If you use Wechat, you have probably been using Wechat Channels, a section launched since January 2020, accessed through the Discover part of the Chinese super-app, right underneath Wechat Moments.
Wechat Channels is a public feed of video and photo content, which can be searched using keywords and hashtags.
Wechat Channels is build through social connections
Wechat Channels is working on 4 different feeds :
- Accounts you follow
- Content that your contacts have liked
- Real-time trending content
- Content posts according to your actual location (only if you give the right in the parameters)
As a brand, your content could be liked, thus appearing on their friends’ Wechat Channels. Consequently they could like your content as well or just scroll down, and that is raising your brand’s awareness.
Short video is highly recommended
Short video marketing is an indispensable part of a brand’s digital journey in China. Wechat Channels mostly highlight short videos because people want to see fun and entertaining animated content. Video shares are a powerful indicator to consider.
Wechat tends to recommend other similar content to people and it can help brands to reach more potential target audiences.
Drive traffic inside Wechat
Starting with a video seen on Wechat Channels, people could click on your brand’s official Wechat account or click on your product’s page and Wechat mini-program if you provided it.
The shop is linked to Wechat account on which cooking tools are sold (on the second picture above : mini rice cooker and hot plate)
DTC brands are taking advantages of Wechat Channels
Using Wechat Channels is a good way for Direct-to-consumer brands to deliver products directly to customers without going through an intermediary. Consequently the delivery process is faster and more personalized.
Besides, consumer data is easier collected for brands to improve their CRM system.
Example of customer journey through Wechat Channels
We can propose you customized digital marketing services according to your needs.
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