![]() This not only increases the likelihood that your WeChat account will attract new followers and gain traction, but also makes it simple to share.Īnother way to drive traffic is using WeChat’s HTML5 capabilities. It is therefore good WeChat practice to begin displaying QR codes across your marketing engagement channels, including on the articles you publish. One method is to have WeChat users scan a QR code, which will take them directly to your company page. Once an engaging content pipeline is in place, the next step is to use WeChat’s native tools to drive traffic to your account and content. ![]() Strategy #3 – Drive traffic to your WeChat Official Account On the other hand, if you have a niche product, a micro-influencer may be better placed to give momentum to targeted campaigns that focus on specific customers. For example, if you need to gain widespread visibility quickly, a top-tier influencer may be a good investment, allowing you to increase brand awareness and attract new followers. Long-tail KOLs, who are more accessible and affordable than some higher-tier KOLs, as they are just starting out as influencers.Įach tier of KOL offers unique advantages and disadvantages, depending on a brand's requirements. Micro KOLs, who can influence within a niche scope of interest and have a very loyal follower base. Mid-tier KOLs, who are recognised in their industry and have a loyal following. Top-tier KOLs, who are famous and very influential. Strategy #2 – “Cross-over collaborations” and influencers can help promote your brand's servicesĬhinese audiences are often attracted to ‘cross-over collaborations’ between brands that have no apparent linkage – think a gaming-focused Key Opinion Leader (KOL) on WeChat promoting cosmetics – providing opportunities for companies to creatively promote themselves through an unsuspecting channel.Īccording to PARKU, an organisation specialising in KOL marketing, there are four types to be aware of: For example, emotional and benefit-led titles and taglines can differentiate your videos and articles and maximise the returns on your content. It really pays to think through your content strategy to give it the best chance of standing out and gaining traction. It is worth remembering that there are over 20 million Official Accounts, which means WeChat users are choosing content from a wide range of sources. Practical content that seeks to help its audience, such as how-to guides describing the usage of a product, also tends to perform well on WeChat. To attract attention from Chinese audiences, articles often make bold claims in their headings and emphasise telling a great story throughout to keep readers engaged. The video campaign was launched on WeChat and proved highly popular in China and abroad, reaching 75 million views. Branded content that creatively appeals to people's emotions generally does well – for example, the SK-II video series called “Meet Me Halfway”. Businesses can leverage these capabilities to create video series, thought leadership campaigns and related content. WeChat supports the sharing of both written and video content. Strategy #1 – Generate a WeChat following through article and video stories
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