WeChat is extremely popular among overseas Chinese as it serves as a primary tool for staying in touch with family and friends in Mainland China. WeChat offers a user interface and services in Chinese, creating a sense of cultural and linguistic familiarity for the overseas Chinese community. Additionally, it supports various functions such as instant messaging, social media sharing (Moments), and WeChat Pay, which are practically valuable within the overseas Chinese communities. For Chinese individuals accustomed to using WeChat, regardless of their location, it remains an essential tool for maintaining social connections and facilitating everyday conveniences. Let's explore how to leverage WeChat's popularity for marketing to the Chinese diaspora.
Moments Ads:
Posting image or video ads in WeChat's Moments, directly linking to the brand's page or official account, increasing brand visibility and user engagement.
WeChat Group Marketing:
Engaging in product promotion and information dissemination by creating or joining relevant WeChat groups, while also gathering user feedback and market data.
Service Accounts:
Similar to email marketing. Chinese users are less inclined to fill out personal information on websites, and in some ways, WeChat serves as their email. After obtaining customer WeChat IDs, service accounts regularly send out promotional messages.
WeChat Official Accounts:
WeChat Official Account is quite similar to a Facebook Public Page in several ways. Businesses or individuals can create official accounts to publish news, articles, and event information related to their brand, attracting and maintaining users with high-quality content. Brands can also place ads in popular official accounts with a large number of followers.
Video Accounts:
Resembling a mini TikTok but focused on one's social circle, users and brands post short videos and live content, showcasing products, lifestyle, or brand storytelling. Video accounts enable direct visual and emotional interaction with users, enhancing brand impact.
Live Streaming:
Tied to official accounts and video accounts, WeChat live streaming marketing focuses on real-time interaction. Brands can showcase products, share educational content, or host interactive activities like Q&A sessions and lotteries. Live streams support embedded purchase links, allowing users to buy products shown during the stream. Both methods leverage WeChat's vast user base to attract users, increase engagement, and drive sales through visual content and live interaction.
WeChat Mini Programs:
Developing mini-programs for convenient services or product sales. These programs open directly within WeChat without needing to download, suitable for e-commerce, booking services, etc.
