Wechat Marketing tips
TweetMaximize your impact by putting your marketing effort on the right APPs is key to your success.
The potential of Chinese market is not to be demonstrated anymore and adapting your tactics to the Chinese culture is worth…
As of December 2015, WeChat reached over 650 million active users (more than 88% of those users are chinese).
Its direct competitors, Skype, Whatsapp, Viber and Line reach just over 300 million, 800 million, 100 million and 560 million.
Worldwide, WeChat ranks in the top 2 most popular social networking-messaging applications, based solely on active users.
From a China perspective, WeChat is by far the single most popular application.
– Unlike WhatsApp, Wechat is not just a mobile phone messaging application, it also out-competes RenRen (the equivalent of Facebook in China) by having more active users.
– Unlike WhatsApp, WeChat is also China’s default messaging service on PCs and Tablets. Knowing that CTRs are higher on PCs and Tablets, this aspect brings greater visibility and higher CTRs for advertisers.
– It is also the default video chat app in the way that Skype is to users within the United States.
WeChat is truly the dominant social media in China.
Considering non-Chinese users only, WeChat’s total active users will not be representative of its popularity in English speaking markets such as USA, Canada, Australia etc.
Like Whatsapp, if the user were to lose their phone or change their number, they would be able to transfer all their contacts and messages onto a new phone. WeChat shares all the important features of Whatsapp such as Group Chat, Text Chat, Voice Chat, Web Chat, sending photos and videos and sharing location.
Thus, it combines the advantages of social networking offered by Facebook, the mobile phone usability of WhatsApp and video messaging popularity of Skype all in one single platform.
If you consider to engage the Chinese market from a long-term business standpoint, wechat is a MUST.
WeChat offers greater usability and several features which outdo its current competition.
WeChat Users, what you need to know
Looking at the demographics of Wechat users in China, we realize WeChat looks like Facebook in United States in the mid-2000s, meaning
it’s primarily used by youth and trendy segments in major cities of China.
Age: Only 15% of WeChat users are aged over 35, and of these, Chinese natives constitute an even lesser percentage. Therefore, if your product/service targets elder or middle aged native Chinese population, RenRen is probably a better solution.
Gender: female users represent under 35% of wechat users.
Cultural differences in China
In order to be successful in China and compared to western countries, here are the general culture differences you should consider:
Chinese people are very community-oriented: Don’t explain the benefit of the product to 1 consumer directly (i.e. “our product will enable you to….” OR “you will no longer have to….”). Advertising in China emphasis on “we” and “us” (not “you” and “I”). Chinese consumers are using these apps to feel part of a community and to interact with or make friends.
Status is very important in China : Treated your customers like a VIP and show them they are important (for both Chinese men and women). The westerners’ successful brands in China are high-end clothing brands. Chinese love to buy brands (Hugo Boss, Versace, etc.) and will not compromise by buying a cheap duplicate.
a) TV or radio media, heavy regulation impedes foreign parties from entering China’s online content arena.
b) Scale and differentiation: Although the Chinese advertising market is busy, only few brands are fighting for the Share of voice. If your product offers some kind of differentiation it will capture customers attention especially on Wechat.
Guidelines for organizing a WeChat Marketing Strategy
Even if most of the tactics we use with Chinese APPs do not differ greatly we do on WhatsApp or other platforms, there are some key differences to keep in mind when you organize a WeChat Marketing Strategy:
– Use QR codes: QR codes are very popular in China and WeChat offers in-built functionality to quickly read or create a QR code, then Users can easily you and integrate your community.
• Knowing Chinese people love to be part of a community, having a large online community (followers) the greater impact you will have in convincing your potential buyers. The social reach offered by having a lot of followers is very important in China.
• Don’t forget WeChat is not just a messaging APP (like Skype or Whatsapp), it’s also a social media platform similar to Facebook. Ensure that your marketing campaign is warm and welcoming.
• Engagement comes first (before sales): Chinese people are frugal. You will win them them by offering something different make them feel different, you need to turn them into your brand evangelists instead of just offering them more value for their money. For instance, you can offer free content such as webinars, ebooks etc or you could hold contests and special events.
• Status and exclusivity are important in addressing Chinese consumers. They look for luxury products/services, trends, exclusive offers, LTOs, etc… Chinese people like to feel special.
• “viral” marketing is even a stronger phenomenon with Wechat because it allows users to find and message strangers. If your campaign should have a viral element such as encouraging people to develop a network and spread your message.
• Don’t spam your followers: WeChat allows you to mass message followers. Although this is very useful to advertise updates, offers and new products, it is bad practice to spam your own followers. Use the broadcast message functionality of WeChat sparingly. source Wechat Marketing Agency
If you want to target the Chinese market and engage the 18-35 age group, Wechat must be a a key element of your marketing campaign.
WeChat is the single most popular social media application in China, has great functionalities and is growing at a fast pace.
In order to be successful using Wechat in China, you do need to consider cultural differences. Chinese people greater consider communities, privileges, exclusivity and luxury. Your value proposition doesn’t need to focus on price and value but more on exclusivity and differentiation.
Engage your potential buyers before trying to sell selling to them.
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