avoid clicking on it.
What we have done is find a happy middle ground, where we customized the Sponsored article headline to be more casual and approachable and also add value-add or educational content to make the article more engaging.
For example, if the article is for the launch of jewelry collection, we can open the Sponsored article with the history of the design concept; if the new line is based on a moon-shaped pendant, we can talk about the history of the moon, how it’s been 50 years since humans first landed on the moon, and then lead into how the brand is also celebrating this historic moment with a collection.
Essentially with Sponsored content, you want to make the content more interesting than simply announcing that there is a new collection. That takes you all the way back to when marketing was simply broadcasting; just you talking AT the consumer. Similar to content that works on other social platforms, content that resonates seeks to educate, humor, intrigue the audience, to get them to participate in the conversation.
At the end of the day, what’s in it for THEM to read your Sponsored content? Brands who simply force-feed product or event announcements through advertorials are not likely to obtain good results from their advertising efforts.
So this is how organic and sponsored content differs on WeChat. Organic is where you work to ensure the content strategy, brand tone, messaging and delivery aligns with your ‘global’ brand. Advertorials and sponsored content is where you should be customizing for the channel, make it seem less like an ad and more shareworthy through engaging the reader through knowledge-sharing or triggering other emotions.
If the thought of having to create your own content is overwhelming, have no fear, our WeChat and Chinese marketing specialists are here to assist. Contact us today at info@catalystagents.com.
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