WeChat was launched in 2011 as an instant messaging app for mobile phones but went on to add functions that were far beyond the usual scope of simple text and call apps. This made it one of the most popular apps in China. The key features of WeChat include instant messaging, Moments pages for daily updates, different types of accounts, WeChat Pay and mini programs, which are apps within the app. By the end of 2018, there were 1 billion active users and now WeChat is literally everywhere. In any coffee shop or supermarket, you can tap on WeChat Pay, scan a QR code and that’s it, you’ve paid. With this fast access everywhere, WeChat has become an important touchpoint for collecting information. Brands, with the help of key WeChat features, can significantly expand their market reach, establish strong connections with their potential customers, launch effective marketing campaigns and increase sales.

Expanding your follower base helps to maximize account exposure. There are different tactics that can be used and the choice mainly depends on the brand’s current level of recognition in China. Users can find your account by searching using relevant keywords, scanning QR codes or by clicking links to your brand’s account at the end of push articles that have been posted by influencers (KOLs – key opinion leaders). There are 10 effective tactics that brands can use to boost follower growth: use a current database, display QR codes, use offline promotions and events, use compelling visuals, share emotionally appealing content, use calls to action and interact with the audience in the comments, launch different creative campaigns, cross-promote with other accounts, run KOL campaign and invest in WeChat advertising. After this module you’ll know how to get the most from each of these tactics.

One of the most effective and fastest ways to increase user engagement is to launch a creative campaign. Users are constantly searching for emotionally appealing, useful content. Brands can provide useful content such as tool kits, learning materials, white papers, reports and more. What’s important is to provide this content only to followers of your account. In some cases, readers can receive materials only if they share an article on their Moments page or share certain content with their friends. Another way to encourage followers to mention your brand is to use Q&A campaigns or lucky draw campaigns.