The 13 Ways to Advertise on WeChat

We all know that WeChat users are mostly people from China and they use WeChat 5 times an hour daily, more than 3 hours a day and often buy goods and services via WeChat.  That’s why many people want to advertise on WeChat.

But WeChat is very different from Facebook, LinkedIn, and Google.  You just cannot advertise the way you do on the other tools.  There are 13 ways that you can advertise on WeChat:

1.      Incur at least US$20,000 to Tencent Holdings, the company that owns WeChat.  Tencent will, base on your target market, do a Moments broadcast to selected WeChat members.  You can specify who and where you want to target, like target the Shanghainese or the China people in Singapore.  Many Singapore companies including Marina Bay Sands, Singapore Tourism Board and Kaplan Education have been using paid WeChat advertising for years and are getting good results

2.      Register (for free) up to 5 WeChat Official Accounts with Tencent using your business registration.  With an Official Account, you can have a mobile site with a maximum of 15 pages.  You can broadcast up to once a day to your Official Account followers. 

3.      WeChat Mini Programs  Similar to an Official Account, a mini-program is a small app of less than 100 MB space inside WeChat.  It is similar to a full business site but you cannot broadcast to your followers, unlike Official Account.

4.      Message Broadcast.  You can send up to 5,000 characters per message (for non-Chinese text, up to 10,000 characters) to up to 200 contacts in one message broadcast.  Just like Facebook, you can have up to 5,000 contacts on WeChat.  Note that your WeChat contacts will receive the message as though you have sent to them individually and are not aware that the message is sent in bulk.

5.      Moments is like newsfeeds on Facebook, and you can post as many Moments as you like daily.  Each moment can have up to 9 pictures and may include articles, weblinks and even videos of up to 15 seconds

6.      Join or start WeChat Group Chats.  Group Chats, Moments, Message and Broadcast are the 4 pillars of WeChat Zero Cost Marketing.

7.     Individual message with articles.  This is by far the most effective and also most time-consuming. Make sure your article message is appealing and include beautiful pictures, bolds, and underlines.  You have to use free WeChat apps like 'Mei Pian' to create such appealing messages and articles. 

8.     Plain simple message with just words and links.  This is the easiest to create and may be effective if your contacts are familiar with you

9.     Channels. Available from March 2020 for professional video producers, this allows celebrities to market their name

10.  Red Packets Advertising This means that you can simply give our red packets to people in WeChat via WeChat groups or one-to-to messaging.  You can announce in WeChat Moments that you are giving out red packets for people joining your group chat.  After people received your red packets, they will be obligated to at least read what you post

11.  WeChat Moments.  This simple but effective method is often overlooked.  Convention rules that you can post one advertisement out of 5 non-advertisements posts in your WeChat Moments. 

12.  Links to Posts in Douyin, Tik Tok and Toutiao. This is getting popular, with many companies using influencers to promote their products and services on Douyin and get WeChat friends to like and share the post

13.  Kaidan Huoban free daily articles and short videos.  These 2 tools are from a free official account called Kaidan Mimia and you can forward their articles and videos with a short marketing message inside them.

I use 4 to 8, 11 to 13 in my business.  I don’t use 1 and 2 because they incur too much time and cost. As a small business, that’s what you should do too.

But if you are a big business, you can use all the above 13 ways to advertise. Related articles: 

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