For businesses targeting the Chinese market, WeChat is more than just a messaging app—it’s an all-encompassing platform that can drive brand awareness, engage customers, and generate leads. With its wide range of tools, WeChat provides multiple ways for B2B companies to reach and connect with their audience. But how do you build a content strategy that truly works? Let’s explore the key content formats, best practices, and tactical tips to help you succeed.
Effective B2B Content Themes and Formats
Content on WeChat isn’t just about what you say but how you present it. Here’s how to leverage WeChat’s features to engage your audience effectively:
WeChat Official Accounts
- Article Posts: Rich, multimedia articles are a staple of WeChat Official Accounts. They’re ideal for sharing detailed industry insights, case studies, or company updates. You can include links to other WeChat posts, Mini Programs, or even external websites, guiding users to take the next step. Make sure to add a clear call-to-action (CTA) button to encourage engagement.
- Image-Text Notes: These are visual, quick-tip formats that resemble posts on Little Red Book (Xiaohongshu). They allow you to convey information at a glance, using strong visuals with brief text explanations. With recent updates to WeChat’s recommendation algorithm, these notes are more likely to be seen by users who don’t already follow your account.Tip: WeChat’s shift towards a “Service Account” feed means users now browse notes like they would on Little Red Book, making this format a strategic choice. Article posts, in comparison, are grouped at the top of the feed.
WeChat Channels
Short-form videos are booming on WeChat Channels, providing a dynamic way to engage users. Unlike Official Accounts, content on Channels can be shared widely through WeChat’s algorithm, reaching a broader audience.
- Experiment with Video Formats: Try different approaches, from animated infographics and interviews to live broadcasts and short skits. Videos offering tips and quick insights can be particularly effective.
- Leverage WeChat Index: Use WeChat Index to find trending keywords relevant to your industry, helping you create content that’s more likely to attract viewers.
- Collaborate with Influencers: Partnering with influencers is a great way to amplify your message and reach new potential clients. Just ensure their content style aligns with your brand.
Building Your Presence with Mini Programs
Mini Programs serve as micro-sites within WeChat, allowing businesses to deliver smooth, user-friendly experiences without users needing to leave the app. For B2B companies, they offer unique advantages:
- Create Micro-Sites for Key Services: Showcase products, services, or technology on mobile-optimized pages. These can serve as compact, easily accessible versions of your website.
- Use Mini Programs for Lead Generation: Offer downloadable content such as whitepapers, e-books, or case studies to capture leads via quick sign-ups or logins.
- Simplify Appointments and Demos: Add easy-to-use booking forms, enabling clients to schedule meetings or demos directly within the app, streamlining the user journey.
Effective Use of WeCom for Client Engagement
WeCom, a business-focused version of WeChat, helps companies manage customer interactions seamlessly. Here’s how you can make the most of it:
- Integrate WeCom with Your WeChat Content: Use your Official Account posts to encourage users to connect with your WeCom account. This way, you can maintain conversations, share updates, and even post on WeCom Moments.
- Use Verified Business Profiles: The verified status adds credibility, which helps build trust. Customers can see they’re interacting with a legitimate business, not just another random account.
- Track Engagements Across Campaigns: WeCom’s CRM tools let you monitor client interactions, segment your audience, and track campaign performance. This helps refine your approach, ensuring you’re targeting the right people with the right content.
Tencent Ads: Boost Your Reach
While organic growth is valuable, sometimes you need that extra push. Tencent Ads allows you to run targeted campaigns across the WeChat ecosystem, making it easier to achieve your marketing goals:
- Moments Ads: These ads appear like regular posts from friends, creating a more natural, native feel. They’re perfect for promoting articles, events, or services to a broader audience.
- Carousel Ads: Use this format to showcase multiple products or features. It’s a great way to tell a more dynamic story, highlighting different aspects of your offerings.
- Custom Landing Pages: Drive traffic from your ads to dedicated landing pages within WeChat, Mini Programs, or even external sites. Keeping everything within WeChat provides a seamless experience for users, which they’ll appreciate.
