How to Use WeChat Channels

How to Use WeChat Channels

How to Use WeChat Channels

In today’s social media landscape, short, engaging videos are king. TikTok spearheaded this trend, and it didn’t take long for platforms like Instagram and YouTube to catch up with their own spin-offs, ‘reels’ and ‘shorts.’ In this flurry of digital content innovation, WeChat unveiled its own feature, known as ‘WeChat Channels,’ in early 2020. Unlike traditional platforms, WeChat Channels presents an arena to create, share, and revel in swift video narratives that last a minute or less, or to curate a narrative through a series of up to nine photos. What’s more, it’s a hub where you can discover content posted or admired by your friends within the WeChat Channels ecosystem.

WeChat Channels isn’t merely a space for users to share interesting content—it’s a springboard for innovative, humorous, and potentially viral content. It harnesses the power of trending themes, from entertaining memes to enthralling dance challenges, coupled with a wise use of hashtags. This winning formula allows influencers and brands to ascend to unprecedented heights of visibility on WeChat Channels, driving enhanced brand reach and recognition.

But why should your brand consider WeChat Channels as a key component of your social media strategy? The answer resides in the platform’s impressive user statistics and demographics. WeChat Channels, as of the end of 2020, reported a substantial user base of 30 million daily users who spend an average of 19 minutes on the platform. This provides an expansive window of opportunity for your brand to make a lasting impression. With WeChat Channels’ versatility accommodating content across a myriad of themes—from comedy and entertainment to fashion and lifestyle—it’s a one-stop destination for a diverse audience. A particular spotlight shines on Guangdong province, where nearly a quarter of all WeChat Channels users reside. This offers valuable insights into potential customer bases for brands. As WeChat Channels continues to reshape digital marketing landscapes—especially in southern China—it’s high time your brand considers riding this wave.

Tencent, the powerhouse behind WeChat, is acutely aware of the influential trajectory of WeChat Channels. With a conscious strategic shift, Tencent is throwing its weight behind WeChat Channels, recognizing its explosive potential in transforming the way people consume and share content. This decision is a testament to the platform’s success and a clear indicator of the anticipated surge in its future prominence.

WeChat Channels is more than a mere social media platform – it’s an integral part of Tencent’s extensive search ecosystem. Harnessing the power of its uniquely integrated structure, it seamlessly interconnects user profiles, official accounts, Mini Programs, and now WeChat Channels, effectively amplifying the digital footprint of any shared content. When a user posts a video on WeChat Channels, it is not just seen by their followers, but it also becomes searchable, enhancing content visibility and reach across the entire WeChat universe.

Tencent’s emphasis on the development and promotion of WeChat Channels is a game-changer. It fundamentally shifts the dynamics of how users discover content and engage with brands. As Tencent continues to focus on and invest in the growth of WeChat Channels, it is undeniably becoming an essential part of any robust digital strategy for brands looking to tap into China’s vibrant digital ecosystem.

Accessing WeChat Channels

To access this feature, you must click on the Discover tab in the main navigation bar on WeChat.  Then select the ‘Channels’ option at the top of the screen. From there, you can start scrolling away and let time fly by!

 

 

Your WeChat Channels Feed organizes content based on four separate tabs. These include:

  • The Following tab. Content from accounts that you follow will appear in this tab.
  • The Friends tab. This is the default tab that you will see when visiting this feature. This tab shows the most liked videos from users in your contact list.
  • The Hot tab. This tab includes the latest trending content from unfollowed accounts.
  • The Search tab. Pressing on the magnifying glass icon gives you a list of the most popular searches that you can click on. You can also search for specific content.

Engaging with captivating content on WeChat Channels has never been easier! Users are drawn to the seamless experience of liking, commenting, favoriting, and sharing posts that catch their eye. But it doesn’t stop there – you can also stay connected with your favorite content creators by following their publisher accounts. This ensures that their future content pops up in your WeChat Channels feed, keeping you up-to-date and entertained.

One standout feature of WeChat Channels is the unique ability to share posts not only in individual chats but also in group chats, and even on WeChat Moments feeds. This integrated, user-friendly aspect of WeChat Channels ensures that sharing and discovering content is a breeze, effortlessly amplifying a post’s reach to various corners of the WeChat universe. Given these robust features, it’s no surprise that WeChat Channels has rapidly become an essential cog in the machine of digital advertising, fostering rich engagement and widespread visibility for brands and individual users alike.

Getting Started on WeChat Channels

For any international enterprise looking to penetrate the Chinese market, mastering popular online platforms is crucial. One platform towers above all – WeChat. Recognized as the premier communication app for personal and B2B exchanges among Chinese users, it’s a potent tool for any forward-thinking brand. A key component of this digital arsenal is WeChat Channels.

In this article, we’re here to help you navigate the ins and outs of setting up your very own WeChat Channel. But we’re not stopping there. We’re also offering actionable tips to elevate your brand presence on WeChat Channels. From boosting your views to skyrocketing your follower count, we’re here to ensure your brand becomes a force to be reckoned with on WeChat Channels. Let’s embark on this journey towards digital excellence in China’s vibrant online marketplace.

