What Successful Brands Know About WeChat Marketing?

Brands that enjoy a lot of engagement and, as a result, growing business on WeChat aren't simply lucky. Successful brands treat their accounts like a well-run kitchen, balancing quality content, techniques, and the right equipment. Here are some of their top rules.

Use the wrong ones, and the whole dish falls apart. Successful brands take time to research different types of WeChat accounts before starting the registration process. 

They know that making wrong decisions, such as choosing a type unsuitable to their needs, can hamper their business goals later on. For example, subscription accounts can’t be used for e-commerce.

Also, they understand all the pitfalls along the way, so they don’t get stuck at the very last step of registration just because they didn’t know that some accounts require a Chinese ID!

They know building a loyal audience on WeChat takes time and that people start to follow them to learn new things or have fun. Or ideally, both. That’s why they post on diverse topics related to their business. Their articles are easy to read. 

No one likes brands that only talk about themselves. There is a time and place for promotions and sales (as it should be in every healthy business), but it’s not only about this.

WildChina Journeys

offer their readers a great variety of topics mixed with the introduction of their own services

Authenticity is key. Successful brands know how to make the most of AI tools and automation to save time and increase their output. There’s nothing wrong with that! 

But the readers can tell when something feels off - when the tone doesn’t match and sentences feel robotic. After all, small brands are often successful mainly because of their human touch. They use AI as a helper, not a replacement. 

They also understand that while articles are important, FAQ answers found in menu tabs are equally important. Many users visit accounts not just to read content but to find essential details like contact information or quick links to shop.  A well-organized menu helps users find what they need without digging through old posts.

Fernanda Sung Jewelry

Example of a very user-friendly menu of a local jewelry brand. The ‘shop’ menu button redirects seamlessly to a mini-program store

When working on monthly reports for clients, I saw that sometimes, even accounts that haven't posted in over a month often continued to receive steady traffic from users exploring their menu tabs. 

But please do your best to post at least once per month!

Brands that succeed on WeChat observe how the platform evolves and are open to trying new things. However, they know better than to chase the trends blindly. 

Sometimes, adapting means putting more effort into video (Channels) and producing two long-form articles instead of four per month or shaking things up with Image Messages. Whatever brings results!

Loop Swim

The brand adopts new formats like Image Messages to make communication more visual and eye-catching

They know that just having an Official Account (OA) is not enough and mastered so-called private traffic. Leveraging groups and Moments using personal WeChat connections is very important. Especially when you are a small company, this personal edge can make all the difference.

Having a Baby in China (HABIC) 

Encourages parents-to-be and parents to join their dedicated groups

People connect more with individuals than with faceless corporations, especially in niche markets. Personal branding and the founder’s unique story build trust and credibility, helping smaller brands stand out. Like I said in one of my videos, “People buy from other people.”

They don’t chase the numbers blindly but check and analyze what’s working and what’s not.  A   smaller but more engaged community is better than a blown-out one that doesn't bother to open your new posts. 

Successful brands genuinely love to learn about their readers’   preferences and serve them more of what they like.  No math degree is needed; they keep track of their WeChat data with a simple Excel sheet. 

If you want to learn all of that and a dash of more, stay tuned for our WeChat A-Z: Registering and Managing an Official Account e-book!