Content Themes That Resonate in the B2B Space
Not sure what to talk about? Here are some content themes that work well for B2B businesses on WeChat:
- Trade Show, Webinar, or Event Announcements: Whether you’re attending, hosting, or sponsoring, keep followers informed and share updates.
- Client Testimonials and Case Studies: Real-world success stories help build credibility and trust.
- Industry Insights: Share trends, challenges, or emerging technologies relevant to your field.
- Expert Q&As and Quick Tips: Position your brand as a thought leader by providing insights and answering common questions.
- Product or Service Introductions: Focus on how your solutions can help clients overcome specific challenges, highlighting aspects like sustainability, compliance, or cost control.
Best Practices for Creating Content on WeChat
Before jumping into content creation, keep these in mind:
- Avoid Sensitive Content: Steer clear of national symbols like flags or maps in your organic posts, especially in cover images. While they might not impact organic reach, they can cause issues with ad approvals.
- Know the Ad Guidelines: WeChat enforces strict rules for ads, especially around misleading content. Avoid using “fake buttons” or language that implies guarantees.
- Compliance and Certification: Certain B2B industries require special certification to run Tencent Ads, so make sure to have the correct documents before setting up your campaigns.
Smart Conversion Paths: Integrating WeChat Tools
The real power of WeChat lies in how well you connect its various tools. Here are some effective conversion paths:
- Official Account Auto-Reply/Menu → Mini Programs, WeCom
- Official Account Posts → Mini Programs, WeCom
- WeChat Ads → Official Account Home, Mini Programs, External Sites
- QR Codes Everywhere: Include Official Account and WeCom QR codes on your website, email signatures, promotional materials, and downloadable content. Make it easy for customers to connect, wherever they are.
Influencer Collaborations: Amplify Your Reach
No matter how great your content, you don’t have to go it alone. Partnering with influencers can extend your reach and introduce your brand to new audiences.
- Choose Influencers Who Match Your Brand: Make sure they align with your tone, whether you’re aiming for a professional, polished image or a more relaxed, everyday feel.
- Analyze Past Content Performance: Check what topics they’ve covered before and how well they performed. This will help you pick the right influencers for collaborations.
- Strike a Balance: Larger influencers offer bigger reach, but smaller, niche influencers might drive more relevant engagement. A mix of both can often work best.
Putting It All Together: Real-World Examples of Effective WeChat B2B Strategies
To see how all these strategies come together, let’s look at some practical examples of how B2B companies can effectively use WeChat’s features to build a cohesive presence and drive engagement.
Optimized Menu Tabs and Auto-Replies to Meet Visitor Needs
A well-structured WeChat Official Account is essential for guiding users and potential clients. Take Tencent Ads’ Official Account as an example. When users follow the account, they receive a welcoming auto-reply message with a clear CTA, directing them to visit various resources like WeChat Channels, the main website, Mini Programs, or a collection of featured posts.
The account’s menu tabs are thoughtfully organized to introduce services, provide account setup assistance for advertisers, and showcase success stories through a curated content collection. This makes navigation seamless and ensures that visitors can quickly find the information they need, keeping them engaged.
Engaging Official Account and Channels Content to Provide Valuable Information
Successful B2B engagement on WeChat relies on creating compelling, value-driven content. One example is the use of Image-Text Notes alongside traditional article posts within an Official Account. Compared to regular articles, Image-Text Notes have a more prominent banner, making them ideal for content that’s visual-heavy but succinct. For brands, this format is perfect for quick tips, short guides, and infographics.
When building an organic content strategy, consider releasing a mix of these each month. For instance, Tencent Ads uses Image-Text Notes to share concise, visual-heavy tips and articles to offer more detailed insights, creating a balanced and effective content flow.
On WeChat Channels, the use of different video types can significantly boost engagement. Tencent Ads’ Channels feature a mix of content styles—animated infographics, expert interviews, short skits, and even live broadcasts for real-time Q&A sessions. These formats capture attention and make information more digestible.
