If you're running an eCommerce business in China, you've likely realized that a WeChat public account is an absolute must. Not only does it serve as a powerful social media platform to engage with your customers, but it can also function as an essential eCommerce channel, allowing users to browse and place orders directly within the app.
However, the real challenge lies in building a robust follower base that’s truly engaged with your brand. It’s not just about quantity—it’s about acquiring real followers who have a genuine interest in your products. These followers are the key to unlocking the full potential of WeChat as a pillar of your social commerce strategy.
WeChat and Social Commerce in China: A Vital Duo
In China’s fast-evolving digital landscape, social commerce has emerged as a powerful tool, blending social interactions with eCommerce functionalities. At the heart of this trend is WeChat. Beyond a messaging app, WeChat has evolved into a complete eCommerce ecosystem that integrates social engagement with seamless online shopping experiences.
Growing your WeChat followers isn’t just a marketing exercise—it’s a strategic move that allows you to tap into the booming social commerce trend. From WeChat Mini-Programs that enable users to shop within the app to WeChat Loyalty Programs that reward repeat customers, the opportunities are immense.
Learn how top brands leverage this unique ecosystem in our blog articles:
- WeChat eCommerce Development: Intro to Accounts and Store Types (2024)WeChat may well be the successful link between your company and Chinese consumers. In this article we guide you through the basics of WeChat store setup.WeChat eCommerce: Intro to Accounts and Store Types (2024)
- WeChat Mini-Programs: 4 Successful Cases from Foreign BrandsRead how Lululemon, Starbucks, and other overseas brands leverage private traffic through WeChat's social commerce functions.WeChat Mini-Programs: 4 Successful Cases from Foreign Brands
- 3 WeChat Loyalty Program lessons from top eCommerce brandsWe explore key eCommerce features from Loyalty Programs in the WeChat mini-program ecosystem & how top brands use them to drive sales.3 WeChat Loyalty Program Lessons from Top eCommerce Brands
How Users Find Your Brand on WeChat
Method 1: By Scanning a QR Code
QR codes are perhaps the most popular way individuals connect with each other on WeChat, and brands commonly utilize them to interact with users and customers.
Method 2: By Searching your WeChat ID
Just like a username, every public account has a unique WeChat ID, and users can type in your WeChat ID in the app's search box to directly find your account.
However, it is unlikely that all of your customers might correctly remember your WeChat ID or even distinguish it from similar accounts, so Western brands must use an ID that is easy to remember and looks official.
Strategies to Boost WeChat Follower Growth
So, how do you get real, engaged followers on WeChat instead of "ghost followers"? Here are some tactics that can help you optimize your channels for audience growth:
1. Promote your Public Account Online
QR codes remain the most efficient way to gain followers, and many top brands try to funnel visitors from other social platforms into WeChat, allowing them to leverage the full power that this ecosystem allows for when it comes to eCommerce growth and mini-program integrations.
For example, if you are already using Sina Weibo as one of your social media channels in China, feel free to hang your Wechat QR code there. Brands like Jacobs Creek and Samsung already do so to funnel users into their brand Accounts as well as Official Websites and Flagship Stores.
Another common practice is to insert your QR code at the end of WeChat articles. Since WeChat users are most likely to share interesting posts with other contacts, adding QR codes as CTAs throughout the article can attract more followers for your business.
Organic Nordic's WeChat article
2. Do Not Forget Offline
One might ask how to promote through offline channels when an eCommerce business lacks offline presence. For instance, many brands include “Thank you for your purchase” notes alongside orders. Next time, try to promote your WeChat account there too, making it easy for your shoppers to scan and follow you.
If you think just “scan this QR code and follow us on WeChat” isn’t that tempting for your shoppers, there are certainly more fun ways for you to get more WeChat followers. For example, try the “red envelope giveaway” feature. Basically shoppers scan the QR code on the “Thanks for purchase” card, follow your WeChat account, and they will get cashback with a certain amount. Who can say no to that?
3. Leverage WeChat Ads
If you do have the budget for boosting your followers, WeChat ads can also be an effective choice. WeChat advertising allows businesses to promote Official Accounts or content targeting a specific audience, with costs varying based on the reach and engagement the ad receives.
While there are various ways of showcasing WeChat advertising, the top ones for WeChat account reach can be divided into two:
Banner Ads
WeChat account banner ads appear at the bottom of WeChat articles posted by big, influential WeChat accounts with numerous followers, offering the potential for high visibility.
As shown above, Users who click the banner ad will be redirected to the WeChat account’s info. Advertisers can select a list of categories that their ads fit into, and WeChat will analyze user behavior and interests in order to determine in which articles to place the ads. It is worth noting that advertisers can also access Analytics reporting their ads’ performance.
Moments Ads
By using WeChat ‘Moments Ads’, your ad and WeChat account info will appear in the WeChat user’s Moments feed (even they haven’t followed you yet). Moreover, WeChat Moments ad can display the brand’s name and profile picture, text description up to 40 characters long, a link to an HTML5 webpage hosted within the WeChat network, and up to six images.
WeChat Moments Ads can target customers by age, gender, region, smartphone operation system, networks, and interests
4. Get Creative QRs
Last but not least, a little flair on your WeChat’s QR code can also go a long way. Most of the time we see QR codes in black and white, but they don’t necessarily have to be this boring. In fact, QR codes are often designed in many creative ways.
QR codes designed in these ways are certain to stand out from other regular ones. Remember that WeChat is a social hub and users are likely to share your content with others if it is fun and creative. A well-designed QR code can create that snowball effect within the WeChat ecosystem, and help you attract a bigger audience with time.
Partnering with TMO for eCommerce Success in China
Growing your WeChat followers is a vital step in any successful China eCommerce strategy. But it’s not just about the numbers—it's about building meaningful connections that drive sales, customer loyalty, and long-term growth.
At TMO, we specialize in helping brands navigate the complex world of China’s social commerce landscape. Whether you're looking to build a powerful WeChat follower base, develop seamless WeChat Mini-Programs, or create engaging WeChat Loyalty Programs, we have the expertise to help you succeed.
If you are ready to start your journey today toward sustainable growth in China’s eCommerce market, you can explore our Social Commerce Solutions and WeChat Development Services or directly contact us to get a proposal that is tailored towards your brand's eCommerce Growth needs.
