For Western organizations that seek to share knowledge with followers in China, WeChat articles are a great option.
We’re here to help you make the most out of WeChat articles, whether you are reading our free guides or hiring us for help.
A WeChat article is not like other articles
WeChat articles are not only walls of text. The best-performing ones are
- useful,
- easy to read,
- easy to “scan” by scrolling up and down,
- easy to find via WeChat Search,
- look great in light and dark mode,
- adhere to global branding guidelines, and
- attractively designed.
WeChat articles are meant for your followers
Compared to advertising or short-video marketing, the growth of WeChat Official Accounts is very gradual, but it’s a great way of keeping your fans informed about your company’s offerings.
As you publish more articles, your followers will gradually grow.
Provide us with source materials in any format, and we’ll “transcreate” the WeChat articles
We don’t just translate your content. Rather, we “transcreate” it for the Chinese market and for WeChat users.
The process is simple:
- We’ll help you plan a content schedule.
- You can provide us with blogs, newsletters, PDFs, videos, or even emails.
- We will use that information to craft WeChat articles.
Delight users with engaging content
Scan these QR codes to check some of our work on WeChat.
For Cambrian, we ran their WeChat and other social marketing to increase enrollments by 6X over three years (during a pandemic).
For Lizenzero, we gained 600 new WeChat subscribers in three months. Plus, we doubled their target number of monthly orders.
After publishing on WeChat, publish to multiple platforms
WeChat Official Accounts are usually the first place we publish long-form content, but they are not the last.
Once an article is created, we adapt it and publish it to 3–5 other platforms as well.
This requires no extra steps on your part and minimal extra budget.
Access clear analytics and reporting
Get your visual reports with data from WeChat, your website, and other platforms in one place.
You’ll also have access to WeChat’s backend analytics platform, as well as analysis and advice from your bilingual account manager.
WeChat Marketing FAQ
WeChat articles can contain:
- Text (including emojis, plain formatting, bulleted lists, and headings)
- Images
- GIFs
- Image galleries
- Videos (including embedded short/vertical videos from WeChat Channels, as well as horizontal videos)
- QR codes
- Links to other WeChat articles or webpages
- Forms (such as contact forms)
- Quizzes and surveys
- Various design enhancements (such as colored boxes and divider lines)
WeChat articles cannot contain:
- Custom CSS or JavaScript
- iFrames
A WeChat article has a lot of room for customization, but it is not as customizable as your own website.
In our view, WeChat is an important part of an overall marketing strategy, but it is not a comprehensive strategy on its own.
For advertising, we often go to WeChat, but we also use Baidu, RedNote, and other platforms.
For content marketing, WeChat is great for keeping in touch with fans, but there are easier options for reaching new people.
Many of our WeChat articles are between 700 and 1,200 Chinese characters long.
In some cases, we publish longer pieces (it depends on the purpose and depth of the topic).
The official limit is 200,000 characters, far more than is typically necessary.
Big brands avoid this, but it can be a valid approach if you don’t have the budget to pay skilled writers to craft articles for you.
If you’re using AI, have a human review the content to ensure it is not inaccurate or illegal.
Here are a few great ways to find topics:
- Monitor questions asked by your potential customers, and craft articles to answer those.
- Choose topics that worked well for you in other markets (e.g., your top English blog posts).
- Review profitable search queries in WeChat, Baidu, or other channels.
- Create case studies showing your product/service.
- Create content for specific events, such as an upcoming webinar or holiday.
Integrate current trends into your writing, but keep the article relevant to your target market.
Yes.
Our writers are highly skilled (in the top 1%). They will create content that is engaging and matches your style.
Plus, we will create an AI Assistant to help provide feedback. This assistant will have access to writing guidelines, a marketing plan, a glossary, and previous content.
Finally, all articles are reviewed by another member of our team, and you’re welcome to review as well.
As we create more content, the whole team (our staff, your staff, and AI) gets better and better.
Contact Us for a Free Consultation
We’ll identify the potential obstacles hindering your expansion in China, and we’ll recommend the best course of action based on your individual needs.
If you think we’re a good fit, you’ll receive a proposal for services within a week.