Popular themes they’ve covered, which are also effective for other B2B brands, include:
- Case Studies
- Expert Interviews
- Q&A Sessions, Quick Tips
- Industry Trends and Insights
- Product/Service Showcases
- Profiles and Personal Stories
- Event Coverage / Company Announcements
Using Mini Programs as Micro-Websites to Deliver Essential Services
Mini Programs are versatile, allowing businesses to create a range of services without forcing users to leave the WeChat app. In one example, a company might use a Mini Program to handle customer service requests or provide easy access to downloadable materials.
But that’s just scratching the surface. Mini Programs can serve as micro-websites to offer tailored experiences, like demo scheduling, product showcases, or mobile-optimized landing pages. The key is understanding what your audience values most and building your Mini Program around those needs. For B2B companies, think about offering downloadable whitepapers, booking forms for consultations, or streamlined product overviews that keep users engaged right in the app.
Managing Customer Relationships Effectively Through WeCom
WeCom is a powerful tool for maintaining customer interactions, and the way you use it can make a significant difference. Imagine a scenario where clients can chat directly with your WeCom account, join group discussions, or follow updates shared via WeCom Moments (similar to WeChat Moments). The most significant advantage? Customers can see that your WeCom account is verified and connected to an official business entity, building trust from the outset.
From the business side, WeCom offers even more benefits:
- Comprehensive CRM Integration: Track engagements from different campaigns, tag clients or groups, and monitor interactions over time. This is essential for refining marketing efforts and ensuring that your outreach is targeted and effective.
- Seamless Transition During Personnel Changes: If an employee moves on, you can reassign their WeCom clients to another team member without needing to re-establish contacts, reducing the risk of client attrition.
While WeCom’s features are extensive, this overview only scratches the surface. We’ll cover more use cases and detailed scenarios in future posts, so keep an eye out for more insights.
Putting the Pieces Together: Building a Holistic Strategy on WeChat
These examples should give you a clearer picture of how to integrate various WeChat features into your B2B social media strategy. By using optimized menu tabs, engaging content formats, versatile Mini Programs, and seamless customer management through WeCom, your brand can not only expand its reach but also build meaningful connections with potential clients.
WeChat isn’t just a communication tool; it’s a comprehensive ecosystem that supports every stage of your marketing funnel—from brand awareness and customer engagement to lead generation and sales. To stand out in the competitive Chinese market, you must fully utilize WeChat’s diverse features and maintain consistent, close communication with your target audience. Continuously optimize your strategy by analyzing data and adjusting your approach for better results.
WeChat is a Cornerstone of B2B Social Media Strategy in China
WeChat, as the largest social platform in China, is much more than a communication tool. It offers a complete ecosystem for B2B companies, from brand showcasing and customer engagement to lead generation, covering multiple channels like Official Accounts, Mini Programs, WeCom, and Channels. By designing a well-thought-out content strategy and combining various WeChat tools, brands can expand their influence, effectively manage customer relationships, and convert potential leads.
To truly succeed in the Chinese market, you need to leverage WeChat’s multifaceted ecosystem and keep a close, continuous connection with your audience. Continuously refine your strategies, and use data insights to optimize performance. For more tips on how to build a successful B2B social media strategy on WeChat, stay tuned to our blog. Reach out to us for more case studies and learn about how our WeChat services can help your business thrive!
About the author: Onsing Ou, Content Marketing Manager, Jademond Digital - Onsing Ou is Content Marketing Manager at Jademond Digital, specializing in localized content and B2B social media strategies for international businesses in China. With a background in Optoelectronic Engineering, he combines technical and marketing expertise to help industries like machinery, IT, and biotechnology succeed in China's unique digital landscape. Known for leveraging AI tools to optimize digital campaigns, Onsing has driven significant results, including the development of custom visuals that have garnered over 25,000 downloads in just a few months. -> more about Onsing