WeChat is a well-known instant messaging and social media app, but did you know about Channels? Adding this feature to an official WeChat account allows brands to promote video ads and target audiences like never before.
WeChat users add their bank account information into the app to pay their bills, order goods and services, transfer money to other users, and pay in stores, if a WeChat payment option is available. It really is an “everything” app.
In 2020, WeChat Channels launched and allowed users to create and share short video clips and photos. Posts could include hashtags, a location tag, a short description, and a link to a WeChat official account article.
Recently, WeChat launched WeChat Channel Ads, which is currently only available for invited advertisers. WeChat Channel Ads allows brands to use WeChat Channels to place video ads in targeted audiences’ feed. This provides another great way for companies to use WeChat as a marketing platform to reach their Chinese audiences, magnifying the impact of their official WeChat account.
Here’s an example of the brand Armani Beauty using WeChat Channels to engage with targeted audiences. The text reads, “Buy now”, and it redirects users to a shopping website where they can buy this product.
WeChat continues to evolve and find interesting new ways to engage audiences and allow brands to market their products.
Growing audiences
Hosting concerts on Channels has been attracting millions of viewers and has partially proven the huge potential of this feature.
Irish boy band Westlife live streamed their first-ever online concert on Chinese social media, drawing over 28 million viewers and generating over 160 million likes in just three days.
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