WeChat is one of the most popular social media platforms in China, with over 1 billion monthly active users. For B2B companies, having a presence on WeChat can be an effective way to reach potential customers and engage with existing ones. However, with so many companies vying for attention on the platform, it can be challenging to stand out.

In this blog post, we’ll share some insights from 2023 B2B Industry WeChat Public Account Operations, a Chinese-language report written by JING Digital. We’ll also provide some tips on how to optimize your B2B WeChat account operations.

Insights from the Report

The report analyzed four industries – healthcare, high-tech, industrial manufacturing, and third-party services – and provided benchmarks for key metrics such as follower growth rate, engagement rate, and conversion rate.

One of the key findings was that B2B companies are increasingly focusing on creating high-quality content that provides value to their followers. In fact, nearly 60% of B2B public account content is now focused on professional value such as case studies, whitepapers, solutions guides, and practical advice. The remaining 40% of content includes brand promotions, industry information/news, interactive graphics and text and product introductions.

Channels followers use to follow WeChat accounts in HealthcareChannels followers use to follow WeChat accounts in Healthcare

The methods of gaining new followers illustrated in the pie chart are all important, as they help us better understand the channels from which we attract our new followers. I will explain each point in detail below:

  • WeChat QR Code: We place our WeChat QR code on various channels to guide users to follow us. For example, on pull-up banners, brochures, the end of promotional videos, our official website, and others.
  • Share WeChat Card: Your friend recommends an account to you, and you can follow this account from the homepage.
  • WeChat Channels: WeChat’s own video platform, similar to TikTok.
  • Search in WeChat: WeChat has a feature called “Search搜一搜”, which is similar to Google as a search engine, but it is exclusive to WeChat. When you input keywords, you can find articles or accounts associated with these keywords. 
  • Livestreaming: Promote user engagement by displaying the WeChat account’s QR code during livestreaming.
  • Prize event: We will periodically hold some online prize events to encourage interaction with our existing users and increase potential users discovering us. Event formats can include interactive Q&As, lucky draws, and comment-based prize draws, but are not limited to these. Below are some examples of an event for your reference: 

In 2022, B2B companies faced increased fan attrition rates, particularly among new fans, and a significant drop in fan acquisition rates on traditional social media platforms like WeChat.  The pharmaceutical industry was hit hardest, with a fan acquisition rate drop from 66% to 29%.  This was largely due to the economic slowdown caused by the pandemic.  Companies are advised to focus on enhancing fan interaction and service experience on WeChat while exploring other digital marketing avenues like video platforms, SEO, and live streaming to relieve growth pressures.

Channels followers use to follow WeChat accounts in High-techChannels followers use to follow WeChat accounts in High-tech

The B2B industry saw a 12% drop in the proportion of new fans lost within a year in 2022 compared to 2021, indicating an improvement in the quality of new fans.  However, retaining old fans remains a challenge.  The proportion of old fans lost is highest in the enterprise services industry, which also has a lower fan acquisition rate.  It’s suggested that companies focus on maintaining old fans while continuing to acquire new ones, as the cost of acquiring new fans is higher.  The overall fan retention rate in 2022 decreased by 2.5 percentage points compared to 2021, but the medical and enterprise services industries saw a significant increase in fan retention rate compared to 2021.

Channels followers use to follow WeChat accounts in Industrial ManufacturingChannels followers use to follow WeChat accounts in Industrial Manufacturing

It’s important to at least improve one metric, acquisition or retention rate, to maintain stable growth of a brand’s WeChat public account. Old fans have higher stickiness, but new fan growth and retention require efforts in promotion, content, and interaction. Over 70% of B2B public account’s retained fans are accurate or zombie fans, while new fans still need nurturing and conversion.

Channels followers use to follow WeChat accounts in Third-party ServicesChannels followers use to follow WeChat accounts in Third-party Services

In 2022, the most common ways for fans to interact with B2B public accounts were clicking on menus, leaving messages, and scanning QR codes. These behaviors are driven by user habits and can be leveraged for more targeted and automated engagement through manual or automated configuration.

common ways for fans to interact with B2B public accounts
Common ways for fans to interact with B2B public accounts

In the B2B sector, reading, sharing, clicking links, and commenting are lower than other actions, suggesting room for content improvement. This is critical for customer acquisition. Sectors with high information complexity, such as service providers and healthcare, exhibit lower reading rates, emphasizing the need for improved readability. One strategy could involve summarizing key points at the start, helping readers quickly find the essential information.

However, despite B2B WeChat accounts’ focus on professional value content, the report found that the read rates for this type of content were relatively low compared to other types of content. This suggests that B2B companies need to improve the quality of their content by making it more readable and understandable for mobile users. They should also explore new formats and layouts for their content or optimize their core viewpoints.

WeChat B2B Account Optimization Strategies

Based on these report insights, here are some strategies for optimizing your B2B WeChat public account content and operations:

  1. Ganhuo! Ganhuo!: It means “dried goods” and it’s a very popular format online. When we put “干货” (Ganhuo) in an article title, it signals to the reader that the post will contain practical, actionable tips and “how to” advice. The reader should be able to apply something new after reading the article. Here is an example of a ganhuo article.
  2. Utilize WeChat’s features: Maximize WeChat’s diverse features, such as WeChat Menu, to boost user experience and engagement.
  3. Cater to Both Mobile and PC Users: Although mobile usage is more prevalent on WeChat, there is still a considerable audience using the platform on PCs. Therefore, it’s crucial to optimize your public account for both mobile and PC users.
  4. Engage with your followers: Actively engage with your followers by promptly responding to comments and messages. Offer personalized experiences, such as welcome journeys or chatbots, to enhance their interactions with your brand.
  5. Expand beyond WeChat: WeChat is a powerful platform, but exploring additional channels to reach potential clients is essential. Consider opening a WeChat service account or integrating with other social media platforms like Zhihu or Xiaohongshu.
  6. Use data to inform your strategy: Use data analytics tools to track key metrics such as follower growth rate, engagement rate, and conversion rate. This will help you identify areas for improvement and adjust your strategy accordingly.
  7. Collaborate with influencers: Partnering with influencers can be an effective way to reach new audiences and increase brand awareness. Seek out influencers with a substantial following in your industry and who share your brand’s values.
  8. Invest in paid advertising: While organic reach is important, investing in paid advertising can help boost your visibility on the platform. Consider using targeted ads to reach specific audiences or promoting your content through sponsored posts.

WeChat’s massive user base makes it a critical platform for B2B companies to have a presence on it. However, with so many companies vying for attention, it can be challenging to stand out. The 2023 B2B Industry WeChat Public Account Operations Report provides valuable insights for optimizing your B2B WeChat public account operations. By focusing on crafting high-quality content, utilizing WeChat’s features, engaging with your followers, and utilizing data to inform your strategy, you can make the most of this powerful platform. Remember to also consider expanding beyond WeChat, collaborating with influencers, and investing in paid advertising to maximize your reach. With these strategies in mind, you can effectively leverage WeChat to reach new audiences and grow your brand.

Contact Us

If you are interested in the WeChat marketing and have any questions please leave a comment or contact us via the usual channels. We’d love to hear from you, as always.

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