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How to Set Up Your WeChat Official Account
Your business will need two pieces of documents, namely:-
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A Chinese business license. If you are a foreign business, you will need to register yourself as a local business in China.
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A Chinese ID (residency ID and a citizenship ID)
If your business doesn’t have a Chinese ID, you can still acquire one on the WeChat official account by:
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Option 1: Registering your company with WeChat under WFOE (Wholly Foreign Owned Enterprise). This requires a large sum of investment and has a processing time of about 6 months.
Option 2: Rent a license from a local Chinese business. Any registered Chinese business with a legal license can actually register up to 25 different WeChat accounts. Hence, foreign business owners can choose to rent a WeChat account from them.
Option 3: Go through a special process from the Tencent team called the Tencent Foreign Company Process. This process helps your business create a visible account after paying a sizeable verification fee. However, business are reviewed via a case-by-case basis and may not be approved by Tencent.
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Charles & Keith WeChat Official Account
WeChat Advertising
Two most effective ways to advertise on WeChat:
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1. Moments Advertising
As mentioned above, Moments is WeChat’s social element where it presents updates and highlights on people’s lives. Businesses can tap into Moments to advertise their brand ads.
How does it work?
Source: Simplify China
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1. Start by keying in your brand name and insert a profile picture which is generally a logo of your business.
2. Add an ad description with a 40 character limit.
3. Insert a link to a landing page. Landing pages needs to be those which are already hosted on Tencent’s server.
4. Upload up to 6 content available.
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There are however a few important things to take note of should your brand decide to use Moments advertising.
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1. Moment ads will not appear on any user accounts that has less than 500 followers.
2. User accounts need to have at least 4 moment updates before any of your ads will show up.
3. An ad will not resurface for another 48 hours after a user has seen the ad.
4. If the user doesn’t like, comment or interact with the ad, the ad will automatically be removed from the user’s moments. All these are in placed as WeChat is trying to preserve their user experience.
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In terms of ad targeting on WeChat, it is generally quite basic and can be targeted based on age, location, interest, gender, devices and phone networks.
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2. WeChat Key Influencers
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Influencer marketing isn’t optional in China. Consumers in China rely heavily on reviews before making any purchasing decision. Your brand can leverage on key influencers (mostly females) to fulfill certain roles that your brand needs them to do such as:-
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Pay for banner ads under a subscription account so frequency will increase (push one content per day)
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Pay influencer to review your brand’s product
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Pay influencer to write an article about your brand and endorse your products
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Pay influencer to do product giveaways for your brands to increase product awareness.
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Click here to get the latest insights of WeChat Marketing in Singapore (Part 3).[/et_pb_text][/et_pb_column][/et_pb_row][/et_pb_section]