 

 

Step 1: Login/Register your WeChat account

Obviously, if you want to access this feature you will first need access to a WeChat account.  Once you have logged in to your WeChat account, click on the Discover tab on the main navigation bar. Then select the ‘Channels’ option. This will direct you to your WeChat Channels feed, and now you can proceed to the next step.

Step 2: Set up your WeChat Channel profile

Now, click on the person icon on the top right corner of your WeChat Channels feed. Then, click on the camera icon that says Post Video towards the bottom of your screen. You will then be asked to create your WeChat Channel by providing the following information:

  • Name
  • Gender
  • Region
  • Profile Photo

Once you fill in this information, click create and voila!

Step 3: Link the account to your Official Account

Finally, link the WeChat Channel with your brand’s Official Account so you can start promoting your business right away. To do this, head over to the dashboard icon on the main menu of your WeChat Channels. Click on the icon to access the settings menu. From there,  click the Verify option and select Corporate verification.

Now a QR code will appear on your screen. Your Official Account admin will scan the code on their phone to continue the verification process. Once successfully scanned, your personal account’s WeChat Channel is linked to your brand’s official WeChat Channel.

If you need help setting up an official WeChat account or WeChat Channel, contact us now.

Posting on WeChat Channels

Once you’ve finished setting up your WeChat Channel, it’s now time to start posting content! To do this, simply click on the camera icon in the top right corner of your feed. Next upload your pictures or videos. Easy right? But, the hard part is coming up with content. Posts that are creative and that stimulate your viewers enough to follow your account. However, it will get easier with practice.

Using WeChat as a Brand

Let’s take a look at some tips to consider, so that your content has the best chance of standing out:

To command attention on WeChat Channels, your prime focus should be on creating enthralling video content. Although picture posting is an option, the real engagement powerhouse is videos. Start your journey to creating stellar content by designing a thorough content plan that aligns with your brand identity. Will your video have a comedic flair or a more professional undertone? Don’t forget to factor in your budget because high-quality, well-produced videos can truly set your brand apart. Always aim to grab viewers’ attention. Be it through a catchy title or a collaboration with a renowned KOL, every detail matters.

The unique algorithm of WeChat Channels can become your greatest ally if leveraged correctly. Given that the content most liked by your friends gets showcased on their feeds, it’s vital to capture the interest of your contacts. A well-crafted, engaging video might encourage your friends to hit the like button or even share your content, extending its reach to a broader audience.

When it comes to hashtags on WeChat Channels, they can be included but are not the main driving factor for post performance. Feel free to sprinkle your posts with creative, brand-related hashtags, but keep in mind that they aren’t the be-all and end-all of your WeChat Channels strategy.

If you’re keen on accelerating your account growth and maximizing views, two main paths lie ahead of you. One is by creating content that rides on trending waves, akin to the TikTok strategy. The other, more direct approach is through advertising on WeChat Channels. With its vast user base, advertising on WeChat Channels can significantly boost your brand visibility and engagement, be it through sponsored posts or influencer collaborations.

Adopting an effective omnichannel strategy is essential in today’s dynamic digital landscape. To maintain a powerful and consistent brand presence, your brand needs to synchronize its content across multiple platforms. GAB China, with its in-depth understanding of the Chinese market, is here to help. We can assist in shaping an impactful, cohesive omnichannel strategy that boosts your brand’s performance not only on WeChat Channels but across the entire digital spectrum. With GAB China, your brand’s presence in the Chinese digital space drives real business results.

Advertising Matters

Advertising on WeChat Channels is an integral and powerful component of a successful digital strategy in China. With WeChat’s impressive user base and diverse content ecosystem, it provides a fertile ground for brands to achieve quick and exponential growth. By placing strategic advertisements on WeChat Channels, brands can effectively boost their visibility, engage with potential customers and swiftly expand their follower base. Whether it’s through sponsored posts, influencer collaborations, or interactive ads, advertising on WeChat Channels offers a fast-track path to reaching a vast and engaged audience, thereby accelerating account growth. As such, incorporating WeChat Channels advertising into your digital strategy is not only recommended, but it’s also essential for brands looking to make a significant impact in China’s vibrant social media landscape.

Conclusion

In conclusion, leveraging WeChat Channels effectively is a must for brands looking to make their mark in China’s vibrant digital marketplace. From creating engaging video content and understanding the platform’s unique algorithm, to mastering the art of advertising on WeChat Channels, there’s a lot to navigate. It’s not just about growing an account but about carving out a meaningful, lasting presence that resonates with your target audience.

That’s where GAB China comes in. Our team of seasoned experts can guide you through the complexities of WeChat Channels, crafting a bespoke strategy that aligns with your brand identity and amplifies your reach. Let us help you unlock the immense potential of WeChat Channels, turning your vision into a tangible reality in the world of Chinese social media.

So why wait? Let’s begin this exciting journey together. Contact GAB China today for a comprehensive discussion about your WeChat strategy and to explore how we can propel your brand to new heights in China’s dynamic digital landscape.

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