3 Ways to Grow Your WeChat Official Account

This is our most-asked question of ALL-TIME. Why? Because every business wants to have a presence on WeChat, and once they have jumped through all the hurdles to set up a WeChat Official Account, they have no idea what to do with it.

The next step is for the account to sit stagnant because they also can't figure out why users aren't randomly discovering the account to follow it. 

Newsflash: There is NO random 'suggested accounts' feature like on Instagram for WeChat Official Accounts. This means you have to do the legwork, and we are going to share 3 ways you can help grow your official account. Read on!

1 - SHARE Your Content

You've written a great piece of content, had 10 people review it on the team, and successfully published your WeChat article. Now what?

Scroll down to the very bottom of your article and hit all 3 buttons - SHARE, LIKE, and WOW.

Click any of the 3 buttons at the bottom to share, like, or share the article to the WOW feed.

2 - You Get What You Pay For

You get what you pay for. You want to set aside an initial advertising budget go generate the first batch of followers from other larger WeChat accounts or through WeChat ads.

This is the same concept as marketing through an Influencer on Instagram, they have 600K followers and you have 0, zilch, nada, so paying them to expose your brands to their audience will get a boost in your following.

Can you guess when we ran advertorials for this client?

3 - Make It Interesting

YAY! You have followers, now what? Be interesting! This is a tough one. How do you make WeChat articles interesting? 

Incorporate some of the latest cultural news, tv shows, even memes from Mainland China into your content as 'lead-in' content for your sales pitch. 

Here is an example. A recent TV show had female celebrities in their 30s to 50s in a talent competition, and the WeChat article talks about the previous week's competition results and how the celebrities manage to keep their skin so white and glowing. This then leads to the different types of healthy snacks and food one could consume to maintain beautiful skin. The article was for a grocery store chain. 

So, make it relevant and interesting! There aren’t any fast and hard tips on this one because it all depends on your creativity and connecting the dots between what’s trending, culturally relevant, and also aligned with your brand and products.

So to summarize, you need to leverage your immediate network, be willing to spend on advertising, and able to connect the dots between current trends and your brand to create engaging content. If you are missing any of these components, it’s detrimental to the success of building your presence on WeChat.

Think about it, when you start an account, you have zero followers, and the only person or team that would share it is you and your staff, so you need team buy-in. Secondly, without a ‘suggested accounts to follow’ feature, everything is organic, so if you don’t do anything, nothing will happen; this is why you have to acknowledge that if you want fast growth and you don’t have a recognized brand already, you will need to invest in advertising/marketing. Lastly, social media content should be on-trend and relevant to the culture, or else it’s not relevant to the Chinese audience if you aren’t talking about the shows they are watching or the news of the moment.

3 very simple steps, but executing properly takes hard work and commitment as always!